Episode 213: Barry Dickman on Branding, Grit, and the Heart of Fish and Chips

Some stories grab you from the very first sentence, and Episode 213 of The Ceres Podcast is one of them. Hosted by Mark Petrou, this two-part conversation with Barry Dickman—founder of BD Signs and one of the most recognisable figures in the fish and chip world—is a masterclass in resilience, branding, and understanding the heartbeat of an industry. This episode isn't just inspiring for anyone in hospitality or running a food business—it's packed with real, actionable insight.

A Childhood Above a Chip Shop

Born on a bus in Cyprus and raised above a chip shop in Nottinghamshire, Barry's life began in motion and hasn't slowed since. Listeners are treated to the early stories that shaped his character: growing up as one of four brothers raised by a single mother, peeling potatoes at eight years old, and dealing with the stigma of being the child of a divorced woman in a tight-knit community.

He speaks openly about being severely dyslexic, undiagnosed through school, and how that affected his confidence and path. "At school, I was the idiot in the corner," Barry says. "Someone who spoke more than wrote." But it's clear that what many saw as a weakness became the core of his creative, high-energy approach to life and business.

From Clubs to Corporates to Cod

Barry's journey from nightlife promotions and marketing launches for major brands like the National Lottery and Virgin to founding BD Signs is anything but conventional. His marketing instincts were honed in the club scene, where he turned a box of leaflets into a packed venue and ran out the town's supply of cheap champagne—all by telling everyone it was their birthday.

But the collapse of his first business defines his turning point. When that company failed, his wife Cheryl a credit card and told him to try again. That act of belief led to the creation of BD Signs, a business now working with thousands of fish and chip shops across the UK.

More Than Just Signs

Barry's impact on the trade is much more profound than graphics and menus. He sees fish and chips as a brand in its own right—rich with nostalgia, community connection, and untapped potential.

"Every shop looked the same," he says. "George's Fish & Chips, Fred's Kebab House… why? Every other sector is diverse, so why not us?"

His mission has been to give independent retailers a visual identity that feels fresh, modern, and memorable—without losing the heritage that defines them. Whether using bolder colours, rethinking menu layouts, or softening the interior feel of a shop, Barry's work helps owners drive profit and boost customer satisfaction. His belief? If it looks like a brand, it performs like one.

Crisis Brings Clarity

During COVID, Barry's passion for the trade shone through in new ways. While many suppliers shut down or paused, he leaned in—creating sneeze guards, floor markers, and posters that allowed shops to operate safely. "I was the boss switching the machines back on," he says, recalling those early weeks. "There were mistakes everywhere—but I had to do something."

His swift action and practical thinking helped countless shops reopen safely and continue serving their communities.

On Portion Control and the Future of the Chippy

In a particularly insightful section, Barry and Mark discuss how portion control is critical to the future of fish and chip shops. As cod prices rise and eating habits evolve, Barry advocates for selling the "experience" of fish and chips—not just a plate overloaded with volume.

"The fish size doesn't matter anymore," he argues. "We're not feeding coal miners—we're selling flavour, nostalgia, and consistency."

His advice? Repackage what you already do well. Fish goujons, homemade fish cakes, and loaded chips—done right- can boost profit without losing the soul of the brand.