Episode 216 – The Chips Are Down: Price, Perception & Public Messaging

In Episode 216 of The Ceres Podcast, the ever-insightful Podsquad—Stelios Theocharous, David Nicolaou, David Miller, and Mark Petrou—gathers for a fast-paced, honest, and often hilarious take on the latest challenges, triumphs, and contradictions within the fish and chip industry.

Kelly Barnes was sadly absent this time around after putting her back out—she was under strict physio orders to rest. She’ll be back soon, but her voice was missed in this episode.

If you’re a hospitality operator, chip shop owner, or just someone wondering what’s going on behind the fryers, this episode is a must-listen.

The 7p Stunt That Sparked a National Conversation

The episode opens with the now-infamous 7p fish and chip giveaway by Harry Ramsden’s in Bournemouth. Stelios gives a first-hand account of the 300-strong queue, security guards, and even influencers in gold boots. The panel debates whether these gimmicks have lasting value or are merely fleeting PR stunts.

“It wasn’t about making money—it was a marketing cost,” Stelios notes. “But whether they come back? Who knows.”

Everyone agrees that the stunt was successful in generating buzz. But whether it drives repeat customers or dilutes the perceived value of the product is up for debate.

Shoutout to Chez Fred: Hospitality That Hits Home

Shifting from stunts to substance, the group sings the praises of Chez Fred in Westbourne, Bournemouth. It is a place that, by all logic (awkward location, limited parking), shouldn’t be as busy as it is—but is packed day and night.

“It’s not just the food,” says Mark. “It’s the attention to detail. It feels like visiting a favourite aunt.”

From impeccable service to warm interiors and homemade desserts, Chez Fred represents what the best of the industry can be when you focus on doing the little things right.

“My son turned to me and said, ‘Dad, that’s the best fish and chips I’ve ever had,’” Stelios recalls.

The VAT Conversation: Are We Still Chasing a Pipe Dream?

The discussion turns more serious as the group tackles VAT—specifically, the renewed push by the NFFF (National Federation of Fish Friers) to reduce VAT for fish and chip shops.

Stelios and David Miller question whether it’s time to stop dangling VAT cuts as a political carrot when there’s been no success in decades.

“It’s never going to happen,” Miller states plainly. “We’re great collectors of VAT for the government—they’re not giving that up.”

The team debunks the myth that fish and chips are the only items suffering from price hikes. They note how McDonald’s Big Macs have increased by 69% since 2020, while KFC prices are up 65%—yet only fish and chips get dragged through the media mud.

“Fish and chips pound for pound is still the best value,” Stelios argues. “Inflation hit everyone.”

They raise a stark point: if VAT were dropped again, would prices come down? During the pandemic’s VAT relief, very few businesses passed the savings onto customers.

“If you give a VAT cut and no one drops prices, who benefits?” asks Stelios.

Is the Federation Representing Us, or Missing the Mark?

The episode also delves into how the fish and chip industry is portrayed in national media. A recent GB News appearance by NFFF Vice President Stewart Devine—defending Scottish fishing rather than fish and chips—raises eyebrows.

Mark Petrou acknowledges Devine’s professionalism but questions whether this was the right message from the proper organisation.

“Was Stewart the best person from the NFFF to speak? Possibly. But was the NFFF the right organisation to handle that topic? I’m not sure.”

The discussion digs into the bigger question of representation—who speaks for the industry, and what should they be saying?

David Nicolaou puts it plainly: “If you’re not publishing a direction of travel, it feels like you’re just reacting. It’s not a strategy—it’s spin.”

Listeners are left with the impression that while the NFFF is full of hard-working individuals, its messaging may be out of sync with what the industry needs.

The Takeaway?

Suppose you run a chip shop or any hospitality business. In that case, this episode offers sharp takeaways: don’t chase gimmicks for the sake of it, remember the value of genuine hospitality, and don’t be afraid to question leadership when the message doesn’t land.

And perhaps most importantly—fish and chips are still great value. However, if the industry fails to convey that message with clarity, facts, and unity, it will continue to lose the narrative.

Listen to Episode 216 of The Ceres Podcast now on your preferred platform.