Episode 220: From Toilet Block to Top Chippy—The Scrap Box Growth Blueprint

Nine years ago, brothers Aman and Gav Dhesi unlocked the door to a derelict public toilet on a busy A-road outside York and saw a possibility where everyone else saw plumbing repairs. “You’re glamorising it Stel—it was an old public toilet,” Gav laughs, recalling the site’s inauspicious origins. Today, that same block is reborn as The Scrap Box.

From lay-by to landmark: the growth blueprint

Mid-episode, Gav distils their entire strategy into a line every takeaway owner should pin above the range:

“Great product, clear demand and price customers are happy to pay—get those three right, and you’ll always be successful.”  

That clarity shapes everything. Menu boards feature just ten items; portions remain consistent; any price rise is accompanied by visible upgrades, from freshly painted cladding to bespoke, branded boxes. And when the inevitable grumbles pop up, the brothers remember it’s only two per cent of diners who kick up a fuss—98 % are perfectly content.

Marketing that multiplies

A tech start-up stint taught Gav to obsess over lifetime value: “Put £10 behind a Facebook post, and one new customer could spend thousands with you over the years—the return is unbelievable,” he tells Stelios. It’s scrappy, data-led marketing—quick videos, local press, and community sponsorships, such as school meal vouchers and junior football kits, that put The Scrap Box in front of tomorrow’s regulars.

Innovating beyond cod & haddock

With cod prices volatile, Aman has been trial-frying saithe and hake, working with the UK’s first self-styled “fish sommelier” to shift customer tastes before market shocks hit. It’s risk-free R&D: short social reels sell the story, and only the winners make the board.

Why they still won’t deliver

Despite constant “Why no Deliveroo?” questions, the brothers refuse third-party couriers. Handing a steaming box to a driver risks quality and blame, Gav argues; they’d rather guests choose a car park, counter, or home on their terms. Drone delivery? A fun debate—but for now, queuing at the hatch is part of the brand’s ritual.

A family engine (powered by WhatsApp)

The Dhesis’ parents still filefish and drill standards, while WhatsApp prevents sibling blow-ups: “We wouldn’t have a relationship if it weren’t for WhatsApp… you get 15 minutes to cool off before replying,” Gav admits. That mix of older-generation discipline and digital communication keeps the tiny team tight.

Continuous reinvestment and award ambition

A year and a half ago, the brothers “changed the dials”—repaving the forecourt, repainting interiors, and chasing national awards to push standards higher. The lesson is simple: if you’re not reinvesting, you’re sliding.

Why business owners should listen?

Episode 220 of The Ceres Podcast is a masterclass in:

• Location alchemy – seeing gold where others see an eyesore.
• Price leadership – charging confidently and explaining sparingly.
• Lean operations – small menus, zero waste, constant upgrades.
• ROI-driven marketing – £10 ads that build lifetime spend.
• Product resilience – diversifying species before a crisis hits.

Whether you manage a single-site takeaway or a growing chain, the brothers’ blend of metrics, humour and straight talk will leave you with a notebook of ideas to test before the next lunch rush.