​Episodes 132 & 133: Scaling Success with Alistair Horabin – The Ceres Podcast

In the latest two-part instalment of The Ceres Podcast, Stelios dives into an enlightening conversation with Alistair Horabin, the driving force behind the Seniors Fish and Chips brand. From humble beginnings as the son of a fish merchant to overseeing a thriving chain of nine fish and chip shops (soon to be ten), Alistair shares his story with remarkable honesty and depth. Here’s a taste of the insights you’ll gain from these episodes.

A Legacy Built on Fish and Hard Work

Alistair’s journey began in the fish merchant industry, where his father’s work ethic and dedication shaped his outlook. The transition from fish merchant to fish and chip shop owner came when his father purchased the first Seniors location, sparking what would become a family-driven legacy. However, Alistair candidly admits the shift wasn’t easy. The long hours, dealing with customers, and adapting to a new industry presented unique challenges.

But as Alistair grew older, he began to see the potential in the business. He took on the responsibility of transforming Seniors into a brand synonymous with quality, service, and sustainability. From learning the trade in his teens to leading a chain that thrives on innovation, his story is one of determination and grit.

Competition and Expansion: A Double-Edged Sword

Alistair reveals the highs and lows of navigating a competitive landscape in both episodes. With a sharp focus on Lancashire’s Fylde Coast, he discusses how local competition has driven Seniors’ growth. Far from shying away from rival fish and chip shops, Alistair embraces competition as a way to sharpen his brand’s focus and improve operations.

The conversation also delves into the calculated risks of expansion. Alistair shares his experiences of choosing new locations and the challenges that come with each venture. His meticulous approach, from scouting postcodes to maintaining manageable overheads, offers valuable lessons for anyone considering scaling their business.

Innovation and Centralisation: The Backbone of Success

One of the standout strategies discussed is Seniors’ centralised fish and chip preparation system. By streamlining operations—centralising fish cutting, potato processing, and even delivery logistics—Alistair has created an efficient, scalable model. This system ensures consistency across locations and simplifies day-to-day tasks for staff, allowing them to focus on delivering excellent customer service.

He’s also a vocal advocate for the importance of understanding the numbers behind the business. From calculating gross profit margins to analysing delivery algorithms, Alistair’s data-driven approach ensures Seniors stay ahead in a notoriously challenging industry.

Mental Health and Knowing “Enough”

An exceptionally heartfelt moment comes when Alistair reflects on the toll that running a business can take on mental health. As the father of three, he openly discusses the pressures of balancing work and family life and the importance of recognising when “enough is enough.” His insights are a powerful reminder that success in business is about more than just financial gain—it’s also about sustaining personal well-being.

Recruiting and Retaining Staff

Alistair’s commitment to building a supportive workplace culture shines through as he discusses his approach to staff management. From offering flexible schedules to creating clear pathways for career progression, his methods have fostered loyalty and high morale among his team. He even shares innovative ideas like hardship loans and staff incentives, demonstrating his dedication to nurturing a motivated and engaged workforce.

The Future of Fish and Chips

In part two, the conversation shifts to the future of the fish and chip industry. Alistair and Stelios tackle the controversial topic of pricing, with Alistair advocating for a more nuanced discussion around profitability and portion control rather than arbitrary price points. He also emphasises the need for operators to focus on quality, sustainability, and customer experience to keep the industry thriving.

These episodes are packed with actionable advice, personal anecdotes, and thought-provoking discussions. Whether you’re a business owner, a fish and chip enthusiast, or someone looking for inspiration, Alistair’s journey offers plenty to reflect on.