Fish, Chips & Respect - A Day with the Chelsea Pensioners

This year marked the 10th anniversary of National Fish & Chip Day, and for the third year running, we were proud to collaborate with the Royal Hospital Chelsea by supplying the ingredients needed to serve 350 Chelsea Pensioners, a proper portion of the nation's favourite meal.

It's one of the most meaningful things we do all year, goodwill gestures like this do matter. In business, it's easy to get caught up in margins and numbers. But sometimes, doing the right thing is reward enough.

Who Are the Chelsea Pensioners?

If you've never heard of the Chelsea Pensioners, they're retired British Army veterans who live at the Royal Hospital Chelsea in London. You might know them by their iconic scarlet coats and black peaked caps. But they're so much more than a uniform.

Founded in 1681 by King Charles II, the Royal Hospital is more than just a care home, it’s a community that offers purpose, structure and camaraderie for ex-servicemen and women who have served their country. It's a place steeped in history and honour.

Respecting the Space

We've now had the privilege of serving fish and chips for National Fish & Chip Day at the Hospital three times, and each time, we're reminded that this is their home. We're not there to pose for selfies or turn it into a PR stunt. You don't just wander around the Great Hall taking photos while the Pensioners eat—it's a place of dignity, designed by Sir Christopher Wren and used daily for meals.

The Pensioners don't need fanfare. They've seen more in their lifetimes than we ever will, and while they'll have a laugh and a joke with you, you take them seriously.

A Day After Founder's Day

This year's lunch followed Founder's Day, the biggest date in the Royal Hospital's calendar. It commemorates the founding of the Hospital and the restoration of the monarchy, with Chelsea Pensioners wearing oak leaves on their uniforms and a royal guest attending each year. It's a huge day, full of ceremony and tradition.

So by the time we arrived, the Pensioners were in wind-down mode—and what better way to relax than with fish and chips?

Cod, Haddock, and a Dash of Debate

One of the best parts of the day was hearing everyone's memories and opinions on fish and chips. Just walking into the kitchen, a chap named "John" stopped us. "Best fish and chips are from Lancashire,” he said proudly. That sparked the age-old Yorkshire vs Lancashire debate across the tables.

A short while later, "William" from Scotland proudly proclaimed haddock as the superior fish. Others were die-hard cod fans. No one had much time for plaice, mind you. And when it came to curry sauce, they were adamant: "It should stick to a chip, and never pour it on the fish!"

They even asked us to send Curry Sauce more often. I suspect they'd have it with every meal if they could!

A Team That Truly Cares

A big shout-out to the team, they don't just serve the Pensioners—they look after them with genuine care and professionalism. It's not forced or overly formal. It's just right.

And when you're feeding 350 people, including traditional cod in batter, thick curry sauce, and chips, you need a team that knows what they're doing and they absolutely smashed it.

It's Bigger Than Us

At Ceres, this isn't about marketing or brand awareness. It's not even really about National Fish & Chip Day. This is about acknowledging that we're part of something bigger—something rooted in tradition, community and care.

As I have said many times on the Ceres Podcast, you don't need a grand budget to make a difference. A small act of goodwill—done sincerely—goes further than you think. These gestures build trust, connection and reputation. And they stay with people longer than any promotion ever will.

A Well-Earned Meal at Mayfair Chippy

After a tour around the magnificent grounds, we headed to Knightsbridge for a sit down at Mayfair Chippy on Brompton Road—right by Harrods. It's not your average location for a chippy.

We started with Cornish salt & pepper squid with chilli, lime, and ginger (I couldn't resist and polished off all the fresh red chilli from both plates), followed by the classic cod and chips. The service was brilliant, and the food was even better. Thanks to the team at Mayfair Chippy for rounding off a very special day.

How Did Your National Fish & Chip Day Go?

We'd love to hear what you did for National Fish & Chip Day. Did your shop do anything different? Any giveaways, events or acts of kindness in the community? Share it with us—we genuinely want to celebrate everyone who took part.

Let's keep flying the flag for fish and chips. Not just as food, but as a symbol of togetherness, tradition, and a bit of British decency.

Out of respect for the Chelsea Pensioners' privacy, we've changed their names in this article.