Heritage meets ambition as Deep Blue embraces the Harry Ramsden’s legacy

Deep Blue Restaurants, one of the UK’s leading fish and chip operators, has announced a bold transformation — it will now trade as Harry Ramsden’s Group, marking a pivotal moment in the company’s evolution. The move consolidates its operations under the globally recognised Harry Ramsden’s name, a brand that has defined British fish and chips since 1928 .

The rebrand is designed to build on Harry Ramsden’s heritage — a name synonymous with quality, tradition and hospitality. As part of the transition, several Deep Blue sites across the UK will be rebranded to Harry Ramsden’s, including the group’s first London restaurant in Notting Hill, which opened this month.

James Fleming, chief executive of the newly named Harry Ramsden’s Group, described the rebrand as both a nod to tradition and a statement of intent:

“Harry Ramsden’s is the brand that defines who we are and where we’re going. For nearly a century, it has embodied quality, tradition and hospitality. This new chapter is about honouring that legacy while transforming it into a modern, ambitious, and globally relevant business.” 

Harry Ramsden’s, founded in Guiseley, West Yorkshire, in 1928, currently operates nine restaurants in the UK. The brand was acquired by Deep Blue Restaurants from Boparan Restaurant Group in 2019 — a move that positioned Deep Blue as the UK’s largest operator of fish and chip restaurants and takeaways .

The rebrand follows a period of strong strategic focus for the business. Earlier this year, Deep Blue reduced annual losses and improved EBITDA after divesting several of its sites to fund investment in Harry Ramsden’s. The proceeds have been directed towards refurbishing flagship restaurants, such as Brighton, and driving national and international marketing campaigns .

Looking ahead, the group is preparing to roll out a new design identity, refreshed site formats, and enhanced operational systems aimed at driving scalable growth. Fleming confirmed that the business will launch several initiatives in 2026 to strengthen its presence across retail, full-service and quick-service environments .

Mikayla Whittle, director of franchise and licensing, highlighted the company’s international ambitions:

“This next phase marks an exciting time for Harry Ramsden’s as we build on the brand’s strong momentum. Following the launch of our chilled range with Morrisons, we’ve now signed an exclusive development deal for Romania, with the first site due to open in Bucharest in early 2026.” 

The move underscores the company’s intent to establish Harry Ramsden’s as a truly global brand. Alongside the Romanian expansion, further international opportunities are being explored, particularly in Europe, where the brand’s nostalgic British identity offers a distinctive appeal.

As the hospitality sector continues to evolve, the rebrand reflects a wider trend of established names reconnecting with their heritage to strengthen authenticity and consumer trust. Harry Ramsden’s Group is betting that its blend of tradition and innovation will secure its place as the world’s leading brand in British fish and chips — a category defined by cultural pride as much as culinary comfort.

“The Harry Ramsden’s name carries global recognition,” Fleming added. “Our mission is to be the world’s leading brand in traditional British fish and chips, loved globally for our quality, heritage, and unforgettable experience.”