Martin Lewis Sparks a Fish & Chips Debate—Are We Missing the Real Issue?

Martin Lewis, the financial mastermind behind MoneySavingExpert, recently ran a poll on fish & chip prices across the UK, and, unsurprisingly, it got the British public talking.

But let's be honest, the debate wasn't just about cost—it was about value, nostalgia, and a fair bit of moaning.

 

Scrolling through hundreds of comments, a few key themes stood out:

• Yes, prices have gone up—but so has everything else!

• Some people proudly cook fish & chips at home—but are they really saving that much? And let's face it, baked fish & chips just don't hit the spot.

• Many say one portion now feeds two—so is there a missed opportunity for chippies?

• And despite some negativity, this poll probably made thousands of people crave a chippy tea.

 

Let's break it down.

 

Nobody loves a price hike, but it's worth asking—why is fish & chips getting singled out? One Facebook commenter put it perfectly: "It was once called the poor man's supper. What happened?"

 

The simple answer? Inflation happened. Fish prices did double (and dip) and are rising again, energy bills have soared, and wages and national insurance have increased. Yet some people still expect a chippy tea to cost what it did in the 90s.

 

Take this for example: "When I was 14 in 1986, I could get half a portion of chips and gravy for 28p! A bag of chips was 36p… Inflation is unbelievable!"

That was nearly 40 years ago—it's hardly surprising that prices have increased.

 

But the most striking response? "I don't spend that much on food for an entire week. £13+ would be an unusually expensive meal for me."

 

This is where the real debate lies—it's not just about cost; it's about perception.

 

One comment really stood out to me: "My local chippy told me they were putting their prices up on Facebook, so I didn't go back."

 

Now, this is a warning for fish & chip shop owners. Announcing price increases publicly might feel like the honest thing to do, but in reality, it could scare customers away before they even walk through the door.

 

Most people expect prices to go up—it's happening everywhere. But how you frame it makes a difference. Instead of just saying, "We're increasing our prices", why not explain why? Emphasise the quality of ingredients, the freshness of the fish, and the value customers are still getting when the customer comes in.

 

If you give people a reason to stay, they will. But if all they see is a price increase, they might never come back to find out if it was worth it.

The 'I Can Make It Cheaper at Home' Crowd

One of the most repeated comments in the debate was: "I just make fish & chips at home for a fraction of the price."

 

Now, I get it—supermarket fish and frozen chips are cheaper. But are they the same? Not even close.

 

I often wonder—do these customers buy anything outside of the supermarket? Or is this just a humble brag about spending less?

 

Because let's be honest—what they're actually saying is: "I'm smart with my money. I don't waste it on takeaways."

 

It's not just about affordability; it's about value perception. Some people genuinely believe their homemade version is just as good, while others rationalise their choice because they don't want to spend the extra money.

 

But this comment sums it up well: "You might save money, but you'll never match the taste of a proper chippy."

 

And that's the reality. You can't replicate the flavour, the crispness, the skill that goes into proper fish & chips.

 

Is One Portion Actually Too Big?

Another theme that kept cropping up is that one portion of fish & chips is enough for two people.

 

A few people commented:

"We always share. One portion is plenty for two."

"A large fish today is what a small used to be 8 years ago."

 

So, could this actually be an opportunity for fish & chip shops?

Maybe instead of full-size portions, there could be smaller, budget-friendly options—lighter meals that keep fish & chips affordable without sacrificing quality. A meal-for-two deal or a mini-portion menu could make fish & chips more accessible again.

 

It's something to think about.

 

Why This Whole Debate is Actually Good for Chippies

Here's the funny thing—despite all the complaints, this poll probably did more good than harm for the fish & chip industry.

 

One person summed it up best: "I rarely get fish & chips anymore, but now I really fancy some."

 

This is the power of conversation. Even the people complaining about prices are thinking about fish & chips, which means they're more likely to buy it soon.

 

And let's not forget—people's passion for this debate just proves how deeply fish & chips are embedded in British culture.

 

At the end of the day, it's not just about price—it's about what fish & chips mean to us as a nation.

 

So, instead of asking, why is it so expensive?

We should ask, “How much do we value this tasty tradition?”