The Ceres Podcast #206: Celebrating Success & Tackling Industry Challenges Head-On

The fish and chip industry constantly evolves, but what does the future hold? In The Ceres Podcast Episode 206, Stelios Theocharous is joined by the all-star panel of industry veterans: Mark Petrou (Petrou Brothers, Chatteris), David Nicolaou(Auckley Friery, Auckley), Kelly Barnes (Krispies Fish & Chips, Exmouth & Exeter), and David Miller (Millers Fish & Chips, Haxby). Together, they delve into the Fish & Chip Awards, the changing narrative around value for money, and how the industry can adapt to shifting consumer expectations.

A Day to Remember: Reflecting on the Fish & Chip Awards

The panel kicks things off with a lively discussion about the Fish & Chip Awards, held just two weeks prior. There’s unanimous agreement that the event was a resounding success, with host Matt Baker receiving praise for his engaging and knowledgeable presentation. Unlike previous years, where the focus sometimes veered into controversy, the consensus is that this year’s awards truly celebrated the industry’s best.

“I think they did a great job, and I hope Matt Baker is invited back,” says David Miller, highlighting the importance of having a host who understands and respects the trade.

But it wasn’t just about glitz and glamour—there were lessons to be learned. One major takeaway was the shift in messaging from industry leaders, moving away from doom-and-gloom narratives about shop closures toward a more positive approach focused on value. “It’s refreshing to see the conversation pivot to celebrating the national dish and its affordability compared to other cuisines,” adds David Nicolaou.

The Price Debate: Shifting Focus to Value Over Cost

One of the most compelling discussions revolves around pricing strategy and consumer perception. The panel agrees that while costs have risen, framing fish and chips as value for money is more effective than dwelling on price increases.

“We need to have an outward positive voice,” Stelios emphasises. “You don’t see McDonald’s or Greggs shouting about price hikes. Instead, they promote meal deals and value.”

Kelly Barnes echoes this, sharing how Krispies continues to thrive even during economic downturns by focusing on delivering a consistent, high-quality product rather than engaging in price wars.

The conversation highlights an important takeaway for shop owners: Rather than apologising for pricing, the focus should be on what customers are getting—a fresh, unprocessed, high-quality meal that stands the test of time.

Where is Seafish? Industry Support in Question

A particularly thought-provoking segment of the podcast raises questions about the role of Seafish, the industry body funded by a levy on fish sales. The panel notes that while Seafish once played a pivotal role in promoting fish and chips, its focus now has shifted toward broader fisheries management, sustainability initiatives, and supply chain research.

“The fact that there’s not a single mention of fish and chip shops on their website is shocking,” David Miller points out. “We’re generating a third of the levy income, yet none of that investment seems to be coming back to us.”

The discussion leads to a call for action: If Seafish wants to support the industry, even a small investment—such as sponsoring an award at the Fish & Chip Awards—would be a step in the right direction. The panel argues that the industry deserves better representation and direct promotional support.

Standardised Portions: A Game-Changer for the Industry?

Mark Petrou introduces a controversial yet intriguing idea: creating a voluntary standardised portioning scheme. The concept? Shops that sign up would clearly define portion sizes for mini, regular, and large servings, allowing customers to know exactly what they’re getting.

“It’s about managing customer expectations,” Mark explains. “If customers know what they’re paying for, they can make an informed choice.”

The idea is met with mixed reactions, with some arguing that regional differences in portion sizes make standardisation difficult. However, there’s agreement that transparency could help remove the perception that some shops offer ‘small’ portions while others overfill, leading to pricing confusion.

Final Thoughts: A Positive Future for Fish & Chips

Throughout the episode, one theme remains consistent—focusing on the positives. From the successful awards event to positioning fish and chips as a great-value meal, the panel emphasises the importance of shifting the narrative in the right direction.

Stelios wraps up the episode with a reminder that The Ceres Podcast is open to new voices. “If you’ve got a story to tell, let us know. This is a platform for open discussion, and we welcome different perspectives.”

This episode is a must-listen for shop owners, industry professionals, and anyone passionate about fish and chips. Whether looking for strategies to improve your business, insight into industry trends, or just an entertaining discussion with some of the sector’s best minds, The Ceres Podcast delivers.

Listen to Episode 206 now and subscribe to The Ceres Podcast for more industry insights.