Britain’s iconic fish and chip shops are undergoing a dramatic transformation, shifting from classic chippies into multi-cuisine takeaways in order to survive. According to the National Federation of Fish Friers (NFFF), operators are increasingly adding pizzas, burgers, kebabs and even loaded fries to their menus to keep customers coming through the door.
NFFF President Andrew Crook warned that soaring costs — especially a doubling in the price of cod over the past year — along with rapid changes in consumer behaviour, are placing unprecedented pressure on the industry. Many customers, he said, are swapping traditional fish suppers for cheaper ready meals as the cost-of-living crisis continues.
“The Traditional Era Has Gone,” Say Shop Owners
Hull shop owner Lee Chester, who now offers homemade chilli and curry alongside fish and chips, said the shift in demand is unmistakable.
“Look at the number of kebab, chicken and pizza shops around. The traditional fish and chip era has gone,” he said.
Chester added that his core customer base — older generations who grew up with fish suppers — is fading, while younger customers increasingly prefer global cuisines they’ve grown up with.
“British fish and chips is now a very niche market,” he said. “We sell chilli and curry just to get people through the door.”
Chester said rising wholesale prices cannot be fully passed on to customers.
“There’s a ceiling to what people will pay. We charge a tenner for haddock and chips — that’s already pushing it.”
A National Staple Under Pressure
Fish and chips have long been woven into British culture — even sustaining the nation through two world wars. But today’s shops are fighting to cope with economic reality.
Crook said operators are experimenting with everything from alternative fish species to entirely new menu categories.
“Many are selling burgers, pizzas and loaded fries just to keep cash flow going. Younger people want finger foods, dips and variety — and apps like Just Eat have changed expectations.”
At his own shop in Chorley, Lancashire, Crook said cod now costs around £300 per 18kg box, forcing vendors to absorb most increases themselves or seek cheaper options.
One such option he’s considering: kibbeling, a Dutch-style battered white fish snack often served with a dipping sauce.
Ready Meals: An Unexpected Competitor
Beyond takeaway competition, the humble ready meal has emerged as a major threat.
“Before, families might have had two or three takeaways a week — including a midweek fish and chips,” Crook explained.
“Now, people are cutting back to one takeaway and replacing others with cheaper supermarket ready meals, which don’t carry VAT.”