The head of the UK's fish and chip trade has delivered a dire forecast, suggesting the nation's beloved traditional chippies could be wiped out in as little as five years. Andrew Crook, president of the National Federation of Fish Friers, says the sector is buckling under immense pressure from skyrocketing expenses and a sharp decline in customer numbers.
A Menu of Desperation: Burgers and Pizzas Replace Tradition
Andrew Crook, 50, who has run his own shop, Skippers of Euxton, since 2007, reveals that many owners are now being forced to radically alter their menus just to survive. He reports a growing trend of shops introducing items like fried chicken, burgers, pizzas, and loaded chips to attract customers, a move he never thought he'd see become so widespread.
Today, approximately 11,000 fish and chip shops operate across the country. This marks a staggering fall from the industry's peak in the 1920s, when there were roughly 35,000. Crook believes he is now among a dwindling minority who still serve exclusively the classic British fish supper.
The Perfect Storm: Costs, Quotas, and Competition
Crook attributes this shift to a confluence of severe challenges. Soaring fish prices, partly driven by reduced fishing quotas, are squeezing margins. Simultaneously, the explosive growth of online delivery platforms like Uber Eats and Just Eat means shops must offer a wider choice to cater to entire families ordering in.
"I think with online ordering it is important to have choice to suit the entire family," Crook explained. "But we also need to hit a price point. We are seeing many shops diversifying as you need a menu offering that ticks the box for all of the family."
He also highlighted increased pressure from supermarket ready meals, which are often highly processed but benefit from being zero-rated for VAT, giving them a significant price advantage over fresh, cooked-to-order food from a chippy.
Adapting to Survive: A Niche Future and New Fish
Drawing a parallel with the butcher's trade, which was decimated by supermarkets, Crook predicts fish and chip shops will become a more niche, high-quality offering. "In the 1950s [butchers] had no competition but when supermarkets could do average quality meat in volume only the butchers who offered top quality produce with excellent customer service survived," he said. "I think fish and chip shops will become more niche over the next five years."
Despite the bleak outlook, there is a spirit of innovation. Crook remains optimistic, noting that he and other shops are exploring alternative, more affordable species of fish to offer customers. These include Norwegian saithe, pollock, hake, and some farmed species.
"We are exploring alternative species of fish to give consumers options which can really help in the current climate," he stated. "We hope we can get consumers to be more adventurous when ordering their fish supper."
Emphasising the cultural importance of the institution, Crook concluded: "As such a part of the culture it is important fish and chip shops adapt. We have been around for over 160 years and I am sure we will be around for a lot longer."
