In today’s climate, running a profitable fish and chip shop takes more than just frying great food – it takes smart menu management. With fishing quotas being cut and supplies tightening, the cost of core items like fish, chicken, and even potatoes is climbing. We can’t simply keep pushing up prices on the staples, because there’s a ceiling to what customers will accept before they start cutting back.
That’s where smart menu thinking comes in. Profit isn’t just made on fish and chips – it’s often tucked away in the smaller, less glamorous items that we overlook. Take a look at your menu: where do your sauces, peas, curries, and gravies sit? Too often they’re hidden at the bottom, treated as an afterthought rather than as part of the customer experience.
Think of our Indian or Chinese takeaway competitors. Nobody questions paying extra for rice, naan, or prawn crackers – they’re simply built into the meal and expected as an addition. Yet in fish and chips, many of us still undersell and underprice the very items that could be driving our margins.
The reality is that customers don’t tend to scrutinise these extras in the same way they do a portion of fish or a bag of chips. Adding 20p or 30p to a tub of curry, peas, or gravy is unlikely to affect sales at all. What it will do is quietly strengthen your profitability right across the menu. Multiply that by the number of portions sold each week, and you’ve got a meaningful boost to your bottom line – without pricing your core products out of reach.
Being smart with your menu is about more than just numbers – it’s about perception. Customers want value, but value doesn’t always mean “cheap.” It means feeling satisfied, looked after, and served well. By pricing add-ons properly and making them easy to upsell, you can deliver exactly that, while ensuring your business remains sustainable in the face of rising costs.
In short: don’t just focus on what comes out of the fryer. Look at the whole menu, because sometimes the smartest profit doesn’t come from the main act – it comes from the sides.
This article is brought to you by Frymax – leaders in quality vegetable oil. Just like adjusting your menu to strengthen your margins, Frymax helps shops across the UK stay consistent, sustainable, and profitable. Because in this industry, it’s the small, smart choices that keep you ahead.
For more information contact Frymax, or become a Frymax member for access to exclusive content, expert frying tips, and exciting competitions.
