Consumer habits are changing – and as an industry, we must change with them. Supermarkets are pushing cheap meal deals, fast-food chains are offering “snack boxes” and lighter options, and customers are becoming more health- and price-conscious. It’s easy to assume fish and chips can’t compete, but the truth is we can – not by chasing rock-bottom prices, but by being smarter with portion sizes, meal deals, and when we make them available.
One of the most effective ways to support trade during quieter periods is by introducing smaller portion options. A simple “lunchtime special” – a smaller fish, fewer chips, along with a side – creates an affordable, tasty, and importantly, manageable meal. For customers who don’t want or need a full evening portion at midday, this option offers all the enjoyment of our national dish without the guilt of overeating or overspending.
This approach isn’t just for restaurants – it works brilliantly in takeaways too. A smaller-box option at lunch can appeal to office workers, school-leavers, or anyone wanting a quick, satisfying bite without committing to a full-size meal. It keeps us competitive with supermarket meal deals and sandwich shops, but with the unbeatable advantage of serving something hot, freshly cooked, and proudly British.
Equally important is timing. By keeping these deals strictly to off-peak hours such as lunchtimes, shops protect their evening trade while still driving sales when footfall is lower. It’s targeted, tactical, and far more effective than blanket discounting.
We may not match supermarkets on price, but we will always win on flavour, freshness, and tradition. By adapting menus and portion sizes smartly, we can show customers that fish and chips isn’t just a Friday-night treat – it’s a versatile, everyday option that deserves its place alongside any meal deal on the high street.
At Frymax, we believe in helping friers adapt and thrive. Just as the right oil delivers consistency and quality with every portion – big or small – the right menu design keeps shops relevant, resilient, and profitable. Smaller portions don’t just fill quieter hours; they create bigger opportunities for our industry as a whole.
For more information contact Frymax or become a Frymax member for access to exclusive content, expert frying tips, and exciting competitions.
