Fish and chip shops adapt to soaring costs by offering alternative fish species
Category: Business
As the price of cod skyrockets, British fish and chip shops are increasingly turning to alternative fish species to survive. A combination of fishing quotas in the Atlantic and global conflicts has driven the price of cod higher than ever, forcing establishments to rethink their menus just as National Fish and Chip Day approaches.
Once a staple of British cuisine, cod and chips have been a beloved Friday night tradition for generations. Yet, the traditional pairing is now under threat as the cost of cod has surged, with fish and chip shops struggling to maintain profitability. According to George Morey, who runs Knight's Fish & Chips in Glastonbury, Somerset, his shop is paying about £150 more per case for cod than last year. "A case of cod now costs about £298 for 18 kilograms of fish," he noted, emphasizing the unsustainable nature of these price increases.
In response to these challenges, many takeaways are diversifying their offerings by introducing lower-priced alternatives such as hake, pollock, and monkfish. This shift is not merely a trend; it’s a necessity for survival in an increasingly difficult market. Andrew Crook, president of the National Federation of Fish Friers, expressed concern over the future of smaller shops. He stated, "We are seeing shops close. It’s more and more difficult for the smaller shops just to compete and keep up with legislation."
Historically, the UK boasted around 35,000 fish and chip shops at their peak a century ago. Today, that number has diminished to about 10,000, raising alarms within the industry. The rise in cod prices has made the old menu formula feel increasingly precarious for operators. Morey’s experience reflects a broader trend where shop owners are forced to raise prices to cope with soaring costs, even as they strive to keep customers satisfied with familiar options.
As part of a broader initiative, Discover Seafood and the National Federation of Fish Friers launched a campaign on National Fish and Chip Day, urging shops to embrace more domestic fish options. This campaign aims to bolster the sector's resilience against supply shocks and reduce reliance on imported species. Gavin O’Donnell, a spokesperson for the initiative, highlighted the importance of promoting UK-caught species, noting that the UK exports 70% of the seafood it catches but imports 80% of what it consumes.
The recent surge in cod prices has been attributed to a combination of factors, including reduced fishing quotas and the challenges posed by global supply chains. Over the past two years, the cost of cod has reportedly increased by as much as 200%. These financial pressures are compounded by rising energy and oil costs, making it increasingly difficult for shops reliant on imported fish to remain viable.
Ryan Harrison, who runs Harrison’s fish and chip shop in Oxford, has taken proactive steps to adapt to these changes. By diversifying his menu to include a variety of UK-caught fish such as coley, monkfish, and rock salmon, Harrison has found a way to appeal to customers looking for alternatives to the traditional cod and haddock. "Offering more choice has changed customer perceptions and helps shops survive," he said, highlighting the importance of flexibility in today’s market.
Harrison’s efforts have not gone unnoticed; his shop won the Menu Innovation Award at the 2026 National Fish and Chip Awards, demonstrating that diversifying menus can pay off. His experience aligns with the campaign's message that British fish presents a viable opportunity for shops to thrive, provided they can effectively showcase these alternatives to their customers.
The future of fish and chip shops hinges on their ability to adapt to changing consumer preferences and market conditions. As the campaign to promote British fish gains traction, shop owners are encouraged to stock alternative species and to make them appealing and accessible to customers. This may involve creative marketing strategies or menu innovations that highlight the quality and taste of lesser-known fish.
For many establishments, the challenge lies in overcoming customer loyalty to cod. Morey lamented, "You will offer them a small taste of a different species and they'll go 'wow that's great, I love it'. But then you'll ask them what they want to purchase and they'll say 'I'll have the cod please!'" This loyalty to cod, described by Morey as 'religious' and 'fanatical,' poses a considerable barrier to change.
As the industry grapples with these challenges, the emphasis on customer service and building community ties remains ever more important. Adam Papa, owner of Papa's in Weston-super-Mare, attributes much of his business's resilience to the loyal support of his patrons. "Fish and chips is our traditional meal and it's never going to die," he asserted, underscoring the enduring appeal of this national dish.
As the industry navigates these turbulent waters, the upcoming months will be telling. With rising costs and shifting consumer preferences, the ability of fish and chip shops to adapt will determine their fate in the competitive food market. The urgency to embrace alternative fish species and support local fisheries is clear, as the future of Britain's beloved fish and chips hangs in the balance.