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New
research released today by Seafish, the authority on seafood, reveals
that 15 million more portions of fried fish have been sold for dinner
this year than at the same time last year.
Fish and chip shops account for
51% of these servings as the value of their sales has risen by 4.5%
in the last year with consumers increasing the frequency of their
visits. Sales in fish and chips shops are growing faster than in
other quick service outlets. This is despite the fact that most shops
are independent and do not benefit from the mass marketing drives of
bigger fast food chains.
This increase in sales comes as
cost-conscious consumers choose to treat themselves to fish and chips
for dinner from their local chippy instead of splashing out on a meal
at a restaurant.
Jon Harman, Development Director
at Seafish, said: "Value is what is driving consumer
decisions in the current climate. Fish and chips shops across the UK
continue to deliver good value and high quality meals that are still
the healthiest of all the takeaways."
However, the research highlighted
the fact that a high proportion of fish and chip shops do not take
full advantage of lunchtime trade or offer meal deals to attract
customers during the daytime. Compared to the overall quick service
restaurant profile in which 49% of trade occurs at lunchtime or
during the afternoon, fish and chip shops only receive 20% of total
number of customers, suggesting that there are opportunities for
chippies to offer lunchtime meal deals or develop smaller lunchtime portions.
The research also revealed that
people consider fish and chips to be a convenient comfort food for
all the family with 27% of consumers under the age of 18. These
figures highlighted a gap in the market for fish and chip shops to
offer child-size portions and meal deal incentives such as a free
drink or accompaniment.
Robert Smith, owner of the
Anstruther Fish Bar and current winner of the Fish & Chip Shop of
the Year Competition, said: "Our customers remain loyal and
despite what is happening on the high street they still have
confidence in fish and chips. Demand over the past year has been
unbelievable and backs up the national trend as more and more people
choose to treat themselves to fish and chips instead of eating out."
This research comes as the 2009
Fish & Chip Shop of the Year Competition is launched to find the
best shop in the UK. The winners will be crowned in a glittering
ceremony in London in January 2010.
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