Jul 2011 - Issue 5 - National Federation of Fish Friers

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THE fish friers REVIEW Fit for a king While the standard in fish and chips continues to rise and a new wave of professionalism sweeps the industry, it’s important that the quality of the food isn’t let down by the quality and feel of the shop fitting. The FFR speaks with two of the industry’s leading fitting and design companies to learn about how fish and chip shops across the country are smartening up their act. Changing times There’s no denying that fish and chips are traditionally a convenience food. Ready and willing to serve a purpose before the customer moves on to their next destination, be it the pub, the match or the car back home. But as this still remains true, top quality fish and chips are as finer food as any and when presented this way, will be treated that way. While good fish and chip shops often build a trusted reputation over generations for the food they serve, how often is the individuality a shop can develop through its food and service properly represented by the way it looks? Do your customers feel welcome? A familiar image is of shops tucked away in back streets with aging signs, faded paintwork and out of date posters hanging behind the range counter, but Matthew Fletcher of Elite Shopfitters sees this as a thing of the past, “It is very important for fish and chip shops (and all takeaway premises) to update and maintain a visual identity that is synonymous with the food they serve, an interior refurbishment sends out a message of intent that people’s perceptions count. We often see that the quality of food at many shops is exceptionally good, but the identity and general appearance can be a total contrast.” With an increasingly competitive environment putting more pressure on fish and chip shops than ever before, it’s become noticeable that shops are starting to take their image a lot more seriously. 16 By Thomas Pick “ Something that Robert Teasdale of Big Whale Shopfitters has welcomed as an emerging trend, “A lot of fish and chip shops are having a lot of money spent on them”, moving with the times with some really funky modern designs that are attracting custom to their shop rather than their surrounding competitors. It’s all about building a brand. Owners and managers are becoming far more ambitious and image is a real key to success. When opening a 2nd and 3rd fish and chip shop, people will already know who you are, and will be queuing for you to open.” Trends A lot of fish and chip shops are having a lot of money spent on them When looking at the main trends that have developed over the recent years, Robert has noticed two defined styles, “We have seen two distinct styles emerge in the fish and chip shop business over the last few years, often depending on the location of the shop. “ Probably the most common is city centre shops going for a more modern, funky look, incorporating more elaborate colours. This can be through brighter shop fronts, more colourful tiling to catch the eye, trendy lighting, it all helps give the shop a cool designer look to attract the younger customers.” “The other trend is for shops in smaller towns and city suburbs who stick to more of a traditional look with maroon shop fronts incorporating traditional style brass lighting but still giving the crisp clean look of the traditional fish and chip shop.” Matthew adds that the use of stronger identity is certainly an emerging trend, “Fish & chips are still very popular and an emerging
trend is to promote the cuisine as a quality food product. The use of strong colours, bespoke graphics/logos and innovative lighting are all being utilised to enhance the individuality and quality of a shop.” Considerations When looking to do a re-fit, as much as image is important, it’s also essential to the success of the project to consider the ergonomics of your shop and how to get the best from the space available. This is where thorough planning becomes involved and top companies will now offer the opportunity to sit down and design a 3D image to ensure everything is planned correctly. Fish and chip shops are often quite small with a big frying range to accommodate, so ensuring customers and staff feel welcome and at ease in the premises is always important. Matthew from Elite expands on this, “Many shops are ergonomically challenging for staff and customers, a main consideration when looking at a re-fit is the ergonomic factor. In order for a shop to function correctly and efficiently, early planning has to be undertaken. Using a computer and drawing board allows all options to be explored and reviewed so that the best possible layout is achieved before going on to site”. Robert seconds this, acknowledging that clear planning is essential, “A top design team can bring your ideas to life with a 3D design. This can really make a difference. If you don’t know what you want then they can come up with several ideas for you to get the most out of the space that you have, looking at the surrounding competition to make sure that you have the best bespoke fish and chip shop in the area” Top Tips: The exterior is what attracts new customers to try you out. It’s all about your brand, what are you trying to say? Make sure your shop is user friendly, ergonomics are key. A sense of quality and freshness will attract repeat business. A shop has to have a strong and dynamic visual identity. The interior should always match with the exterior. Looking at the context of the surrounding areas can help inspire a unique and fitting design. So with increasing competition from other takeaways, pub chains and even supermarkets maybe it’s time to start taking a closer look at how you are presenting your business, because as the saying goes people will always vote with their feet. Thanks to Robert from Big Whale and Matthew at Elite for sharing their ideas for this article. www.bigwhaleshopfitters.co.uk www.eliteshopfittersleeds.co.uk Issue 5 July 2011 PRESENTING YOUR FUTURE… IN 3D. Do you need to refresh your premises? Big Whale Shopfitters specialize in the design, build and installation of stylish and unique retail outlets. With a wide portfolio of Fish and Chip shop clients from across the UK; our experienced team will help guide every aspect of your project from start to finish. You can follow a bespoke 3D blueprint to plan exactly how you want you’re re-fit to look, illustrating how to make the optimum use of space, right down to the finest detail. PRESENTATION IS EVERYTHING: For more information about how Big Whale can present the future image of your business at competitive rates, please visit the website www.bigwhaleshopfitters.co.uk or call now on 01274 288778 17
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Jul 2011 - Issue 5 - National Federation of Fish Friers

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