Chippy Boss Introduces Self-Service Tills Amid Price Concerns

Chippy boss installing self service tills – As the cost of living continues to climb, a fish and chip shop owner in Pembrokeshire has taken a bold step to streamline operations. Rhys McLoughlin, co-owner of Môr Ffres in Dinas Cross, is introducing self-service tills to reduce the strain on his staff, who face constant inquiries from customers about rising prices. The decision comes as the average cost of takeaway fish and chips has surged to £11.17 in March, according to the Office for National Statistics (ONS), marking a significant increase from £6.48 in 2019.

The Strain of Price Increases

McLoughlin explained that the pressure on his team has grown due to frequent questions about how prices have climbed so sharply. “There’s little we can do about the price hikes, so we either work without profit or pass them on to customers, which we reluctantly have to do,” he said. He added that the shop’s small size and seasonal crowds—especially during summer—have made the change necessary, but the main reason lies in the toll of customer interactions.

“We have young staff working here, and at the end of the day, sometimes this is their first port of call after school. It’s no fun for a boy or girl to come to work and be asked, not abused, but asked pretty abrupt questions on the spot with 20 people in the chip shop,” McLoughlin noted.

He revealed that the shop has already lost some employees due to the stress of managing these inquiries. “The word on the street is cod could actually double in price by September,” he warned. “That would just be unfeasible for us to even entertain selling it, as it’s not a fillet steak—it’s cod and chips.”

Rising Costs and Market Challenges

McLoughlin cited a range of factors driving up prices, including the national minimum wage, oil, fuel, and even potato costs. “The price of diesel has gone up, which affects the cost of everything,” he said. Sy Crockford, manager at Marina Fish & Chips in Saundersfoot, echoed similar concerns. “Fish alone, we’ve never seen anything like it. Cod alone has gone up 50%,” Crockford shared. “One thing we don’t want to do is out-price fish and chips. It’s a nostalgia, a romance, to come to the beach and have fish and chips, and we definitely don’t want to outprice.”

“We’re in such a rural community here in Crymych, and to justify charging your elderly people, your local people so much for a piece of cod is just absolutely ridiculous,” said Sioned Phillips, owner of Cegin-24 in Crymych.

Phillips, who has also had to increase her prices, noted that the cost of cod has climbed from £36 per box a year and a half ago to £50 or even £60 now. “When I opened, it was £6.95 for a piece of cod. I’ve had to raise it to £9, and that’s being quite reasonable,” she said. “If I wanted to make a normal amount of profit, it should be about £11-£12 for a piece of cod.”

Menu Shifts and Customer Behavior

Despite efforts to offer more affordable alternatives, many customers remain loyal to traditional choices. Phillips mentioned that even when she highlighted cheaper haddock as a larger portion, her patrons insisted on cod. “They were like, ‘no, we still want the cod, it’s fine,’” she recalled. “But you can see where people are trying to save money. They’ll order less chips, maybe two cods and one chips to share.”

Meanwhile, Crockford emphasized the need to balance affordability with quality. “We’ve tried offering more sustainable fish options, but the budget that everyone can afford is shrinking,” he said. Customers like Nicola Bratherton, 54, from Northampton, admit to the reality of higher prices but still prefer cod. “I generally would stick to cod,” she said. “I’m not that experimental.”

“I have realised that [the price] has gone up, but of course, everything is going up. I know fish has gone up tremendously,” said Pauline Webb, 71, on holiday from the Midlands.

Industry-Wide Pressures and Future Outlook

The National Federation of Fish Friers (NFFF) highlighted broader trends affecting the sector. According to the federation, cod price increases are largely due to a 16% reduction in the cod quota in the Barents Sea, which fell from 1 million tonnes in 2019 to 285,000 tonnes this year. “Sanctions on Russian fish also play a part in the increased price,” a spokesperson added.

These factors have not only impacted profitability but also the frequency of visits to chip shops. The NFFF stated that rising prices have “affected frequency of visits and footfall” in “the majority of [fish and chip] shops.” For McLoughlin, the situation is a culmination of multiple pressures. “If these prices continue to go up, who’s going to buy fish and chips for £21? Who can afford that?” he questioned.

Adapting to Change

With the introduction of self-service tills, McLoughlin aims to ease the burden on staff while maintaining efficiency. The move also reflects a broader shift in the industry, where shops must navigate a delicate balance between affordability and rising operational costs. “We’re not just dealing with the cost of fish; the price of fuel, oil, and even potatoes has gone up,” he said, underscoring the ripple effect of global economic factors on local businesses.

While some customers may resist changes to their usual orders, the industry is adapting. “People are starting to think about how much they can spend,” Phillips observed. “They’re making choices to stretch their budgets, like ordering smaller portions or opting for cheaper fish.” This adjustment, however, raises questions about the future of traditional menus and the sustainability of the fish and chip trade in the face of relentless cost pressures.

Conclusion

The challenges faced by fish and chip shops are emblematic of a larger trend in the hospitality sector. As prices soar and customer behavior shifts, proprietors must innovate to stay afloat. McLoughlin’s decision to install self-service tills is a response to both practical limitations and the emotional toll of constant price inquiries. “We’re doing what we have to do to keep the business running,” he concluded. The question remains: will these changes help or hasten the decline of a cherished seaside tradition?