Promoting fish and chips
Calum Richardson, owner of The Bay Fish & Chips in Stonehaven, has taken part in National Fish & Chip Day ever since it launched five years ago. Not a fan of offering discounted food on the day, he prefers promoting the event as well as fish and chips as a whole, for example, by utilising social media. He explains: “I’m not a great one for doing price promotions because I think you’re cheapening your product.
“There are clever ways you can do things to enhance the day though. Social media is really good, especially right now as it’s a strong tool. If you can engage people that way then I would recommend it. Even if you’re just promoting the day, it doesn’t cost anything to do that.”
The Bay’s most successful National Fish & Chip Day campaign was taking its food truck, The Bay on the Road, to Aberdeen airport last year. Calum adds: “We gave away fish and chips in return for a donation to The Fishermen’s Mission. It was great to promote the industry somewhere different, away from the shop. It was also good for us as it gave us somewhere we could pitch up where we couldn’t normally. You can’t just turn up at the front door of an airport these days!”
While it’s difficult to plan events on a scale like that this year, Calum still encourages shops to get involved but warns operators to be wise with their spending, adding: “Normally, you’d have a plan of what you were doing three or six months ahead, but at the moment we’re running our businesses week-to-week, unsure about things like opening hours and staff. So I don’t think it’s healthy for anyone to get too ahead with their plans or spend too much money – it could be a costly mistake.
“People aren’t going away so this won’t be the year to do promotions, I don’t think. You’re better off using existing promotions to your advantage. NEODA and the NFFF are pretty good at doing campaigns that everyone can jump on so it’s not going to cost anything, you don’t have to go and design anything. A uniformed promotion that we can all use is going to be important.”
For ideas on how to get involved in National Fish & Chip Day, read our suggestions here.