Brad-Lee Navruz, the owner of The Nippy Chippy in Stonehouse, Gloucestershire, has apologized to his customers after raising the price of a portion of cod and chips to £15.
Despite the discomfort caused by the price increase, Navruz insists he had no choice, as the cost of fish has skyrocketed in recent months, leaving him with little alternative but to adjust his prices.
Navruz acknowledges that the rise in prices has shocked some customers, but he feels the need to explain the situation. He says, “I feel bad for people.
Times are harder as it is, and for their Friday treat to go up quite a lot, I do feel for them.”
Significant Price Increase Explained
The Nippy Chippy now charges £15 for a large cod and chips and £12.50 for a regular portion, which is a notable jump from the previous price of £10.30.
While some customers have understood the price hike, others have been surprised by the significant increase.
Navruz explains that previously, price hikes were kept minimal, usually around 10 or 20 pence, but the soaring cost of fish has made it impossible to avoid a larger increase.
“This time round, it has gone up from £10.30 to £12.50 for normal cod and chips, and normal haddock and chips, so it is a £2.20 big jump increase,” he says.
Fishing Quotas and Reduced Supply of Fish
The price hike follows new fishing quotas agreed upon by the UK, EU, and Norway, which have reduced the catch of cod and haddock for 2025.
The cod quota has been cut by 20%, limiting the catch to 25,028 tonnes, while haddock is capped at 112,400 tonnes—down 5% from last year.
These reductions are necessary to ensure the long-term sustainability of fish stocks, but they have further strained fish and chip businesses.
Despite these challenges, Navruz has tried offering alternatives like hake and plaice, but most customers still prefer cod and haddock.
“Cod and haddock are the number one sellers in the UK—they are really good quality fish,” he explains.
The Struggles of Small Businesses
Andrew Crook, president of the National Federation of Fish Friers, highlights that the independent fish and chip sector is struggling the most due to rising input costs and the effects of budget pressures.
“It’s the independent sector that is feeling the most pain as we do not have the buying power and procurement departments to help navigate the trading environment,” Crook says.
Small businesses like The Nippy Chippy are facing the brunt of these pressures, and Crook urges the government to sit down with the hospitality sector to better understand these struggles and adjust tax policies to protect small businesses.
Changes in Consumer Choices
Despite the price increases, Navruz notes that trade at The Nippy Chippy has not been significantly affected.
Many customers are simply opting for cheaper menu items, such as sausage and chips, burger and chips, or pie and chips, instead of the traditional fish and chips.
“I feel bad that customers can’t get what they originally wanted, but if they can’t afford the cod and chips, they will go for a different option,” he says.
The Broader Impact on the Fish and Chip Industry
Veteran fish and chip shop owner Bob Clapham, who ran his own chippy for two decades, understands the pressures small businesses are under.
He points out that everything has gone up in price, from fish to potatoes, packaging, and even utilities like gas and electricity.
“It is inevitable you are going to have to pay more for stuff like everything else in life,” Clapham says.
Fisheries Minister Defends New Quotas
Fisheries Minister Daniel Zeichner has defended the new fishing quotas, explaining that they are necessary to protect the future of the fishing industry.
“This government will always stand up for the British fishing industry, which is the lifeblood of so many communities around our coastline,” he says.
While these changes have led to higher prices, Zeichner emphasizes that the measures are crucial to maintaining sustainable fish stocks for future generations.