Special treatment

Miller’s encourages shop owners to do something special for National Fish and Chip Day

It’s nearly June, which means one of the biggest events in any fish and chip shop’s calendar is just around the corner, National Fish and Chip Day.

Organised by NEODA, June 1st will unite the UK’s fish and chip fans, shop owners, suppliers and industry advocates in a celebration of all the best things about the nation’s favourite dish.

For fish and chip shops, this annual event presents a great opportunity for us all to come together, do something special and make sure our collective voice is loud and proud as it can be on and around the day, so we’ve put together our tips below to get involved.

Make the most of an increase in footfall 

The expected increase in customers on the day provides a chance to highlight any upcoming events or offers you might have planned, trial new items, offer new deals and also highlight the hard work and commitment of your team. You could also consider setting up a donation point to help raise money for any local charities in your area or national charities.

Promote your activity in advance

If you haven’t done so already, make sure that you cover off all your local and regional outlets and platforms. This is also a great time to talk about some of the biggest issues facing the industry and your take on them, so if you have something to say about sustainable practices or how shops can make a difference to their local environment and community, make your voice heard online. There are lots of social media platforms out there so make sure you’re using the ones that work best for your business. Last year we created a bespoke snapchat filter that went down a treat with our customers and it was a great way of getting people sharing their own pictures of fish and chips.

Product drops

Get people talking by taking a portion of freshly fried fish and chips straight to their door! This can be your local media outlets or even influential businesses in your area. Nothing goes down better than a free portion of fish and chips and the publicity or future custom you might secure can often outweigh the cost. Media outlets and businesses are very busy places though and sometimes have restricted access, so make sure you let them know in advance – it’d be a shame to waste great fish and chips. Having said that, we’ve never had anyone turn down a product drop!


Consider a special promotion - a reduced price on a new menu item you would like more customers to try, the offer of a free portion of mushy peas with big orders, or even a temporary reduction in the price of a standard portion of fish and chips. Does your business have a loyalty card offer? National Fish and Chip day might see new customers visiting your fish and chip shop for the first time, so be sure to keep them coming back with incentives on their next visit.

Diversify your customer offer

Whilst cod and haddock will always be a firm favourite with customers, it’s important to let customers know that there are lots of other species out there too. Hake, plaice, pollock, mackerel, brown crab and mussels are just a few of the species that are MSC certified, easily sourced in the UK and certainly delicious. We recently enjoyed a great day with the MSC cooking up some sustainably sourced hake from Cornwall. We loved it and so did our customers! All it took was a mini stove outside of the shop and a simple recipe to get encourage our visitors to try something new. Could you do something similar?

And, finally, don’t forget to also visit the NEODA website to download logos, posters and a media pack to help you promote the day in store.