The owner of two Welsh fish and chip shops says his red, white and blue Platinum Jubilee fish supper has put his Carmarthenshire takeaways on the map.
The £6.95 special will be on sale at Crisp & Fry’s shops in Cross Hands and Ammanford on Friday 3rd June. It features a bed of chips coated in red batter, a portion of cod in blue batter and a squirt of mayonnaise across the top.
The colourful dish caught the public’s attention when it was launched on TikTok four days ago. Two videos promoting the Jubilee Special have since gone viral, clocking up over one million views and generating national coverage on CNN, Heart Radio, LadBible, Wales Online and The Independent.
Jason Thomas, marketing manager for Crisp & Fry, which has a third branch opening shortly in Carmarthen, says, on the whole, feedback has been positive.
“Some people love it, some people hate it, but it’s gone massive!” he says.
“We’ve had people saying “I’m calling the police”, or “hell no”, but most people like it and see it for what it is, a bit of fun.
“It’s all great exposure. It was all the talk on Have I Got News For You on Friday and Saturday night. It’s literally put Crisp & Fry on the map. It’s a way of boosting morale and having a bit of fun. We’re a busy shop, we’ve got 30 staff, we’re doing ok but it’s that extra bit of exposure it gives us.
“And with us opening another shop in Carmarthen in four weeks, we couldn’t have timed it better. Everyone is talking about the new shop.”
Whether Crisp & Fry sells any of its Platinum Jubilee is another matter, although Jason is confident, adding: “We’ve had a lot of parents asking for it for their kids. It’s just food colouring so it doesn’t taste any different. But I do appreciate people naturally eat with their eyes so it will put some people off. But the kids I think will love it.”
It has prompted requests for other versions, with the chippy asked to create a rainbow one for Pride, a Ukrainian and an Irish one.
Jason adds: “We’ve been asked to do a Welsh one, but trying to cut a dragon out of a fish might be impossible!”