A North Yorkshire chippy that has become a top destination for Chinese tourists is to open a restaurant in China.
Scotts Fish & Chips in Bilbrough has become a must-stop destination for Chinese holiday makers following a targeted marketing campaign last year, which involved Scotts launching a Chinese website on Weibo, using the Wechat messaging app because Facebook and Twitter are banned in the China. It has also translated its menu into Mandarin and Cantonese, both of which can be downloaded on smartphones and tablets via a QR code.
With around 100 Chinese tourists now tucking into a portion of fish and chips each week, owner Tony Webster has agreed a deal in principle with a consortium of Chinese businessmen to open in Chengdu, the capital of the southwestern province of Sichuan.
The outlet, which could be completed by the end of this year, will be a replica of the 110-cover Bilbrough site.
Owner Tony Webster comments: “In 2017 we had very few Chinese customers, but thanks to a focused marketing strategy a trickle turned into a flood. Because of this it attracted the attention of the worldwide media.
“The subsequent publicity we received was simply phenomenal and resulted in Scotts becoming a household name both here and abroad. On the back of this I was approached by a consortium of Chinese businessmen keen to recreate Scotts in the southern Chinese city of Chengdu.
“I’ve now agreed in principle to work in partnership with them, which will see the Scotts brand opening in this city of 7.5 million people. It will be a facsimile of what we have alongside the A64 at Bilbrough. This is an incredibly exciting prospect – one that I could never have imagined 12 months ago.”
Visiting a chippy is seen as a must-do for Chinese tourists since Chinese President Xi Jinping was treated to fish and chips by former British Prime Minister David Cameron in 2015.