JJ Food Service is encouraging fish and chip shops to add an extra small chip portion to their menus to help customers cut calories.
The wholesaler is running a 10oz challenge for Seafood Week to help customers and families reduce fat intake and improve margins for chip shop owners.
The initiative follows research by Seafish and AHDB, which found 45% of consumers would order a smaller chip portion to cut down on calories. A further 33% said a smaller chip portion would encourage them to eat fish and chips more often.
“We are encouraging all our fish and chip shop customers to add an extra small portion to their menus, which will help to attract families and health-conscious diners who hadn’t previously considered fish and chips as an option,” said JJ Food Service general manager Terry Larkin.
JJ said offering a smaller portion would also improve margin.
“If the average portion of regular or small chips weighs in at 16oz (450g) and is priced at £1.80, an extra small portion that’s 10oz (280g) can be fairly priced at £1.30 - less chips, less waste and more margin - everyone’s a winner,” said Larkin.
To support the initiative, the wholesaler will email all fish and chip shop customers to highlight the benefits of smaller portions and how to market them as well as drawing attention to its chip serving card tray product, which equates to about 10oz when filled evenly.
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