National Fish & Chip Day falls on Friday 5 June this year, and for hospitality operators, it’s more than a celebration. It’s a commercial opportunity. The way consumers eat fish and chips is changing fast, and the businesses that adapt will win.
Fish and chips: a shifting landscape with massive opportunity
Fish and chips remains one of the most iconic dishes in the UK. British consumers eat approximately 382 million meals from fish and chip shops every year, including 167 million portions of fish and chips, with annual spend in the region of £1.2 billion (Source: National Federation of Fish Friers). 80% of people visit a fish and chip shop at least once a year, and fish and chips consistently ranks as one of the most popular dishes in the UK among all adults (Source: YouGov).
So where is the growth? The channels that are booming tell a compelling story for hospitality operators and foodservice businesses:
Quick-service restaurant sales of fish and chips jumped 27%. Workplace and education channel sales rose a staggering 122%. Travel and leisure venues saw a 47% increase (Source: Seafish, February 2026 Report).
The message is clear. Consumers haven’t fallen out of love with fish and chips. They’re eating it in different places and in different formats. For pubs, QSR operators, contract caterers, education providers, and leisure venues, this is a significant growth opportunity. Fish and chips is moving towards you.
Sustainability is accelerating this shift
At the same time, what customers expect from their fish and chips is changing. Sustainability is no longer a nice-to-have. It’s becoming a deciding factor, especially among the younger consumers that Seafish identifies as a key growth audience.
UK consumers spent £1.7 billion on MSC-certified seafood products in 2024/25, a 14% increase on the previous year (Source: MSC Annual Report 2024/25). Almost a quarter (22%) of UK consumers say they won’t buy fish unless it’s sustainably sourced, and that figure is even higher among younger diners, with 83% of under-30s actively choosing sustainable seafood.
For operators, this means offering a fish and chip option that carries genuine sustainability credentials isn’t just the right thing to do. It’s a commercial advantage. Customers are actively looking for the MSC blue ecolabel, and menus that can offer it have a clear edge.
Meanwhile, cost pressures are reshaping the category. Cod and chips has more than doubled in price over the past decade, rising from around £4.50 in 2014 to over £9.50 in 2025, with prices varying from £6.70 in West Yorkshire to £22.50 in London (Source: BusinessComparison/NFFF, October 2025). For operators, finding quality alternative species that deliver on taste while managing food costs has never been more important.
Pacific West: sustainable fish and chips, made simple
At Pacific West, sustainability is built into our range. Our MSC Certified Tempura Hoki offers operators a premium fish and chip solution that ticks every box: flaky white fillets in a light, crispy tempura batter, sustainably sourced and ready to serve straight from the fryer.
Hoki is a fantastic alternative to traditional cod or haddock. It delivers a clean, mild flavour with a beautiful white flake that customers love, and its consistent sizing and quality means less waste and more predictable food costs for your kitchen. In a market where cod prices have risen sharply and Seafish is urging operators to focus on menu innovation and value positioning, having a quality MSC certified alternative on your menu is a smart move.
But sustainable fish and chips doesn’t have to mean traditional fish and chips. Seafish highlights convenience-led formats and menu innovation as key growth drivers, and our MSC certified range is built for exactly that. Here are some menu ideas to give your customers more choice this National Fish & Chip Day and beyond:
Fish Taco Fridays
Our Fully Cooked Crispy Fish Bites (MSC certified pollock) are the perfect size for fish tacos. Load them into a soft tortilla with slaw and a squeeze of lime for a street food twist on the British classic. No fryer needed.
The Lighter Option
Serve our MSC Crispy Battered Petite Sole Fillets with a side salad and skinny fries for customers who want the fish and chip experience without the full portion. A great lunchtime menu addition.
The classic done right
Our MSC Crispy Battered Cod is the traditional fish and chip plate done properly. Golden battered cod fillets, chunky chips, mushy peas. Every fillet is MSC certified, so you can put sustainability front and centre on your menu.
Fish goujon wraps
Our Battered Cod Goujons work brilliantly in a wrap with tartare sauce, shredded lettuce, and a squeeze of lemon. A grab-and-go fish and chip alternative that’s perfect for food-to-go menus and delivery.
Why it matters
National Fish & Chip Day reached over 440 million people in 2025 (Source: NEODA). It’s a moment when the entire country is thinking about fish and chips, and it’s the perfect opportunity to show your customers that you’re serving a product they can feel good about.
The data is telling us something important. Fish and chips isn’t declining. It’s migrating. It’s moving out of the traditional chippy and into pubs, QSR, workplaces, education, travel and leisure. The operators who put quality, sustainable, innovative fish and chip options on their menus now are the ones who will capture that growth.
With Pacific West’s MSC certified range, you can celebrate the nation’s favourite dish knowing that every fillet is traceable back to a sustainable fishery. Great fish and chips, a healthier ocean, and a stronger menu. That’s a combination worth shouting about.
To find out more about our sustainable seafood range and how it can work on your menu, get in touch with the team on 01373 824242.
