The Great British Fish and Chips Study

Fish and chips, a beloved British takeaway meal, evokes feelings of nostalgia, seaside towns, and fond memories of coastal holidays. For some, it’s a weekly tradition; for others, a special holiday treat. But with 11,000 shops in the UK, which location offers the cheapest and most expensive fish and chips? 

To find out, here at Capital on Tap, we researched 30 UK locations and compared fish and chip prices. We specifically looked at the prices of fish and chips as a percentage of the average weekly salary in the area to achieve our final ranking. Our experts also shared some tips for businesses helping to understand how to price products and reach the desired target audience.

The most expensive places in the UK for fish and chips 

1. Robin Hood’s Bay

Robin Hood’s Bay in North Yorkshire is home to the UK's most expensive fish and chips. They cost £14.73 here, which represents 2.12% of an average weekly salary – the highest among all locations analysed.

Despite the steep price tag, families and holidaymakers flock here annually, demonstrating a willingness to pay for quality. Local shops maintain a solid average customer rating of 4.2 out of 5, affirming the high standard of the takeaway dish. 

Located on the picturesque Yorkshire coast along the Cleveland Way National Trail, Robin Hood’s Bay is a favourite holiday spot for many families, especially during the summer months. Some fish and chip shops in this scenic area offer panoramic views of the sea, perhaps helping to justify the premium price.

2. Salcombe

Salcombe, a popular coastal holiday destination in Devon, ranks as the second most expensive location for fish and chips in the UK, with the meal amounting to 1.89% of an average weekly salary of £750. 

Priced at £14.20, this serving is similar in cost to that of Robin Hood's Bay. However, it falls slightly short in quality, with the shops having an average review score of 3.8 out of 5 - one of the lowest in the study.

3. Tynemouth 

Tynemouth is the second North-Eastern location to make the list, ranking third. The meal costs 1.84% of an average weekly salary of £624. While the price of £11.47 is slightly more affordable compared to other top locations like Robin Hood's Bay and Salcombe, it still represents a significant cost. 

Fish and chip shops in Tynemouth have an average customer rating of 4.5 out, beating both Robin Hood’s Bay and Salcombe. Plockton, Margate and Stromness also boast this high rating.

The cheapest places in the UK for fish and chips 

1. Southwold

Southwold offers the most budget-friendly option for fish and chips among all locations, with the meal costing just 1.06% of an average weekly salary. 

Priced at £8.35, which is £6 cheaper than Robin Hood's Bay, this seaside town proves that quality doesn't always come at a premium. Impressively, despite the lower cost, Southwold's fish and chips boast a rating of 4.5 out of 5, indicating that customers are consistently pleased with their dining experience. For those seeking affordability without sacrificing taste or satisfaction, Southwold stands out as a top choice.

2. New Brighton 

New Brighton secures the second spot for the most affordable fish and chips in terms of salary percentage, closely mirroring Southwold with just 1.07% of a weekly wage devoted to this seaside classic. Priced at £7.67, it emerges as the least expensive option among all locations in our study. 

Despite its economical price tag, New Brighton's fish and chips maintain a solid reputation with a commendable rating of 4.3 out of 5. This combination of affordability and quality makes it a clear favourite among budget-conscious diners who refuse to compromise on taste.

3. Portmeirion 

Portmeirion in Wales claims third place for the most affordable fish and chips, costing just 1.2% of an average weekly salary. With a price tag of £8.57, this charming village offers a great balance between cost and quality. The high review score of 4.4 out of 5 indicates that customers are highly satisfied with their meals, making Portmeirion a fantastic destination for those seeking delicious fish and chips without breaking the bank.

Cheapest and most expensive places for a bag of chips 

Plockton takes the top spot for the most expensive bag of chips, with a large portion costing £5.30. This picturesque Scottish village, known for its charming harbour and stunning scenery, offers a delightful yet expensive dining experience. 

Following closely in second place is Ilfracombe, a scenic seaside town in North Devon, where a large bag of chips costs £5. With its dramatic cliffs and historic harbour, Ilfracombe provides a beautiful backdrop for enjoying a premium-priced meal by the sea.

Barton-on-Sea, located in Hampshire, takes third place with a cost of £4.80 for a large bag of chips. Famous for its serene beaches and impressive views of the Isle of Wight, Barton-on-Sea offers visitors a high-end taste of this classic dish. 

The most affordable location for chips is New Brighton, costing just £2.70 for a large bag. Hastings comes next, costing £3.15, then Portmeirion, costing £3.20.

What is the most popular type of fish in the UK? 

Cod is the most popular type of fish offered in fish and chip shops, with 67 out of the 81 restaurants we contacted offering this classic choice. On average, a serving of cod and chips will set you back £10.92, reflecting its widespread appeal and accessibility.

If you opt for haddock, it will cost just 21p more, with fish and chip shops charging an average of £11.13 for this fish choice. However, it is less common, with just 35 restaurants offering this type of fish. 

Whether you're a fan of the classic cod or prefer the taste of haddock, these two options dominate the menus of fish and chip shops across the UK. 

Understanding your target audience and competitors for effective pricing 

Understanding your customers and keeping an eye on your competition are key to setting prices that are fair and profitable. Kamilla Fernandes-Pickett, Marketing and Communications Senior Manager at Capital on Tap has shared some expert tips to help you create a pricing strategy that hits the mark. This way, you can meet customer expectations while also ensuring your brand stands out in the market.

1. Identify customer needs and preferences

To get a real feel for what your customers want, it's important to do some market research. Gather data on their needs, preferences, and buying habits through surveys, focus groups, and even checking out their activity on social media. 

You can also divide your target audience into distinct segments based on factors like age, income and location. With this information, you can create a pricing strategy that hits the sweet spot for your audience, ensuring they keep coming back. 

2. Keep in the loop with competitors 

Keep a close eye on what your main competitors are charging. By regularly monitoring and analysing their pricing strategies, you can understand what works well for them, and where they might be falling short. This insight will help you find ways to make your offerings stand out and attract more customers.

3. Adopt value-based pricing

Instead of just focusing on cost, showcase the value of your product or service by highlighting what makes it special. Is it superior quality, exclusive features, or exceptional customer service? These unique selling points justify your pricing, even if it's higher than that of your competitors. After all, your price should reflect the extra value you deliver.

4. Monitor feedback and adapt

Customer feedback is highly valuable to any business – including when it comes to pricing. It’s important to regularly gather and analyse their feedback, so you can understand how they perceive your prices and adjust your strategy as needed. By adopting this approach, you can improve customer satisfaction and build loyalty over time. 

Sources and methodology 

We created a seedlist of the top 30 seaside towns across the country, then contacted fish and chip shops within the towns to find the average price. We then compared this against the average weekly earnings of the region. Ratings of each shop were collected from Google recommendations.