A fish and chip shop owner has issued a heartfelt apology to customers after putting the price of a portion of cod and chips up to £15 but insists he had no choice as the cost of fish has soared in recent months.
Brad-Lee Navruz, who runs The Nippy Chippy in Stonehouse, Gloucestershire, said he ‘feels bad’ for customers who’ve been left shocked by the new prices, but explained that the rising cost of ingredients has left him with little alternative.
The chippy is now charging £15 for a large cod and chips, and £12.50 for a regular portion — a significant jump from the previous price of £10.30.
Mr Navruz said most customers have been understanding about the increase, though a few have reacted with surprise when told the new price.
‘I feel really bad for people. Times are harder as it is. For their Friday treat to go up quite a lot I do feel for them,’ he said.
‘When I say the price to them and their faces get in shock straight away I am saying sorry. There is not much I can do about it but obviously you feel for them because all they want is their Friday treat.’
The Nippy Chippy addressed the price rise on social media, explaining that small businesses like his are under huge financial strain.
Mr Navruz said that in the past, price rises were kept minimal – usually just 10 or 20p – but this time the increase has been unavoidable due to a sharp rise in fish costs.
Brad-Lee Navruz, who runs The Nippy Chippy in Stonehouse, Gloucestershire, said he ‘feels bad’ for customers who’ve been left shocked by the new prices, but explained that the rising cost of ingredients has left him with little alternative
The chippy is now charging £15 for a large cod and chips, and £12.50 for a regular portion — a significant jump from the previous price of £10.30
‘This time round it has gone up from £10.30 to £12.50 for normal cod and chips and normal haddock and chips so it is a £2.20 big jump increase.
‘When they [customers] come in and they hadn’t seen the Facebook or the news they have a little bit of a shocked face as in ‘wow it has gone up £2.20 that’s a big increase’.
The price hike comes in the wake of new fishing quotas agreed between the UK, EU and Norway, which have reduced the amount of cod and haddock that can be caught in 2025.
This year’s quota for cod has been cut by 20 per cent to 25,028 tonnes, while haddock is capped at 112,400 tonnes — down 5 per cent from 2024. Officials say the reductions are vital to ensure the long-term sustainability of fish stocks.
Mr Navruz said that although he has tried offering alternative options like hake and plaice, most customers prefer to stick to cod and haddock – even with the higher price tag.
‘Cod and haddock are the number one sellers in the UK – they are really good quality fish,’ he said.
‘Rather than replace cod we tried to expand it by introducing another stuff like hake and plaice but it is just never the same and not everyone would want to go for it they would rather just stick for what they know and what they like.
‘Especially when they are paying so much for a portion I don’t think even introducing it now would be an option really.’
Mr Navruz said that although he has tried offering alternative options like hake and plaice, most customers prefer to stick to cod and haddock – even with the higher price tag
Andrew Crook, president of the National Federation of Fish Friers said: ‘This is a significant challenge for the fish and chip industry who are already trying to cope with high input costs and the effects of the budget in autumn along with the rest of hospitality.
‘But it is the independent sector that is feeling the most pain as we do not have the buying power and procurement departments to help navigate the trading environment, with Government guaranteed around 20% of our turnover through VAT rather than it being based on profit, and our margins being squeezed by the increased costs it is the operators bearing the brunt.
‘We really do think it is time government sat down with the independent hospitality sector to learn first hand the pressures our respective members are under and look at ways to change the way tax is levied to protect small businesses and help them to continue to serve the local communities.
‘Whilst we will see some price increases for fish and chips we are committed to keeping these to a minimum and many are offering the option alternative species to try to hit a price point, many of these are fantastic fish but often underutilised so we would encourage customers to be adventurous and try something different. We are also still a great value meal compared to other food to go options.’
Despite the price increase, Mr Navruz said trade at the takeaway has not been affected, with many customers simply opting for cheaper menu items.
Veteran fish and chip shop owner Bob Clapham, 77, who ran his own chippy for two decades, said he understands the pressure businesses are under
‘It stays the same and we still get the same amount of business. It just more people getting different things,’ he said.
‘If they can’t afford to get fish and chips then they will go for a different thing like a sausage and chips, burger and chips, fishcake and chips or pie and chips.’
Veteran fish and chip shop owner Bob Clapham, 77, who ran his own chippy for two decades, said he understands the pressure businesses are under.
‘Everything has gone up – fish, potatoes, even the wrapping paper has gone up,’ he said.
‘Of course you have got your wages, your gas, your electric, your water rates – everything. It is inevitable you are going to have to pay more for stuff like everything else in life.’
Defending the new fishing quotas, Fisheries Minister Daniel Zeichner said the move was necessary to safeguard the future of the industry.
‘This government will always stand up for the British fishing industry, which is the lifeblood of so many communities around our coastline,’ he said.
‘That’s why I’m pleased to have secured a deal providing the UK fleet quota for stocks including cod and haddock worth up to £310 million, while maintaining sustainable levels of stocks for the long-term health of our industry.’
