what makes a great fish n chipper
What makes a great fish n chipper?
1. Service, knowledge and commitment
* Ensure your staff understand each specie on offer.
* Knowledge of where it’s caught, when it came in and why you serve it
* Know what the best cooking application is for each fish – whether grilled, battered, crumbed, steamed.
* Understand portion sizes – fish come in all shapes and sizes, and importantly prices.
* Be proud of your offering, no one wants to be served dinner by a grump.
* Do you have a connection with local fishmongers and local supply, are you championing your region and hero Australian fish?
3. Information and displays
* Display key information – fish, cooking methods - it’s vital to a good fish n chipper.
* Ensure everything is clean and legible. Grotty old signs, illegible hand-writing, dirty floors are all a turn off.
* Make sure all fish are labelled by specie, state or country of origin. Some have used maps, others suggest the best cooking application on the menu too.
* Ensure all fish is fresh, or cooked from frozen. When something smells ‘fishy’ its actually the ammonia as seafood begins to deteriorate and you can smell it as soon as you walk through the door.
* Keep your seafood display looking spectacular. Seafood is wet and slimy, but if looking spanking fresh is an absolute joy.
* Keep seafood on display on ice. If the seafood looks tired (very common in fish n chippers) it’s not going to appeal to customers.
* How well does the fish hold up to the technique and application - crumbed/battered/steamed/grilled.
* Does the batter last throughout the entire eating experience. Is the batter seasoned well? Is it thick/thin and suit the fish?
* Is it sealing in the fish so the flesh can steam, and the batter crisp up? Is the crumb seasoned, under/overcooked does it protect the fish from direct heat.
Is the fish over-steamed or grilled too long. Is there a light batter coating on the grilled fish, or is it left to shine on its own on the grill.
* Are the fries made onsite, are they cooked well?
* Are you making your own condiments (the best places do)?
* Is the oil off? You can smell off oil before entering a venue – first impressions last.
* Everything from the welcome to the goodbye impacts on a customer’s experience.
* How does the fish n chips react to the presentation? Wrapping it tight in paper is traditional, but does it just make everything sweat and go soggy? Can your batter stand up to it?
* Have you invested in good packaging that highlights your brand, works with the product and is easy to use and eat from by the customer?
All foodservice venues are about value. It’s not the cost that matters, it's the experience obtained compared to the price that denotes our perception of value.
Have you experienced other fish n chippers and understood their POD?
*Are your portions right? Is your batter/crumb as good as it could be?
*Have you got all your cards – cookery, knowledge, service, presentation, cleanliness) in order?
* How vast is your offering? Do you have a good selection of species?
* What’s your POD? Are you dedicated to the fish of your region? Have a signature tartare? Have a secret batter recipe? Make a point to ensure guests understand what sets your product apart from the fish n chipper down the road.
* Value is about perception of an experience and the way a guest feels after spending their money. Deliver value and they’ll be back.