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Fish Friers


Article Date: 2016-01-21

Burton Road Chippy in Lincoln, Lincolnshire, has fried out on top at the 2016 National Fish & Chip Awards (20 January), organised by Seafish.


The shop was crowned with the NFFF Quality Award ‘Champion’ Award and Marketing Innovation Award during a prestigious ceremony at the Lancaster London Hotel in London.


Sponsored by the National Federation of Fish Friers (NFFF), the NFFF Quality Award ‘Champion’ Award recognises businesses who continue to raise the standards of the nation’s fish and chips, rewarding shops that achieve the perfect balance between good quality products, clean hygienic premises, outstanding shop appearance and highly trained staff.


The Marketing Innovation Award, sponsored by the Q Partnership, rewards businesses that use innovative thinking and practices to develop and implement their communication strategies.


Along with their significant contribution to being the UK’s leading NFFF ‘quality’ fish and chip shop, Burton Road Chippy also proved to have a unique creative flair in their marketing strategy and activities over the past year.


As Lincoln celebrated the 800th year of the sealing of Magna Carta, Burton Road Chippy grasped the opportunity to promote their business through a variety of creative marketing techniques. By forming strategic partnerships with Visit Lincoln, advertising in areas with high visibility and offering discounted fish and chip dining experiences through promotional vouchers, Burton Road Chippy saw a 10% increase in sales in a two month period.


Their most innovative move was sponsoring a Lincoln Baron sculpture, tapping into part of the wider Lincoln Barons Trail marketing campaign. Designing the Baron around Lincolnshire fish and potatoes illustrated a creative link to the nation’s favourite dish; Burton Road Chippy successfully took something ordinary and made it truly unique whilst raising awareness of the fish and chip industry in an imaginative way.


Commenting on their award win after receiving the distinguished trophy from awards host, Nigel Barden, voice of food and drink on BBC Radio 2, co-owner Des Anastasiou, said:"We’re honoured to win not just one award but two! The team has worked relentlessly over the last year to improve our business so to be able to take two awards back to them really is the best way to say thank you.

"We always try to be original and think outside the box when it comes to marketing. We’re also very active on social media, consistently promoting the nation’s favourite dish through competitions while engaging with other fish and chip shops.

"I’m proud to say that we’re strong supporters of the awards and what they stand for – I’d like to thank them for recognising us for something we’re so passionate about. It’s such an exciting time for us at Burton Road Chippy and I can’t wait to celebrate our success with the team!”


Mel Groundsell, Corporate Relations Director of Seafish, said: "The aim of the National Fish & Chip Awards has always been to showcase the very best fish and chip businesses and individuals in the UK while setting incredibly high standards for the industry.


"With the NFFF’s Quality Award being such an integral influence on today’s fish and chip businesses it is important for us to recognise and celebrate businesses holding the NFFF accreditation, promoting its ethos to customers and business benefits to other fish and chip operators.

"Competition between food outlets is fiercer than ever, so an effective marketing and promotional strategy can be instrumental in the success of a business, therefore the importance of the Marketing Innovation Award category should not be overlooked.

"Throughout the judging process, Burton Road Chippy stood out for their passion and continual dedication towards raising the standards of the industry. Achieving any award of this high recognition is exceptional, let alone winning two. I would like to offer my warmest congratulations and wish them all the best in the future.”


Quality Award ‘Champion’ Award sponsor Richard Wardell, Training and Accreditation Manager of the NFFF, said: "For a fish and chip business to receive a Quality Award, they must demonstrate passion and dedication across all sectors of their establishment; achieving the perfect balance between good quality products, clean hygienic premises and exemplary customer service which requires informative training and a good communication system.

"All of this year’s finalists demonstrated the successful qualities and enthusiasm required to win. However with creative initiatives and an eager, hardworking team, Burton Road Chippy shone throughout the entire judging process and is an honourable ambassador of the 2016 Quality Award.”


Award sponsor Louise Marshall, part of The Q Partnership Marketing Team, said: "The Q Partnership is delighted to support the Marketing Innovation Award. As a partnership we strive to bring new innovations to the trade with a special focus on marketing.

"With an effective and unique approach to their company marketing, Burton Road Chippy is a deserving winner and I wish them every success in the future.”


Now in their 28th year, The National Fish & Chip Awards are recognised as one of the most prominent and respected seafood industry events in the UK. Widely considered as the ‘Oscars’ of the fish frying industry, they celebrate the great British tradition of fish and chips, recognising the best talent, quality and choice offered by fish and chip businesses.


With 14 different awards categories, they cater for every aspect of running a successful fish and chip business, recognising everything from traditional takeaways to mobile operators to excellence in training and responsible sourcing.


For further information on The National Fish & Chip Awards please visit or follow @FishnChipAwards.

Fish Friers