Ship Deck – Takeaway of the Year 2024 Winner Case Study

According to Caerphilly-based chip shop Ship Deck, winning the coveted prize of Takeaway of the Year at the 2024 National Fish and Chip Awards has been “life changing”.

Owned by married couple Ryan and Kimberly Hughes, this much-loved chippy, which has quickly become a food hub of the local community since it opened its doors only five years ago, saw sales of fish and chips increase by 85%.

Commenting on the success, Ryan says:

“Since achieving Takeaway of the Year we have experienced a massive growth in trade almost immediately and the business has continued to thrive, going from strength to strength. And, because of this success we have now make significant investment in the expansion of our team and instalment of extra equipment to support the demand. It’s been life changing for us.

“We’re now six months in and still seeing hundreds of new faces a week from far afield – and only this week, an old gentleman from Italy. How amazing to hear our customers travel for our award-winning fish and chips, and it is all thanks to the amazing media we have received.

“Other great benefits of winning have also been the increase in publicity, regionally and nationally which has naturally helped raise our profile as well as a huge boost to the team’s morale.”

One big positive outcome for the couple has been Kimberly joining the team full-time, something they weren’t able to afford to do pre-award win.

Kimberly continues:

“I love being involved in the day-to-day running and seeing a side of the fish and chip industry I’d never experienced before. Winning has given us the push to dream big, and to make those dreams a reality. It has been great to see our team grow, although it can be stressful at times, our employees always have a smile on their face and enjoy being a part of the business.

“The support from our regular customers has been incredible and they are right behind us. They’re very proud of our achievements and that they think it’s fantastic that their local chippy is the UK’s number one fish and chip takeaway.”

After its success at this year’s National Fish and Chip Awards, Ship Deck has big plans for the future.

Ryan says:

“Our main priority is to continue to offer a high-quality product along with excellent customer service. We’re forward thinking and will push on to adjust to ensure we meet the volume of consumers’ needs we see each day. As trade continues to rise, we would like to invest even more in the outlet with a small refit to ensure we can maintain a high level of standards and to help reduce customer waiting time.”

This summer, Ryan and Kimberly had the chance to visit Norway for a once in a lifetime experience courtesy of award sponsor Seafood from Norway.  

Commenting on the trip, the couple both agree that Norway was a fantastic opportunity to be involved in, meeting some fantastic, like-minded people who will remain friends for life. It was a jam packed itinerary and they learned so much about the amount of research that goes into the sustainability of the fish that they use. 

Ryan concluded: “In a nutshell Norway was an unforgettable experience. We were spoilt from the minute we got to Heathrow. If this was a trip that could be purchased, I would be there every year.”

As ambassadors for the fish and chip industry, Ryan and Kimberly offer sound advice to other fish and chip businesses looking to enter the National Fish and Chip Awards in the future.

“You have nothing to lose,” concludes Ryan. “Having an expert eye assess your business from top to bottom can help improve your business and really does highlight where your strength and weaknesses lie.”

“The media coverage you also receive for each stage builds excellent brand awareness helping you stand out in your community and give you a great boost in trade.”

www.shipdeck.co.uk