Street food trends and other innovations playing out across the global food sector present a huge growth opportunity for fish and chip shops, the Norwegian Seafood Council (NSC) advised at a recent event in the U.K.
Ahead of National Fish and Chip Day on 5 June, the NSC gathered fish and chip shop operators, along with seafood suppliers, vessel representatives, and other industry stakeholders, for “Inspiration Day” at Westminster Kingsway College in London. The event included insight and discussion around the challenges and growth opportunities affecting the fish and chip sector, NSC said in a release.
One of the primary growth opportunities discussed was street food-style eating, identified as a key trend for the summer of 2026.
According to Bidfood Food and Drink Trends research, 54 percent of consumers are interested in trying unique dishes when dining out, and 75 percent of U.K. consumers describe themselves as “very value-led.”
To that end, fish and chip shops can create globally inspired specials using various whitefish, offering new reasons for customers to visit and demonstrating value beyond price, NSC said.
“Fish and chips will always be rooted in U.K. tradition, but the way people eat out is changing. Street food-style menus and global flavors are influencing what customers expect, creating a clear growth opportunity for fish and chip shops,” NSC U.K. Director Bjørn-Erik Stabell said.
Rather than promoting specific dishes or species, the aim, according to the council, should be on inspiring innovative menu developments, using familiar, high-quality whitefish in formats that can attract new customers, create additional menu occasions, and encourage repeat visits, Bjørn-Erik Stabell told SeafoodSource.
Putting this into practice, at the event, Michelin-starred chef Simon Hulstone demonstrated street food-inspired Norwegian whitefish recipes such as crispy haddock hotdogs, poppadom-encrusted saithe, and nori-wrapped tempura cod. The dishes showed how simple formats, global flavors, and existing kitchen equipment can help fish and chip shops explore new dishes without moving away from their core offering, NSC said.
“By connecting operators with industry insights, sharing real experiences, and demonstrating how small, adaptable changes can be implemented in a fish and chip shop environment, the objective is to help drive greater engagement with seafood menus over time, including Norwegian whitefish,” Bjørn-Erik Stabell said.
Another event participant, Tiffany Irvin, who is the owner of The Fish Works in Largs, U.K., said her restaurant serves unique dishes like haddock bao buns and tacos, “which have helped us keep the menu exciting and appeal to a younger generation, without replacing the core offer.”
“For fish and chip shops, innovation is about building on what people already love, and these give us a way to keep the menu fresh, create conversation, and show just how versatile quality whitefish can be,” Irvin said.
Offering such innovative menu options for a limited time only can function as a useful way to test new ideas, build customer interest in-store and online, and keep the category moving forward without losing sight of what makes fish and chips special, National Federation of Fish Friers President Andrew Crook added.
The advice from the NSC and other experts comes as the fish and chip sector is aiming to turn around lagging sales. According to Seafish, out-of-home consumption of fish and chips in the U.K. declined 9 percent in 2025, equivalent to 13.1 million fewer servings. Long-term consumption has also fallen significantly, with servings 61 percent lower in 2025 than in 2017.
