The seaside towns where fish and chips are most expensive

• Robin Hood’s Bay is home to the most expensive fish and chips in the UK, costing £14.73

• Southwold is home to the cheapest fish and chips as a percentage of weekly salary, costing just £8.35

• Plockton has the most expensive chips (£5.30), while New Brighton offers the cheapest chips in the UK (£2.70)

• Kamilla Fernandes-Pickett shares tips on how businesses can effectively price their products

Fish and chips are more than just a meal in the UK; they’re a national treasure. But where will Brits find the most budget-friendly serving, and where will they need to dig a little deeper into their pockets?

A new study by small business credit card company Capital on Tap reveals the cheapest and most expensive locations for fish and chips in the UK, using the price of the meal as a percentage of the average salary in the area. They also offered expert advice on how businesses can price their offerings effectively.

You can read the full research here: https://www.capitalontap.com/en/blog/posts/fish-and-chips-prices/

Robin Hood’s Bay is home to the most expensive fish and chips in the UK, costing £14.73

Robin Hood’s Bay in North Yorkshire is home to the UK’s most expensive fish and chips, costing £14.73 – which amounts to 2.12% of an average weekly salary. The price may be worth it though, as local shops maintain a solid average customer rating of 4.2 out of 5, affirming their high standard.

Salcombe, a popular coastal holiday destination in Devon, ranks as the second most expensive location for fish and chips in the UK. The meal costs £14.20 here, which represents 1.89% of an average weekly salary of £750. Local shops here also receive an average review score of 3.8 out of 5, which is slightly worse than Robin Hood’s Bay.

Tynemouth is the second North-Eastern location to make the list, ranking third with a cost of £11.47, 1.84% of an average weekly salary of £624.

Southwold is home to the cheapest fish and chips as a percentage of weekly salary, costing just £8.35

Southwold provides the most affordable fish and chips option, costing only 1.06% of an average weekly salary. Priced at £8.35, this is £6 cheaper than Robin Hood’s Bay. Despite the lower cost, Southwold’s fish and chip shops also boast a near-perfect rating of 4.5 out of 5.

New Brighton comes second for affordability, with fish and chips costing just 1.07% of a weekly wage, closely matching Southwold. Priced at £7.67, it’s the most budget-friendly option in the study.

Portmeirion in Wales ranks third for affordability, with fish and chips costing 1.2% of the average weekly salary, at £8.57.

Plockton has the most expensive chips (£5.30), while New Brighton offers the cheapest chips in the UK (£2.70)

Plockton leads with a cost of £5.30 for a large bag of chips, offering a pricey but scenic dining experience in Scotland’s harbour village. Ilfracombe follows at £5 with its dramatic cliffs in North Devon, and Barton-on-Sea comes third at £4.80.

For affordability, New Brighton is the cheapest location at £2.70, followed by Hastings (£3.15), and Portmeirion (£3.20).

Kamilla Fernandes-Pickett from Capital on Tap shares advice for small businesses to create an effective pricing strategy:

“To truly understand your customers, start with market research: gather data through surveys, focus groups, and social media to pinpoint their preferences and habits. Segment your audience by age, location, and buying behaviour, and delve into their lifestyles and values. Tailoring your pricing strategy to resonate with these insights ensures repeat business.

“Also, keep an eye on competitors’ pricing strategies to identify gaps and opportunities in the market, refining your offerings to stand out and attract more customers. Emphasise the unique value of your product or service—whether it’s excellent quality, exclusive features, or exceptional service—to justify your pricing.

“Continuously gather and analyse customer feedback to gauge their perception of your prices, staying adaptable and responsive to enhance satisfaction and foster loyalty over time.”