PROFITABLE PACKAGING
A LEADING SUPPLIER ADVISES THAT THE FISH & CHIP INDUSTRY MUST LOOK AT HOW ITS PRODUCT IS PACKAGED IN ORDER TO REMAIN COMPETITIVE...
The increase in the price of fish, the pea crop failure, rising prices of oil and effects of the recent flooding on the potato crop have led to price pressures on the industry, according to Richard Wild of Linpac.
Wild warns that although the price rises are the result of well documented product shortages, they be confusing in the eyes of the customer. What they are being served looks the same, tastes the same and comes in the same quantities - but costs more. "And as with anything, the more money a customer is being asked to pay, the more critical they are of what's on offer and the packaging that it is presented in," he says.
"When prices increase, so do customer expectations so it becomes doubly important that the product is perfectly presented, preserved and protected and packaging can be a key contributor to this."
One of the biggest challenges to Fish & Chip shop owners, according to Wild, is to package their product in a way which will ensure it is still hot once the customer has left the premises and taken home.
"Hot food should stay hot, and if you're expecting people to pay more for your product it is the very least they will expect. "When you think of battered fish and freshly cooked chips the word that comes to mind is 'crispy' not 'soggy'.
Packaging should preserve the quality of the food contained within and make sure it looks as good at the end of the journey as it does when it was served up in the shop. Fish and chips is the ultimate convenience so customers expect minimum fuss from their purchase. Packaging must therefore be able to protect customers from burns, grease stains and spills.
"In the view of the consumer packaging represents the quality of the product inside and poor packaging indicates a poor quality product. Packaging should both enhance and preserve the look of the product. In other words, when the customer opens their Fish and Chips they expect them to be intact and look as delicious as they did when they were bought."
Quality packaging, according to Wild, brings a double benefit in terms of image and cost control too. "Now more than ever before," he adds, "being able to differentiate your product from the competition is vital. If you can produce a quality product which is presented in appealing way then you've gained an advantage.
"And with all the ingredients making up the traditional Fish and Chip supper now being at a premium, portion control becomes an important way of maintaining profits. Portion control is key to maintaining tight control over costs and it also benefits the environment. Accurate portion control prevents the loss of expensive food and reduces the amount of food waste sent to landfill, so customers will know you're doing your bit for the planet too.
"The Fish and Chip industry has offered value for money for years and will continue to be a favourite with British consumers. However, by entering a higher price bracket the industry finds itself competing against other takeaway foods. To stay ahead of the competition shop owners must use packaging which reflects the quality of their product and is able to protect the customer, preserve the food and present it perfectly."
