Better business: Eric Snaith expands business to fish and chips

In 2015 he expanded the enterprise, opening a fish and chip shop in nearby Thornham, recognising a gap in the market to "do the nation's favourite dish as well as we possibly could, with a real focus on quality". Two more sites followed, one further down the Norfolk coastline in Holt and another in St Ives in Cambridge. Then, in 2020, he opened Eric's Pizza next to the Thornham fish and chip site, serving Neapolitan style-pizzas.

Business snapshot

This year the three Eric's Fish and Chips sites are expected to turnover £2.5m and the hotel in the region of £2m. Snaith says that despite initially being "terrified", the business came through the pandemic well with a lot of new customers. However, the energy crisis looms large.

Finding a place in the market

Embracing Titchwell's position in the market has helped ground the business. Snaith explains: "I was always trying to push the limits, but now I think we've found a really comfortable position where we're content with our identity. Before we were chasing the pub trade, but in the last few years we've identified what sets us apart and focused on that.

"We open for dinner service and Sunday lunches to non-residents and serve lunch for residents, and we do a lot of weddings and events. The hotel was always known as a special occasion place, which used to frustrate us, but actually we've refreshed the branding this year and are celebrating that. That's been good."

The hotel has worked with PR company Roche, which also came on board to launch Eric's Fish and Chips and secured national coverage. Snaith says he is now appointing a full-time in-house marketing executive.

Developing a product

When Snaith was looking to expand the business into fish and chip shops he was determined to create "the best version" of the nation's favourite. He explains: "We focused on cooking in beef dripping and using beer in the batter – most fish and chip shops use a powdered batter mix because it's more cost effective and consistent. We make peas the traditional way, use the best-quality fish we can, thinking about the way we cut it, and we make tartare sauce by hand.

"The sides and condiments elevate it to a more memorable experience. The majority of people want classic fish and chips and then things like the back garlic mayo or the arancini catch people's imagination and have been a huge success. It sets it apart."

Sourcing

When developing the proposition, Snaith thought he would use fresh fish or the local daily catch, but he quickly realised it would not be feasible. Instead, he uses frozen-at-sea fish from predominantly Icelandic boats. He says: "The quality we get is incredible and consistent. It would be brilliant if we had a daily catch coming in, but it's just not possible. Also, the frozen-at-sea fish cooks better when deep-frying in batter – you get beautiful big white flakes. Sadly, we can't get wet fish off this coast – we get fantastic shellfish, but wet fish would come from the south coast, and we wouldn't have the consistency."

Challenging price increases

The price of a box of fish has increased from £150 to £250, the price of oil has doubled, as has beef dripping, and none of the price rises look likely to stop there. For the first time the fish and chip shops had to implement two price increases this year, with fish increasing by 10% in April and a further 5% before the start of the summer season.

Snaith says he had been nervous about the price increases, but they were necessary. He explains: "We took the view that if we lose some customers and people weren't happy, that's what we've got to do. In February and March we weren't making the food margins. I think it's a problem in fish and chip shops across the country – it's just not a cheap dish any more. It's held back by the tradition of being cheap and a lot of fish and chip shops are still hanging on to £8-£9 per portion, and I think everyone needs to charge what they need to charge."

Looking to the future

In October Snaith will take a trading spot in Yalm, Norwich's new food hall, which will occupy a space in the Royal Arcade formerly home to a Jamie's Italian. If all goes well in the first couple of years, he says he will look for a permanent space in the city. He has also started a company to sell frozen pizzas and doughballs and sees opportunities to expand that model into the fish and chip shops, supplying delis and shops. The changes will allow him to maintain higher staffing levels through the winter.

Eric Snaith's revelations

What's your favourite hotel?

Coworth Park, Ascot

What's your favourite restaurant?

Core by Clare Smyth, London

What's your favourite book or film?

Kill Bill

What's your perfect drink?

Campuget Rosé, in the sunshine!

Which chef/restaurateur/hotelier has most inspired you?

My mother

What's the most important lesson you have learned in business?

Employ the right people, support and develop them and allow them to grow. Don't try to do everything yourself. The more trust and respect you give, the more positives you get out.

On the menu

Titchwell Manor

• Cumin roasted carrots, Coronation yogurt, coriander, cashews, ricotta £8
• Marinated beetroot, basil pesto, goats' cheese cream, candied walnuts £8
• Venison loin, asparagus, peas and broad beans, Jerusalem artichoke, jus £31
• Braised leek, potato and brie pithivier, honey roasted celeriac, celeriac purée, onion dressing, candied hazelnuts £20

Eric's Fish and Chips

• Cod loin (medium) £7.75
• Chips (medium) £3
• Halloumi and spinach arancini £6
• Black pudding fritter £2.25
• Battered gherkin £2