Chips are big business. The classic accompaniment - so beloved by us Brits - continues to offer caterers the value for money, ease of preparation, plate fill and versatility they so crave.
In these more austere times, it would be very easy to scale back, which is why National Chip Week is vitally important for the sector as a whole.
This will be the 20th anniversary of the promotion, so consumer and media interest is bound to be even higher than before. Use this to your advantage.
Be playful with your presentation - stacking chunky chips on the plate or serving French fries the Belgian way, in a paper cone, are sure to add a more premium feel to your menu.
Some caterers even present chips in individual terracotta flower pots, adding flair and individuality to their offering.
Don't forget quick and money-making toppings either, using herbs, spices, cheese or salsa.
Potato wedges are also becoming increasingly popular, and make a great premium chip alternative for operators who want to expand or refresh their offering.
Whatever you do, the humble chip is big business and with National Chip Week fast approaching, it is a profit opportunity not to be missed.
Mohammed Essa, general manager UK and Ireland, Aviko