Pizza in a Traditional Chippy??

[Turks]

Hi Guys, I just thought i'd ask on here as there are many decent and level headed people who's opinion I respect...

Some of you know, on the side of my day job I also have a Traditional Fish & Chip shop in my hometown. It's a bit of a monopoly as there are no other take-aways in a 3-4 mile radius - plus no other licences can be obtained because it is a conservation area. The shop has been operating since 1926 and has always done very well but it has never done anything other than Fish & Chips.

There have been a number of occasions where people I know in the area have said that they would love me to open a Pizza place in the area because there isn't anything close by that would deliver to them. As I have said previous, I can't get another licence...

So, my question is, do you think it would effect the image of a Traditional Chippy by adding Pizza's as a line? The product I produce is of a high standard and this wouldn't be affected... I just think sometimes people are stuck with a bad image due to these take-aways that try to do everything - Shops that started as Chinese and now do poor standard Fish & Chips, Pizzas, Kebabs, Burgers etc. I don't want people to think of my shop in that way...

Your questions and feelings would really help, thanks.


Turks.

[kena]

IN the town i live in we are inundated with chip shops, pizza shops, kebab shops etc. Even some right next door to each other and they all serve everything. So i would say do it. At the end of the day if you think you could sell them then its a pure business decision. No brainer really. But i do understand where you are coming from with your line of thought.

[Turks]

Cheers Ken, I just want to consider all angles and things I might not have thought of so your comments really help


Turks.

[bigshout]

It could hurt your reputation as being a traditional fish and chip shop, you normally find chippy's which sell Chinese, chicken etc are perceived as being low quality. If you excel in fish and chips I'd stick to it. You could also setup a delivery only pizza place from other premises.

[Turks]

Cheers bigshout, they were my thoughts too. I cant set-up from another premises due to licences in the area but I do own the freehold of the building which sits on a hill, at the rear there is another entrance which leads to a large store / garage / unit... I have thought about doing delivery only from there like you say. I might just have to put them on my main menu too otherwise the Council may argue that it is a separate business?


Turks.

[pvr]

Have you done a cost / benefit analysis?

- How much does it cost you do get dedicated equipment for the Pizza side.
- How much does delivery cost, insurance of the drivers, moped buying (or car).
- New kitchen staff needed?
- What is the target market size.
- How many pizza's would you have to sell to break even.

I would approach it from a business perspective, i.e. will it be worth it. Just note that if you do start selling, and you then decide it is not for you, then it might be damaging.

[Turks]

I have done a fesibility study and yes the numbers stack up as far as I can see, the chip shop alone could support it even if there are no/minimal sales while it gets on it's feet. From a business perspective it definitely makes sense... unfortunately spreadsheets do not have feelings and so I don't know how existing customers may react.

Cheers,

Turks.

[pvr]

Why not ask the customers? Have a box in the shop with the option to vote either Yes or No .

[petert]

...and make sure the quality hits the customers expectations so they keep coming back. Standng still can mean going backwards in business though it sounds like you have a great business advantage with the licence in a conservation area.

PeterT

[Turks]

[quote=""pvr""]Why not ask the customers? Have a box in the shop with the option to vote either Yes or No .[/quote]

Yeah thats not a bad idea, I could test the water maybe by having the customers tell me what they want... Maybe get the staff to ask the question after they order and them record the answers? Could ask if Delivery would be of interest too?


Turks.

[Turks]

[quote=""petert""]...and make sure the quality hits the customers expectations so they keep coming back. Standng still can mean going backwards in business though it sounds like you have a great business advantage with the licence in a conservation area.

PeterT[/quote]

Don't worry about quality, I would only use good quality produce to make the food. My father has 25 Years experience with pizza / kebab shops too... I wouldn't let the staff loose without full training either.


Turks.

[Pete]

So long as the quality of your fish and chips remains high and you have the extra space in your premises and experienced staff capable of providing good quality pizzas, then you should be laughing. You also have lots of students in the area and providing you deliver to the halls etc. you'd have a lot of potential repeat business there throughout the week.

Out of interest, where abouts is this chippy? I'm doing a Uni course which has just been transferred to Lancaster so I'll call in and pass judgement on your chips when I'm in next Friday.

[Minda]

Would it not be possible to split the current shop in to 2?

[AW8]

Turks,

I used a very good Fish & Chip shop that seels kebabs & other food too..........Dont think they do Pizza but that section of market well covered locally by others who specialise in Pizza.

They deliver in evenings as well as having a sit in restaraunt of sorts.

I have yet to see the shop empty - seeminngly always full of customers.

I would add that it is in City location & has a very established reputation & rates highly for quality of food, service, impeccable hygiene, v.f.m, portion size & friendly service. Recently voted best Fish & Chip shop in the County.

Friendly boss semingly always there & always acknowledges customers. IMO best food & friendly service per £ for miles.

Link to their website on this clicky (I dont think Adam will mind as your more than far enough away not to be a competition risk).

I am used to work in a Hotel many years back but I am not in the food trade, thus take my comments with a pinch of salt.............(pardon the cheap pun ).

My advice fwiw would be to do it as a trial & market it as such - This way it doesn't force your hand to continue if you decide against it later. I am sure you may have ideas of desired kitchen equipment & ovens etc & funding for same may or may not be a consideration. To this end it may be worthwhile considering buying liquidated or used equipment if well sourced albeit I am mindful of the obvious pitfalls of buying rubbish.

Type of staff you dispatch is a reflection of you so I would recruit carefully, explain when taking them on that many customers are friends, you will proactively seek feedback from customers on their delivery experiences, (& wont hesitate to replace). This should discourage staff from turning up to work looking like a hygiene risk &/or grunting at customers - if aware that good impressions can impact on tips then this may also motivate.

On a safety level it can be desireable to avoid putting vulnerable delivery staff into bad situations such as delivering to less desireable areas or addresses. This may be larely irrelevant depending on your catchment delivery area.

Good Luck whatever you decide

[divelab]

I agree with Pete and pvr. Here are my 2 pennies..

(1) knowing your enemies/competitors
(2) what do your customers want/hate

Your monopoly status may only last until some other competitor can out-price, out-quality or out-service you. So enjoy that while it lasts, but keep on top of those. That takes care of #1 =)

Customer surveys are always useful, but they need to be handled carefully so you get honest, unbiased feedback.
From what you have mentioned, existing and potential customers either have little choice (due to your monopoly) to shop with you, or actually appreciate in a dedicated way your fish n chips. Both categories would have a section that would approve or disapprove of your new business idea. So that needs to be figured out. Perhaps you may find your traditionally minded customers are no longer traditional. Or vice versa -they remain hard rocking locals!

Personally I am a take away whore that would appreciate anything so long as you met me on price, food quality and service. Even if your shop was called Turks' Fish n Chips Since 1700, I would still buy your fashionable kebabs, samosas, pizzas, or Dutch pancakes if they were good. If you had competitors (traditional focused chippies) licking at your heels, of course some customers who have that traditional mindset would consider their options. But your competitors would also face the same dilemma you have today to try and grab as much of that market as possible. Focus or diversify.. in the end its really down to who are the people who make up your take-away market (in your area), could you maintain the same quality standards for both fish n chips and pizzas, and a cost benefit analysis on whether its worth spending that extra to diversify to satisfy the needs of a few (if that may be the case).
Good luck!!