Around 7,210 fish and chip shops operate across the UK, according to industry body Seafish.
In Dorset, Jon operates a couple of those premises as well as working on a tuna fishing boat.
His grandfather and father were both in the industry; “I swore I never would be involved in fish and chips, but of course it’s in your blood.
“We’ve diversified partly because of my passion and love for fishing, but also because of the way the economic circumstances are, you’ve got to have a few strings to your bow.”
Long charges £11.70 for a regular-sized portion of cod and chips.
“Let’s call it £12.” he said as he explained that around £2 of that goes straight to the government in VAT.
The cost of the food itself is typically about 35% of the price, or around £3.50 to £4, depending on the type of fish being used.
Labour costs are about 40% so £4 goes on staffing.
Once food, staff wages, packaging, gas and electricity are paid for, there is around £2 left.
That remaining £2 is not simply profit. It helps pay for reinvestment in the business, future improvements and provides Long with his own income.
The war in Ukraine, the fallout of the pandemic and hospitality costs are playing a part in why Long is charging what he does.
Previously the business was paying £7 for a kilo of fish but now they are paying between £16-£17.
Some fish and chip shops have been turning to more unfamiliar species of fish due to rising costs.
“We have been hit by energy prices as all in hospitality have and it’s not just hospitality, it’s everybody’s pockets have been hit by it.
“Likewise, over 50% of the fish coming into the UK was Russian caught.
“It wasn’t necessarily in Russian waters, but it was Russian caught, that’s now stopped and consequently they’ve also put a tariff on the fish.”
The future of fish and chips
“I believe there is a future in the fish and chip industry but it is going to be a challenge” said Long.
“I’ve just recently reopened another fish and chip shop back in Wareham which we shut down in November. That’s partly thanks to my son coming in.
“I wouldn’t be investing in that if I didn’t believe there was a future. I think we’ve got to manage our costs well.”
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