Doncaster fish and chip restaurant honoured for menu innovation

A Doncaster fish and chips restaurant and takeaway has reached the finals of the National Fish and Chip Awards for its menu innovation.

Whitby’s is one of three UK venues named as finalists in the Menu Innovation category at the ceremony in recognition of bringing fresh ideas to their offering, championing quality ingredients, food provenance and the diversity of seafood available.

From exploring a broader range of fish and catering to different dietary requirements, to introducing global flavours to classic meals and sprinkling viral food trends into the mix, the 2027 finalists are showcasing how expanding their menus is opening the door to new business opportunities, while giving customers greater choice.

Now in its second year, the Menu Innovation award highlights fish and chip businesses which are honouring the tradition of the nation’s favourite takeaway while finding new ways to elevate the fish and chip experience and make it accessible to even more people.

Andrew Crook, president of the National Federation of Fish Friers (NFFF), the trade body that runs the official industry awards, speaks of Menu Innovation being an important category for keeping the fish and chip industry moving forward.

“While traditional fish and chips will always have a special place, there is real opportunity for operators to not only champion fish as a nutrient-rich protein source and explore new ways to make it appealing to customers but also to express creativity across the full offering.

“Expectations have changed so much over the last few years and there’s growing appreciation for food origins and the stories behind what’s being served.

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“The takeaway space is a competitive market, margins are tight and tastes are varied, so businesses are having to diversify to meet changing landscapes and customer trends.

“ Those doing it successfully are attracting younger generations who may have never considered eating from a chippy previously but now have reasons to visit.

“It takes a sharp eye, skill and willingness to try something different, and this year’s finalists deserve every bit of recognition for their efforts.”

The Menu Innovation award is sponsored for a second year in a row by Keejays, a family-run sauce manufacturer with more than 40 years’ experience creating speciality sauces and concentrates. It’s best known for Goldfish Brand which develops authentic, restaurant-grade flavours to the fish and chip trade, foodservice sectors and for home cooks.

The winner will be revealed at the awards ceremony on 24 February at the Park Plaza Westminster Bridge, London.