Chip Week set for February return

Organised by the Potato Council, Chip Week (16-22 February) offers pubs an opportunity to increase sales through chip-inspired events and dishes.

For last year’s chip week Michelin-starred chef Simon Haigh created the world’s most expensive fish and chips costing £304, a whopping 95 times the average cost of a meal from the chippy.

The dish was created at Mallory Court, a renowned hotel and restaurant in Leamington Spa, where Haigh has been the head chef since 2001.

The dish comprised of two layers of sustainably sourced Dover Sole, sandwiching black truffle, topped with a vintage Champagne battered crisp to give it a light, crispy texture. The fish was accompanied by rounded Maris Piper chips, a pea purée, 100 year old balsamic vinegar and yuzu purée and zest, an Oriental citrus fruit.

Berenice Brown, Chip Week campaign manager for the Potato Council, said: “It is never too early to start planning and looking at ways your business can benefit. Creating celebratory chip menus, introducing timely promotions or holding charity events are just some of the ways to get involved and boost sales.”

Any pub that registers for Chip Week will automatically be entered into the Choice Chip Awards. They will also be sent promotional material such as voting cards, posters, bunting and table talkers.

The Potato Council is providing new recipe ideas for the week.

These include: spicy tomato and bean stew with garlic and parsley chips; Thai turkey burger with sweetcorn salsa and chips; and pork schnitzel with paprika and mixed herb chips.

Chip Awards​

Open to all independent pubs in the UK, the Choice Chip Awards recognise the best chips in the business as voted by customers.

The Potato Council’s Brown said the competition is a chance to build a buzz around chip menus as well as generate customer interest, local recognition, increased footfall and sales.

She added: “Whether you serve hand cut, home-made chips, chunky wedges or skinny fries, taking part in Chip Week should be high on your agenda.”

“It is never too early to start planning and looking at ways your business can benefit. Creating celebratory chip menus, introducing timely promotions or holding charity events are just some of the ways to get involved and boost sales.”

Press coverage​

Chip Week generated £5m worth of press coverage last year, according to the Potato Council.

The week has taken place annually since 1991.

To register for Chip Week 2015 and the Choice Chip Awards, call 01664 869409 or email chipweek@potato.ahdb.org.uk.