Achievements and Industry Involvement
Stephen Peel
Creator of The Chippy Tour
Email: info@thechippytour.com
Cheshire, England, United Kingdom
The Chippy Tour Created
February 9 2024
About Me
I am Steve Peel, founder of The Chippy Tour. Since launching the channel in 2024, I have travelled across England, Scotland and Wales, visiting more than 250 fish and chip shops while supporting the people and businesses behind them.
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My background includes food writing, recipe development and a number of bestselling cookery books. Alongside independent reviews, I have become involved in industry judging, shop support, awards, events and media appearances.
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This page highlights some of the shops, people and opportunities that have shaped The Chippy Tour so far.
The Story So Far
More Than A Review
Proven Impact
Shop Success Stories
The Scrap Box
Pollard's Plaice
Industry Judging
Culinary and Food Writing Background
The Chippy Tour Awards
Industry Events and Involvement
Media and Recognition
Supporting Shops Constructively
Independence and Transparency
Explore The Chippy Tour
250+ fish and chip shops visited across England, Scotland, Wales, Spain
Official Judge English Fish and Chip Awards 2026
Bestselling Author of published recipe and cookery books
The most rewarding part of The Chippy Tour is seeing businesses gain confidence, make improvements and receive the recognition they deserve.
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My reviews remain independent, but where appropriate, I may offer private and constructive observations about presentation, visibility, customer experience, social media, storytelling and industry awards.
The shop owner always decides whether the advice is useful and whether they wish to act upon it.
Following coverage by The Chippy Tour, dozens of shop owners have reported a marked improvement in trade, visibility and customer interest.
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Many businesses have also used the review as an opportunity to reassess parts of their operation, with shops updating menus, improving presentation, refining their product range and making other positive changes to the business.
While every shop’s results will differ, this feedback demonstrates the value of an experienced, independent customer perspective and the wider exposure that The Chippy Tour can provide.
Following my visit to The Scrap Box in York, the owners contacted me to ask for constructive advice. I suggested everything was good other than externally, and explained how it could do more to attract the attention of people passing by.
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The owners later told me that my advice had been the “kick up the bum” they needed to make changes.
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​Those improvements formed part of the wider work the team was already putting into the business. The Scrap Box later went on to receive national recognition as the winners of the 2026 National Fish and Chip Awards.
The award was earned through the hard work and commitment of the team, but it was extremely rewarding to know that a conversation following my visit had helped encourage them to look again at how the business presented itself.
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Pollard’s Plaice received The Chippy Tour Gold Award for 2025 after making the strongest overall impression during that year’s visits.
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The award recognised more than the food alone. The quality of the frying, the personality of the business and the lasting impression made by the team all contributed to the decision.
Following the award, we encouraged Pollard’s Plaice to become more involved in fish and chip industry competitions and to put themselves forward for wider recognition.
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The team acted upon that encouragement and entered the English Fish and Chip Awards. In 2026, Pollard’s Plaice was named Best Fish Fryer of the Year.
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That success belonged entirely to the skill, dedication and hard work of the Pollard’s Plaice team. I was proud that The Chippy Tour had recognised their potential and encouraged them to take the next step.
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In June 2026, I was invited to become one of three official judges at the English Fish and Chip Awards Fry Off in Manchester.
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I judged alongside chef Aldo Zilli and Danny Malin of Danny VS Food.
The role involved tasting and assessing entries from fish and chip businesses competing for national recognition. We considered the quality of the fish, batter, chips, texture, flavour, cooking, presentation and the overall standard of each
entry.
It was an opportunity to bring together my experience as an independent reviewer, food writer, home chef and recipe author in a formal judging environment.
The Chippy Tour was also featured in the official awards programme.
My interest in food began long before The Chippy Tour.
I have spent many years cooking, developing recipes and writing about food. I have published a number of bestselling recipe books covering a wide range of dishes and cooking styles.
That experience influences the way I assess food today. I consider:
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Ingredient quality
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Preparation and cooking
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Flavour and seasoning
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Texture and consistency
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Portioning and presentation
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Packaging and the condition of the food when served
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The overall customer experience
Combined with more than 250 fish and chip shop visits, this provides a strong practical foundation for reviews, constructive feedback and industry judging.
Each year, The Chippy Tour presents Gold, Silver and Bronze awards to the three shops that have made the greatest overall impression.
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The final decision is not based solely on the food. Quality, hospitality, character, communication, community involvement and the lasting impact of the visit can all play a part.
Five star shops also receive a Certificate of Excellence.
These awards are personal to The Chippy Tour and reflect my own experience during the year.
As The Chippy Tour has grown, I have been invited to attend and participate in a range of fish and chip industry events.
These have included:
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The English Fish and Chip Awards
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The Scottish Fish and Chip Awards
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The Official National Fish and Chip Awards
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National Fish and Chip Day
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Supplier exhibitions and trade events
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Industry training courses and open days
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Shop openings, celebrations and award presentations
These events provide an opportunity to meet fish fryers, shop owners, suppliers, trainers and other people working throughout the trade.
They also help me to understand the challenges facing the industry, including rising costs, recruitment, fish sourcing, potatoes, oils, equipment, packaging, training and changing customer expectations.
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The Chippy Tour has received recognition from both industry and mainstream media.
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Highlights have included:
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An interview with Fry Magazine
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BBC radio interviews
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Regional and national press interest
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Coverage of shop visits and award winners
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A clip from The Chippy Tour appearing on HBO’s Last Week Tonight with John Oliver
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Invitations to work with established chefs, food reviewers and content creators
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Every media opportunity helps introduce independent fish and chip shops to a wider audience.
The purpose of The Chippy Tour is not to criticise businesses for entertainment. I go looking for the best, not the worst.
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Where appropriate, constructive observations may cover:
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External appearance and visibility
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Menu presentation
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Food packaging and presentation
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Customer experience
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Social media and video opportunities
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Industry awards and recognition
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Communicating the history and personality of the business
Any advice is offered honestly, independently and without obligation.
My wider industry involvement does not change the independent nature of The Chippy Tour.
Independent review visits are normally unannounced. I pay for the food myself and do not accept payment in exchange for a review, score or positive coverage.
Featured visits are prearranged, clearly identified and are not given a star rating.
Judging roles, event invitations and industry relationships do not guarantee a shop a positive review, an award or additional coverage.
The principles remain the same:
Honest reviews, real support and fair recognition for the people behind Britain’s fish and chip shops.
Watch independent reviews on YouTube
Read about The Chippy Tour Awards
Business and media enquiries
The Chippy Tour
