New corporate identity for The Fish & Chip Co.

The new look is a big departure from the original Fish & Chip Co. creative, showing a clean, modern and simple design reinforcing the brand promise of "fresh, hot and a lot".

"The creative process required us to revisit our brand promise, working with our franchisees and asking our customers for their thoughts. What was evident is that our customers and franchisees were looking for something modern yet inviting, that conveys the quality and freshness of our offering. We needed to find a way of keeping relevant and modernising our look while staying true to the brand and its values," said Jay Currie, CEO Taste Food Division.

The redesign comes with a new menu design that emphasises the range of value-for-money meals that are on offer. "It's important for our valued customers to know that the new look does not equate to higher prices. Although the brand is evolving, The Fish & Chip Co. will still provide high-quality meals, with large portions at very affordable prices," added Currie.

Completely new build

The first The Fish & Chip Co. store to reflect the new look opened yesterday in the Westgate Shopping Centre. Currie noted that the Westgate Shopping Centre store is a completely new build and that the redesign will be phased into all new stores going forward. "We are working closely with franchisees to ensure that we have maximum buy-in and that we are meeting their financial needs."

The Fish and Chip Co. was established in 2009 and was acquired by Taste Holdings in 2012. Since the acquisition, The Fish and Chip Co., along with its sister brands Maxi's, Zebro's and Domino's Pizza, has grown to over 500 stores nationally. The Fish & Chip Co. featured in the top-10 quick service restaurants in the 2015 Sunday Times Top Brand award.