The Chippy: How a little Abu Dhabi restaurant managed to expand through the pandemic

It’s prevalent knowledge that the food and beverage industry was among the hardest hit in 2020.

With big players shutting shop, and restaurants with years of experiences being forced to rebrand or introduce new services (fine dining delivery being truly a good example), it feels as though a breath of oxygen to hear of a fresh restaurant that were able to not only survive probably the most difficult years for the industry, but also expand.

A lot more surprising, it’s an establishment that was started simply by two Abu Dhabi residents who had simply no prior experience in the industry.

When Alan O’Donnell and Robert Bradley launched The Chippy about Reem Island in January 2020, it had been because they realised it “filled an enormous gap available in the market”.

“Being from the UK, we noticed there is one thing lacking in Abu Dhabi: a normal fish 'n' chips store. Some individuals had attempted it before but failed because they didn’t have the proper knowledge or merchandise,” says Bradley.

Both did a feasibility study and discovered there was prospect of such a restaurant in the administrative centre, especially since it catered to families. “In the UK or Ireland, seafood and chips can be a classic family supper on a Friday evening. It’s just a custom that symbolises the end of a work week.”

This is why the first branch of The Chippy on Reem Island was pegged as a family restaurant. However, by March 2020, like all the restaurants in the UAE, it had to stop dine-in providers in response to the pandemic.

“Although it was disappointing we couldn’t have families found in anymore, in those days we were incredibly fortunate as a result of our location,” says Bradley. “Whenever we were at first scouting for a spot, a lot of folks suggested beginning in a mall but we rejected that idea because a traditional seafood and chips shop will never be in a mall - it’s a community service. Our location on Reem Island allowed us to create deliveries to a variety of neighbourhoods.”

They instead centered on creating a mass delivery program. “We'd specific drop-off details for each and every neighbourhood, and a timetable that allowed us to maximise our orders. It was tedious, and laborious and sustained by WhatsApp organizations, nonetheless it helped us build our businesses and put our brand out there locally during a essential time.”

Another challenge was the merchandise itself. Bradley acknowledges that fish and chips are meant to be eaten on the spot - and so don’t travel well.

“It was a bit difficult to manage targets when it’s a location that’s 30 minutes apart,” he says. “What we could do is package in a particular way - a cardboard package with a particular grease-proof paper - to make sure it maintains that heat and top quality.”

Meanwhile, plans were previously in place for the next branch of The Chippy, which opened found in a picturesque Al Seef site in July. Bradley candidly admits that, had they known about the pandemic early on, they would have probably put those strategies on hold.

“We are actually a year in to the business. We've made a whole lot of mistakes but learnt to reduce our costs. We've a good reputation and good people, and even with nominal tourism, the business enterprise has been very worthwhile,” says Bradley.

“The Abu Dhabi industry is good - you merely should do your homework before you explore it.”

The brand is currently seeking to expand into Dubai, with the first branch planned for the 3rd or fourth quarter of the year. They’ve also certainly not eliminated expanding to different Middle Eastern countries in the near future.

How exactly to survive and thrive

Bradley advises those getting into the industry to make certain the product they’re selling is exclusive. “Don’t go establishing a burger joint best suited up coming to a McDonald’s. We’ve definitely said, we’re not right here to compete with high-end establishments. We want our very own identity.”

Then, it’s about keeping costs low, managing the workforce well and making certain there’s always a reliable supply of fresh ingredients.

“By the end of the day, you have to ensure you don’t compromise on the grade of the product, no matter the challenges. That’s an extremely slippery slope.”