In Pembrokeshire, Wales, Rhys McLoughlin, co-owner of Môr Ffres in Dinas Cross, is addressing customer concerns regarding rising prices amid soaring costs for ingredients. He expressed that many customers do not realize that costs are continuously increasing, noting that they have no choice but to pass these costs on to customers. Factors contributing to the price hikes include national minimum wage increases, rising oil prices, and escalating fuel costs. McLoughlin fears that potato prices might also rise due to increased diesel prices. The National Federation of Fish Friers reported that price increases have affected the frequency of visits to many fish and chip shops, indicating a decline in footfall within the industry. The federation's insights suggest that if cod prices continue to rise at their current rate, cod could double in cost by September 2026. This alarming forecast heightens concerns about the viability of traditional fish and chip shops, especially if customers are unable to afford the iconic meal that has long been a staple in British culture. As price increases come into effect, McLoughlin is implementing changes to improve customer service while navigating the inflationary environment. He plans to install digital kiosks in his shop, allowing customers to place and pay for orders independently. This change is not only meant to expedite the ordering process in the small establishment but also aims to reduce the stress on staff who deal with numerous inquiries regarding prices. McLoughlin acknowledged that abrupt queries from customers add to the challenges faced by the staff during busy times. The cost of fish, especially cod and haddock, is becoming a concern for many customers who have adoring memories associated with enjoying fish and chips at the beach. Pauline Webb, a holidaymaker from the Midlands, noted how she has raised her prices from £6.95 to £9 for a piece of cod due to rising costs. She reflected that while haddock is becoming a more affordable option, many still prefer cod. Customers are now even ordering for shared servings as a way to save money in light of skyrocketing prices. The NFFF highlights that cod and haddock are becoming luxuries rather than necessities, prompting calls for chip shops to offer more sustainable and budget-friendly fish options that could adapt to this changing consumer landscape.