The supermarket chain won the ‘Best Multiple Foodservice Outlet Serving Fish and Chips Award’ at the prestigious industry awards ceremony at the Lancaster London hotel, in London on 24 January 2013.
The award, sponsored by Middleton Foods, was open to multiple site foodservice operators that serve fish and chips as part of their menu, but not as their core business. Entrants of the award category included pubs, supermarkets, department stores and restaurants.
Morrisons won the accolade after being judged on a wide variety of criteria including: customer service, marketing and promotional activity, staff training, general business practices and commercial awareness.
Morrisons outlets was also mystery shopped by a team of industry judges to determine the quality of fish and chips offered.
Neil Shackleton, Food Service Buyer at Wm Morrison Supermarkets PLC said: “We’re delighted to have won this year’s award. Our recipe for success is simple – great ingredients and hand-battered fish that’s cooked to order.”
Paul Williams, Chief Executive of Seafish said: “Wm Morrison Supermarkets PLC won this award as the judges recognised their commitment to serving up great-tasting, quality fish and chips. They are a very worthy winner.
“The judges could see that they take great pride and consideration into the fish and chips they serve, from the responsible sourcing of ingredients to staff training and customer service, which is why they have been awarded with the Best Multiple Foodservice Outlet Award.”
Peter Hill, Chairman of Middleton Foods said “Having been involved since the very beginning, Middleton Foods are once again proud to sponsor the Best Multiple Foodservice Outlet serving Fish and Chips Award at this 25th anniversary ceremony.
“The National Fish and Chip Awards are a superb way of celebrating the very best of our industry and Middleton Foods believe that encouraging and supporting all sectors producing our national dish can only promote the product.”
Now in its 25th year, the National Fish & Chip Awards continue to be the most prestigious industry event for anyone involved in sourcing, producing and selling Britain’s most iconic dish.