A popular fish and chip shop will be closing its doors next month ready for modernisation. Phil's Plaice in Gedling will be getting a brand new look - and a new name.
But one thing that isn't changing is the ownership. Matt Elliott remains firmly at the helm, committed to the continuing success of the chippy that is believed to have existed in Westdale Lane East since the 1960s.
It went by the name of Gedling Fish Bar when Matt's father Phillip took over the business 27 years ago. He swapped from chops to chips, having run a butcher's shop next door. However the shop (now an alarm security business) suffered a slump in trade as customers drifted away to supermarkets.
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When he was given the opportunity to run the neighbouring chip shop, he decided to give it a go. The last makeover the chippy had was in 2003 when a new range was installed and it was renamed Phil's Plaice. Matt, who started working there as a 19-year-old, took over the business when his dad died 14 years ago.
Although the premises are clean and tidy (except for a few tiles coming off a wall) he's decided that it's time for the retro-looking chip shop to get a revamp. It will close after trading on Saturday August 13 for the refurbishment, which will take a few weeks.
Matt, 46, said: "It will be completely ripped out, taken back to brick and re-tiled. It's going to be very nice when it's done. I'm rebranding it as well. I don't want to disclose the name just yet but it will be different. It' not a million miles from what it is.
"The layout will be exactly the same but we're having a new fryer and it will be more modern. It's been a family business for 27 years and is the oldest chip shop in Gedling and possibly in Nottingham. I've just bought the freehold and discovered that the shop goes back to the 1960s."
Instead of blackboard menus shop will have electronic screens displaying what's on offer - from haddock and chips to kebabs. One of the best-sellers, although not during the heatwave when the temperature behind the counter hit 40°C, is homemade beef stew and chips
The stew, along with chicken curry and chilli, was introduced to the menu by Matt's dad. "I'm still going to call that Phil's stew and chips on the menu," said Matt, adding: "The menu will stay the same. It's just the image that's going to change."
Matt described it as a "very challenging" time at the moment due to price increases. The price of oil, he said, has rocketed 110 per cent.
"We're not doing too bad. Deliveroo has been a bit of a saviour. We've been on them for six months. Speaking to everybody else you've got to get yourself on a platform because things are going that way now. It does work."
He's hoping that the new look will help to increase trade further for the chippy, which including himself has six staff and opens six days a week, from Monday to Saturday.
"The fish and chip shop industry is really struggling with the price increases in fat, fish and other products. I feel that a refit and rebrand is will be good for the area and industry," he said.
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