English chip shop uses AI answering service to take orders amid cost pressures

A fish and chip shop in Gloucestershire has begun using an artificial intelligence answering service to take customer orders, the manager said, part of a broader effort to reduce costs as prices and wages rise.

Brad Lee, manager of The Nippy Chippy in Stonehouse, said he programmed the AI system to answer the phone and process orders after the business faced higher fish prices, increases in the cost of living, and rises in wages and National Insurance. He said the system has been live for about six months and has saved the shop from hiring a dedicated member of staff to answer calls.

"We've been live about six months now and although it's been hit and miss, a lot of people love it," Lee said. He added that the technology helps customers who are frustrated by unanswered phones or long hold times when trying to place an order: "So it helps consumers as they can just call up and order, and come and collect it or get it delivered."

Lee said he knows of no other fish and chip shop using a similar system. He described the move as a practical response to operating pressures rather than a technological experiment. "Fish and chips have gone through a world war and gone through Covid so I'm sure it will get through this cost of living crisis as well," he said.

The shop's use of an automated answering service reflects a growing number of small businesses that are turning to AI-driven tools to handle routine customer-service tasks, especially where labour costs are a significant portion of operating expenses. Business owners have cited potential savings in staffing costs and improved response times for customers as key benefits.

Lee acknowledged limitations, saying the system has been "hit and miss" at times, but that many customers have responded positively. He said the AI handles incoming calls and allows customers to place orders for collection or delivery, reducing the need for a staff member to be tied up answering the phone during busy periods.

The Nippy Chippy's decision comes amid wider pressures on hospitality and retail businesses across the U.K., where food price inflation and increased employment costs have led proprietors to seek efficiencies. While some businesses have embraced automation and AI for ordering, bookings and inventory, others have raised concerns about service quality, customer preference for human interaction and the technical reliability of newer systems.

Lee said the shop's adoption of the AI answering service was a cost-driven choice intended to maintain service levels for customers while keeping the business viable. He said he is monitoring the system's performance and customer feedback as he evaluates whether to expand its use or adjust how it operates in the future.