"When we set the business up we effectively experimented for the first couple of years, buying one or two shops here and there and just seeing how we could make the model work, what the Deep Blue brand was all about and the sorts of things that were important to us," explains chief executive James Low.
And the way in which James
has achieved this is by finding innovative, new products which keep his
customers coming back."What interests me the most, and did when I started up, was that if you look at the competition that has come into the market in the last 30 years it's vast, but fish and chips are still up there at the top.
It's part of our culture and it's here to stay," says James