The Ashvale

The Ashvale is a chain of fish and chip restaurants and takeaways in the north-east of Scotland.

The Ashvale
IndustryRestaurant
Founded1979 in Scotland
HeadquartersScotland
Area served
UK
ProductsSeafood
Websitewww.theashvale.co.uk

The main restaurant, which opened in 1979, is on Great Western Road in Aberdeen. There are other restaurants and takeaways in Banchory, Portlethen, Brechin, Dundee, Elgin, Ellon and Inverurie. By the mid-1990s the restaurant complex in Aberdeen had 300 seats and was open 7 days a week.[1] In 2004, the chain served about 30,000 customers each week, selling approximately 18,000 fillets of fish.[2]

Its successful strategy is to buy fish of the best quality but to sell it at the same price as the competition. Its margins are therefore lower but it makes up for this with high volume, staying open from noon to 1 am, seven days a week, and being fairly busy throughout.[3]

Haddock, chips and mushy peas

Awards

The Ashvale won a few awards in the 1990s before it retired from competing:[4][5]

  • Scotland's Fish and Chip Shop of the Year 1989/1990[2]
  • Scotland's Fish and Chip Shop of the Year 1990/1991[2]
  • Scotland's Fish and Chip Shop of the Year 1993/1994[2]
  • UK's Fish and Chip Shop of the Year 1990/1991[6]
  • UK Enterprise Award 1989/1990
  • UK Enterprise Award 1990/1991
  • UK Enterprise Award 1996/1997

The operations director, Stuart Devine, supports the Royal National Mission to Deep Sea Fishermen and was awarded an MBE for his services to the seafood industry.[7][8]

The Whale

The Ashvale's most famous dish is The Ashvale Whale which is a 1lb haddock fillet. To those who successfully complete the challenge of eating a Whale, a certificate is awarded, a commemorative mug may be purchased and another "Whale", or alternatively a dessert, is offered free of charge.[5][4][9]

Celebrities

The Aberdeen restaurant has had many celebrity customers including:

In 2010, the Scottish Seafood Training Association used the Aberdeen restaurant as a location for a dinner to celebrate the 150th anniversary of the fish supper.[12]

See also

References

  1. "Scotland the best 94". The Herald. Glasgow. 12 February 1994. Retrieved 1 September 2020.
  2. Restaurant chain relies on quality local fish, Intrafish, 20 August 2008
  3. Caterer & Hotelkeeper, vol. 179, p. 88, The Ashvale is open from noon until 1 am, seven days per week, and is seldom quiet. ... We have a much lower profit margin but rely on quality to keep sales high and give the kind of turnover required.
  4. Mercedes Cebrián (14 February 2014), "Césped por doquier", El País
  5. Wilson, Neil; Symington, Andy (1 April 2017). Lonely Planet Scotland. Lonely Planet. ISBN 9781787010338 via Google Books.
  6. The National Fish and Chip Awards (PDF), 24 January 2019, p. 30
  7. Peter Davidson (2 July 2015), "Stuart joins James Corden as he collects MBE", Evening Express
  8. Guardian Staff (30 December 2014). "New year honours 2015: the full list" via www.theguardian.com.
  9. Steadman, Ralph (24 August 2005). Untrodden Grapes. Houghton Mifflin Harcourt. ISBN 0151011672 via Google Books.
  10. Neil Drysdale (13 May 2020), "Eminent Chipsters: Stuart Devine recalls the big fish he has met at Aberdeen's Ashvale", Press and Journal
  11. "Robson talked into another year at Pittodrie over a fish supper". The Herald. Glasgow. 21 May 2015. Retrieved 1 September 2020.
  12. "Top table place for humble fish supper". The Scotsman. 16 June 2010. Retrieved 1 September 2020.

57°8′22″N 2°6′56″W

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