Pollard’s Plaice in Kingston upon Hull, Yorkshire, had locals lining the streets itching to get their hands on the grub for less than a quid.
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Manager Peter Turnell, who has worked at the chip shop for one year, claims they once shifted 2,000 portions of the bargain battered cod in one day.
The savvy owners are constantly coming up with money-saving ideas around the British classic to keep customers happy.
He said: “We’re always doing deals and we did a small portion of fish and chips for just 99p.
“The response from customers was immense. We’ve never had so many people through the door.
“When we do cheap deals, we make money through the number of customers we serve – we sold 2,000 portions that day.
“The customers love it, it’s the cheapest portion of fish and chips in the UK.”
The national average for a portion of fish and chips is currently a whopping £9.
The low cost takeaway was created by owners Sonny Pollard, 47, and Katie Pollard, 37, who have vowed to sell small portions for a fraction of the price to help locals.
Sonny explained: “We go to Grimsby ourselves early in the morning and get the fish so we get good deals.
“If there is a large supply, the cost is lower and we pass that onto our customers whenever we can.
“We have a lot of elderly people and families and it saves them a lot of money.
“A family of four can have dinner for less than a fiver.”
He continued: “The quality of the food is always the same. We don’t cut corners or rip people off with cheap meat. It’s all fresh.
“That’s why we have such a loyal customer base. When we did the 99p offer, people were lining the streets. I’ve never seen anything like it.”
The bargain deal costs just one ninth of the average price of fish and chips in the UK.
The most expensive portion is being sold by TV Chef Tom Kerridge at Harrods, London, which is a staggering £37 for a piece of battered cod and nine chips.
Manager Peter added: “I think Tom Kerridge probably has more expenses to cover than us.
“The 99p offer was a one-day deal, but we’ve done other offers such as small fish and chips for £1.99.
“Our regular costs are £7.90 for a large portion and £5.90 for a small portion, which is still below the average price.
“We are determined to keep costs low for customers but if bills start to rise we may have to hike up prices.”
It comes as another cheap chippy – Olde England Fisheries – revealed they sell a small fish and chips for only £4.80.
And Tower Fisheries, located in Blackpool, has been drawing customers from across the country as word spreads about its famously cheap and tasty grub.
One family said they ordered chips, mushy peas, gravy, bread and a cup of tea all for £6.50.
While some reviewers on TripAdvisor claimed they offer “kids’ meals for a quid”.
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