Chippie's big price cut

Customers at a 50-year-old Black Country chip shop were transported back in time today – picking up fish and chips at 1957 prices.

Ivan's Fish & Chips in Cradley Heath took a step back in time to celebrate its 50th anniversary by selling bags of fish and chips for four pence a go for one day only.

The shop, in Reddal Hill Road, originally run by Ivan Rudge, now 74, has since been passed down to his son Warren who used to help loading the chipped potatoes into buckets as a boy.

Warren, 38, said: "My dad is back frying again, just as he did 50 years ago.

"There have been a lot of changes in the area but we have stayed here throughout everything and are still going strong. We are expecting a very busy day today and we know we will be losing a lot of money but we wanted to mark the occasion in some way.

"We have told all our regulars. My dad is looking forward to getting back behind the fryer and my mum Christine will be serving behind the counter as she used to.

"I have got a son, but as to whether there will be a third generation of fryers or not we'll just have to see."

Ivan said: "I started up the shop after leaving the army in 1957. I had been working in engineering, but needed more money so I bought the shop which cost me £1,000 back then.

"I hadn't done anything like that before so it was a bit of a learning curve, but when it comes to fish and chips I think the secret is using good quality ingredients and developing loyal regulars.

"We still have people buying fish and chips from us that used to come into the shop 50 years ago when we opened.

"I was born round here and have lived and worked here all my life.

"I have been here 50 years and the three ladies serving on the counter have clocked up 100 years working here between them."