Member Spotlight: Cheeky Maharaja

Fish & chips is a classic staple of a visit to the seaside, so you can forgive people for not thinking of the West Midlands when looking to sample some of the UK’s best fish & chips establishments. However, stereotypes went right out the window when The Guardian not only named a Birmingham based chippy as one of the country’s finest, but also named it as being the only mobile fish & chip van worth visiting in the UK. Quite the achievement for Avesh of Cheeky Maharaja!

With a menu comprised of masala fish ‘n’ triple cooked chips, and Punjabi paneer loaded chips with homemade masala gravy, it’s easy to see why Avesh is slaying it when it comes to standing out in a sector which boasts itself to be the UK’s most famous and favourite cuisine. We caught up with the cheeky chappie to get the background behind the brand.

So Avesh, what led you to launch Cheeky Maharaja?

I’ve always loved food. My grandad opened a restaurant back in India in the 1960’s which is still going to this day and so growing up, food was a massive part of life at home. After finishing university, I was an investment banker in London for 12 years but I got to the point where I wanted to move on and really follow my passion. I wanted to fuse together some of the nations favourite dishes and so it made sense to bring together fish & chips and put an Indian spin on it with Punjabi flavours.

I bought my van in March 2020 just as Covid hit and so it was actually parked on my drive for two years before I finally traded. When lockdown ended, I got in touch with a mate who owned a micro-brewery down in Cambridge and that was the first location I traded at. It was there I realised I could actually make a proper living out of this.

What issues did you face when starting out?

The rising prices have been insane and external world issues have really been a hinderance. Russia has the best salt water content for cod and when the war started with Ukraine, it was really difficult to get my hands on any fish. Rising energy costs too have been so detrimental to the industry. I read the other day that by 2035, only 20% of fish and chip shops will still be open, which is madness considering it’s our national dish.

You were the only mobile chippy listed in The Guardian article, is the end goal to go fixed site?

In all honestly, no. I moved into the street food market during the pandemic and I saw a real shift in how people wanted their food. Obviously, restaurants were closing down over night and I still don’t think a lot of people crave to go back to the same lives that they had before Covid.

When I was younger, you’d look forward to finishing work on a Friday night and hitting city centre bars and restaurants with your mates, but I haven’t noticed a full return to that lifestyle. People are opting to stay local and eat at establishments right on their doorstep. That’s great for independents, but I like having a street food truck for the fact that it has low overheads and you can literally take it anywhere to trade. I want to go against the grain and aim to be busy all year round and maybe eventually, get into pop-up units in a very informal setting, similar to how I started out in the brewery.

Name some of your favourite independents

I absolutely love Bao in Soho; their beef shin bao is phenomenal. Also a fellow NCASS member, Bleeker; their burgers are so simple, literally just plain and simple cheese and patty, but seriously, I think it’s the best burger I’ve ever tasted. I don’t know what goes into their burgers to make them so exceptional but wow!

What led you to join NCASS?

Someone told me about NCASS right at the start when I purchased my van. I’ve done my food hygiene training through you guys, the Safety Management System with all the health & safety information included is very convenient and I just like the fact I can do everything once and know I’m able to trade safely without having to worry. The fact I can call up when I have any questions too is brilliant.

What’s your favourite thing about working in the industry?

I love seeing a smile on people’s faces when they try my food and when they give me good reviews, it really keeps me going. As you mentioned earlier, I’m the only mobile fish & chip shop mentioned in the Guardian article and I really think that’s because of the passion and love I put into every dish. My fish is sustainable, I’m one of very few traders doing masala fish & chips and I believe, the only one offering up paneer loaded chips. My product is unique and it’s a real experience for people when they try it for the first time. It’s not just your typical portion of cod & chips, you get to taste keema loaded chips, chicken loaded chips and a samosa platter alongside.

Also, my team are amazing and give me huge support. I’m so lucky to have them!

Name someone in the industry you most admire?

If he was alive, it would definitely be Anthony Bourdain; he was the first real TV chef that took his passion for food and turned it into a travel documentary. The other person would be Gordon Ramsay. He’s self-made, works hard and has a deep knowledge of the industry; I’d like to be the Indian Gordon Ramsay actually!

What are your hopes for the future?

Simply, I want to keep delivering the best service and the highest quality food possible to all of my customers. I’ll continue to spread the word and educate people on my food offering. The aim is to be busy all year round and potentially operate up to 10 vans at the same time so I can take my food all over the country. At the moment it’s just me and two others doing service and prep so expanding my team would be ideal.

Any advice for fellow start-ups?

You have to find your niche and stand out from the crowd. It’s a lot of hard work to work to make it in this industry so you need to have a unique product and really research what events are right for you. Some festivals charge up to £5k or expect 30% of commission to simply secure a pitch and it’s not always going to be a sell-out, so you’ve got to be really smart with picking which events are right for you to attend. I’m doing really well out of corporate events at the moment and they’re something I really enjoy trading at. It definitely helps when you’re obtaining work simply through word of mouth.

Where can we catch you over the next few months?

We’ll be popping up at events all over Birmingham and the West Midlands, so keep an eye on our social channels for the latest news. I’m really excited to be trading at the Christmas Market at Cathedral Square in Birmingham this year for the first time too, so if you’re in the area and fancy a cheeky plate of masala fish & chips then make sure and pop-by to say hello. I guarantee you won’t regret it!

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