The change, described by the company as a ‘pivotal moment’ in its evolution is designed to build on the recognisability of the fish and chips brand, which dates back almost 100 years.
It says that rebrand underscores the group’s commitment ‘to building the Harry Ramsden’s brand as the cornerstone of its business’, and will see the company consolidate its operations under a single, globally scalable identity.
Over the coming months, a number of Deep Blue sites will be rebranded to Harry Ramsden’s as part of the change.
The first has already opened over the weekend (1 November) in Notting Hill on Pembridge Road, which was formerly a Deep Blue restaurant and which marks the brand’s debut in the capital.
“Harry Ramsden’s is the brand that defines who we are and where we’re going,” says James Fleming, CEO of Harry Ramsden’s Group. “For nearly a century, Harry Ramsden’s has embodied quality, tradition, and hospitality. This new chapter is about honouring that legacy while transforming it into a modern, ambitious, and globally relevant business.”
Harry Ramsden’s, which takes its name from its founder, was launched in Guiseley, West Yorkshire, in 1928, and currently nine sites operate under the brand name. It was bought from its then owner Boparan Restaurant Group by Deep Blue Restaurants in 2019.
There are currently 14 Deep Blue branded restaurants across the UK, in locations including Cobham, Horsham, Beverley, Norwich, and Yateley, as well as three 149 Fish and Chips branded sites as part of the group.
The rebrand follows the expansion of the Harry Ramsden’s licensing partnership with Morrisons and a new multi-site territory agreement for Romania, which the company says marks the next step in Harry Ramsden’s European expansion strategy.
A ‘bold new chapter’
“This next phase marks an exciting time for Harry Ramsden’s as we continue to build on the brand’s strong momentum,” adds Mikayla Whittle, director of franchise and licensing.
“Following the launch of our chilled range with Morrisons, we’ve now signed an exclusive development deal for Romania, with the first site due to open in Bucharest in Q1 2026.
“The rebrand signals the start of a bold new chapter for the business as we expand Harry Ramsden’s presence on the global stage, with further international opportunities currently being explored.”
In July this year, Deep Blue Restaurants revealed it had reduced its annual losses and increased EBITDA, having sold nine Deep Blue restaurants. It said that its future focus would be on investing in and growing the Harry Ramsden’s brand.
As part of its plans, Harry Ramsden’s Group will invest in new site formats, refreshed design concepts, and enhanced operational systems, which it says will set the foundation for sustainable domestic and international expansion through franchise and licensing partnerships. It says it plans to launch a number of initiatives in 2026 to support growth across retail, full service, and quick-service environments.
“The Harry Ramsden’s name carries global recognition, it’s synonymous with British tradition,” says Fleming. “Our mission is to be the world’s leading brand in traditional British fish and chips, loved globally for our quality, heritage, and unforgettable experience.”