Devon Sea Foods has been crowned Rotorua's guilty pleasure go-to, being voted the city's best takeaway shop by locals.

Everyone has their favourite and The Hits is on a quest to find the best, as judged by locals, in their Top Shops and Must-Dos campaign.

The first category was takeaways and locals were quick to vote for their favourites.

The Hits' brand engagement co-ordinator Bryce Morris said Devon Sea Foods won by more than 100 votes.

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Owner Dave Kelly Jr said he was honoured and humbled, especially given the quality of the other finalists.

"We've been doing it for more than 30-years and it's good to see that we must be doing something right," he said.

Whether you have it drowned in tomato sauce, between some buttered, white bread or with a knife and fork, everyone has their own way eat the classic fish and chips.

"But there's no such thing as the best fish and chip shop, there's the one you like the best," Kelly said.

He said the fact their shop was voted the best by locals who had been customers for years was what made the award more of an achievement.

The customers were more like family, he said, and many who came in as children now brought in their own children.

It all came down to having a passion for the trade which he said was made easy with the friendships that came with the job.

The runners up were, in no particular order, Oppies Takeaways, Te Ngae Fish Supply, Ngongotahā Ocean Seafoods and Koutu Fish Shop.

Nominations are now open for the next Top Shop category - hairdressers - and The Hits will soon announce the five finalists.