"Good fresh ingredients and a passion for the food, even though it's fast food - you've still got to have a bit of pride in it. And I think that's the thing with us. We don't want to be embarrassed by putting out [poor quality] kai (food), which is a Maori thing," Joe said.
"We've always been taught, when you have visitors there's always a pot of kai on and a cup of tea and we sort of treat the shop the same.
"When people come in, it's not just walking in to a stoic, no-personality sort of a shop ... and as you get to know people you discuss 'how's the rugby, how's your grandmother and how's your aunty'. You get to know your customers."
The oldest of the two brothers, Joe, said a fish and chip shop played an important part in the community.
"A fish and chip shop can be a hub in the community," he said.
"We've found that ... We get compared to the last fish and chip shop here and people constantly come in and remind you how good they were and the gap they filled."
It's the first time the brothers have had a fish and chips business. "Jeff's had a little bit of experience working in a kitchen in a pub we used to work in, in Hamilton a few years back.
"We enjoy fish and chips and we enjoy kai and we saw and opportunity. We saw a hole in the market and it sort of fitted us as well."
Each member of the Dorset whanau brought a unique quality, Joe said.
Jeff created the shop's secret ingredient, trademark batter.
"It's something Jeff's worked really hard on when we first took over the business. We tried the traditional beer batter ... but it's an expensive ingredient to use. We thought we'd come up with something people would identify with us."
Joe claims Aroha is the backbone of the trio - the one who keeps the boys grounded.
"We wouldn't have been as successful as we are if it wasn't for Aroha."
Joe added he had a specialised skill.
"I get out and have a bit of a yarn with everyone. I like to sort of fill that shopkeeper style ... That's just my personality coming through. I can talk to anyone. Quite often, I'll get the roll of the eyes from the crew, when I'm out yarning to people instead of cooking burgers."
Joe said their store also tried to cater for the health conscious.
"Just because we're fish and chips doesn't mean we're not healthy ... If we know people are in training, or they're doing a weight loss, we will offer them healthier options.
"We can grill their fish and we've got salads waiting there ... We've recently added coleslaws and salads to our menu."
BUSINESS PROFILE
Name of business: Springfield Takeaway.
How long have you held the business? Since August 1, 2012.
Where will the new business be? Thomas Cres, Western Heights.
When: Next couple of weeks.
