Catch of the day
Avenues sat down with fourth-generation custodians of Theo’s Fisheries, Yotti and Yanni Ioannou.
Theo’s Fisheries has been part of the Riccarton Road streetscape for 75 years, and now the iconic Christchurch business is in the hands of its fourth generation. Brothers Yotti and Yanni Ioannou officially took over the reins in 2025 – or, rather, filleting knives.
Founded in 1950 by Cypriot immigrant Theo Papageorge, Theo’s Fisheries began life as a modest butchery before being transformed into a fish shop. Theo’s nephew, Peter Ioannou (Yotti and Yanni’s grandfather) took over the business in 1964 and ran it for 40 years. In 1991, ownership passed to Peter’s daughter, Victoria and her husband, Kyriacos Georgiou.
Now, three-quarters of a century after its beginnings, Theo’s Fisheries enters a new chapter.
“The primary responsibility for me going forward is much like what they say about the All Blacks jersey,” Yotti says. “You leave it in a better place than when you found it. There’s 75 years of graft here – family history, ups and downs.”
Growing up, Yotti and Yanni were immersed in the business from a young age. That deep connection has shaped their approach to leadership, which balances respect for tradition with a desire to modernise. One of their first moves was a rebrand – not to reinvent Theo’s, but to make its legacy visible to a new generation of customers.
“We’ve paid homage to the past, especially the original 1950s window,” Yotti says. “We’ve kept the colours, the feel, the essence – but updated the brand so it speaks to younger people too.”
That respect runs deep. “I have so much respect for the hard work my grandfather did,” he says. “This is my history, and I’m incredibly proud of it. What they achieved here is amazing.”
For Yotti, the sense of family presence is constant. “I feel my grandfather here every day. Everything in our family centres around Theo’s. We have a responsibility to keep it going.”
While the values remain unchanged, the brothers are embracing new ways to tell their story. Alongside the new logo, they’ve invested in social media and merchandise, and introduced new initiatives – all while maintaining the same high-quality fish and chips and fresh seafood that locals have trusted for decades.
“The business has built an incredible reputation over many years,” Yotti says. “Now it’s about actively showcasing the quality and care that goes into what we do every day.”
Change, he says, is about adaptation. “Some things haven’t been updated for a while. We’re bringing in bolder window displays, home deliveries, and expanding our wholesale options.”
Central to that future is reconnecting Cantabrians with fresh fish. “Wild-caught, sustainable, and organic are values people are increasingly looking for,” Yotti says. “They’ve been at the heart of our business for 75 years. Our fishers are local, with relationships going back generations. This means people can genuinely find out where their food is coming from.”
“People buy sourdough at the market for its freshness and craft – that’s exactly what we deliver at Theo’s,” he says. “We’ve got all the advice you need if you don’t know where to start.”
Quality remains non-negotiable. “I’m not interested in selling cheap fish for a quick buck,” Yotti says. “I want people to walk in, experience great service, feast with their eyes, and feel confident they’re buying high-quality, fresh fish.”