A 10‑foot-high mural showing Sam Allardyce — the former England and West Bromwich Albion manager and Dudley native, now in his 70th year — boldly munching on a bag of orange battered chips appeared on Union Street in Dudley town centre, close to Pepe's Piri Piri Chicken, on Wednesday, July 16, 2025.

Depicted in his signature suit and tie, Allardyce lifts a bright orange chip—an homage to the Black Country specialty of orange‑battered chips, often dyed with paprika or food colouring.

The artwork has yet to be claimed by any artist or group.

In a video message shared with ITV News, Allardyce said he felt "absolutely privileged," called it a "very good likeness," joked that the chips "look a bit hot," and thanked the creator."

Local reaction is split: some applaud the colourful celebration of a hometown figure, while others dismiss it as odd, random, or purposeless.