Fried chicken concept Miss Millie’s is targeting an estate of 100 in the next five years, CEO Carl Traill tells MCA.
The Southwest-based chain is currently at an 11-strong estate, comprising seven stores in Bristol and one each in Southampton, Weston-super-Mare, and Yate.
It entered a franchise partnership agreement with Motor Fuel Group (MFG) earlier this year, which saw the opening of its first forecourt store in Wellington, with the second to open in Langney, Eastbourne, next month.
It will open in Edinburgh and Newquay later this year, and is also in talks to open on London’s Southbank and Canterbury.
“By this time next year, we’ll be at 25 stores,” Traill says. “Realistically, my target is 100 stores in five years.
“We have an excellent relationship with MFG…we certainly stolen the march on petrol forecourts, where we’re the only fried chicken operators.”
Miss Millie’s is in talks with another three to four forecourt operators, with the goal of a 50:50 ratio between forecourts and other formats.
“We’d like to get in with those guys like Greggs and Subway did,” Traill adds. “We designed a POS which can be utilised in lots of different locations.
“From a sales and profitability perspective, forecourts automatically have a lot of benefits. We see that’s where our fastest growth will come from.
“Our first site [in Wellington] came with operational challenges but we’ve navigated through those now. It did £35,000 worth of sales in its first week.”
The reason for its success is because a majority of food-to-go operators in forecourts see limited sales beyond lunchtime, according to Traill – while Miss Millie’s continues to trade well into the late night day part.
With forecourts, the business “can go anywhere in the UK,” he adds.
Miss Millie’s was originally a takeaway format, but has since opened four dine-in restaurants on high streets and in shopping centres outside its core estate in Bristol.
“We have to be more careful on our locations and restaurant style, due to rent and other economic factors.”
Sales growth has been at 6% over the last 12 months, according to Traill, with the brand’s strengths in its value proposition and “almost recession-proof” product.
Miss Millie’s offers a higher quality of food and service than traditionally expected from QSR operators, while retaining value for money, he says.
“We want to be seen as a great quality offer.”
The business is broadening its offer with a new range of burgers, wings, and sauces, while incorporating new branding across its estate.
It has increased menu prices by 10% but does not plan for further rises in the near term, despite little effect on sales.
“As a relatively small company, our focus on franchisees is extremely high,” Traill adds. “We’re already in talks with a number of international markets in Europe and the Middle East.”
