PizzaExpress, the Hony Capital-backed chain, is set to trial a chicken concept called Reys, M&C understands.
The c440-strong group, which is led by Richard Hodgson, is to trial the first site under the concept, which aims to offer “succulent, flavoursome rotisserie chickens” with a range of sauces, on the former The Cow pub site in Corn Exchange Street, Cambridge.
The group, which is set to launch a trial of its new Delivered takeaway and delivery format in the city, will launch the new format in October.
Hodgson has previously spoken about the company exploring new opportunities in regards to different cuisines. The company believes it can open a further 200 sites under its core brand in the UK, but if successful Reys would provide a second growth brand in a category dominated by Nando’s.
According M&C Allegra Foodservice’s latest Menu and Food Trends report chicken remains the number one main dish at dinner time for consumers.
An advert for Reys states: “We’re totally and humbly dedicated to bringing people the most amazing, great-tasting chicken ever. Bold statement but we really know how to make chicken amazing.
“As with so many love affairs, it began in Paris, in a traditional café and there, we discovered chicken like we’d never tasted before. From that moment we were on a life mission to find the best way to rear, prepare and present chicken. We experimented with flame-grilling in a tiny Northampton kitchen, we then dug a fire pit in a garden in York and we tried chicken varieties from Cornwall to Carcassonne to discover what makes the best chicken in the world maybe even the universe. This is how we got to where we are now; succulent, flavoursome rotisserie chickens served with an eclectic choice of our personal favourite roasting sauces. Add together some fantastic beers to wash it down with and you have Reys.”
In regards to delivery, the company recently ended a trial of a delivery option with Deliveroo and Dinein through two of its London sites.
It is looking to take market share from traditional pizza delivery operators and is thought to have further sites lined up in Exeter and Hampstead for the new Delivered format.
It is thought that if successful the company will look to quickly ramp up the rollout of the delivery format.
