Mitchells & Butlers (M&B) is to launch a trial of a new premium, full-service, rotisserie chicken and duck concept called Chicken Society next month in north London, MCA has learnt.

The company is set to launch the new concept, which it describes as an “informal, all day, casual dining restaurant built around a short, focussed menu delivering mouth-watering rotisserie style chicken and duck” at the former The Dignity site in Finchley, with an opening scheduled for 8 December.

It will also feature a small range of craft beers, wines and cocktails.

It is thought the concept is aiming for a 70/30 food to drink sales split with a target average weekly take of £25,000.

Earlier this year, the company began developing the project under the working title Chicken Social.

When asked about Chicken Social, a M&B spokesperson told MCA: “Currently we are unable to comment on any specific new activity but are continuously looking at new ways to innovate and evolve our offers. Through our insight of the eating out market and the changing consumer needs and tastes, it’s important we continue to develop and seek out new market opportunities to drive the business forward.”

Last year, chief executive Phil Urban identified the need to increase the pace of execution and innovation across the business as one of three key priorities. He also touched on the need for more brand extensions within the group’s Heartland business.

He also said the group were more likely to look at start-ups or small chains as future acquisition targets. He said he saw more upside for the group in focus on an entrepreneur-led business with potential to scale.

The group is currently converting sites in its Heartland division to its new Stonehouse Pizza & Carvery brand.

The offer at Stonehouse is described as a stone baked pizza and carvery based offer, but also featuring pub classics such as hand battered fish, steak & ale pie and a range of burgers.