Tom Crowley, chief executive of Boparan Restaurant Group, has told MCA the rollout of Slim Chickens will be through acquisitions rather than conversions of existing Boparan sites.
He said he was eyeing openings for the Texas fried chicken concept in central London, before venturing into greater London, the South East, and other cities in the UK, such as Bristol, Birmingham and Leeds.
Crowley said the offer at the debut site in Bond Street had remained largely faithful to the original American brand, bar some minor adaptions, including the import of Texas toast – a sweet, buttery garlic bread, which he said had been particularly popular.
Crowley told MCA: “It’s early days. We have an aspiration for the brand, with one operating and its going very well.
“We want to do more in central London, expanding after that through greater London and the south east, then big cities when the opportunities present themselves.
“It’s not about rollout speed, but about quality of sites, and the flawless of delivery of the brand - that’s out main priority.
On brand awareness, he said: “You never know how the UK market will react to a new brand. Slim Chickens does not have any UK awareness at the moment. Five Guys faced the same issue when they arrived the UK – but that’s changed now. Our job to spread the word about how great we are and how good the brand is.”