Chicken Shop will open four sites this year and another 10 next year as part of its goal to reach a 70-strong estate, according to CEO John Nelson.
Speaking during a panel session at the launch of Just Eat’s Impact Report in London yesterday (30 April), Nelson revealed the chicken concept is also planning to expand internationally to other European markets further down the line.
60% of the chicken concept’s sales come from dine-in and 40% from delivery, he also revealed.
Chicken Shop has six locations across London, primarily in city centre locations. As the brand expands North in the near term, Just Eat will become more important to the business due to the delivery platform’s presence in those geographies.
“Delivery is powerful in introducing a brand to a new audience,” Nelson said. “It’s important for us from a channel perspective.
“Restaurant brands that don’t adapt have missed opportunity to increase their business…consumers have become used to delivery, whether through Amazon or retail.”
Chicken Shop rebranded from Chik’n following a partnership with Soho House Group in 2022. The Sir Charles Dunstone-backed concept introduced its signature burger on the menus of nine Soho House venues, predominantly in London.
“We have got really exciting plans for the brand,” Nelson told MCA at the time, describing the new look branding as having a more urban, funkier feel, and will not be typical QSR, more “fast casual meets QSR”.
“There is a real opportunity for premium chicken burgers, he added. “We are trying to raise the bar and create an environment that fits the calibre of the product – we think we are on the right track.”
