Memphis barbeque restaurant Porky’s has changed its expansion plans to target London neighbourhoods instead of central London, M&C has learnt.

Simon Brigg, who established the three-strong restaurant group, said he hopes to open three restaurants this year and is considering Stoke Newington, Crouch End and Queen’s Park, Wimbledon, Clapham and Peckham as locations.

“We thought about it and realised Camden has always been our best performing site so instead of areas like Soho that have such big premiums we want areas we can build longevity and relationships in the community,” Brigg said.

Porky’s pulled out of a deal in Soho earlier this year to redress the policy. Brigg said he is close to securing a site in north London, which he hopes to open by late summer.

Although progress has been slower than anticipated, Brigg is confident he could have an additional three sites open before the end of the year as part of plans to grow the estate to 10 restaurants over the next two years.

Brigg opened the first Porky’s in Camden in 2013 with his wife Joy; last year they added sites at St Paul’s and Shoreditch’s BoxPark.

The concept is based on slowed cooked BBQ ribs, pulled pork and smoked chicken alongside burgers, craft beers and quirky cocktails.