PizzaExpress to Bring Houston TX Hot Chicken to UK, Ireland

Master Franchise Deal at a Glance

PizzaExpress will introduce Houston TX Hot Chicken across the United Kingdom and Ireland under a master franchise agreement that calls for 50 locations over three years. As the first master franchisee, the company plans three openings within six months of signing, using a network of more than 470 restaurants to jumpstart the rollout. The move targets what leadership sees as a gap for high-energy, hot chicken in the U.K., and it pairs the veteran operator with a brand already battle tested across eight states in the U.S., backed by the Savory Fund.

Legacy Meets New Heat

The decision marks a notable expansion for a British staple. PizzaExpress traces its origins to 1965, when Peter Poizot launched a casual-dining pizzeria in London, eventually growing to more than 470 sites across the U.K. and Ireland. Seeking a complementary category, the leadership team evaluated adjacent formats and zeroed in on chicken.

The spark came at the 2025 Restaurant Finance & Development Conference, where International Director Ben Lawrence encountered Houston TX Hot Chicken. Founded in 2021 by race car driver and entrepreneur Edmond Barseghian, HHC was born from a family recipe developed by his sister during the pandemic. From an inaugural Las Vegas location, the concept has grown to 30 restaurants across eight states within five years, supported by Utah-based private equity firm Savory Fund.

Buildout Plan and Operating Playbook

Under the master franchise, PizzaExpress holds exclusive rights to develop HHC across the U.K. and Ireland, with a commitment to open 50 restaurants by mid-2029. The plan is brisk: three sites within six months, then a phased rollout guided by local market studies. HHC President Brian Simowitz, who joined the company in 2024 after overseeing international operations at Applebee’s, paused franchise growth domestically in early 2025 to refine recipes, streamline costs, and internalize sauce production.

After relaunching franchise development later that year, HHC secured multi-unit agreements for 206 locations, each deal averaging five to seven restaurants and requiring a minimum of three units. PizzaExpress will adopt the brand’s operating scaffolding, including a 700-item site checklist, broker support, and hands-on guidance through site selection, approval, and opening. The intent is to lift a proven template and set it down on British soil with minimal lost motion.

Why This Pairing Works

Both sides say the fit is deliberate. “Our management team was looking for something to complement our brand in the U.K.,” said Ben Lawrence, noting that hot chicken is “constantly growing, but hot chicken isn’t a massive thing here in the U.K.” He pointed to HHC’s focus on “flavor, taste and quality,” adding that “people in the U.S. are buying into it as well.” Simowitz underscored the value of an experienced custodian for a young brand. “We were looking for a company that understands how to build and protect an iconic brand. They spent decades earning the trust of British consumers, and it’s one of the U.K.’s most recognized and respected brands. A partner able to do that is the type we want to represent HHC.”

The Economics and Fees

The economics are substantial. The projected financial outlay for each HHC location ranges from $770,950 to $1.91 million, covering construction, equipment, and initial working capital. PizzaExpress intends to leverage existing supplier relationships to optimize supply chain costs, mirroring HHC’s reshaped sourcing and move to bring sauce production in house. Following the 2025 relaunch, HHC’s domestic development pipeline grew to 120 restaurants. While PizzaExpress has not disclosed the fee structure for the master franchise, industry norms suggest an upfront development fee per unit and ongoing royalty streams tied to gross sales. Over three years, those royalties and fees could create a fresh profit center for the company’s international division, diversifying income beyond pizza.

Competition and Positioning

Competition is already warming the market. Dave’s Hot Chicken, backed by Azzurri Group, signed a development agreement in 2024 to open 60 locations, with 12 already operational and 48 in the pipeline. HHC plans to draw a distinct line with a motorsports-themed experience. Each restaurant features car-racing murals, opens with a public car show, and hosts biannual events to engage local communities. PizzaExpress brings deep knowledge of U.K. real estate and consumer habits, a pairing that could amplify HHC’s event-driven identity in both high-street and suburban settings.

Risks and Unknowns

Key questions remain. Will British diners embrace hot chicken as a standalone draw, and how quickly will the category mature outside major urban centers given a national palate that often favors milder profiles? Supply chain integration will require careful engineering, since scaling in-house sauce production to multiple British facilities demands regulatory approvals and local supplier partnerships. The company will also have to pace expansion to avoid site saturation amid competitors such as Dave’s Hot Chicken and local chicken-only operators. PizzaExpress has shared limited detail on site-level performance targets or contingency plans should certain markets lag.

Early Openings and Outlook

The first three openings, slated within six months, will serve as a live stress test for the model, the menu, and the marketing. If demand meets the heat, the master franchise could validate the transferability of U.S. quick service concepts to the U.K. and Ireland while accelerating Houston TX Hot Chicken’s global ambitions. Success would not only broaden PizzaExpress’s portfolio, it could also invite a new round of pairings between established European operators and fast casual brands looking to cross the Atlantic with experienced hands at the helm.