Houston TX Hot Chicken, a US fast food chain famous for its fiery Nashville-style hot chicken and a waiver-required spice level, is set to launch in the UK with plans to open 50 restaurants nationwide over the next three years. The first UK locations will open in 2026, according to an announcement by PizzaExpress Group, which has become the master franchisee for Europe.
Expansion Details and Timeline
The expansion was first reported by industry publication Propel, which noted that the US brand had trademarked its name for use in the UK and was in talks with PizzaExpress. PizzaExpress has now confirmed the partnership, stating that three Houston TX Hot Chicken restaurants are expected to open in the UK during 2026, with dozens more to follow. The chain aims to reach 50 locations by 2029.
Despite its name, Houston TX Hot Chicken was founded in Las Vegas in 2021 by entrepreneur and race car driver Edmond Barseghian alongside Houston Crosta. The business has since expanded across the US, operating 29 locations in eight states. Earlier this year, the company announced 26 additional franchise commitments across Illinois, Louisiana, Arkansas, and New York, pushing the number of franchised locations sold beyond 100.
Menu and Signature Items
The chain specializes in Nashville-style hot chicken sandwiches, tenders, waffles, and loaded fries. Spice levels range from mild to the notoriously fiery "Houston, We Have A Problem" option, which requires customers to sign a waiver. The UK menu is expected to include the signature Original Hot Chicken Sandwich, chicken tenders, nuggets, fries, house-made lemonade, and the popular house sauce.
Paula MacKenzie, chief executive of PizzaExpress, said: "We're thrilled to be adding Houston Hot Chicken to our house of brands, bringing something truly distinctive to the UK market: bold flavour, real energy and an experience that stands apart. This is chicken unlike you've seen it before."
Market Context and Competition
The arrival comes amid growing competition in Britain's fast-expanding fried chicken market. Over the past few years, several US restaurant brands have entered the UK, capitalizing on increasing demand for premium chicken products and spicy menu items. Houston TX Hot Chicken will face established players but aims to differentiate itself with its intense spice levels and unique brand experience.
Brian Simowitz, president of Houston TX Hot Chicken, said: "Working with the PizzaExpress team to expand for the first time internationally is truly an exciting moment for us. No one knows fried chicken better than Houston TX Hot Chicken, and no one knows the UK market better than PizzaExpress, making this the perfect partnership. We can't wait to fly the coop and land in the UK, bringing something unexpected and exciting to chicken consumers."
PizzaExpress's Diversification Strategy
The announcement marks the latest diversification move from PizzaExpress, which operates almost 360 restaurants across the UK and Ireland alongside more than 100 international sites. The company has recently launched Mac & Wings, a delivery-focused mac and cheese and chicken concept, and opened a new quick-service restaurant format at a former Leon site in Brixton, with additional locations planned in Finsbury Park and Earl's Court.
