The company currently manages two sites under the so-called 'East meets West' neighbourhood dining concept in Torquay and Exeter.
However after launching the brand onto the franchise market last year, LHG has now revealed former Greene King director Craig Lewis will open the first Tiger Bills franchise in Birmingham this month. That site, located just off Broad Street, will soon be joined by a second Midlands restaurant in Worcester.
As the brand's first multiple franchisee, Lewis is planning to build a portfolio of 10-12 restaurants in the region over the next three to five years with Shrewsbury earmarked for later this year.
Multiple franchisees
Speaking to BigHospitality, James Eyre, who created the Tiger Bills brand, said he was looking to recruit a number of regional, multiple franchisees. "My expectation is that we will develop territory franchising," he explained.
The second regional franchisee is expected to be based in Dorset and Hampshire.
"It gives people a model where they can develop their own business in a certain geographic area. The type of people that attracts are therefore more experienced - either in running their own businesses or holding senior directorships or board positions in other hospitality-based companies."
Eyre said he was not ruling out single franchisees - a Tiger Bills restaurant will open in Newcastle later this year run by a single franchisee - but multiple operators are preferred because of the economic environment.
"The hospitality business is very tough so having good management teams that are capable of running multiple outlets is quite important," he explained.
Tiger Bills
Eyre is currently identifying appropriate sites in 24 towns and cities including Bournemouth, Bristol and Cardiff for the neighbourhood restaurant concept.
The menus at the restaurant balance Western dishes such as nachos, ribs and salads with Thai-inspired meals including curries and soups. The price point for the restaurant - mains average £7 - highlights the fact that the target diners are different to those that eat in the high street or retail park-focused restaurant franchises.
"We have devised a model that really works for the franchisee," Eyre said. "It gives them control and gives the franchisor commercial benefit through procurement."
Lifestyle Hospitality Group, which owns a number of brands it intends to develop franchise models with, gives potential franchisees the opportunity to avoid management fees or royalties if they buy into the company's procurement channels.
Franchisees pay a fee to opt in to competitive marketing, equipment and food and drink supply chains. Once the franchisee has become established they can choose to opt out and run their own procurement.
Of restaurant franchising, Eyre said: "It is a much safer, lower-risk model. You are buying into a proven system.
"Potential restaurant operators need to be risk-averse. Take a look at the model and what the franchisor is able to offer - is the return going to be a safer return than trying to do something on your own?"