The Lowdown
Another US fried chicken brand is coming to the UK. Is there space for it?
Not another fried chicken brand. Yep. Recent US imports have included Popeyes, Wingstop, and Slim Chickens, which have turned up on these shores and are expanding at pace, and now we have Dave’s Hot Chicken entering the fray.
What’s its USP? Described as a ‘scrappy late-night pop-up turned hot chicken sensation’, the clue is in the name. KFC might have its Zinger burger and you can opt for a side of Atomic sauce at Wingstop and Louisiana hot at Popeyes, but Dave’s Hot Chicken (DHC) goes one further with its spice levels, which range from No Spice to Reaper. The latter is so high on the Scoville scale diners are required to sign a waiver absolving the chain from any injury or even death caused by its consumption.
Sounds dangerous. That’s clearly part of the brand’s appeal, especially among its core Gen Z and Millennial, social media savvy male clientele. DHC claims to be one of the fastest growing restaurant brands in US history and is a social media sensation with 2.4 million TikTok followers and 1.3 million followers on Instagram.
Is that its only appeal? Apparently not. Its menu of jumbo chicken sliders, tenders, sliders, and bites, along with sides of house-made kale slaw, mac & cheese and seasoned fries proved a smash hit in LA when it launched, and the brand now counts A-listers including Drake, Usher, and Mr ‘this is a tasty burger’ himself Samuel L. Jackson. The feel of the brand is also very Gen Z, with bright graffiti across its walls (inside and out) and ceilings an important and striking design element.
And who’s Dave? The brand is named after chef Dave Kopushyan who, alongside friends Arman Oganesyan and Tommy Rubenyan, launched it in a parking lot in 2017. A bricks-and-mortar restaurant in East Hollywood followed shortly after with support from Tommy’s brother Gary. In 2019, the team struck a deal with Wetzel’s Pretzels co-founder and former CEO Bill Phelps to begin franchising the Dave’s Hot Chicken concept and there are now 200 restaurants open, predominantly in the US but also in Canada and the Middle East, with around 700 more planned (its Instagram account posts about a new opening on an almost weekly basis).
Is this where the UK comes in? Over here the brand has caught the eye of Zizzi and ASK Italian operator Azzurri Group, which has signed an agreement to open 60 restaurants, with the first planned for London early next year. The move seems to be part of Azzurri’s attempts to target a younger demographic, with it recently having brought Ireland-based burrito brand Boojum to England. Steve Holmes, Azzurri CEO, says he was “blown away” when he tried the chicken, and describes it as “some of the most craveable and delicious food we’ve ever had”.
Sounds promising. Is there room for another US chicken import though? A look at the recent goings on in the burger market would suggest that there is – but only for the right brand. While Shake Shack, Wendy’s and Five Guys have managed to make their mark over here (Carl’s JR also wants to make a play) other US burger imports including Fatburger, BurgerFi and Steak n Shake have had less success. The fried chicken space is currently less crowded, but its new protagonists are some of the most aggressive in terms of expansion – Wingstop was recently named the fastest growing restaurant group in the UK, with 15 planned openings this year, and in June Popeyes hit its 50th store landmark having only landed here in 2021. That said, Chick-fil-A sees potential in the UK and plans to return next year after an aborted attempt in 2019, which should give rise tooptimism, and the heat element DHC offers provides it a point of difference.
Do we know where it’s opening first? While the exact location is yet to be revealed, DHC and Azzurri have opted to open in the capital rather than take the approach of other US/Canadian imports such as Tim Horton’s, Wendy’s and Chick-fil-A, which opened outside of London first (the latter two in Reading). Whether it follows the likes of Five Guys and Shake Shack and builds a presence in London or spreads its wings as Popeyes did, with its early sites opening in Romford, Chelmsford, Nottingham and Gateshead, will be worth keeping an eye on. It will also be interesting to see whether DHC’s ‘frequent fryer’ loyalty scheme will operate over here (for the name alone, it should) and whether its range of merch will be available.
