Las Vegas-based Houston TX Hot Chicken (HHC) is making its first international move, entering the United Kingdom through a master franchise agreement with PizzaExpress, marking a significant milestone in the fast-growing hot chicken brand’s expansion journey. The deal will see HHC open its first three UK restaurants in 2026, with plans to scale to 50 locations nationwide within the following three years.
Under the agreement, PizzaExpress will serve as HHC’s master franchise partner for Europe, leveraging its extensive operational infrastructure and market expertise. The UK restaurant operator oversees nearly 500 locations across its portfolio in the UK and Ireland and has recently expanded beyond pizza through new food concepts, including its delivery-focused chicken brand, Mac & Wings.
Founded in 2020 and backed by private equity firm Savory Fund, Houston TX Hot Chicken has rapidly grown into one of the fastest-expanding hot chicken concepts in the United States. The brand operates nearly 30 locations across multiple states and has sold more than 100 franchise agreements domestically. Its menu features Nashville-style hot chicken sandwiches, tenders, nuggets, loaded fries, waffles, house-made lemonades and signature sauces, with spice levels ranging from mild to its notorious “Houston, We Have a Problem!” challenge, which reaches approximately two million Scoville heat units and requires customers to sign a waiver.
“The partnership pairs HHC’s cult-favourite brand and proven fast-casual model with PizzaExpress’s unmatched operational infrastructure and deep understanding of the UK consumer,” the company said in announcing the agreement.
Brian Simowitz, President of Houston TX Hot Chicken, described the UK launch as a landmark moment for the brand. “Working with the PizzaExpress team to expand for the first time internationally is truly a milestone moment for us,” Simowitz said. “No one knows fried chicken better than HHC, and no one knows the UK market better than PizzaExpress. We can’t wait to fly the coop and land in the UK, bringing something unexpected and exciting to chicken consumers.”
Paula MacKenzie, Group Chief Executive of PizzaExpress, said the addition of HHC strengthens the company’s growing multi-brand strategy. “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,” MacKenzie said.
The move comes as demand for premium chicken concepts continues to rise across the UK and Europe, with several U.S. brands pursuing international franchise growth. For Houston TX Hot Chicken, the PizzaExpress partnership provides an established platform to accelerate overseas expansion while testing the brand’s appeal beyond North America. If successful, the UK rollout could serve as a launchpad for broader European growth under the master franchise arrangement.
With 50 UK restaurants targeted by 2029, HHC is positioning itself to become one of the latest American fast-casual brands to capitalize on the growing appetite for spicy chicken and experiential dining in international markets.
