Nashville-style fried chicken brand Houston TX Hot Chicken has confirmed Stevenage as the location of its first UK restaurant, marking the official launch of the fast-growing concept into the British market. The restaurant is expected to open this autumn, with plans to expand to 50 locations across the UK over the next three years, underscoring ambitious growth in the country’s competitive quick-service restaurant (QSR) sector.
The brand is being introduced by PizzaExpress, which acquired Houston Hot Chicken in 2024 as part of its strategy to diversify beyond pizza and build a portfolio of scalable restaurant concepts. Stevenage has been selected as the proving ground for the brand’s UK rollout, with further locations expected if the pilot performs strongly.
Houston TX Hot Chicken specialises in Nashville-inspired hot chicken, offering hand-breaded fried chicken available in multiple spice levels alongside sides such as fries, slaw and signature sauces. The concept is designed to capitalise on the continued popularity of premium fried chicken and American comfort food, categories that have seen rapid growth across the UK in recent years.
The expansion comes as competition in the UK’s chicken segment intensifies, with international brands increasingly targeting the market. PizzaExpress believes Houston TX Hot Chicken can carve out a niche by focusing on authentic Nashville-style flavours and a streamlined, fast-casual operating model.
The launch also reflects PizzaExpress’ broader strategy to leverage its operational expertise and property network to grow complementary food brands beyond its core pizza business. Executives have indicated that, following the Stevenage opening, the company intends to identify additional high-footfall locations across the UK for future Houston Hot Chicken restaurants.
It is observed that demand for specialist chicken brands continues to rise, fuelled by younger consumers seeking bold flavours and premium fast-food experiences. Houston Hot Chicken will compete in a market that has attracted several US-inspired chicken concepts, but PizzaExpress is betting that its established infrastructure and brand-building capabilities will accelerate expansion.
Houston TX Hot Chicken is positioned as a scalable fast-casual restaurant concept centred on Nashville hot chicken. Under PizzaExpress’ expansion strategy, the brand is targeting 50 UK restaurants within three years, although the initial rollout will focus on company-led growth before broader expansion opportunities are evaluated. The Stevenage restaurant will serve as the flagship location for the UK business and a template for future sites.
