Fast-casual poke bowl brand Honi Poke has launched its UK franchise programme, marking a significant milestone in its expansion strategy as it looks to scale across key metropolitan markets with experienced multi-unit operators. The company has appointed Seeds Consulting as its franchise advisor to lead recruitment and development across the UK.
The move comes less than a year after Honi Poke strengthened its market position through the acquisition of rival chain Island Poké, creating one of Europe’s largest poke restaurant groups. The combined business now operates approximately 45 locations across the UK and Europe, providing the platform for its next phase of franchise-led expansion.
Founded in 2017, Honi Poke has built its reputation around fresh, premium-quality ingredients, vibrant flavours and healthier fast-casual dining. Its menu spans signature poke bowls, warm bowls, salads, sushi, sides and burritos, catering to growing consumer demand for nutritious, customisable meals.
The company said its restaurant model is highly adaptable and can operate successfully across high streets, city centres, shopping centres, retail parks and travel hubs, giving franchisees flexibility in site selection.
“As part of our expansion strategy, we are targeting experienced franchisees capable of developing regional clusters, with opportunities available across key metropolitan markets,” the company said in announcing the launch of its franchise programme.
The franchise rollout builds on an ambitious growth strategy that has accelerated over the past year. In July 2025, Honi Poke acquired Island Poké, adding 18 restaurants across London and France to its portfolio and significantly expanding its footprint. Founder Volodymyr Martynov described the acquisition as a “landmark moment” for the business, noting that the combined operation projected annualised UK revenue exceeding £20 million and set a target of reaching 50 locations within the following year.
Earlier this year, the group also unveiled a new brand strategy under which Honi Poke became the company’s primary dine-in brand, whilst Island Poké began transitioning into a delivery-first concept focused on evening occasions. Existing Island Poké restaurants are being progressively converted into Honi Poke locations throughout 2026, beginning with Shoreditch, Broadgate and Fenchurch in London.
Leading the next phase of growth is Hilary Brett, who was appointed CEO earlier this year. “I’m excited to step into the role of CEO at a pivotal moment for the business,” Brett said. “What truly sets us apart is the exceptional talent across our teams and the relentless focus on product quality and innovation that continues to push our brands forward.”
She added: “With two distinct brands, each with a strong identity, loyal following, and passionate people behind them, this evolution gives us greater clarity in how we serve customers across different occasions while remaining firmly rooted in the values that underpin everything we do.”
Speaking about future expansion, Brett said: “Working closely with Honi Poke’s founder, Volodymyr Martynov, our focus is on shaping the next phase of growth, including exploring franchise partnerships for Honi Poke in the UK and strengthening our foothold in France.”
The franchise launch reflects growing investor interest in healthier fast-casual dining concepts as consumers continue to seek fresh, convenient and customisable meal options. By targeting experienced regional developers rather than single-unit operators, Honi Poke aims to build clustered markets capable of supporting long-term brand awareness, operational efficiencies and sustainable growth across the UK.
