PizzaExpress adds US chicken concept to roster

PizzaExpress has added Houston Hot Chicken (HHC), the Nashville hot chicken sandwich brand, to its UK portfolio. 

The move represents another chicken concept pivot by an Italian casual dining business, with PizzaExpress joining the likes of the Azzurri Group by adding a US chicken brand to its UK operations. The latter did the same with Dave's Hot Chicken in July 2024.

With HHC's arrival, PizzaExpress continues to evolve its operational model, having launched its Mac & Wings concept in February this year, as well as its first QSR site in Brixton in May.

With three HHC restaurants opening in the UK soon, PizzaExpress says it plans to roll out 50 locations nationally over the next three years. The group will be the master franchisee for Europe for HHC.

"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," says Paula MacKenzie, group CEO of PizzaExpress. "This is chicken unlike you’ve seen it before."

What is Houston Hot Chicken?

Following its success stateside, Houston Hot Chicken is known for being an Instagram sensation, pairing chicken with fast cars.

Ranked 217 on the 2025 Inc. 5000 of Fastest-Growing Private Companies in America and in FastCasual’s 2026 Top 100 Movers & Shakers, the business was founded in 2020 and has become recognised nationally stateside for its "daring offering".

This includes the house favourite Original Hot Chicken Sandwich, available from mild through to ‘Houston, We Have A Problem’ spice level, which lands at a fiery two million on the Scoville Scale and requires a waiver to order.

"Working with the PizzaExpress team to expand for the first time internationally is truly an exciting moment for us," adds Brian Simowitz, Houston Hot Chicken president. "No one knows fried chicken better than HHC, and no one knows the UK market better than PizzaExpress, making this the perfect partnership. We can’t wait to fly the coop and land in the UK, bringing something unexpected and exciting to chicken consumers."

HHC is backed by Savory Fund, a restaurant-focused private equity firm that has invested in concepts such as Swig. 

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