US fast food chain Houston Hot Chicken (HHC) has announced plans to open 50 locations across the UK over the next three years, marking its first international expansion. The brand, known for Texas-style hot chicken sandwiches, nuggets and tenders, will launch with three UK restaurants in 2026.
Brand Origins and US Growth
Despite its name, HHC was founded in Las Vegas in 2021 by entrepreneur and race car driver Edmond Barseghian alongside Houston Crosta. The chain quickly expanded across the United States and now operates 29 locations spanning eight states. Earlier this year, HHC announced a further 26 franchise commitments across Illinois, Louisiana, Arkansas and New York, pushing the total number of franchised locations sold beyond 100.
PizzaExpress Acquires European Rights
UK chain PizzaExpress has acquired the master franchisee rights to HHC across Europe. This move is part of PizzaExpress's ongoing strategy to diversify its restaurant portfolio. PizzaExpress, which operates nearly 360 locations across the UK and Ireland, launched its own delivery-only chicken concept, Mac & Wings, earlier this year.
Paula MacKenzie, group chief executive of PizzaExpress, Mac & Wings and HHC, said: "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." She added that the menu offers customers "chicken unlike you've seen it before."
Competition in the UK Fried Chicken Market
The UK launch positions HHC to tap into the growing UK fried chicken market, competing with established brands such as Wingstop, which already has 57 UK restaurants and is nearing 60 after announcing a new site in Glasgow Fort opening on June 22.
Brian Simowitz, president of HHC, said: "Working with the PizzaExpress team to expand for the first time internationally is truly an exciting moment for us. We can't wait to fly the coop and land in the UK, bringing something unexpected and exciting to chicken consumers."
