Inside Dave’s Hot Chicken’s U.K. Expansion

Some brands expand by following spreadsheets. Dave’s Hot Chicken expands by following demand, culture, and gut instinct. Every market has its own nuances, and for us, it wasn’t enough to simply introduce hot chicken to London. We had to make sure we were doing it in a way that resonated with local consumers and felt true to the Dave’s brand.

From Social Media to Shaftesbury Avenue

When Azzurri Group CEO @Steve Holmes first mentioned Dave’s Hot Chicken to his son, he got an unexpected response: “I love Dave’s Hot Chicken.” He’d never been to the U.S. to try it. But thanks to millions of Instagram and TikTok fans, Dave’s had already built a reputation in the UK before we ever set foot there.

When we dug deeper, we saw even more reasons why London was the perfect next move. The UK chicken market has exploded in recent years, with the QSR fried chicken segment growing at a compound annual growth rate of 6-9%. Established chicken brands have already built strong footholds, but none of them focus on Nashville-style hot chicken. That left a massive opportunity for Dave’s to bring something completely different to market.

Why the UK Needed Dave’s

Launching a brand in a new country requires making sure the entire experience translates. Dave’s is a brand that people feel connected to, and that doesn’t happen by accident.

Beyond the overall demand for fried chicken, one key factor set Dave’s apart from day one: London has a large and growing Muslim community, and halal-friendly food options are a major consideration for many consumers. We didn’t have to modify our operations or menu to accommodate halal requirements—it was already baked into the way we do business.

Before signing anything, President and COO @Jim Bitticks and I flew to London to meet with the Azzurri team in person. We visited their restaurants, met their leadership, and got a firsthand look at how they operate. Sure, they knew how to run restaurants, but they had to understand the brand and bring the same energy and authenticity to the UK that has made us successful in the U.S.

How We Made a Statement in London

Before we launched our first location, we did what Dave’s does best: we took it to the streets! In true parking lot pop-up fashion, two of our founders, Dave Kopushyan and Arman Oganesyan, handed out free sliders in East London to 500+ eager fans.

Lines wrapped around the block for weeks when we officially opened our first restaurant on Shaftesbury Avenue in London’s West End. Queues of 50-100 people waited at all hours to be among the first to get their hands on the signature Dave’s heat they’d seen online.

Not every international deal is worth making. I wasn’t convinced that the UK should be our next move, but the more we talked with Azzurri Group , the more it became clear that this was the right team for the job.

They have the infrastructure. Their purchasing team ensures every product is sourced at the highest quality, which was critical for maintaining consistency in our food. They get the culture, and they’re built for scale. They know how to grow smart and make sure every location delivers on the promise of the brand. And so far, they’re doing just that across the pond.

Follow along to see Dave’s next big international move!