Interview with Chicos London
Chicos London is The People’s Restaurant; a proven and fast-growing halal comfort dining brand. Since 2019, we’ve grown to five thriving London locations, including our new Chicos Express model, and built a loyal community both in-store and online. Known for viral menu innovations like the Legendary Smash Burger and Nashville Mozzarella Sticks, Chicos is now inviting ambitious franchise partners to join our nationwide and international expansion journey.
Tell us a bit about yourself:
Our founder brings over 10 years of experience in the hospitality industry, combined with a strong entrepreneurial background. A determined and motivated individual, he has always been driven by the belief that food is more than just a meal — it’s culture, connection, and community. Growing up surrounded by food at the heart of his roots, he developed a passion that shaped his vision for Chicos. As a foodie for more than a decade, his commitment to flavour innovation and creating memorable dining experiences has been central to building Chicos into the thriving brand it is today. The name Chicos itself was inspired by his first son, symbolising both legacy and the drive to build something lasting for future generations.
Can you tell us about Chicos?
Chicos opened its first restaurant in December 2019 and quickly grew into a customer favourite. We now operate five locations, including Chicos Express — a leaner, high-turnover model designed for high streets and takeaway-driven markets.
We chose franchising as the next step to scale rapidly while maintaining our strong brand culture and operational standards. Franchisees benefit from a proven business model, centralised marketing, operational support, and a menu that has consistently outperformed in highly competitive markets.
Who is your target market and what is the demand for your services?
Our audience is broad but focused:
- 22–35 year olds: Young professionals, students, and foodies seeking bold flavours and viral dishes.
- Families: Comfort dining with options for everyone.
- Culinary enthusiasts: Early adopters of trends who amplify us online.
Demand is strong and growing: our content receives 100,000+ monthly views across social media, and our loyal customer base returns weekly for both dine-in and delivery. This makes Chicos a sustainable, high-demand investment opportunity.
Why is Chicos a great investment?
- Proven model: 5 stores already thriving in London, including our scalable Express format.
- High consumer demand: Viral menu items, 37,000+ social followers, 100,000+ monthly views.
- Community-driven: Strong brand loyalty through grassroots initiatives.
- Operational support: Comprehensive training, supply chain partnerships, and ongoing marketing campaigns.
- Scalable returns: Flexible models suited to high street, retail parks, and delivery-focused sites.
In short: investors join a brand with momentum, market differentiation, and long-term growth potential.
What differentiates your franchise from the competition?
- Market leadership in halal comfort dining — trendsetters, not followers.
- Viral product innovation (Smash Burgers, Nashville Mozzarella Sticks, San Sebastian Cheesecake).
- Strong digital presence that consistently drives footfall and delivery.
- Values-driven brand that wins loyalty by giving back to local communities.
- Operational consistency — every dish, every store, every time.
What is the role of a Chicos franchisee?
Franchisees act as local operators and brand leaders. Their role includes:
- Overseeing day-to-day operations and staff management.
- Ensuring brand standards are consistently delivered.
- Driving local store marketing and community engagement.
- Working closely with head office for ongoing support, training, and product innovation.
Franchisees are hands-on business owners who get the full backing of our systems, marketing, and supply chain.
What qualities do you look for in a franchisee?
- Business-minded individuals with strong leadership skills.
- Passionate about hospitality and community.
- Financially committed to growth, with the ability to scale.
- Resilient, adaptable, and aligned with our brand values.
A successful franchisee embraces both the operational detail and the bigger picture of growing a thriving Chicos outlet.
What challenges have you had to overcome?
Launching weeks before the pandemic forced us to adapt quickly. We pivoted towards delivery, leaned into digital marketing, and strengthened community ties — ensuring strong performance even in tough conditions. The lesson? Our model is built to withstand challenges and thrive in changing markets.
What have been Chicos' biggest achievements?
- Growing from 1 store to 5 in just 5 years.
- Launching Chicos Express as a scalable franchise-ready concept.
- Building a social media presence with 37,000+ followers and viral reach.
- Establishing Chicos as a leading name in halal comfort dining.
What does the future hold?
We plan to double our UK footprint within three years, focusing on high-demand cities such as Birmingham, Manchester, and Leicester. International expansion is also on the horizon, targeting markets with strong appetite for halal comfort dining.
What expansion plans have you got nationally and internationally?
- National: Major UK cities through both full-service and Chicos Express models.
- International: Exploring partnerships in the Middle East (UAE, Saudi Arabia), Europe, and North America, where halal comfort dining has significant untapped demand.
Advice for someone franchising their business:
Focus on building robust systems first — consistency is key. Invest in your people, brand identity, and operational standards before scaling. Franchisees buy into certainty; give them a proven model and a clear growth roadmap.
If you had to do it all again, what would you do differently?
We would have developed our franchise framework earlier. Our brand’s organic growth showed clear demand — having franchise systems in place sooner would have accelerated national rollout.
Interested and want to know more about Chicos?
The Chicos profile outlines all aspects of their franchise opportunity and allows you to contact them for further information or to ask a question.
