Southern Comfort in the Capital: Slim Chickens Doubles Down on London

Slim Chickens, the American fast-casual fried chicken chain operated in the UK by Boparan Restaurant Group, is set to make a significant mark in London with two major openings next month. The brand's highly anticipated launch in Leicester Square will accompany a second site on Edgeware Road, strengthening its foothold in the capital's thriving hospitality scene.

The Leicester Square restaurant at 14 Leicester Square will offer 125 covers, while the Edgeware Road venue will accommodate up to 90 guests. Both sites are expected to open within the next four weeks, bringing the total number of Slim Chickens outlets in the UK to 66.

Ben Blore, head of operations at Slim Chickens, expressed his enthusiasm for the expansion: "We're thrilled to bring Slim Chickens to Leicester Square and Edgeware Road in just four weeks. Our team has ensured every guest experiences our fresh, cooked-to-order chicken and authentic Southern hospitality at its finest."

Slim Chickens has announced an extensive giveaway to celebrate the dual opening, handing out 5,000 Golden Tickets to its first customers. Each ticket guarantees a prize, ranging from 10% and 20% discounts on future orders to free shakes and meals. One lucky winner will receive the ultimate reward—free Slim Chickens for an entire year.

A Rapid Rise in the UK Market

Slim Chickens entered the UK in 2018 through a franchise deal between Boparan Restaurant Group and Slim Chickens USA. Since then, the brand has expanded aggressively, tapping into Britain's growing appetite for high-quality, Southern-inspired fast food.

Founded in Fayetteville, Arkansas, in 2003 by Tom Gordon and Greg Smart, Slim Chickens has built a reputation for its hand-breaded, buttermilk-marinated chicken tenders. The menu is centred around these signature tenders, complemented by an impressive selection of fifteen dipping sauces.

Boparan Restaurant Group, which also operates brands such as Giraffe and Ed's Easy Diner, has played a pivotal role in growing Slim Chickens' UK presence. With Leicester Square being one of London's most sought-after locations, this latest expansion signals confidence in the brand's continued success.

As competition intensifies in the UK's fast-casual dining sector, Slim Chickens' strategic positioning in high-footfall areas like Leicester Square and Edgeware Road could prove a game-changer. The move reflects the brand's ambition and the evolving preferences of British diners, increasingly drawn to premium, freshly prepared fast food options.