Las Vegas-born Houston TX Hot Chicken, the cult-favorite hot chicken brand behind the viral "Houston, We Have a Problem" sandwich, is heading to the U.K. The company has inked a master franchise agreement that will bring three restaurants to Britain in 2026, with a goal of scaling to about 50 sites nationwide over the following three years. The move pairs the young, heat-obsessed chain with a major U.K. operator to see whether its extra-spicy formula can win over British taste buds.
The deal was formally announced in a press release distributed via PR Newswire, where HHC president Brian Simowitz called the partnership "a milestone moment" as the brand makes its first international push. The release added that more information on locations and timelines will come once leases are signed and buildouts are locked in.
Deal and rollout
PizzaExpress, the casual dining operator with nearly 500 locations in the U.K. and Ireland, has acquired master franchise rights for Houston TX Hot Chicken, according to QSR Magazine. Under the agreement, PizzaExpress will be the master franchisee for Europe and is slated to open the first three Houston TX Hot Chicken units in 2026. The partners are targeting roughly 50 locations across Britain within three years, an aggressive pace that will demand a quick push on real estate, staffing and operations in an already crowded high street market.
Menu and the heat factor
Houston TX Hot Chicken’s menu centers on hot chicken sandwiches, tenders and waffles, nuggets, loaded fries, house-made lemonades and a proprietary house sauce. Its Original Hot Chicken Sandwich comes with multiple heat levels that climb all the way up to a waiver-required option clocking in at around 2 million Scoville units. That top-tier spice level has become a viral talking point for the brand, as Time Out UK noted, and will likely be the thing daring U.K. diners either brag about or politely decline.
Why PizzaExpress is betting on chicken
Paula MacKenzie, group CEO of PizzaExpress, said bringing Houston TX Hot Chicken into the fold will add "bold flavour" and "real energy" to the company’s growing house of brands, according to The Standard. The move follows PizzaExpress’s recent experiments with new concepts and taps into the U.K.’s mounting appetite for fried chicken formats, from quick-service spots to fast casual chains.
Brand background and growth
Founded in 2021, Houston TX Hot Chicken has already expanded across nine U.S. states and sold more than 100 franchise units. The brand is backed by Utah-based Savory Fund, according to the company’s announcement on PR Newswire. Executives point to social media buzz and industry accolades as key assets they plan to leverage as the concept lands in the U.K.
What to watch next
Exact cities and opening dates are expected to be announced in the coming weeks as leases are finalized. The initial U.K. locations will effectively serve as a test of whether the brand’s viral, high-heat approach can resonate internationally, as Nation's Restaurant News reported. For now, both companies say further details will roll out as site selection and buildouts move ahead.
