Chicken Cottage has been a part of the UK’s quick-service restaurant (QSR) scene since 1994, but these days it’s not content with just making up the numbers.
With Chief Operating Officer Tom Corcoran at the helm, the brand is taking its fusion-flavor heritage and pushing it into a tech-driven, internationally expanding franchise business. The plan? To hit 100 outlets worldwide by 2027 and to cement itself as a global QSR contender.
“Chicken Cottage has always been about flavour and inclusivity,” says Corcoran.
“Our heritage lies in serving a fusion of tastes that resonate across communities, and we’ve stayed true to that. At the same time, modernising the brand has meant refreshing our store branding, adopting new digital tools, and constantly innovating our menu. We don’t just follow trends- in many cases, we set them. Alongside our core, much-loved menu, we regularly introduce limited time offers that cater to diverse customer tastes. Last year, for example, we launched a quirky Mexican-inspired burrito wrap, and this year our hot honey wings have been a huge hit. This balance of heritage and innovation ensures Chicken Cottage stays relevant, exciting, and ahead of the curve.”
Getting the house in order
That “balance” is what Corcoran keeps circling back to. Keep the loyalists happy with the old faithfuls, but add in some innovation – burrito wraps one year, hot honey wings the next. It’s a model that keeps the tills ringing, footfall consistent, and the menu boards fresh.
Corcoran didn’t wander in to keep the lights on. When he joined in 2021, his first job was to shore up the foundations and introduce a bit of order into proceedings
“My first priorities were to strengthen the foundations of the business- investing in systems, supply chain, and operational standards and to position the brand for scale. That meant focusing on brand consistency and ensuring our brand language and execution were aligned across every store. Compliance and operational discipline were also central, because without those, growth isn’t sustainable.
“We put a real focus on relationships, making sure our franchisees felt supported and empowered so that the execution of the brand at store level was seamless. Together, these elements created the stability, consistency, and confidence that now allow us to accelerate growth in the UK and internationally”.
A team that “just gets it done”
Behind the glossy menu boards and burrito flavour experiments, Corcoran is quick to point out that it’s the leadership team making the engine hum.
“It’s been absolutely vital. Our leadership team brings together deep QSR expertise and broad global exposure, with decades of combined experience in building, operating, and scaling international brands. That mix allows us to apply best practices from some of the world’s most dynamic markets while adapting them to the unique DNA of Chicken Cottage.
“We have leaders who understand the detail of store operations as well as those who’ve overseen large-scale international expansion, and it’s that balance that drives both innovation and disciplined execution.”
Tech, AI, and the 24×7 chicken shop
For a business that built its name on fried chicken, Chicken Cottage is sounding more and more like a Silicon Valley startup. AI, automation, and chatbots are now part of the everyday language.
“We’ve embraced AI and digital tools to create a smarter, more connected business for both franchisees and customers. Our operations manual is fully digital, giving staff and franchisees easy, on-demand access to processes and guidance. We’ve introduced multiple training touchpoints, including voice-led training modules, to keep teams up-to-date and confident in their roles.
“On the customer-facing side, digital menu screens and kiosks streamline the ordering journey and reduce waste, automated systems ensure limited-time offers and menu items update dynamically based on stock levels, weather, and demand. For app and kiosk orders, our 360-degree loyalty system makes it seamless for customers to earn and redeem rewards, creating a smooth, engaging experience. Customers are supported by a dedicated team and 24×7 chatbots, providing real-time insights and fast problem resolution.”
From Oban to Iraq
Global expansion for the brand is no longer a future dream. It’s already happening. The UK growth is stretching from Scotland down to Dover, while international ventures are rolling out across Africa and the Middle East.
“We’re rapidly expanding both in the UK and internationally. In the UK, our presence goes well beyond the major cities from Oban in the north to Dover in the south and we’re ready to grow wherever demand exists.
“Internationally, in Africa we recently opened our first-ever drive-thru, which is already attracting significant attention. We’ve also expanded into Saudi Arabia, UAE, Pakistan, and Iraq, and we’re actively exploring further opportunities across the Middle East, Europe, and South Asia.”
Formats that fit
But it’s not just about throwing darts at a map. Choosing the right shop window – high street, drive-thru, forecourt, whatever – is crucial.
“Choosing the right format depends on location, demographics, and customer behaviour,” says Corcoran. “High street stores thrive in urban centres with strong footfall, drive-thrus work well in suburban and commuter-heavy areas, and kiosks in petrol stations cater to convenience-focused customers. Across all formats, our technology and operational workflows ensure consistency and efficiency. Digital menu screens, automated backend systems, and kiosks allow stores to adapt in real time to stock levels, weather, and promotions.”
Value for franchisees
If you’re going to build a franchise machine, you’d better keep the franchisees happy. And that’s the pitch behind the “Value Added” program.
“At Chicken Cottage, everything we do is designed to add value for our franchise partners. Every activity, decision, and initiative, from sourcing ingredients and packaging to marketing campaigns and compliance checks, is evaluated through the lens of how it benefits our franchisees.
“Constant feedback and open communication with our network guide these decisions, ensuring that our support is practical, relevant, and impactful. This purpose-driven approach is central to our Value-Added programme, helping franchisees operate efficiently, enhance customer experience, and grow profitably, setting Chicken Cottage apart in the QSR space.
Recently the firm launched dedicated HR support tools, aimed at providing franchisees with guidelines, best practice and templates to use on a day-to-day basis.
“It’s amazing to hear from our franchisee’s how these tools are supporting them and providing much needed comfort,” says Corcoran.
The franchise pitch
For would-be entrepreneurs, the timing and the opportunity, says Corcoran, has never been better.
“The QSR landscape is transforming at pace, with customers increasingly opting for delivery, convenience-driven formats, and diverse dining experiences across high streets, drive-thrus, and forecourts. This shift has created an unprecedented opportunity for brands with strong systems and support in place – and Chicken Cottage is leading that evolution.
“We are in the midst of the fastest growth phase in our history. Significant investment in our brand, technology, and people has laid a solid foundation, and we’re now opening new stores in both mature and emerging markets.
“For entrepreneurs, this is the perfect time to join: the model is proven, the infrastructure is established, and the growth potential is extraordinary.”
Long-term play
Sustainability in this context isn’t about paper straws and salad boxes, it’s about making sure franchisees stick around for the long haul.
“We focus on sustainable, long-term growth rather than short-term wins. Every initiative we put in place is designed to strengthen our partners’ bottom line- from supply chain efficiencies to marketing strategies, training programmes, and operational support.
“We also provide comprehensive training, digital operations manuals, and 24/7 support to make day-to-day management easier and more effective. On top of that, our loyalty programme and digital tools are designed to drive repeat business, while our flexible store formats give franchisees more routes to capture local demand.
“Put simply, our role is to provide a system which delivers on the investment each franchisee provides into their business but also provides the guard rails for a successful and well rewarding business. Our experience in supporting globally, with multi language, multi-cultural and in some cases multi-brand set ups means we’re the right partner to choose.”
The road to 100
The future ambition is clear – lead the chicken category, woo the entrepreneurs, and plant the Chicken Cottage flag across the map.
“With our strong heritage, proven franchise model, and ambitious expansion pipeline, we are determined to set the benchmark for what a modern fried chicken brand should represent – innovative, scalable, and relentlessly customer-focused.
“Our growth journey is only accelerating. We are expanding rapidly across the UK – from city centres to smaller towns – while building strong momentum internationally in Africa, the Middle East, South Asia, and Europe. By 2027, our goal is to reach 100 outlets worldwide, establishing Chicken Cottage as a truly global player which has stood the test of time.
“At the same time, product innovation remains central to our strategy. From globally inspired flavours to seasonal launches and an expanded dessert range, we are committed to staying ahead of consumer trends while keeping our food relevant, exciting, and flavour led.
“Ultimately, the next five years are about cementing Chicken Cottage as a global QSR brand without ever losing the community-driven spirit that has defined us since 1994. This is the most exciting chapter in our history and we look forward to welcoming franchise partners to grow with us on this journey.”
