BBQ smokehouse brand Hickory’s has announced ambitious plans to open ten new sites annually, despite ongoing challenges within the UK’s hospitality sector. The popular chain, which was acquired by pub giant Greene King in 2022, believes there is “substantial opportunity” for growth and is pressing ahead with expansion plans that will see its footprint triple by the end of the decade.
The bold strategy comes amid rising business taxes, mounting labour costs, and general economic uncertainty—all factors that have made trading conditions increasingly difficult for hospitality operators across the country. Yet, Hickory’s remains undeterred, buoyed by strong trading results and continued support from its parent company.
The brand confirmed it opened six new restaurants in 2024, bringing its total number of sites to 26. This expansion forms part of a £25 million investment made by Greene King, which owns more than 2,600 venues across the UK. Going forward, both companies plan to invest £10 million a year into the brand’s development, with the goal of adding ten restaurants annually until at least 2027.
Part of the growth strategy includes transforming a number of existing Greene King pubs into Hickory’s restaurants, as customer preferences evolve and demand increases for the smokehouse’s distinct offering.
John Welsh, Managing Director of Hickory’s, acknowledged the difficult operating environment but said the business remains confident in its appeal and long-term prospects.
“I don’t think we’ve had a single year where there hasn’t been significant challenges to overcome—and at the moment, it is no different,” Welsh said. “We’ve still been seeing a strong performance because we keep our focus on delivering a great experience for customers. With the investment, we’ve been able to focus on our proposition and introduce more customers to it.”
As part of the 2024 investment, £1 million will be spent on refurbishing Hickory’s original site in Chester, where the business first launched in 2010. Additional investment will be allocated to upgrading existing locations and improving guest experiences across the estate.
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Greene King’s Chief Executive, Nick Mackenzie, also expressed enthusiasm for the brand’s direction, highlighting the strategic value it brings to the pub company’s wider portfolio.
“We knew Hickory’s was a brilliant brand with a unique proposition when we made our initial investment,” Mackenzie said. “It has been great to see the expansion of the brand really resonate with guests.
“At a time when the sector is facing significant pressures and layering of costs, Hickory’s growth provides a blueprint for our investment strategy to drive the brand’s expansion, unlock value and delight Hickory’s guests.
“We’re looking forward to working with John and the team to build on this success and continue to grow the Hickory’s estate into a truly national brand to share its smokehouse experience with more of our guests across the UK.”
The continued growth of Hickory’s offers a rare bright spot in an otherwise strained sector, as hospitality firms battle inflation, staff shortages, and consumer belt-tightening. With the backing of Greene King and a clear expansion plan, Hickory’s appears well-positioned to weather the storm and bring its signature Southern-style barbecue to more diners across Britain.
