Bird Restaurants has laid out an “ambitious expansion plan” involving several new site launches in early 2021 as part of the vision of new managing director Andrew Clover.
The premium fried chicken and waffles chain, which has Canadian origins, has sites across London, including recently-opened Brixton, Westfield, Canary Wharf, Camden and Islington.
It also has kitchen locations in Manchester, Nottingham and Brighton.
The company’s Q1 project schedule should see it land in Cambridge, Leeds, Battersea, Waterloo and Shoreditch, with multiple locations expected later in the year through organic growth.
Mr Clover said: “Bird has all the right ingredients for significant growth and so I feel privileged to take the helm at such a crucial time. My immediate focus has been to get under the skin of the entire brand experience and to revisit operational procedures to set our teams up to win – creating a plug-and-play ready brand if you like.”
Bird has recently expanded its menu to include several vegetarian and vegan options, salads, wraps and plant-based-burgers, in addition to its signature fried chicken dishes.
Although its roll-out plans come amid testing times for hospitality, Mr Glover said it remained convinced that its business model was suited to expansion.
“Running parallel to our organic growth strategy is our vision to massively expand our locations through franchise and commercial partnerships in the UK and overseas, which could see 100-plus sites over the next five years. This is a challenging part of the strategy where I bring a wealth of knowledge and a proven track record for delivering sustainable portfolio growth.”
Bird was acquired from the original founders by its now parent company, Crown Partnership, just over a year ago and it has since ploughed nearly £2m into the brand.
Senior partner Charles Beer said: “Andrew’s track record tells you all you need to know about why we chose him to lead the brand. As a board member for global travel dining giant HMS Host UK he achieved a seven-fold performance increase for his division.
“He brought his retail expertise to Stansted’s new departure terminal advising and developing the strategy to maximise the commercial opportunity whilst enhancing the guest experiences and he was instrumental in developing numerous proprietary concepts for hospitality as well as introducing Leon to the travel community and managing franchises on Starbucks, Burger King and others.”
IMAGE CREDIT: Bird Restaurants