China’s largest hot pot restaurant chain has made Birmingham its first site in the UK outside of London.
Haidilao, which runs more than 750 restaurants globally, has secured an 8,000 square foot site at the Bullring shopping centre, close to Brown’s and Wagamama.
The restaurant is set to be its third site in the UK and will open in early 2021.
It will include traditional hot pots at every table, and customers will be able to choose from the brand’s renowned soups, as well as cook their choice of meat, vegetables and noodles in the Chinese tradition.
A spokesperson for Haidilao said: “As the UK’s second city, and one with a large multi-cultural population, Birmingham is the ideal location for the first restaurant outside of London. In our national expansion plans, the Bullring provides us with the high footfall, strong reputation and central position that we seek.”
The company was recently named the fastest growing brand in a list of the world’s top restaurant chains, according to Brand Finance.
Its brand value has increased 136% to US$4.7 billion (£3.5 billion) following an expansion programme that has seen it reach more than 100 million customers annually.
Haidilao was founded in 1994 in China’s Sichuan Province. It also operates stores in Singapore, Thailand, Indonesia, South Korea, Japan, the US, Canada, and Australia.