James Hacon interviewed by Restaurant Business Magazine on US QSR brands launching in the UK

Managing Partner James Hacon speaks to Restaurant Business Magazine in the US about the tidal wave of QSR brands crossing the Atlantic in the article U.S. restaurant brands see the U.K. as the land of opportunity.

Our perspective:

The UK has long been a natural first step for American restaurant brands expanding overseas. A shared language, strong cultural alignment and the scale of the market all play a role, but so too does the UK’s comparatively high acceptance of ultra-processed foods. A 2025 study found that ultra-processed products account for 53% of the UK’s total calorie intake, significantly higher than any other European country.

Layered onto this is a well-established restaurant ecosystem, shaped by centuries of brewery-owned pubs and multi-site operators, which has created deep expertise in running complex, multi-venue businesses. The UK is also home to one of the strongest franchise markets in the world, ranked third globally behind only the US and Canada. Taken together, this makes the UK the most logical and low-risk gateway into Europe for North American brands.

However, rising costs and increased taxation since Brexit and the pandemic have placed sustained pressure on the casual dining sector, historically one of the UK’s strongest performing categories. As value becomes ever more critical, budget-conscious consumers are increasingly gravitating towards quick-service restaurants, a segment where North American brands excel.

This shift is further reinforced by investor behaviour. After a series of high-profile failures in the mid-market, capital is increasingly flowing towards proven, established brands rather than untested concepts. Recent successes from Tim Hortons, Wingstop and Popeyes have helped de-risk the market for newcomers, while a 21% decline in restaurant, bar and pub outlets since 2012 has made prime real estate more accessible than at any point in the last decade. For many US QSR brands, the UK is no longer just an attractive option, it is the obvious one.