CHALLENGE Hickory's had built a loyal following and a strong reputation for authentic Southern-style barbecue, but the brand needed a clearer proposition and more distinctive identity to support its next phase of growth. The ambition was to strengthen what made Hickory's special while creating a platform capable of scaling beyond its early success.
POWER OF HOSPITALITY THINKING™ Authenticity is created through experiences, not claims. Drawing inspiration from the hospitality, theatre and food culture of America's Southern States, we helped refine the brand proposition and bring it to life through immersive environments, storytelling and guest touchpoints. Every element was designed to deepen emotional connection while celebrating the warmth, generosity and character that sit at the heart of the Hickory's experience.
OUTCOME The strengthened proposition, guest experience and scalable design approach helped support Hickory's transformation from a small regional operator into one of the UK's leading smokehouse brands. The business expanded from three sites to a national estate, achieving strong like-for-like growth before being acquired by Greene King in 2022, where it continues to expand today.
3 to 35+ sites
From just three sites, Hickory's grew into a national estate with revenue of c.£55m and like-for-like sales up 39%, leading to acquisition by Greene King in 2022.