The appetite for authentic Southern hospitality is transforming from a niche craving into a major industrial expansion in Britain. Leading the way is Hickory’s Smokehouse, the US-style BBQ chain now aiming to open 10 new restaurants a year across the UK.
Backed by a £25 million investment from pub giant Greene King, the brand is defying hospitality headwinds by tripling its footprint to a projected 100 sites by 2030. This aggressive rollout is fuelled by a low-and-slow cooking philosophy that resonates with a 2026 market seeking high-quality, experience-led dining.
The success of Hickory’s – and its ability to turn former Greene King pubs into thriving smokehouses – stems from a shift toward theatrical value. Managing Director John Welsh attributes the company’s buoyant trade to a relentless focus on the guest experience, even as business taxes and labour costs rise.
By investing £10 million annually into new builds and flagship revamps, such as the £1 million overhaul of its original Chester site, Hickory’s is proving that the American smokehouse model is a robust, scalable blueprint for the future of the British high street.
The Experience Economy
Hickory’s 10-a-year roadmap positions the brand as a primary engine for Greene King’s wider portfolio diversification. By repurposing underperforming assets into high-yield, destination-dining venues, the group is effectively future-proofing its estate against the economic pressures currently squeezing traditional casual dining.
This high-barrier-to-entry model – relying on specialised imported smokers and highly trained pitmasters – creates a unique competitive advantage that is difficult for lower-cost rivals to replicate. As the chain targets a total of 100 locations by the end of the decade, its ability to maintain buoyant sales while creating 100 jobs per new site signals a shift where Southern hospitality is no longer just a themed attraction, but a cornerstone of the UK’s resilient experience economy.
Beyond the Plate
Hickory’s success is indicative of the growing appeal of Americana in Britain. Take the UK’s consumption of country music, for example. In 2025, according to the UK Country Music Association’s State of the Nation report, the genre had grown by 10.9% among UK listeners, with British artists inspired by the greats from Nashville, the rebellious singer-songwriter sounds of Red Dirt, and the mellow acoustic of Bluegrass.
It’s also evident in the success of the neo-western Yellowstone on British TV screens, which has inspired merchandising partnerships with Tesco, Debenhams, and Next. Similarly, the appeal is seen in iGaming. The frontier theme that runs through the likes of Fire Stampede Ultimate and Outlaws Express at slot sites has seen these games become favourites alongside well-established titles like Big Bass Splash.
Elsewhere, immersive speakeasies, like the 1930s-themed Cahoots in the heart of London, authentic cattle drives on Dartmoor, and the Wild West-themed Deadwood Cabins glamping site, reveal how Americana has really caught the UK’s imagination.
Theatrical Value
The UK’s pivot toward Americana doesn’t feel like a passing trend. Rather, it highlights a shift toward high-concept, theatrical value. Whether through the rapid expansion of Hickory’s or the mainstreaming of Western-themed entertainment, British consumers are clearly trading traditional services for more immersive experiences.
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