Pepe's Peri Peri

Pepe's Peri Peri is a British fast food restaurant chain specialising in flame-grilled peri-peri chicken. Founded in London in 2004, it has become the largest peri-peri chicken franchise in the UK with over 150 stores nationwide.

History

Pepe's Peri Peri was founded in 2004 in London at a time when peri-peri chicken was virtually unknown in the UK and available in only a handful of establishments. The company launched its first store in London under the name Pepe's Piri Piri, introducing British consumers to the Portuguese-African style of flame-grilled chicken.

The brand quickly gained popularity due to its unique offering of flame-grilled chicken marinated in six different flavour profiles, cooked to order while customers waited. This approach differentiated it from other fast food chains that relied on pre-cooked or fried chicken.

Menu and Offerings

Pepe's specialises in flame-grilled peri-peri chicken marinated in their signature blend of spices and available in six different flavour profiles. The chicken is certified halal and all ingredients are sourced fresh.

The menu includes:

• Chicken dishes - Whole chickens, half chickens, chicken burgers, wraps, and strips
• Side dishes - Chips, rice, coleslaw, and various salads
• Vegetarian options - Plant-based alternatives and vegetarian sides
• Kids' meals - Smaller portions designed for children

The restaurant emphasises the freshness of its ingredients and the authentic Portuguese-African cooking method of flame-grilling over traditional frying.

Expansion

From its humble beginnings with a single London store in 2004, Pepe's has experienced rapid expansion across the United Kingdom. The company has grown to operate over 150 stores nationwide, with some sources indicating the number has reached over 200 locations.

The chain's success in the UK market has led to international expansion, with stores now operating in:

• Pakistan - Multiple locations established
• Ireland - Several stores opened

The company continues to expand within the UK, with recent developments including new locations in Kent and other regions, demonstrating the brand's ongoing growth strategy.

Business Model

Pepe's operates as a franchise-based business model, positioning itself as one of the UK's fastest-growing peri-peri chicken franchises. The company is registered as Pepe's Piri Piri Limited with Companies House in the UK.

The business model focuses on:

• Franchise opportunities - Offering partnerships to entrepreneurs
• Multiple service formats - Delivery, takeaway, and eat-in options
• Digital integration - Mobile app and website ordering with promotional games
• Customer loyalty programmes - Rewards system through digital platforms

The company's app and website ordering portal includes gamification elements where customers can win prizes including holidays, meal bundles, and vouchers with every order placed.

Reception

Pepe's has received generally positive reception from customers and food critics. Customer reviews frequently highlight the quality of flavours and the variety of meal options available.

Notable customer feedback includes:

• Praise for the authentic taste and cooking method
• Positive comparisons to established competitors in the peri-peri market
• Appreciation for the fresh ingredients and flame-grilling technique

The brand has successfully established itself as a credible alternative in the competitive UK peri-peri chicken market, with many customers noting the distinctive taste profile compared to other chains.

Competition

Pepe's operates in the highly competitive UK peri-peri chicken market, primarily competing with established chains such as Nando's. The brand has positioned itself as a direct competitor by:

• Emphasising authenticity - Focus on traditional Portuguese-African cooking methods
• Competitive pricing - Offering value-oriented meal options
• Unique flavour profiles - Six distinct marinades and spice blends
• Franchise accessibility - Lower barrier to entry for potential franchisees

The company's rapid expansion and customer loyalty demonstrate its success in carving out a significant market share in the competitive landscape of UK casual dining and fast food.

Note

Bibliografia

• Pepe's Piri Piri Official Website, About Us and Company History, 2025
• Companies House UK, Pepe's Piri Piri Limited Company Records, 2025
• TripAdvisor UK, Pepe's Restaurant Reviews and Ratings, 2025
• Kent Online, Pepe's Piri Piri expansion news, 2025