Miss Millie's eyes expansion with Gen Zs in mind

The fried chicken brand has modernised, whilst not forgetting its storied past.

British restaurant chain Miss Millie’s plans to set up as many as 50 restaurants in the next five years as part of its franchise-first growth strategy under its new boss.

“Our goal is to expand at a rate of five to 10 stores annually,” CEO Andy Purnell, who joined the company earlier this year, told QSR Media.

Miss Millie’s, whose history is inextricably linked with Colonel Sanders of KFC, now operates under a franchise model.

The original stores that were operating under the KFC brand were rebranded as Miss Millie's Fried Chicken when Harry Latham, Sanders’ friend and one of the pioneers who brought KFC to the UK, acquired some of the KFC franchises in the West Country in 1988.

The company, named originally after Colonel Sanders’ daughter Mildred, has built a robust support system for franchisees, offering assistance with site selection, planning permissions, store design and fitout, and operational setup and training.

Miss Millie's has long been a favourite in the West Country quick-service restaurant (QSR) scene, Purnell said, and now has a great opportunity to modernise in a market that is being driven by innovation, value for money, and quality products.

"I saw a fundamentally strong business," Purnell said. "The product was great, and as a business, we wanted to build on those strong foundations and become more relevant and distinctive to our target consumer.“

The rebrand that was completed this year has transformed the franchise’s image. The vintage silhouette of Miss Millie is gone, replaced by a bold, contemporary look designed to connect with younger consumers.

"We’ve just made the image feel much younger, much more relevant, and much more inclusive to our younger audience," Purnell said. 

The modernisation of Miss Millie's goes beyond appearances. The brand has also revamped its digital infrastructure and improved its customer convenience with a redesigned app, click-and-collect options, upgraded kiosks, and streamlined delivery services. 

Miss Millie’s menu is also evolving to appeal to people with bold tastes. Its signature "Wings of Fire"—a much bigger, spicier, and freshly prepared in-store chicken wing—shows its commitment to innovative flavours.

With plans to introduce a globally inspired dipping sauces range in early 2025, Miss Millie's also aims to become a hallmark of the dining experience through its flavour experiments.

Despite its forward-looking ambitions, Miss Millie’s hasn’t forgotten its storied past. From the brand's inception to its deep ties with Bristol, its history is also proudly displayed on the revamped website and remains a cornerstone of its identity.

It is now blending nostalgia and innovation, a strategy that could transform the “sleeping giant” into a national powerhouse.

“We’re a heritage brand, but we’re not stuck in the past,” Purnell said. “Our challenge was to develop the brand—to make it much more relevant for Gen Zs and young adults—but at the same time ensure that our loyal customers feel just as valued.”