Red’s True Barbecue is launching its fifth restaurant in London as part of a multi-million pound expansion.
The brand, which opened its first outlet in Leeds city centre in 2012, has grown its turnover to more than £10m since its launch.
This year, Red’s has invested upwards of £2.2m in opening restaurants in Nottingham and Shoreditch, with funding support from Santander Corporate & Commercial.
Co-founder Scott Munro said the business is on track to grow to 25 venues in the next four years.
Customers - or “believers” as the company dubs them - have been enthusiastic about Reds’ openings to date, he said.
“It’s all gone in the right direction; we’ve been lucky enough to have some really great believers and they’ve really followed us and supported us,” he said.
The brand now has two sites in Leeds, including its Headingley outlet, and a restaurant in Manchester, in addition to its most recent openings.
It opened its Nottingham store in January this year.
Mr Munro said: “We’re a Northern brand and this was the first opening we had done outside the North.
“But it went great. Nottingham has accepted us as one of their own.”
While Shoreditch and East London has a large number of barbecue-style restaurants with which Red’s must compete, Mr Munro said the brand’s authenticity will win out.
“We focus a huge amount of our time and effort in developing our food and drinks products.
“We have unparalleled investment in that,” he said.
Last month, the brand launched a range of sauces and rubs, which are being stocked in Asda supermarkets nationwide. It also released a cookery book, Let There Be Meat.