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Business Profile : Ma’Plucker

The Deep South has arrived in London, and with its clean and modern décor, Ma’Plucker is not your typical chicken shop.

Situated on the aptly named Beak Street (we see what you did there Ma’Plucker!) this fun-filled concept is a breath of fresh air and doesn’t take itself too seriously.  In fact, their website sums up this brand perfectly, with humour aplenty, Ma’Plucker is providing a boost to the fast food market. 

Offering an array of menu items, inspired by America’s Southern states, they specialise in 3-way chicken.  They also offer fully customisable gourmet burgers, consisting of a selection of chicken paired with American inspired sauces, from chilli to maple.

We speak to Michelle Moreno, Brand Director of Ma’Plucker.

So how did it all begin?

We created the brand several years ago and a couple years before we found the right site.  We wanted to do a ‘cool chicken shop’ but the market was saturated with burger restaurants.  We thought that there was a space in the market for a chicken concept, at the time there were many.

What experience do you have in the industry, what did you do before Ma’Plucker?

I have worked in restaurants from fast casual to upscale for the last 20 years.  I have luckily been able to work in London, Europe, India and the Middle East and have often worked with American owners, so have a good understanding of different markets

Location is paramount, so what made you choose yours?

Ma’Plucker is a very quirky and fun concept so we felt Soho is the best fit for our concept, well placed for a quick bite at lunch or an after work cocktail and dinner as well as weekend leisurely brunches.

What is your favourite item on the menu and your biggest seller?

Our signature Buttermilk Dipped Chicken and Halloumi Bun with crisp lettuce and deliciously creamy Ma’s slaw. The combination of fried chicken and halloumi is just irresistible.

The menu is designed for guests to build their own 3-way chicken, not only three types of chicken but also three accompaniments. Our biggest seller is the combination of our juicy and crispy buttermilk dipped chicken on a delicious maple waffle with some maple syrup drizzled on top of it.

What is the best customer feedback you have ever received?

This was from a southern American customer, so an expert in our type of food, mentioning that it was absolutely the best fried chicken he ever had. Coming from an American this was very pleasant feedback. He has since then turned into a very loyal customer which is the best feedback we could get.

What new menu items have you introduced recently or are planning to release?

Yes, we are introducing ‘Let’s do afternoon tea’ and the ‘Jack Daniels collaboration’

What is your biggest achievement so far?

We have won the Observer Food Monthly Award in 2016, which we are very proud of.

What difficulties (if any) have you overcome?

The architecture in SoHo’s old buildings!  You have to make modern businesses work in small and old buildings.

What do you see changing in the fast casual/ QSR industry?

It will become more stylish in brand, become wider in offering in niche offers and grow even more.  I don’t think sector will at all slow down, it’ll just get more competitive and the market will demand quality.

What plans do you have in terms of growth and what does the future hold?

We are looking to open a second site in London very soon.  We would love to grow the Ma’Plucker brand, not just in London but in the Middle East also.
Currently we employ one General Managers, two Assistant Managers, three Front of House and five Back of House members. We are looking to expand our team with a second site opening soon!


Tuesday, 1st August, 2017
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