The new restaurant, called Chooks, will open on the site of a former ASK restaurant at the end of September and will tap into the growing trend for specialist chicken restaurants, following the likes of Cass Titcombe with Roost, Soho House Group with Chicken Shop and market leader Nando's.
The 80-cover restaurant will open seven days a week and will serve a range of grilled chicken with a choice of marinades available in quarter (£4.95), half (£6.95) or whole (£12.95) sizes.
Buttermilk fried chicken will also make an appearance, as will chicken subs and salads, such as the Greek Wedge which can be eaten-in or taken away.
The licensed restaurant will also serve craft beers, wines and frozen margaritas and break away from serving just chicken by hosting a Rib Night on Friday nights, serving a half or a full rack of ribs with coleslaw and fries.
Insatiable appetite for chicken
Joffe, who followed his parents into the industry with the opening of his first restaurant, MonkeyNuts in Crouch End eight years ago and then Chez Bob in Belsize Park two years ago, said he had wanted to open a chicken restaurant called Chooks since he was in Australia in 2002, but it had never been the 'right time'.
“This is an incredibly exciting time for me," he said. "The consumers’ appetite for chicken seems insatiable and with Chooks we have tried to deliver on great food served in a great environment at great value without any pretention."
Chooks, based on The Broadway in Muswell Hill, has been fitted out by Central Design Studio who has based its style on 'retro Americana' with exposed brickwork, graffiti, neon signs and bench seating featuring throughout.
Joffe told BigHospitality the concept had potential to be expanded into a brand, but as was in its infancy it would be a case of waiting to see if the first branch was a success before rolling it out.