Mitchells & Butlers (M&B) is planning to roll out its new Chicken Society brand in pubs across London, following its launch last month in Finchely Central.
Chicken Society, which serves spit-roasted meat, including a whole duck, is to be positioned within pubs, and aimed to appeal to Millennials.
In the new brand expansion, the pub giant will be making use of unloved function rooms and basements in its existing establishments.
M&B has identified as many as 20 pubs across its estate, or up to 60,000sq ft, which could be used to house its new offering. It is currently considering sites in Camden, the City, Notting Hill and Chiswick.
The meat used at Chicken Society is Red Tractor certified, which is marinaded for 24 hours. Beverages on offer include beer, cider, cocktails, wine, shakes and more.