Danish-controlled Norwegian company Picnic Holding said it is planning a rapid Nordic expansion with its Chester Fried Chicken concept during the first half of this year. Picnic Holding, which holds the franchaise rights to Chester Fried Chicken in the Nordic and Baltic countries, said it would start operations in Sweden, Denmark and Finland during this spring.
It opens its first outlet in Norway in February and plans a further 30 during this year. According to its ambitious plans, the group should have some 600 units operating in the Nordic and Baltic countries by 2005. Of these, 200 should be in Sweden, 100 in Norway, Finland and Denmark each, and the remaining in the Baltic countries of Latvia, Lithuania and Estonia.
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The concept is built around setting up small operations within already existing businesses such as petrol startions, delis and kiosks. Chester Fried Chicken already operates in Iceland,where it has 12 units in cooperation with the Icelandic food chain Noatun.
Picnic Holding A/S was set up last year and is controlled by the Thor Investment group, which holds 61% of the shares.
By Jerry Simonsson, just-food.com correspondent
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