JOE Brand Book
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The<br />
Hatching<br />
of Joe’s<br />
What inspired Maxwell’s Restaurant Group<br />
to enter the fired chicken market?<br />
Where did the story begin? The inspiration came from spending a great amount<br />
of time travelling in the U.S. where we were well aware of new and emerging<br />
trends with this style of dining. We knew people loved fried chicken and we<br />
also knew that times were a changing! The demand was for honest, fresh and<br />
great quality food, complete with an unforgettable experience.<br />
Joe’s Southern Table and Bar was the first gourmet fried chicken restaurant<br />
to be hatched here in London. Since 2013 there has been a huge surge in fried<br />
chicken restaurant openings and so we strive to remain at the forefront of<br />
the scene with creative, original and great tasting offerings.
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