Chozen Holdings Ltd

What Chozen Holdings Ltd does

Chozen Holdings Ltd is a privately held UK operator of an Asian fast-casual restaurant brand trading as 'Chozen,' headquartered in Worcester Park, Surrey. The company runs 20+ physical restaurant locations concentrated in UK motorway service areas (including M1 Watford Gap, M6 Sandbach and Norton Canes, M4 Magor, M27 Rownhams, M56 Cheshire, M6 Toll, Clacket Lane and Stafford South), with a smaller footprint of urban high-street sites (Excel London, Leamington Spa, Southampton Rownhams) and one Dumfries location. Chozen's menu is a deliberately limited set of 8–10 Asian dishes drawing on Thai, Japanese, Malaysian and Chinese traditions, including curries (Chicken Katsu Curry, Red Thai, Thai Green, Chicken Penang, Sweet & Sour), sushi boxes, gyoza, udon, salads and vegetarian options such as Pumpkin Katsu Curry; sauces are produced in-house from directly sourced vegetables, herbs and spices.

The business operates a hybrid model: company-owned locations plus a franchise programme marketed to operators who 'reflect company values and goals.' Pricing is unit-based and 'dependent on location,' with a +£2.00 'Go Large' upsell on main meals; revenue also includes franchise fees/royalties and Deliveroo delivery sales. Go-to-market is direct-to-consumer at the physical point of sale, supported by organic social media (Instagram, Facebook, Twitter, TikTok) and TripAdvisor reviews. The brand originated as a create-your-own stir-fry concept called 'Mongolian Barbeque' before being rebranded as Chozen to focus on simpler, healthier Asian food with fresh ingredients.

Name

Chozen Holdings Ltd

Legal name

Chozen

Website

https://chozen.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Chozen Holdings Ltd operates a 20+ location UK Asian fast-casual restaurant chain, primarily within motorway service areas, serving Thai, Japanese, Malaysian and Chinese-inspired dishes alongside a franchise programme for further expansion.

Ownership category

akta.pro rank

Product category

Asian Casual Dining Restaurants

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Regional/Ethnic Specialty Fast Casual (e.g., Indian, Caribbean, African, Eastern European) (THAFABAM)

akta.pro secondary industry

In-Store Sushi & Asian Prepared Foods (CRAHAKAD)

Keywords

• Asian restaurant chain
• Casual dining restaurants
• Motorway service dining
• Asian cuisine franchise
• Quick service Asian food

Headquarters

HQ city

Dumfries

HQ country

United Kingdom

HQ region

Europe

Offices14 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Restaurant Food Sales: Direct food sales to consumers at physical restaurant locations. Customers order mains, sushi, sides, udon, and salads for dine-in or takeaway.
2. Franchise Fees: Franchise opportunities available for individuals who reflect company values and goals to become Chozen Franchisees.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Chozen Holdings Ltd operates and franchises a UK chain of Asian casual-dining restaurants serving a curated menu of Thai, Japanese, Malaysian, and Chinese-inspired dishes. The company sells mains, sushi boxes, sides, udon noodles, and salads for dine-in or takeaway at motorway service areas and urban locations, while also offering franchise opportunities for expansion. Sauces are made in-house from directly sourced vegetables, herbs, and spices, with the menu deliberately limited to 8-10 dishes at any one time to maintain freshness and quality.

Product overview

Chozen Holdings Ltd operates a UK-wide Asian food restaurant chain offering a curated menu of Thai, Japanese, Malaysian, and Chinese-inspired dishes. The product portfolio includes noodle dishes, gyoza dumplings, sushi boxes, main courses (curries, teriyaki, katsu), and side dishes. The company directly sources vegetables, herbs and spices to make their sauces in-house, maintaining a deliberately limited menu of 8-10 dishes at any time to ensure freshness and quality. They operate company-owned locations and franchise opportunities, with 20+ locations across the UK at motorway services, retail parks, and urban areas.

Differentiator

Problem solved

Functional benefit

Products and services

• Asian Main Dishes

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Yo! Sushi: UK-founded Japanese/QSR chain offering sushi, hot bowls and bento boxes across high-street and travel locations. Comparable on Asian cuisine QSR positioning and motorway/retail-park presence.
• Itsu: UK Asian fast-casual chain specialising in sushi, noodles, gyoza and bao with a strong grab-and-go and delivery proposition. Directly comparable on menu mix, price point and channel strategy.
• Chopstix: UK Asian QSR chain with significant motorway service area and retail park coverage, focusing on noodles, curries and sides at low price points. One of the most direct head-to-head competitors for Chozen at travel-hub sites.
• Wagamama: UK-headquartered Asian fast-casual restaurant chain offering noodles, curries and sushi across high streets, retail parks and travel hubs. Closest scaled competitor to Chozen's pan-Asian, mid-priced positioning.
• Wasabi: London-based sushi and Asian grab-and-go chain with strong high-street, rail-station and supermarket-concession presence. Competes for the same budget-conscious Asian food customer at similar price points.

Broad incumbents

• Pret a Manger: Major UK grab-and-go food chain with strong motorway service area and travel-hub presence. Overlaps with Chozen on location mix and 'fresh, quick' positioning but with a much broader menu and brand scale.
• itsu (Wholesale / grocery sushi): Itsu's grocery-channel sushi and ready-meal range competes with Chozen's grab-and-go sushi boxes at supermarkets and convenience stores, an adjacent channel where Chozen could extend.
• M&S Food (Motorway / Simply Food): M&S Simply Food occupies many UK motorway service areas and competes for the same traveler spend on 'fresh, premium convenience' food, including Asian-inspired ready meals.
• KFC: Global QSR incumbent with extensive UK motorway service area presence. Competes for the same traveler meal occasion at the same sites as Chozen, albeit in a different cuisine category.

Emerging players

• Leon: UK fast-casual chain focused on naturally fast food with Asian-influenced menu items (including curries, rice boxes, sushi-style dishes). Comparable on healthy fast-casual positioning and travel-hub presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ChozenAsian
• Facebookfacebook.com/ChozenAsian
• Instagraminstagram.com/ChozenAsian
• TikToktiktok.com/@chozenasian
• LinkedInlinkedin.com/company/chozen-noodle

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Chozen Holdings Ltd