Swindon is set to welcome a new flavour to its culinary scene, as Hickory’s Smokehouse gears up to take over The Brookhouse Farm in West Swindon.
This exciting new addition, which specialises in bringing the authentic flavours of America’s Deep South to the UK, is set to open by mid-2025 and will be the first Hickory’s in Wiltshire.
Hickory’s Smokehouse has earned a reputation for delivering a true American BBQ experience, inspired by a road trip across the southern states of the USA. Since the opening of its first branch in Nuthall in 2021, the restaurant has quickly gained a devoted following, with diners describing the experience as “awesome, epic, and friendly.” Currently, the closest Hickory’s to Swindon is in Gloucester, but soon Swindonians won’t have to travel far to enjoy the same indulgent experience.
The Greene King-owned Brookhouse Farm will undergo a full transformation as Hickory’s gives it their signature makeover. The new restaurant promises to transport guests to the rustic charm of a traditional US diner, bringing hearty Southern comfort food to local diners.
The Hickory’s menu is packed with indulgent favourites, from brunch offerings like Cajun fried chicken, peanut butter and jelly served with a deep-fried doughnut, and a French toast bacon stack, to all-American staples such as pancakes, steak and eggs, and corn dogs. Fans of authentic BBQ can look forward to Memphis-style baby back ribs, slow-smoked brisket, and jalapeño-infused sausages. Not to mention their famous ‘frickles’ (deep-fried pickles), burgers, gumbo, and chicken-fried waffle. And for those with a sweet tooth, desserts like frozen custard, toffee fudge, and table-toasted campfire marshmallows will be on offer.
With its signature ‘low ‘n’ slow’ smoking process, using smokers imported directly from Missouri, Hickory’s is set to bring the flavours of the Deep South to life in Swindon. The restaurant also prides itself on delivering unique dining experiences, from chef’s bars to wraparound verandas, with family-friendly features such as children’s cinema rooms.
Hickory’s has been steadily growing its presence across the UK since it was founded in 2010 by Neil McDonnell. With 23 restaurants across the North West, Nottinghamshire, Yorkshire, and the Midlands, Swindon will be the latest town to welcome this beloved BBQ smokehouse. Greene King, which acquired Hickory’s in 2022, is investing heavily in the brand to help it expand nationally. According to Nick Mackenzie, CEO of Greene King, “Hickory’s is an outstanding business which has established itself as one of the UK’s leading BBQ smokehouse restaurant operators.”
For the team at The Brookhouse Farm, exciting changes are ahead. The pub will close in early February 2025, with plans to reopen as Hickory’s Swindon in late spring. A formal consultation process has begun, and the current staff may have the opportunity to transfer under TUPE legislation or explore other opportunities within Greene King’s nearby establishments. Hickory’s has also announced the creation of 100 new jobs at the Swindon site, with recruitment for chefs, servers, bartenders, and managers already underway.
A spokesperson for Hickory’s commented, “We are delighted to be coming to Swindon. We’ve had our eye on the area for a while, and now felt like the right time to bring our BBQ smokehouse further South. Our other restaurants have been embraced wholeheartedly by the local community, so coming to Swindon is genuinely exciting for us all. Our ambition is to create something truly special, and we are looking forward to becoming part of the community.”
