"The best beer is the one you want to drink": Hop & Hen, Tallinn

Welcome to Hop & Hen, Tallinn’s go-to spot for crispy fried chicken and craft beer. Formerly known as Mikkeller Viru, this vibrant eatery is run by Vlad Borouhhin, a 29-year-old street food enthusiast with a knack for turning comfort food into a culinary experience.

A rocky road to growth, fueled by passion for good chicken

Vlad’s journey into the food industry is as flavorful as his dishes. Moving to London at 17, he started his first street food venture just before COVID. Initially, he served breakfast wraps, but once he introduced a fried chicken wrap, sales skyrocketed. “We saw that fried chicken was the future,” he says.

His transition from London to Tallinn was a leap of faith. With a deep love for fried chicken and support from his wife, who shares his passion for craft beer, Vlad decided to join forces with his long-time collaborator and friend Tarass - who wanted Vlad back in Tallinn to bring fried chicken to the masses - to open Hop & Hen. The move was a chance to bring his successful London menu to a new audience, though the road wasn’t always smooth.

Running a food business in today’s world isn’t easy. With tourism down in Estonia and inflation on the rise, Vlad has faced plenty of hurdles. "In the current economic climate, people are thinking harder about how they want to spend their money, and we want to show them we are the right place to spend it and find that comfort,” he explains.

Joining Wolt in August 2022 offered a boost. The Wolt Award—which spotlights stores and restaurants particularly loved by the community—win in the Newcomers category was a turning point, tripling their sales and broadening their customer base. "This was a clear tipping point for us," Vlad reflects.

Winging it towards growth with Wolt

The fried chicken industry has seen a surge in popularity, driven by a shift towards fast-casual dining. "People need reliable comfort, and nothing is a better guilty pleasure than fresh, quality fried chicken,” Vlad says.

Inspired by London’s chicken shop culture, Vlad aims to create a similar community vibe in Tallinn. "Fried chicken is very social food—you can share it with family and friends. That’s what we’re all about," he adds.

Delivery plays a huge role in Hop & Hen’s growth, making up about 50% of their sales. Vlad had doubts about delivery services due to past experiences with other platforms. However, Wolt proved to be different.

"The reachability with Wolt is amazing.”

"The Wolt Merchant app helps us track sales and manage inventory efficiently. The campaign tools have an immediate impact on both sales and engagement." Vlad appreciates the personal touch from his account manager, Robert, and values the direct communication and support.

One of Vlad’s favorite stories involves a loyal customer named Joosep, who orders their super spicy wings every Monday, like clockwork. "We recognize his orders through Wolt and always throw in some extras. We even sent him a free feast with his Christmas order," Vlad shares.

Building a brand with room to expand 

Hop & Hen plans to expand within Tallinn and potentially overseas. The brand is evolving to appeal to a younger audience while keeping its core concept intact. Vlad’s advice to fellow entrepreneurs is straightforward:

“Build your community, stay in touch with your customers, and always ask for feedback.” 

For Wolt, Vlad hopes for increased support for small businesses like his. "Let’s ramp up the support for smaller businesses. We’re not in competition with each other; we’re all working together," he says.