Peter Jones and Dragons’ Den judges left shocked at bizarre pitch as they ask: ‘Did you actually just say those words?’
Dragons’ Den viewers have gone wild over an entrepreneur who pitched a five-star hotel for chickens as the ‘queen’ of the BBC show – but came away without any investors.
Katriona Shovlin, 32, set up Hen Weekend Chicken Boarding from her home in Upchurch, Kent, in 2023.
The chicken hotel, which also welcomes ducks but strictly no cocks, offers the ‘underrated’ pets all-you-can-eat food, bedding, and music on repeat throughout the visit – but according to her website the luxury stays cost £19.99 per hour.
In addition to homing chickens when their owners go abroad, the poultry lover also offers a hen keeping course for beginners, costing £19.99.
Looking to scale up the unusual business because she believes that chickens ‘deserve better’, she pitched it to judges Sara Davies, Touker Suleyman, Deborah Meaden, Steven Bartlett, Peter Jones, and guest judge Joe Wicks in the show’s latest episode.
Despite the hotel’s successes, including being full booked until 2026, she failed to convince the judges to invest in the business.
But while the entrepreneurs found Katriona’s idea to be unscalable, she secured a host of fans on social media, with one dubbing her the a ‘queen’.
Katriona explained: ‘Hen weekend is an all-inclusive five-star hotel for hens and ducks.
Katriona Shovlin (pictured), 32, has been dubbed a ‘queen’ by Dragon’s Den viewers after pitching her hotel for chickens
‘You might be thinking, ‘is she clucking mad?’ My luxury five-star hotel includes the luxury ‘hennymoon’ suite, all-inclusive buffet, the bar is open until late, and a bathtub for ducks.
She completed the pitch by adding that her hotel is: ‘A cock free zone where all the ladies can relax’.
Deborah immediately responded saying: ‘Did you actually just say those words Katriona?’
The judges erupted in laughter before Peter Jones asked: ‘I’m definitely going to ask you whether you’re clucking mad?
However, viewers appeared impressed, with one writing on X: ‘Bring back the chicken woman #DragonsDen.’
A third user added: ‘Yes THIS is what I tuned in for!!! A chicken hotel!!! #Dragons’Den’.
Dragon’s Den judge Peter Jones (pictured) burst into laughter after hearing Katriona’s pitch and asked if she’s ‘clucking mad’
‘The chicken puns are flying around my front room right now #Dragons’Den,’ a fourth wrote.
Another added: ‘Love the girl with the chicken hotel. Great and funny pitch #Dragons’Den’.
‘The queen on Dragons’ Den going on with a five-star hotel for hens and chickens. Iconic,’ said another.
However, a seventh was less convinced, writing: ‘Was the chicken lady actually serious? Are the producers that short of potential investments #Dragons’Den.’
‘It was not just about pitching a business, it was about being a voice for hens, showing the world their worth, and sharing why they deserve more from us as a nation of animal lovers,’ Katriona told The Sun.
The unusual ‘five-star hotel’ based in Upchurch, Kent, offers soft bedding for the ‘underrated’ pets
Hen and duck boarding costs £19.99 per hour, according to the Hen Weekend Chicken Boarding website
She added: ‘I hope that my journey inspires others to see hens as more than just chickens, but as the beautiful, individual souls they truly are.’
Elsewhere in the episode, a ‘fitness enthusiast’ who sold his house to fund his business broke down in tears as he revealed his emotional journey.
In an episode aired on Thursday evening, CEO and founder of BodyXcore Joseph Keegan from Liverpool pitched his workout kit to the dragons, including celebrity guest Joe Wicks.
The pitch proved an emotional experience for Joseph, who revealed his mental health struggles and told how he previously considered taking his own life, as well as the breakdown of his family life and the loss of his mother.
While he asked the judges for £70,000 of BodyXcore, which sells wearable gym equipment to improve strength, flexibility, and endurance, in exchange for 10 per cent of the business, they were visibly moved.
His story particularly impacted Wicks, who said: ‘I can’t imagine putting my house up for sale to fulfil my dream; that’s so brave of you’.
He continued: ‘But maybe there’s a world where you don’t have to do that and you can get a couple of the dragons on board,’ causing Joseph to become tearful.
‘I’ve got to give you a little cuddle because I’m getting emotional now,’ Joe said as he stood to embrace the contestant. He added: ‘You’re doing brilliant, it’s emotional, but you’re doing great; have a breather.’
Viewers took to X to share their thoughts on the hotel for chickens – and one dubbed Katriona a ‘queen’
Luckily for Joseph – who admitted his girlfriend also left him amid the business troubles he faced – there were no more tears to be shed because he received multiple offers from judges who all wanted ‘a piece of the pie’.
Explaining his business on the company’s website, Joseph writes: ‘Frustrated and fuelled by the relentless grind of chasing peak performance, I craved a training solution that matched my lifestyle.
‘One restless night, born of frustration and determination, the vision became clear: a sports training solution that could redefine the game.
‘This wasn’t just about equipment – it was about unleashing potential, no matter where life takes you.’
At the time of filming, Joseph had sold 50 of his workout kits, which cost £40 to make, for £175 through word of mouth, meaning there were no paid advertisements.
Given his expertise in the fitness industry, Joe, otherwise known as ‘the nation’s PE teacher’, gave his verdict first, asking whether Joseph would consider cutting the costs and offering the kits at a lower price.
When Joseph agreed that he would, he offered the amount requested for a 25 per cent stake in BodyXcore.
However, he wasn’t the only judge interested, and Peter Jones and Touker Suleyman offered to go into business alongside Wicks as a trio.
‘I want to go on the journey with Joe,’ Peter said, adding, ‘I’d like to match Joe’s offer… on the basis of sharing it.’
Touker added: ‘Each one of us contributes something different…I know what I could bring to the party’.
Meanwhile, Sara Davies also offered to go into business with Joe, offering a second option for Joseph.
After becoming confused by the offers on the table, Joseph and Joe took a minute to chat through their options.
Joseph then revealed his decision to go into business with Joe, Peter, and Touker for a staggering £105 thousand and the backing of a trio with combined areas of expertise.
‘Joe loved my product and he, Touker Suleyman and Peter Jones invested in the business so now I’m ready to play my part in helping people feel better in themselves through the power of fitness,’ Joseph explains on his website.
