Fried Chicken Craze Fuels £2 Billion Growth in UK Market

The rise of fried chicken has solidified its place as a favourite among British consumers, driving an increase in sales that now exceeds £2 billion. In recent years, analysis from Worldpanel revealed that sales in out-of-home venues such as restaurants and takeaways surged by almost £700 million from 2022 to 2025.

This trend traces back to the emergence of American chains that have garnered significant attention. Notable establishments like Popeyes, which entered the British market in 2021, now operates over 100 locations, aided by substantial investments from private equity firms. As the demand for fried chicken continues to expand, new entrants such as Dave’s Hot Chicken and Chick-fil-A are also making strides in the competitive landscape.

Hospitality industry expert Simon Stenning observed that the perception of fried chicken has shifted dramatically. Traditionally viewed as an inexpensive and unhealthy option, recent innovations have elevated its status. New brands have focused on enhancing flavours and improving preparation methods, thereby changing public attitudes towards this once-maligned dish.

KFC retains its position as the market leader with more than 1,000 outlets in Britain, boasting plans to open an additional 500 stores within the next decade. Notably, high-end chefs are also embracing fried chicken, with establishments like Fowl, which offers a singular poultry-based menu. This represents a significant departure from its traditional, low-end roots.

The rise of this culinary phenomenon is not without its challenges. Rapid inflation has affected chicken prices, which rose by 7.6 per cent in 2025, intensifying pressure on chefs and restaurants already grappling with increased operational costs. Despite this, Stewart Down, the founder of London chain Black Bear Burger, noted that fried chicken remains a more profitable venture compared to traditional burgers.

While the overall expenditure on fried chicken is on the rise, data indicates that the number of transactions outside the home has increased only marginally, by merely 0.4 per cent in 2025. This suggests that the observed growth largely stems from price hikes rather than increased volume.

As the fried chicken market continues to evolve, its dominance reflects broader shifts in consumer preferences and economic realities. It is clear that this dish will remain a prominent player in the UK food scene for the foreseeable future.