Pizza's Reign Under Threat as Chicken Shops Multiply
The familiar landscape of British high streets is undergoing a significant transformation as pizza restaurants gradually disappear while fried chicken outlets multiply. This shift comes amid changing consumer preferences, particularly among younger generations who are increasingly choosing crispy chicken over traditional pizza.
Domino's Pizza Group confirmed this week that its chief executive Andrew Rennie had stepped down after just two years in the role. His departure follows recent comments suggesting the UK might be approaching "peak pizza" and that the market lacks potential for "massive growth." Rennie, who spent over twenty years with Domino's, told the Financial Times it was "pretty obvious" the company should diversify its menu given the surging demand for fried chicken.
The Numbers Tell a Compelling Story
Market data reveals a clear pattern of decline for pizza chains across the United Kingdom. According to restaurant analysts CGA, the number of chain pizza restaurants has fallen dramatically from 5,000 in 2015 to just 3,750 today. Major players including Pizza Express, Pizza Hut, and Papa Johns have all closed multiple outlets in recent years.
Just last month, Pizza Hut announced the closure of 68 restaurants after the company operating its UK venues entered administration. This contraction marks a stark contrast to the rapid expansion the pizza industry experienced more than a decade ago.
Trish Caddy, associate director of food service research at Mintel, explains: "Pizza remains a cornerstone of UK fast food, with usage holding steady at around 45% of consumers from 2023 to 2025." However, she highlights that this stability masks a significant generational shift. "Among Gen Z, chicken shop usage hits 52%, almost matching pizza outlets at 56%."
Chicken Chains Launch Aggressive Expansion
The momentum behind chicken shops appears unstoppable as major brands commit to substantial investment and rapid growth. KFC is pouring £1.5 billion into the UK and Ireland, creating thousands of jobs while adding more than 50 new outlets this year alone.
Meanwhile, the US-founded Popeyes chain has more than doubled its presence, growing from 32 UK sites in 2023 to over 80 in 2025. These brands successfully tap into contemporary trends for high-protein diets and bold, spicy flavours that particularly appeal to younger consumers.
Reuben Pullan, an analyst at CGA, notes that pizza restaurants face intense pressure because there's "so much more consumer choice – and more brands competing for the same amount of money." The competition extends beyond chicken shops to include popular Asian-inspired chains like Dishoom, Sticks'n'Sushi, Giggling Squid, and Pho, all eating into pizza's market share.
Supermarkets have also upgraded their chilled and frozen pizza ranges, providing convenient alternatives for cost-conscious consumers. Meanwhile, delivery apps including Deliveroo, Just Eat, and Uber Eats have democratised the home-delivery market, enabling countless smaller restaurants to compete directly with established pizza chains.
Pizza Industry Fights Back Amid Challenges
Despite these pressures, industry experts caution against writing off pizza entirely. Douglas Jack, a leisure industry analyst at Peel Hunt, maintains that pizza is far from overdone. He points to continued market growth led by takeaways and the success of more upmarket operators like Franco Manca, Pizza Pilgrims, Yard Sale Pizza, and Rudy's.
Research from industry consultant Peter Backman reveals that sales through pizza restaurants have actually increased from £1.3 billion in 2015 to approximately £2.3 billion in 2024, growing every single year including during the COVID-19 pandemic.
Backman expects further expansion as pizza chains "embrace delivery in ways other sectors haven't" and benefit from comparatively low ingredient costs that support healthy profit margins. "They offer good value and good fun," he notes. "Pizza is so flexible you can stick a steak on top and still call it pizza."
Jack attributes Domino's slower growth this year to specific temporary factors including the warm summer – which typically reduces appetite for ordering in – and the absence of a major men's football tournament that usually drives sofa dining. Franchisees have also been cautious about expansion while battling higher costs from the government's increase in employers' national insurance.
The market has become sharply polarised, with larger, well-resourced players thriving while smaller independents struggle to keep up. However, as Jack concludes: "There is no evidence people are going to give up eating pizza. There is polarisation, not the entire market going down."
