The Great British Chicken Takeover
The United Kingdom is currently experiencing an unprecedented surge in fried chicken popularity, with numerous international chains announcing major expansion plans across the country. From American favourites to Korean specialists, the market is becoming increasingly crowded as businesses rush to capitalise on Britain's growing appetite for crispy, battered poultry.
International Invasion Hits British Shores
Recent months have seen significant movement in the UK's fried chicken landscape. Korean cult favourite KoKoDoo has revealed plans for a new flagship London restaurant alongside a 'rapid' nationwide growth strategy. Meanwhile, American chain Raising Cane's is preparing to make its British debut in late 2026, joining fellow US brands like Dave's Hot Chicken, KFC, Chick-fil-A, and Slim Chickens in their UK expansion efforts.
The international interest isn't limited to American companies either. Dubai-based BonBird and Canada's MB Chicken are also entering the competitive UK market, recognising the substantial business opportunity presented by British consumers' changing dining habits.
Established fast food giants are adapting to this trend too. Domino's is launching a chicken-focused spin-off brand called Chick 'N' Dip, while McDonald's is significantly expanding its chicken offerings. Thomas O'Neill, head of menu at McDonald's UK, confirmed: 'Chicken is a huge area of focus for us. A lot of our customers are looking for more options, more things to excite them, so we'll be doing a lot more with chicken.'
Why Britain Can't Get Enough Fried Chicken
Recent research commissioned by Middleton Foods provides compelling evidence of this trend, revealing that 87% of UK residents now consume fried chicken at least once monthly. Food industry specialist Vhari Russell, founder of The Food Marketing Experts, explains that economic factors are driving this phenomenon.
'During turbulent times, such as a cost of living crisis, chicken is seen as an affordable, familiar and versatile product,' Russell states. 'It's a lower-risk source of protein when costs are high and customers are cautious. It's also perceived as being slightly healthier than beef or pork, so it appeals across demographics.'
Social media has played a crucial role in transforming fried chicken's image, giving it 'status' as something 'hype-worthy, meme-friendly and craveable'. Celebrity endorsements have further fuelled the trend, with figures like Drake, Usher, Samuel L. Jackson, Travis Kelce, and Beyoncé all being associated with various chicken chains.
Russell adds: 'Right now the big trend is spicy chicken, like Nashville hot, Korean fried and peri-peri, which has gone mainstream after years of building momentum. It's proving popular because it offers consumers comfort with a kick and is fun, shareable, Instagrammable and a little adventurous.'
The Popeyes Success Story
One chain that has particularly thrived in the UK market is Popeyes, which launched its first British restaurant in Westfield Stratford in November 2021. The Louisiana-based specialist in fried chicken sandwiches expects to operate more than 100 UK sites by the end of 2025.
The chain's performance metrics are staggering: in 2024 alone, Popeyes sold the equivalent of one chicken sandwich every three seconds in the UK, generating total sales exceeding £118 million.
Tom Crowley, CEO of Popeyes UK, attributes this success to focusing on quality and consistency: 'If you go back a few years, overall, the market didn't have the innovation or focus which it deserved. The quality of food was variable and so was the customer experience. The customer deserved better and that's why brands like Popeyes have been so successful.'
Despite increasing competition, Crowley remains confident about Popeyes' position in the market: 'Some will do well, and others will struggle if they don't have a great quality product at great value. Overall, we think new competition is a positive for innovation and consumer choice, and we welcome it.'
The Bigger Picture: Why We're Turning to Fast Food
Food futurologist Dr. Morgaine Gaye offers additional insight into the underlying reasons for fried chicken's popularity surge. She identifies two key factors: chicken's low production costs and increasing fast food consumption.
'Chicken is cheap to produce in cramped conditions, you can use antibiotics to manage disease and there's no need for pasture, therefore chickens can be mass farmed in most regions,' Dr. Gaye explains. 'The meat can be flavoured with many sauces, battered, fried, crumbed and crumbled. It's versatile and not fatty, so it ticks a lot of boxes.'
However, Dr. Gaye suggests the more important question isn't about the chicken itself, but why consumers are increasingly opting for fast food. She believes generational disconnection from food preparation is a significant factor.
'There's a generation or two who have lost a connection to the food they eat,' she notes. 'Schools are not educating about food and our focus is often on the way we use our time – which means cooking is something we want to outsource and home delivery is so easily available.'
As the UK's fried chicken market continues to expand and evolve, it's clear that this culinary trend represents more than just changing tastes – it reflects broader economic, social and cultural shifts affecting how Britons eat and live.
