Rivals Challenge KFC as UK’s Chicken Shop Market Expands

The fried chicken market in the UK is experiencing significant growth and transformation. Recent entrants like Popeyes, Dave’s, and Wingstop are emerging as contenders to KFC’s longstanding dominance. This expansion is taking place against a backdrop of changing consumer preferences, particularly among younger demographics.

Market Dynamics of the UK Chicken Shop Sector

As of 2024, KFC continues to lead the UK market with 1,040 locations and an impressive turnover of £280.2 million. The chain’s market share stands at 65%. Plans are underway to open an additional 500 outlets within the next decade, showcasing KFC’s commitment to maintaining its position in the expanding market.

Emergence of New Competitors

New players are challenging KFC’s market share. Notable brands include:

• Popeyes: Expanded to over 110 UK locations since 2021, adding 50 in the last year.
• Wingstop: Grown to 86 locations across the UK and Ireland, targeting 200 by 2026.
• Dave’s: Opened five outlets in the past two years, leveraging social media for brand engagement.

Additionally, American chain Slim Chickens has about 55 locations in the UK, while the Philippines-based Jollibee operates 10 establishments. Raising Cane’s plans to debut a flagship venue in London’s Piccadilly Circus this year, alongside Chick-fil-A opening five new outlets.

Consumer Trends Driving Growth

The UK fried chicken market grew by nearly 12% in 2024, outpacing other fast-food categories. Key contributing factors include:

• Increased consumer demand for protein-rich options.
• Younger generations, particularly Gen Z, showing a preference for fried chicken eateries.
• Late-night snacking trends growing significantly.

Recent data highlights that KFC reported a 44% increase in sales for late-night orders, indicating consumer interest in convenient dining options.

Social Media Influence

Social media plays a vital role in attracting customers, especially younger ones. Brands like Dave’s utilize unpolished content from customers to create authentic engagement, primarily through platforms like TikTok. Celebrity endorsements also enrich the market’s appeal, as seen with Popeyes and popular figures like Jay Z and Beyoncé.

The Future of UK Chicken Shops

Experts predict ongoing growth for chicken shops in the UK, with an expected rate of 8% by 2027. However, to thrive, brands must differentiate themselves through quality, unique offerings, and operational efficiency.

Industry leaders emphasize that brands with strong customer engagement, innovative menus, and effective marketing strategies will sustain growth amid increasing competition.

As the chicken shop revolution unfolds, KFC must adapt to the evolving market landscape. Recent initiatives, including new product launches and enhanced marketing campaigns, reveal an acknowledgment of this necessity.