The surge of US-style fried chicken is transforming Britain’s fast-food industry, driven by social media trends and youth consumption, leading to rapid growth in chicken shops while challenging traditional eateries like fish and chip shops. This shift highlights evolving consumer preferences and economic dynamics in the UK’s culinary landscape.
Influenced by platforms such as TikTok, where creators like Till from Bristol showcase crispy, saucy dishes, the fried chicken craze has captivated younger demographics. Sumayyah Zara Sillah, a 19-year-old nursing student in Leicester, exemplifies this trend, regularly enjoying Nashville-style hot tenders from local takeaway Ragin’ Bird. Data from market research firm Mintel shows that 52% of Gen Z and 47% of millennial fast-food consumers visited chicken shops in the past year, underscoring its appeal.
Analytics firm Meaningful Vision reports that the number of chicken shops in the UK grew by 7.2% year-on-year, the fastest rate in the fast-food sector, compared to 1.7% for other takeaways. This expansion is fueled by the entry of US chains like Raising Cane’s, Chick-fil-A, and Popeyes, alongside longstanding presence of KFC. Maria Vanifatova, CEO of Meaningful Vision, attributes part of chicken’s popularity to its affordability as a protein source.
The rise of fried chicken is pressuring traditional fish and chip shops, many of which are struggling with high fish prices and energy costs. Andrew Crook, president of the National Federation of Fish Fryers, notes that diversification into chicken offers higher profits, as the number of chippies has plummeted from around 25,000 in the early 20th century to about 9,000 today, risking the loss of a generation of customers.
To adapt, establishments like Millers Fish & Chips in Haxby, near York, have launched sister brands such as Millers Chicken. Owner David Miller and his son Nick introduced fried chicken two years ago, driving a 10% increase in footfall from younger patrons. By incorporating viral items like the Irish Spice Bag, they have attracted new clientele without alienating regulars.
However, the market is becoming crowded, with Vanifatova cautioning that the advertising muscle of large chains makes it harder for smaller outfits to succeed. Influencer Till adds that while new openings generate excitement, the buzz can fade over time, emphasizing the need for sustained quality and innovation.
Independent entrepreneurs like Wasim Hussain of Ragin’ Bird in Leicester have found success by offering authentic, homemade-style chicken. Hussain started the business in 2019 as a passion project and believes the hype from major chains has actually benefited him by drawing attention to independent spots. Customers like Sumayyah praise the unique flavors and crispiness compared to corporate alternatives.
As food trends evolve, enthusiasts remain confident that fried chicken is more than a passing fad, reflecting deeper shifts in consumer behavior influenced by social media and globalization. This transformation underscores the dynamic nature of the UK’s food industry, where adaptation and innovation are key to survival in a competitive market.
