Ask Onix
Fried chicken craze sweeps British high streets
Nineteen-year-old nursing student Sumayyah Zara Sillah grins as she clutches a takeaway box overflowing with crispy, sauce-drenched Nashville-style hot tenders from Leicester's Ragin' Bird. "I try to eat healthy," she admits, "but I just can't resist this."
Her enthusiasm mirrors a nationwide surge in American-style fried chicken outlets, which are expanding faster than any other fast-food segment in the UK. Data from analytics firm Meaningful Vision reveals a 7.2% year-on-year increase in chicken shops-outpacing the 1.7% growth of other takeaways.
Why young diners are driving the trend
Gen Z and millennials are fueling the boom, with 52% of Gen Z fast-food consumers and 47% of millennials reporting visits to chicken shops in the past year, compared to 39% of all fast-food customers, according to Mintel.
Digital creator Till, 33, who specializes in fried chicken reviews on TikTok, attributes the appeal to the dish's "crunch, visuals, and sauces." She notes how even traditional pizzerias and Italian restaurants now offer fried chicken as a side. "It's inescapable," she says.
"It's instantly satisfying content."
Till, TikTok food reviewer
Big chains vs. local players
US giants like Raising Cane's, Chick-fil-A, and Popeyes have entered the UK market in recent years, joining KFC, which has operated in Britain for six decades. Meaningful Vision CEO Maria Vanifatova predicts the trend will persist, citing chicken's affordability compared to other proteins.
Yet the crowded market poses challenges. Vanifatova warns that smaller businesses struggle against the advertising power of major chains, as the sector's growth slows.
Traditional takeaways adapt or fade
Fish and chip shops, once a British staple, are dwindling-from 25,000 in the 1920s to around 9,000 today. Andrew Crook, president of the National Federation of Fish Fryers, links the decline to soaring fish prices, energy costs, and the allure of multi-flavored chicken meals.
"There's certainly more profit in chicken than fish."
Andrew Crook, NFFF president
Some chippies are pivoting to survive. Millers Fish & Chips in Haxby, near York, launched sister brand Millers Chicken two years ago, boosting footfall by 10% among younger customers. The move was inspired by trends like the Irish Spice Bag-a viral mix of fried chicken and chips tossed in seasoning.
Independents find their niche
Leicester's Ragin' Bird, founded in 2019 by medical student Wasim Hussain, thrives by offering homemade-style Nashville chicken. Hussain sees the influx of chains as an advantage: "They bring the hype, and people then seek out independents like us."
Sumayyah, a loyal customer, praises Ragin' Bird's crispiness and affordability over larger chains. "I've tried Wingstop and Popeyes-their chicken was soggy," she says.
Is the trend here to stay?
While some businesses struggle to compete, enthusiasts like Till remain convinced. "Fried chicken isn't just a trend for me," she says. "I'll always eat it."
