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In recent years, the British High Street has witnessed a remarkable transformation, with fried chicken shops rapidly outpacing other fast-food outlets in growth. This surge is largely driven by younger consumers inspired by American-style fried chicken trends popularized on social media platforms like TikTok. Sumayyah Zara Sillah, a 19-year-old nursing student from Leicester, exemplifies this enthusiasm. Though she tries to maintain a healthy lifestyle, she admits her fondness for Nashville-style hot chicken from local eateries like Ragin’ Bird. This US-inspired fast-food craze has captured the imaginations of many young people and is reshaping Britain’s takeaway culture.
The appeal of fried chicken in the UK is multi-faceted. Digital content creator Till from Bristol often reviews various cuisines on TikTok but highlights fried chicken as a standout due to its satisfying crunch, tempting appearance, and variety of sauces and styles. She points out how pervasive the trend has become, with even pizza places offering fried chicken as a side dish. Data from Meaningful Vision, a food industry analytics company, reveals that chicken shops have increased by 7.2% year-on-year — the fastest growth rate among all fast-food categories. Market research from Mintel further shows that over half of Generation Z and nearly half of Millennials have eaten from chicken shops within the past year, clearly indicating the trend’s popularity among younger demographics.
The UK market has also seen an influx of American fried chicken chains including Raising Cane’s, Chick-fil-A, Slim’s Chicken, Dave’s Hot Chicken, Popeyes, and Wingstop, alongside long-established brands like KFC. Maria Vanifatova, CEO of Meaningful Vision, explains that chicken’s rise in popularity is expected to continue, partly because it offers a more affordable protein option compared to other meats. Meanwhile, traditional British fish and chip shops are feeling the pressure of this shift. Andrew Crook, president of the National Federation of Fish Fryers and owner of a Lancashire chippy, notes that rising fish prices and energy costs, combined with the versatility of chicken dishes, have encouraged many such shops to diversify their menus or close down altogether.
Taking this diversification approach, Millers Fish & Chips in Haxby near York launched Millers Chicken as a sister brand to attract a younger clientele. Owner David Miller sees this as a necessary step to “future-proof” the business amid changing tastes. His son Nick reports a 10% increase in younger customers thanks in part to trendy items like the Irish Spice Bag—a seasoned mix of crispy chicken and chips popularized from Ireland. Despite this, the growing number of chicken businesses has also created a highly competitive landscape. Vanifatova warns that the dominance of large chains makes it difficult for smaller brands to thrive. Nevertheless, independent operators like Wasim Hussain, founder of Leicester’s Ragin’ Bird, credit the arrival of national chains with increasing public interest in niche, high-quality fried chicken. For customers like Sumayyah, the homemade feel and crispiness of such local outlets represent an appeal that major brands often lack. Fried chicken may have started as a trend, but for many in the UK, it has become a lasting staple
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