The Rise of Fried Chicken: How Britain Became a Nation of Chicken Lovers

Fried chicken has become a booming trend in the UK, driven by youth culture and social media. Chicken shops are growing faster than other fast food outlets, challenging traditional takeaways and prompting businesses to adapt.

The Fried Chicken Craze Sweeping Britain

Sumayyah Zara Sillah's eyes light up as she takes hold of a takeaway box filled to the brim with strips of golden-coated Nashville-style hot tenders, dripping with sauce.

"I try to be healthy," says the 19-year-old nursing student, smiling with her order from Leicester takeaway Ragin' Bird. "But I like it so much."

US-style fried chicken has become a TikTok phenomenon that Sumayyah has been watching unfold for years through glossy online videos filmed in neon-lit American restaurants.

This youth-driven craze is now reshaping the British High Street, with chicken shops opening at a faster rate than all other fast food outlets.

But what does this trend mean for traditional British takeaways?

Sumayyah is wearing a beige-grey long coat and a green hijab or headscarf. She is holding an open white takeaway box filled with seasoned fried chicken inside a fast‑food shop, with menu boards and food photos displayed on the dark-paneled wall behind the counter. — Nursing student Sumayyah Zara Sillah believes "you can never go wrong with fried chicken"

The Appeal of Fried Chicken on Social Media

Till, a 33-year-old digital creator from Bristol, regularly posts food reviews on her TikTok feed covering various cuisines, but fried chicken is her speciality.

"It's the crunch, it's the visuals, it's the sauce, it's the different ways you can have it," Till says. "It's instantly satisfying content."

"How can you escape fried chicken when there's literally a pizza place selling fried chicken? The Italian up the road from me, they sell fried chicken as a side."

@til.eats Till has long brown straight hair and is wearing oversized specs on her face. She is sitting inside a car holding up a fried chicken sandwich close to the camera, showing a crispy chicken fillet, pickles and a toasted bun, with a residential street visible through the car window in the background. — Till's TikTok videos feature her reviewing food outlets in Bristol behind the wheel of her car

Rapid Growth of Chicken Shops in the UK

The number of chicken shops rose 7.2% year‑on‑year, the fastest growth across the fast food sector, compared to 1.7% for other takeaways, according to data from analytics firm Meaningful Vision, which tracks the UK food industry.

Customers tend to be young. In 2025, 52% of Gen Z fast food consumers and 47% of Millennial fast food consumers reported having eaten from a chicken shop in the past year, compared with 39% of all fast food consumers, according to market research firm Mintel.

Maria Vanifatova, chief executive of Meaningful Vision, notes the growing presence of chicken shops in the UK, with a long list of US chains entering the market in recent years, including Raising Cane's, Chick‑fil‑A, Slim's Chicken, Dave's Hot Chicken, Popeyes, and Wingstop.

"Chicken is really booming and we believe that this year this trend will continue," she says.

Economic and Cultural Factors Behind Chicken's Popularity

Part of chicken's appeal is that it is a cheaper protein than other meats, analysts say.

Andrew Crook, a fish and chip owner in Lancashire and president of the National Federation of Fish Fryers (NFFF), has also observed the shift in Britain's takeaway culture.

High fish prices, rising energy costs, and the appeal of multi-flavoured chicken meals are prompting many chippies to diversify.

"There's certainly more profit in chicken than there is in fish that's for sure," he says.

Meanwhile, many fish and chip shops are closing. The number of UK fish and chip shops has dropped from roughly 25,000 in the 1920s and 30s to about 9,000 today, according to the NFFF.

"In fish and chips, certainly, we're worried about losing a generation."

Adapting to Change: Millers Fish & Chips Embraces Chicken

Millers Fish & Chips in Haxby, near York, is one takeaway choosing to evolve.

The takeaway, with six decades of history, started a sister brand, Millers Chicken, two years ago to "future-proof" the business, owner David Miller says.

"It's not a dying trade, but you can get left behind quickly."

His 36-year-old son, Nick Miller, who proposed diversifying into the chicken market, says the move has driven a 10% rise in footfall from younger customers who previously would not have entered the shop.

The success was partly due to keeping up with the latest trends, including offering the Irish Spice Bag—a viral import from Ireland consisting of crispy fried chicken and chips shaken in a paper bag with seasoning.

"It's great for us because it's a hard climate to work within at the moment," says Nick. "It was a bit of a worry when we introduced that into the menu.

"But what we did see is a completely new clientele that are coming to us, which is great because it means we're not missing out on our regular customers, we're attracting new people in as well."

Millers Fish & Chips David and Nick wearing work uniforms sit outside a shop with bright blue doors. One person in front wears a denim apron with branding and a navy cap, along with a white T-shirt, seated casually with hands clasped. The person behind wears a white chef’s jacket. The shop’s glass door shows an ‘Open’ sign and reflections of the interior.” — Millers Fish & Chips father and son duo, David and Nick, are seeing the generational gap in their footfall shrink after introducing fried chicken on their menu

Challenges in a Crowded Market

However, not every business pivoting to fried chicken is guaranteed success. Meaningful Vision's Vanifatova says the market is "very crowded because so many brands are trying to enter."

She warns that the advertising power and buying strength of large chains make it harder for smaller outlets to succeed "because the market is not growing."

Till notes there is always excitement when a new chain opens, "although the initial buzz can fade over time."

Independent Success Stories

One independent competing with the big brands is Wasim Hussain, owner of Ragin' Bird in Leicester.

He started the business in 2019 as a "passion project" while a medical student, experimenting with Nashville-style chicken recipes in his cousin's kitchen, long before the large chains entered the British market.

"It's actually doing me a favour because it's bringing the hype here," he says. "People then look for independent Nashville spots and they find us."

Wasim has short black hair and thick beard. He is wearing a black hoodie and is holding an open takeaway box filled with a fried chicken sandwich and two loaded tacos covered in sauce and shredded toppings. Behind him is a black wall with with vertical panels and colourful food posters. A large menu board labeled ‘Ragin’ Bird’ hangs above. — Wasim Hussain says he started Ragin' Bird in Leicester as a "passion project"

Among the fans is Sumayyah, who is firmly hooked on the takeaway's flavours, variety, and affordability.

"I like this place, it feels like it's more homemade," she says. "I've been to Wingstop in the past and the chicken was wet, it wasn't crispy - same as Popeyes."