Is gen Z's love of fried chicken pushing Britain to 'peak pizza'?

Fried Chicken's Frenzy Could Be Pizza's Downfall in Britain

Britain's pizza scene has become a ubiquitous presence on dinner plates, with chains like Domino's and Franco Manca dominating the market. However, industry experts warn that the popularity of pizza may be waning as consumers increasingly turn to fried chicken.

Domino's recently announced the departure of its chief executive, citing concerns about "massive growth" in the UK's pizza market. The company's comments were echoed by Andrew Rennie, a Domino's veteran who told the Financial Times that the group should broaden its menu to compete with the growing demand for fried chicken.

Rennie's assessment is supported by data showing a decline in the number of chain pizza restaurants on Britain's high streets over the past decade. According to restaurant analysts CGA, the number of pizza chains has fallen from 5,000 in 2015 to just 3,750 today.

Meanwhile, apps like Deliveroo and Just Eat have made it easier than ever for consumers to order pizza at home, reducing the effort required for a convenient meal. However, industry experts warn that this convenience comes at a cost, with smaller operators struggling to compete against larger chains.

Despite these challenges, sales of pizza in Britain continue to grow, albeit at a slower pace. Franchisees have been cautious about expansion due to higher costs, but analysts believe the market will continue to expand as larger players invest in digital ordering and fast delivery.

One expert notes that pizza offers good value and fun for consumers, who can easily add toppings like steak to create a unique meal experience. The rise of Asian-inspired chains such as Dishoom and Sticks'n'Sushi is also putting pressure on pizza's market share.

However, industry consultant Peter Backman points out that pizza remains the UK's "cornerstone fast food" option, with usage holding steady at around 45% of consumers from 2023 to 2025. While fried chicken shops have seen a significant rise in popularity among Gen Z consumers, pizza is still the clear winner.

As Britain's love affair with pizza shows no signs of waning, it seems that the rise of fried chicken may be the catalyst for a shift away from this beloved comfort food. Will consumers ultimately choose convenience over crust? Only time will tell.

I'm not surprised to see people flocking to fried chicken - it's just so satisfying and easy to devour on the go! As someone who's always on-the-go, I can attest that a good ol' fashioned bucket of fried chicken hits the spot every time. But at the same time, I love pizza nights with friends or a cozy night in with a slice (or three) . I think what's happening is just an evolution of our food preferences - people are getting busier and crave convenience, but they still want that comfort food fix. Maybe pizza will find a way to adapt and become more convenient too? Wouldn't that be amazing?!

I gotta say, I'm loving the fact that pizza is still the OG favorite in Britain . Don't get me wrong, fried chicken can be lit too, but there's just something about a good pie that hits the spot every time. Plus, you can customize it to your heart's content with all sorts of toppings. I mean, who needs convenience when you can have control over your meal? The fact that pizza is still holding steady at 45% of consumers is a major win for me - give me that crust any day!

I'm so done with pizza chains flooding our high streets! It's like they're suffocating the competition . I mean, have you tried ordering food online lately? it's just a tap away, and suddenly all these smaller chains are struggling to stay afloat. The convenience is all well and good, but at what cost? And don't even get me started on the state of the pizza joints themselves - it's all just so... uniform. Where's the love? The care? The effort that used to go into making each pie? Now it's just a mass-produced, cookie-cutter experience .

And don't even get me started on the value thing. Yes, you can add toppings like steak and make it fancy, but that doesn't mean it's good value for the prices they're charging. I swear, pizza is just becoming another bloated fast food option . Give me a good fried chicken shop any day - at least their portions are decent!

just saw this news and I'm kinda surprised fried chicken is gaining on pizza ... i mean don't get me wrong, who doesn't love a good crispy chicken wing or 2 but pizza has just become soooo comforting you know? i think it's the convenience factor that's killing off those small pizza shops on high street. still love a good pie night tho

I think it's crazy how fast the market is changing! With apps like Deliveroo and Just Eat making it so easy to get pizza delivered at home, you'd think people would be flocking to it even more. But then again, fried chicken has become super popular, especially among Gen Z. It's not hard to see why - who doesn't love a good bucket of crispy, spicy goodness?

But what really gets me is how pizza chains are trying to adapt by broadening their menus and investing in digital ordering. It's like they're saying, "Hey, we know people want convenience, so let's give it to them!" And honestly, I think that's a great strategy. Pizza has always been about good value for your money, and with the rise of Asian-inspired chains, there's definitely room for innovation.

I'm still not sure if fried chicken is going to take down pizza as the go-to comfort food option, but one thing's for sure - it's an interesting time for the industry. And hey, who knows? Maybe we'll see a rise in pizza chains that serve up some amazing fried chicken alternatives?

I think it's kinda weird that people are suddenly obsessed with fried chicken and turning their backs on pizza . I mean, don't get me wrong, pizza is delicious and all, but there's just something about the combo of crispy fried goodness and spicy kick that has everyone hooked right now .

But at the same time, it makes total sense that people would want to mix things up a bit after years of ordering the same old thing from Domino's . And let's be real, apps like Deliveroo have made life so much easier when it comes to ordering food, you don't even need to leave your house!

I'm not sure if I think pizza is going anywhere anytime soon though . I mean, what's the appeal of eating a greasy bucket of fried chicken every night? The thing is, pizza still offers so much more value and flexibility than fried chicken does - you can add toppings, try different flavors, it's just so versatile .

And have you seen those new Asian-inspired pizza places popping up everywhere? That's what I call a good idea! Bring on the fusion of East meets West and let's get this pizza party started .