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

UK Pizza Chains Feel the Heat as Fried Chicken Mania Takes Centre Stage

The UK's love affair with fried chicken has sparked a warning from Domino's chief executive that the country may be approaching "peak pizza". With chains like Pizza Express and Franco Manca dominating the high street, pizza sales have been steadily increasing, but its popularity is starting to cool.

The sector experienced significant growth during the pandemic years, however, recent data suggests that the market has plateaued. Domino's chief executive stepped down with immediate effect after expressing his concerns about the UK's growing pizza market. He suggested that the group should broaden its menu to stay competitive, highlighting the rapid expansion of fried chicken chains.

The number of chain pizza restaurants on the high street has decreased from 5,000 in 2015 to just over 3,750 today. Pizza Hut announced the closure of 68 restaurants last month after falling into administration. In contrast, fried chicken shops have seen a rise in popularity, with Gen Z consumers flocking to chains like Popeyes and KFC.

The convenience factor is driving sales, as more people opt for takeaways over cooking at home. Apps like Deliveroo, Just Eat, and Uber Eats have made it easier than ever to order pizza and other food without having to leave the comfort of their own homes.

Despite this, leisure industry analyst Douglas Jack believes that pizza is far from overdone. Sales via pizza restaurants have risen significantly, with the market growing every single year since 2015. The growth is attributed to larger chains embracing delivery services and taking advantage of lower ingredient costs, which support healthy margins.

New entrants are also shaking up the market, offering unique menu options that appeal to younger consumers. Pizza Pilgrims and Yard Sale Pizza are just two examples of independent operators that have successfully carved out their niche.

However, the sector is not immune to challenges. Franchisees are holding back on expansion due to increased costs from the government's national insurance hike, which has created a sharply split market. Larger chains are thriving while smaller operators struggle to keep up.

Despite these concerns, Jack believes that pizza will continue to be a staple in British cuisine. "There is no evidence people are going to give up eating pizza," he says. As the fried chicken craze shows no signs of slowing down, it remains to be seen whether UK pizza chains can adapt and stay ahead of the curve.

omg u gotta feel me about this lol the uk pizza scene is def feeling the heat especially w/ that fried chicken mania takin over the place pizza express & franco manca are still killin it but domino's ceo step down was a major red flag i mean, they need to broaden their menu 2 stay competitive fam but i gotta say, pizza pilgrims & yard sale pizza r doin some crazy cool things out there unique menu options 4 gen z consumers = goldmine in all seriousness tho, pizza sales r still growin and it's not like ppl are gonna give up eatin it anytime soon

I think it's kinda funny that people in the UK are freaking out about pizza being overdone . Like, come on guys, you just went through a pandemic where everyone was stuck at home eating takeout like crazy, what did you expect? It's not like pizza is gonna disappear overnight or anything.

I mean, sure, the fried chicken thing is getting pretty popular , but pizza has been around for ages and people still love it. Maybe instead of trying to compete with fried chicken, UK pizza chains should focus on innovating their own menu options? Like, have you seen those new toppings at Pizza Pilgrims? Genius! And don't even get me started on the convenience factor – if I'm ordering takeout, I'm not gonna care what's in it as long as it arrives hot and fast .

Plus, let's be real, people are just getting tired of the same old pizza joints that have been around forever. It's time for some new blood (or should I say, new dough ) to shake things up! So yeah, I think pizza is far from overdone – it's just getting more interesting .

omg i cant believe dominos exec just stepped down because of pizza sales cooling down but like seriously pizza is still fire! its not gonna disappear just cuz fried chicken is getting popular i mean dont get me wrong i love a good fried chicken sandwich as much as the next person but pizza is where it's at for me especially with all these new spots popping up like pizza pilgrims and yard sale pizza they're bringing back that cool factor

and yeah convenience is key in this takeout era apps like deliveroo and uber eats are making it so easy to get pizza delivered right to my doorstep i dont wanna cook at home when i can just chill on the couch with a hot pie slice

this is crazy!! who knew pizza was getting old so fast? i mean, don't get me wrong, i love a good pie as much as the next person, but fried chicken is where it's at right now . popeyes and kfc are killing the game. can't even walk down the street without smelling the goodness of crispy chicken . pizza express and franco manca are getting pushed out by these new kids on the block and it's not even a fair fight . gotta love how people are opting for takeout over cooking at home tho, convenience is key

Ugh, I'm so confused about this... Pizza is still my fave, but like, how can it not be overdone when every other place is serving the same old pies? I mean, I love a good pizza party as much as the next person, but don't we need some change of pace? Gen Z kids are always talking about trying new things and all that jazz... maybe they're onto something with fried chicken?

But, on the other hand, have you seen the prices of those fancy-schmancy pizza places lately? It's like they're charging an arm and a leg for a pie. And don't even get me started on delivery fees... it's like they're stealing our money!

I guess what I'm trying to say is, pizza will always have its place in my heart, but we need some innovation going on. Maybe add some more unique toppings or try out new recipes? Who knows, maybe that's the answer to keeping pizza relevant... or maybe it's just a flash in the pan?

I'm not surprised that fried chicken mania is taking over the UK . People are getting tired of the same old pizza options and are looking for something new and exciting. The convenience factor is huge, apps like Deliveroo make it so easy to get food without leaving our homes . I think pizza chains need to step up their game and offer more unique menu options if they want to stay relevant. Maybe it's time for them to experiment with some spicy Korean-style pizza or something . On the other hand, I'm not convinced that fried chicken is here to replace pizza just yet... there's still a place for a good old-fashioned margherita .

I gotta say, I'm loving that crispy fried chicken vibe in the UK right now It's like they're saying, "Pizza is so last season, bring on the finger lickin' goodness!" But you know what? Pizza has always been a comfort food for me, and I don't see that changing anytime soon. Those new entrants are doing a great job of shaking things up with unique menu options, and I'm all for trying out some pizza Pilgrims or Yard Sale Pizzas .

I think the real challenge is how UK pizza chains can adapt to this changing landscape without sacrificing quality (or their bottom line). With the government's national insurance hike, it's not just about the menu, but also about the bottom line . I'm curious to see what Domino's new CEO will bring to the table, and whether they'll be able to convince me to try some fried chicken . One thing's for sure, though - I love a good pizza (or two, or three...) and I'll always have a soft spot for it

omg i'm so surprised to hear that uk pizza chains are struggling! i mean, pizza is literally my fave food but i guess fried chicken mania has got everyone talking now . i think it's cool how new entrants like pizza pilgrims and yard sale pizza are shaking things up with unique menu options . plus, apps like deliveroo and uber eats have made it super easy to get pizza delivered in no time . i'm not sure if uk pizza chains will be able to adapt to the changing market tho... maybe they should try offering more fried chicken options? just kidding, sort of! anyway, i'm still a total pizza lover at heart .

I feel like pizza lovers are getting a bit too comfy with their favorite dish . I mean, don't get me wrong, it's awesome that we have so many amazing pizzerias in the UK! But seriously, with fried chicken being all the rage these days, it feels like pizza is, like, peak... thing?

I think what's happening here is that people are just getting a bit too familiar with pizza and aren't innovating or trying new things. Like, have you seen those new menu options from Pizza Pilgrims? That's some next-level stuff! But maybe the bigger chains need to step up their game and try new recipes or collaborations.

It's like, we all know a good ol' fashioned margherita pizza is amazing, but let's not forget about the other delicious options out there. And with apps making it so easy to order in, I think people are just getting lazy and defaulting to what they know rather than trying something new .

Anyway, I'm a bit worried that if UK pizza chains don't adapt, they might get left behind by the fried chicken crew . But hey, as Douglas Jack said, there's no evidence people are giving up on pizza just yet . Fingers crossed for our beloved pizza!

I think some people might be overselling this whole fried chicken thing . I mean, have you tried their chicken? It's not that different from what we've had for years . And let's be real, who doesn't love a good pizza night in with friends and family? The thought of giving up pizza for fried chicken just isn't happening . Plus, I think the UK has been through enough menu fatigue already, we don't need any more fried chicken joints popping up everywhere . Give me a good old-fashioned pizza anytime!