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.
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?! 
. 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 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? 
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. Give me a good fried chicken shop any day - at least their portions are decent! 
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? 
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. I mean, what's the appeal of eating a greasy bucket of fried chicken every night? 
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