Sales at Britain’s chicken restaurants top £2.3 billion

According to research from Mintel, the number of affluent British consumers visiting chicken outlets and restaurants has risen from 40% in 2019 to 45% in 2019. Meanwhile, those who have stable household finances are also now more likely to be enjoying the nation’s chicken shops and restaurants. Almost half (47%) of those describing their financial situation as “I get by, but there’s not a lot left by the time the basics are taken care of” visited a chicken shop in 2019, compared to 41% a year earlier. However, the consumers who said, “I'm making ends meet, but only just” are visiting chicken restaurants less—from 45% in 2018 to 42% in 2019.

The growing popularity of chicken shops/outlets among Britain’s more affluent consumers comes at a time when 67% of consumers agree that burger and chicken restaurants are offering more healthy options than a year ago, rising to 72% of affluent Brits. Korean fried chicken is also proving particularly popular, with 71% of consumers saying they’re very/somewhat interested in this dish.

Following KFC’s notable supply chain issue in 2018, the value of the chicken restaurant market is expected to surge by 5% in 2019, with sales of just over £2.3 billion. Meanwhile, burger sales are faring well too. The burger sector is expected to grow by 4% in 2019, bringing sales to more than £5.2 billion. This year Brits are set to devour £7.5 billion worth of burgers and chicken across Britain’s restaurants and outlets.

“An improvement in the animal welfare of chickens is helping to attract a more affluent clientele to chicken restaurants and outlets, with chicken meals typically costing more than other fast-food choices,” said Trish Caddy, senior foodservice analyst at Mintel. “More ‘exotic’ offerings, such as Korean fried chicken, are also broadening the appeal of chicken shops to these wealthier diners. The guilt-free indulgence of healthier, free-range chicken has clearly met affluent consumers’ value expectations, even if better chicken costs more than a burger.”

Press release