‘Posh poultry’ — more better-off Brits eating at chicken shops

From gourmet chicken with customised spice levels to a banquet of dipping sauce choices, chicken
shops are proving particularly appealing to the better-off £75k plus household income group who
are far more likely than the average consumer to visit them: 53% versus 38% of the average
population, according to Mintel research.   

In fact, better-off Brits are increasingly feasting at the likes of burger, pizza and fried chicken
outlets as nearly half (46%) of Brits with a £75k plus income ate in a fast food restaurant more than
once in the month to April 2025, up from 36% in April 2023. This compares against a much slower
increase in visits from the general population, which only rose from 29% to 32% over the same
time period.

Nearly 48 million Brits have bought from fast food restaurants in the past 12 months, spending an
average of £9.30 per visit, according to Snoop SpendMapper. 

The fast food industry was worth £38bn in 2024, according to Mintel, and it is expected to grow by
around £10bn over the next 5 years reaching almost £50bn by 2030 with demand for premium fast
food driving the growth of the market.

Paul Davies, Mintel Category Director Consumer Leisure Habits, said:

“The distinction between traditional fast food and more premium dining experiences is blurring. Newer entrants in the fast food chicken sector, such as Wingstop and Slim Chickens, are offering higher quality, gourmet options at a price point of £18- £20 per transaction according to Snoop SpendMapper, that’s comparable to mid-range pubs and restaurants. This appeals to higher earners who are willing to pay more for elevated fast food experiences that offer both quality and convenience. Snoop research shows that Wingstop and Slim Chickens are growing fast, registering a 77% and 34% increase in their number of customers over the past 12 months respectively.

“Even among higher earners, there is an appeal in the ‘affordable treat’ aspect of fast food, especially during periods of economic uncertainty. Premium fast food chicken shops offer a way to indulge without the cost or time commitment of full-service restaurants. Consumers are seeking affordable indulgence, and brands blending quality with convenience are thriving.

“Gourmet fried chicken shops have proved to be immensely popular, leading to a rapid string of new openings in recent months. However, competition is becoming increasingly intense, not just from within the fast food sector, but also from pubs and bars, with many looking to cash-in on the success of dishes like fried chicken wings and buffalo chicken burgers. Chicken shops can remain relevant by launching limited edition menu items throughout the year, and by promoting these dishes via social media to generate FOMO among diners.”