The UK’s love affair with pizza may be cooling as fried chicken chains surge in popularity, particularly among younger consumers. Domino’s Pizza Group’s former chief executive Andrew Rennie recently suggested the country is approaching “peak pizza”, noting that there is not “massive growth” left in the market. He pointed to rising demand for fried chicken as a reason for the company to broaden its menu.
Data from restaurant analysts CGA shows the number of chain pizza restaurants has fallen from 5,000 in 2015 to 3,750 today, with Pizza Express, Pizza Hut and Papa Johns closing outlets. Pizza Hut announced the closure of 68 restaurants last month after its UK operator entered administration.
Mintel research indicates pizza usage among consumers has held steady at about 45% from 2023 to 2025, while chicken shop usage has edged up from 37% to 39%. Among Gen Z, chicken shop usage reaches 52%, nearly matching pizza’s 56%. The US chain Popeyes has expanded from 32 UK sites in 2023 to more than 80 in 2025, and KFC is investing £1.5bn while adding over 50 outlets this year.
Analysts say pizza chains also face competition from Asian-inspired restaurants like Dishoom and Sticks’n’Sushi, as well as from supermarkets with upgraded chilled and frozen pizzas. Delivery apps have enabled more restaurants to enter the home-delivery market, intensifying competition.
Despite these pressures, the pizza market has grown from £1.3bn in sales in 2015 to about £2.3bn in 2024, according to industry consultant Peter Backman. He expects continued expansion as chains embrace delivery and capitalise on low ingredient costs. “Pizza is so flexible you can stick a steak on top and still call it pizza,” he said.
