The battle for dominance in the UK's fast-food chicken sector is intensifying, with American chain Popeyes announcing a major expansion milestone. The brand is poised to open its 100th restaurant in the country, signalling an aggressive push for market share.
A Landmark Opening at London Bridge
Popeyes will launch its 100th UK site next week at London Bridge station, a strategic move highlighting its focus on high-footfall travel hubs. This new 3,000-square foot outlet, backed by the private equity firm TDR Capital, will bring its total presence in the capital to 27 restaurants.
Tom Crowley, chief executive officer of Popeyes UK, confirmed to the PA news agency that this opening is part of a concerted strategy to target more transport hubs as the company continues its growth trajectory across the nation.
Rapid Expansion Defies 'Peak Chicken' Concerns
Since its UK launch in 2021, the US-founded brand has experienced remarkably swift growth. The company has opened 45 restaurants so far in 2025 and expects to be close to 50 new openings by the end of the year.
Mr Crowley stated that while there is 'no public target' for future restaurant numbers, he is confident the chain can 'keep opening at a similar pace' in 2026. He attributes this success to strong consumer demand for fried chicken and the perceived authenticity of the Popeyes brand.
Addressing suggestions that the UK market could be reaching saturation, Crowley was dismissive. 'I often hear this question as to when we will reach peak chicken,' he said, 'but I think continued rise in demand for customers shows that there is plenty of room to grow.' He pointed to the United States, which has roughly double the number of chicken restaurants per head compared to the UK, as evidence of further potential.
A Crowded Market Heats Up
Popeyes' expansion is part of a wider flurry of activity within the UK's chicken restaurant sector, heavily driven by the arrival of American chains.
Key competitors are also making significant moves:
- Wingstop UK, which was acquired for approximately £400 million late last year, has been rapidly expanding.
- Other US rivals like Dave's Hot Chicken and Chick-fil-A have also entered the competitive UK market.
This influx indicates a fierce battle for the British consumer's appetite for chicken, a protein that continues to grow in popularity. With plenty of opportunities still identified in Greater London and beyond, the chicken restaurant war shows no signs of abating.
