Sumayyah Zara Sillah can't hide her excitement as she grasps a takeaway box overflowing with Nashville-style hot tenders, each piece cloaked in a golden, crispy coating and smothered in sauce. The 19-year-old nursing student, collecting her order from Leicester's Ragin' Bird, laughs as she admits, "I try to be healthy, but I like it so much." For her, and many others, fried chicken is more than just a meal—it's a culinary delight.

The influence of US-style fried chicken has been steadily growing, fueled by its presence on social media platforms like TikTok. Young people, like Sumayyah, have been captivated by the glossy videos showcasing neon-lit American restaurants serving up the crispy treat. This trend is reshaping the British High Street, with chicken shops proliferating at a rate surpassing all other fast food outlets.

Impact on Traditional British Takeaways

While the popularity of fried chicken continues to soar, questions arise about the future of traditional British takeaways. Till, a 33-year-old digital creator from Bristol, regularly shares food reviews on her TikTok feed, with fried chicken being her specialty. "It's the crunch, the visuals, the sauce, the variety," she explains. "It's content that's instantly satisfying."

The presence of fried chicken is unavoidable. Even pizza places are offering it as a side. Data from analytics firm Meaningful Vision shows a 7.2% year-on-year increase in the number of chicken shops, dwarfing the 1.7% growth for other takeaways.

A Youth-Driven Phenomenon

The appeal of fried chicken is particularly strong among younger generations. In 2025, 52% of Gen Z and 47% of Millennial fast food consumers reported visiting chicken shops in the previous year, compared to 39% of all fast food consumers, according to Mintel. This demographic shift is driving the expansion of chicken shops across the UK.

Maria Vanifatova, CEO of Meaningful Vision, notes the influx of US chains in recent years, including Raising Cane's and Chick-fil-A. "Chicken is really booming," she comments, attributing its popularity partly to its affordability compared to other meats.

Challenges for Traditional Shops

Andrew Crook, president of the National Federation of Fish Fryers, observes how the rise of chicken shops is impacting traditional fish and chip businesses. Rising fish prices and energy costs are pushing many to diversify their offerings. "There's certainly more profit in chicken than in fish," he admits.

The number of UK fish and chip shops has plummeted from around 25,000 in the early 20th century to about 9,000 today. "In fish and chips, certainly, we're worried about losing a generation," Crook says.

Adapting to the Trend

In Haxby, near York, Millers Fish & Chips, an establishment with six decades of history, launched Millers Chicken to adapt to changing tastes. Owner David Miller explains, "It's not a dying trade, but you can get left behind quickly." His son, Nick Miller, attributes a 10% rise in footfall to their innovative approach, including offerings like the Irish Spice Bag.

However, not every business can ride the wave of fried chicken popularity. Vanifatova warns the market is crowded, with large chains dominating due to their advertising and purchasing power. Still, Till maintains that fried chicken is here to stay. "I'm always going to eat fried chicken. I've always loved it," she declares.

Opportunities for Independents

Wasim Hussain, owner of Ragin' Bird, sees the influx of large chains as a boon for his business. Starting in 2019 as a "passion project," Hussain feels the hype around fried chicken benefits smaller players like him. "People look for independent Nashville spots and they find us," he says.

For fans like Sumayyah, the appeal of Ragin' Bird lies in its homemade feel and the crispy texture that some larger chains lack. As she puts it, "I've been to Wingstop and Popeyes, and the chicken was wet, it wasn't crispy."

While food trends are often transient, the fried chicken phenomenon shows no signs of fading. For many, it's not just a trend—it's a beloved staple.