The fried chicken market has exploded in the past two years, with heavily backed newcomers such as Popeyes, Dave's and Wingstop appearing on high streets across the country.

For this month's Our Verdict feature (published tomorrow), our team of testers tried the 11 biggest movers in the market to see if any of them could give KFC a run for its money.

But first we're looking at what's behind the trend and asking whether KFC's place as the dominant market force is under threat.

It might sound like a silly question, given the numbers clearly show it remains the UK behemoth, with 1,040 branches, a finger-licking turnover of £280.2m in 2024 and a plan, confirmed to Money, to open 500 more shops in the next decade.

The company says its UK market share is 65% - but in the US, it is now behind Chick-fil-A, Popeyes and Raising Cane's for sales. All three have ambitious UK plans - and they're not alone.

What's behind the explosion?

"Fast-food in the UK is undergoing a significant transformation, with chicken shops leading a rapid expansion in store numbers, a phenomenon that can be seen in high streets across the country," say food industry analysts Meaningful Vision.

"Our data reveals a tale of extraordinary growth, fierce competition."

In 2024, chicken shop growth outpaced all other fast-food segments by nearly 12%, with London accounting for 21% of openings, the West Midlands 11% and the North West 12%.

Industry insiders told Money the growth was driven by younger people, with market analysis showing Gen Zers visit fried chicken restaurants more than twice as often as the UK average.  

Protein, late night snacks and TikTok

A number of other ingredients are in the mix - one of which is consumer demand for protein-rich options.

Last year we reported on Domino's expanding into fried chicken as consumer habits change.

The company announced it was rolling out its Chick 'N' Dip brand to 187 of its 1,400 branches in the UK and Ireland.

"We recognise that people's diets are slightly changing," said chief executive Andrew Rennie. "When you look... globally, chicken is the fastest-growing protein. So [it] seemed pretty obvious to me."

Across the high street, McDonald's is also paying close attention.

Thomas O'Neill, the company's head of menu, said last year: "Chicken is a huge area of focus for us. A lot of our customers are looking for more options, more things to excite them, so we'll be doing a lot more with chicken. 

"We've done a few different versions of the McCrispy and we're also looking at sauce, because when it comes to chicken, sauce is critical."

Meaningful Vision chief executive Maria Vanifatova says chicken being a healthy and affordable option resonates strongly with consumers, especially those struggling with economic pressures.

Other factors seem to be creating new market opportunities.

In its latest trading update, KFC reported 44% sales growth in orders after 11pm.

"Late night snacking continues to be a growth opportunity," the company told Money.

Innovative marketing has helped some of KFC's rivals exploit the public's increased appetite for fried chicken - and their strategies have provided a template for how any new restaurant can create a buzz in 2026.

US import Dave's has opened five UK branches in the past two years. Jim Bitticks, its president, previously admitted social media had been a "fundamental part of our business".

In 2017, co-founder Armen Oganesyan started posting about the fledgling restaurant. He'd tag local foodies with a plea to come have a try. Farley Elliott of Eater LA took the bait and his enthusiastic write-up prompted queues around the block. The business never looked back.

While Bitticks says Instagram was the company's "first love", in recent years TikTok has felt like a natural home - and helped it attract the Gen Zers who are driving its market growth.

The strategy has been to post unpolished content of customers enjoying its food, rather than in-house content.

It didn't just work in LA, as anyone who has visited (and queued to get into) the Shaftesbury Avenue branch in central London can attest.

Other chains have benefited from celebrity endorsements. Popeyes boasts about having catered for Jay Z and Beyonce's wedding in 2008, while London's community-focused Morley's counts Krept and Konan, KSI, Jesse Lingard, Mo the Comedian and Bella Hadid among its fans.

Such endorsements show fried chicken is reaching beyond business, becoming a sub-culture of its own. Just look at the popularity of social media shows such as The Pengest Munch, Chicken Shop Dates and Hot Ones.

The new contenders

Popeyes, a subsidiary of Burger King's owner that is backed by private equity, has grown to more than 110 UK locations since 2021. It added 50 last year alone and told Paste BN that it planned to do the same in 2026 - roughly matching KFC's new-branch rate.

In a different corner of the sector is Wingstop, whose investors include Vanguard and BlackRock. It has grown to 86 locations in the UK and Ireland since 2018 and is targeting 200 within the next five years.

As the name suggests, its menu is centred around wings rather than fried chicken, and its business model is focused on the younger diners we referenced above.

"From collaborations with up-and-coming DJs, partnerships with grassroot sports teams and campaigns with iconic fashion brands, Wingstop UKI differentiates itself from competitors by tapping into youth culture," it told the Money blog.

Then there's...

• American chain Slim Chickens, which has around 55 branches and more coming;
• Philippines-founded Jollibee has around 1,700 shops globally and more than 10 in the UK;
• Dave's has partnered with Azzurri Group (which is behind ASK, Zizzi and Coco di Mama) for a European expansion that includes plans for 57 UK outlets;
• Raising Cane's is set to open a flagship restaurant in London's Piccadilly Circus this year;
• Chick-fil-A is in the process of opening five UK restaurants.

What about the home-grown contenders?

KFC has always had rivals.

While the US newcomers have entered the market in high footfall areas such as town centres and shopping centres, established British players such as Morley's, Sam's, Dixy, Miss Millie's, Favorite and Chicken Cottage have been quietly expanding in neighbourhoods across the country.

Favorite, with a large concentration of its 80 stores in London, was founded in 1986. It attributes the market growth to the fact that "customers are more value-aware than they were a few years ago".

But while the US imports have not been shy about sharing their ambitions, Favorite told Money it didn't share store targets but was aiming for "sustainable growth".

Eighty-branch Chicken Cottage, with shops predominantly in London but also cities such as Manchester, Cambridge and Canterbury, used similar language.

"While we do have ambitions to grow our footprint, our priority is ensuring consistency, quality and long-term success for both our customers and franchise partners," it said.

Morley's is another London-born chain that is spreading around the country, with recent openings in Nottingham, Portsmouth and Woking taking its branch tally to more than 130.

Again, its ambitions seem more modest than 50 new branches a year...

"Morley's has never been about scale, it's about belonging and we are very much grounded in community. When we open new shops, it's because the brand already lives there through word of mouth, memories and shared experiences, or a desire to be a part of the culture that has grown organically through natural love for the brand."

A lot of 'big claims': Is KFC worried?

So to the headline of this feature: does KFC have something to worry about? We put the question directly to them.

It pointed to 9% growth in its UK and Ireland branches in the third quarter of last year.

Rob Swain, general manager from UK and Ireland, said: "There's a lot of attention on fried chicken right now - new brands, new formats and big claims.

"But for KFC the growth in fried chicken isn't a new trend. Over the past 60 years, we've witnessed first-hand Britain falling in love with chicken, and we've been shaping the market every step of the way."

Worried, it seems, might be a stretch - but the company's actions, rather than its words, suggest there's an acceptance it has to adapt.

Its marketing team has unleashed bold advertising, from a zombie film pastiche to the folk horror-style All Hail Gravy.

The imminent launch of a drinks offering called Kwench (designed to appeal to Gen Z, with hand-crafted shakes and iced coffees) and brand-new products such as rice bowls (which market newcomer Jollibee also serves) suggest executives are responding. 

What next?

The UK's increased appetite for fried chicken shows no sign of waning.

According to IGD, group-owned chicken shops will enjoy 8% growth by 2027.

Retail and consumer expert Kate Hardcastle told industry magazine The Grocer that, down the line, survival would depend on restaurants being able to differentiate themselves.

"Over-clustered high streets will correct," she said. "Brands with weak operations or copy-paste menus will feel it first, and the winner will balance pace with discipline - smart leases, tight unit economics and consistent quality.

"You can win on flavour (heat, profiles, sauces, proper brining), format (wings vs tenders vs sandwiches), dietary/halal assurance, speed, late-night access - and on delivery that arrives crisp, not soggy."

Check back tomorrow to see how each of chains fared in our taste test.

The Money blog will return tomorrow morning - and we'll leave you with some potential evening reading.

Each Tuesday, we begin the day by tackling a reader's consumer dispute or financial dilemma - but did you know you can catch up with all of these Money Problem posts on our Money tab?

We've saved or clawed back tens of thousands of pounds for readers over the past year, so if you have a Money Problem you'd like us to look into, email moneyblog@sky.uk with the subject line "Money Problem".

More than 500,000 customers on heat networks are now protected from unfair energy price hikes after changes by Ofgem. 

Heat networks warm multiple buildings using one central heating source. 

This could involve taking excess heat generated from a data centre or factory to connected properties through pipes.

Until today, it was an unregulated industry, meaning customers had limited protections. 

Some heat network customers have seen energy costs rise up to 450% following the increase in gas prices.

The new rules will bring heat network customers in England, Scotland and Wales more closely in line with those living on traditional gas and electricity connections.

Homes and businesses on heat networks will also see clearer, itemised billing and there will be greater support for vulnerable customers, the Department for Energy Security and Net Zero said. 

McDonald's will change its loyalty scheme on Tuesday 17 March - meaning you'll need more points to claim any freebies. 

Currently you have to spend £15 to earn the 1,500 points needed to claim a free item from the lowest tier of goodies, which includes a hash brown, a mini McFlurry, a side salad and a medium drink. 

From 17 March, the points threshold is changing to 2,000 - meaning you'll need to spend £20.

To get a second-tier freebie, like a cheeseburger, a mayo chicken or four chicken nuggets, you currently need 2,500 points, the equivalent of £25 spent. 

This is increasing to 3,500 or an extra £10 that you need to spend to reach this level of items. 

For the third-tier, you need 4,000 points (£40) at the moment, but under the changes you'll need 5,000 (£50). This will get you menu options like a free chicken salad, double cheeseburger, or McChicken sandwich. 

To reach the highest tier of goodies, you need 5,500 points (£55) but this will rise to 6,500 (£65) from March. 

This will unlock menu items like a Big Mac, nine nuggets and a double sausage and egg McMuffin.

The government has announced a support package for pubs after a backlash over rising business rates bills.

Treasury minister Dan Tomlinson announced that from April, every pub in England will get 15% off its new business rates bill.

Bills will then be frozen in real terms for a further two years.

This support is worth £1,650 for the average pub for the next year, says Tomlinson, who adds that around three-quarters of pubs will see their bills fall or remain the same next year.

The package will apply to music venues too, he adds.

Follow all the latest on this breaking story in our Politics Hub...

Airlines paid out £10.9m in compensation to passengers in a year after initially rejecting their claims. 

Data from the Civil Aviation Authority showed the sum was paid between October 2024 and October 2025. 

It was given to passengers whose claims were rejected or unresolved before being escalated to an independent adjudicator. 

Rory Boland, editor of consumer champion Which? Travel, said: "It is concerning, but not entirely surprising, to see that some airlines have attempted to dodge millions of pounds worth of valid compensation claims. 

"This reflects a long-running pattern of airlines shrugging off the legal rights of consumers when the rules are clear.

"While it is positive that independent adjudicators were able to step in and hold the airlines to account, consumers should not have to go to these lengths simply to claim the compensation they are owed." 

Selina Chadha, group director of consumers and markets at the UK Civil Aviation Authority, told Money: "It is important that airlines look after passengers if something happens to their flight and offer them refunds or alternative arrangements, where required.

"We have recently launched a compliance programme to assess how airlines are meeting their legal obligations to passengers when flights are disrupted.  The programme will identify any systemic issues around how airlines comply with the rules to ensure that passengers get the outcomes they are entitled to."

The owner of Revolucion de Cuba and Peach Pubs has announced the closure of 21 venues with the loss of 591 jobs after appointing administrators. 

The Revel Collective said the administrators from FTI made two deals immediately after being appointed, which secured the future of 41 sites and 1,582 jobs. 

But it will also see the closure of 14 Revolution Bars venues, six Revolucion de Cuba sites and one pub under its Peach Pubs division.

The Revolution and Revolucion de Cuba brands and assets have been bought by Neos Hospitality Group, which runs the Barbara's Bier Haus and Bonnie Rogues brands.

The remaining Peach Pubs business has been bought by newly formed group Coral Pub Company.

Chaired by former Pizza Express boss Luke Johnson, the firm first put itself up for sale in October as its cash crisis deepened and sales slumped.

Airbnb looks set to expand its hotel business, with two key appointments showing it's ready to take on rival holiday sites. 

The short-term rental platform has moved its global head of real estate, Jesse Stein, into a newly created role of head of hotels, and it has hired a Booking.com veteran Lou Zameryka as global head of hotel enterprise and connectivity partnerships. 

The company will be attempting to take on the scale and muscle of Booking.com, Expedia and Trip.com.

Announcing his new role on LinkedIn, Stein said: "As we've shared on recent earnings calls, expanding and optimising the hotel experience on Airbnb is a key growth lever." 

He added that he was focused on "forging partnerships with hoteliers" and "understanding and iterating on how hotels show up on Airbnb". 

Experts said that the move would have been unthinkable back when it was the poster child for spare rooms and living like a local. 

Kate Allen, owner of luxury holiday lettings firm Finest Stays, said the move risks diluting the unique selling point of Airbnb.

She added: "The move seriously muddies Airbnb’s brand. But this shift feels inevitable. 

"For independent, local agents like us, this actually strengthens our position. Guests who book with us get better value, clearer pricing and hands-on service." 

Airbnb told Money: "As Brian Chesky said in our Q2 earnings call homes are the heart and soul of Airbnb. 

"Increasing the supply of boutique and independent hotels on our platform will offer guests even more unique places to stay - especially during periods of high demand -and connect hotels with a global community of travellers looking for unique experiences."

Nearly one million five-year mortgages could be up for renewal this year, with many homeowners facing much higher costs, a comparison site has warned. 

In 2021, 971,105 five-year fixed rate mortgages were taken out, according to data from the Financial Conduct Authority analysed by Compare the Market. 

At the time, interest rates were significantly lower, with sub-2% rates widely available.

Since then, mortgage rates have increased, with the average five-year fixed residential mortgage rate standing at 4.86%, according to Moneyfacts. 

Calculations by Compare the Market indicate that more costly rates could potentially push some households' annual mortgage payments up by as much as £2,124, based on average house prices in 2021 and someone buying their home with a 25% deposit. 

Borrowers letting their five-year mortgage roll on to a standard variable rate, which happens when initial mortgage deals end, could see bigger cost jumps.

Borrowers looking for their next deal will need to factor in the overall cost of the mortgage, including fees, as well as the rate.

David Hollingworth, associate director at L&C Mortgages, said: "Homeowners that locked in a super-low rate five years ago have been sheltered from the ups and downs in interest rates in recent years.

"Although a hike in payments is inevitable once the fix ends, the good news is that mortgage rates have improved substantially recently and are much lower than at the peak.

"That will help to limit the increase, but it makes shopping around for the best deal even more vital. Starting the process several months in advance will help borrowers prepare for higher rates and enable a smooth transition to a new deal." 

By James Sillars, business and economics reporter 

There's movement for shares linked to housing this morning.

Companies exposed to the government's proposed cap on ground rents for leaseholders are starting to report what it could mean for their incomes.

M&G, an asset management firm, warned of a £230m one-off hit.

It also said that should the plans go ahead in their current form, annual adjusted operating profits in 2028 would be knocked by an estimated £15m.

Its shares were down by around 1.5% in early trading.

Elsewhere, news of the EU-India trade deal has failed to widely lift stock market values for major exporters.

BMW and Mercedes, for example, were among stocks to record declines in early deals.

The trade deal, which follows a similar agreement between the UK and India last year, will see reduced tariffs on nearly 97% of EU exports and the bloc cut tariffs on 99.5% of Indian goods.

Stock markets across Europe all opened in mildly positive territory.

In London, the FTSE 100 was 0.2% higher at 10,171. Banking shares were leading the way.