The rise of fried chicken in Britain has sparked a debate: is pizza's popularity on the decline? With chains like Pizza Express, Franco Manca, and Domino's dominating the market, it's a question worth exploring.
Domino's Pizza Group's former CEO, Andrew Rennie, made headlines when he suggested the UK might be reaching "peak pizza." Rennie, with over two decades of experience at Domino's, argued that the fast-growing demand for fried chicken indicated a need for menu expansion.
But here's where it gets controversial: the data seems to support Rennie's claim. The number of chain pizza restaurants has dropped significantly, from 5,000 in 2015 to just 3,750 today. Major chains like Pizza Hut and Papa Johns have closed outlets, and Pizza Express has also faced challenges.
Trish Caddy, a market analyst, highlights the stability of pizza's popularity, but notes that chicken shops are gaining ground, especially among Gen Z. The momentum behind chicken shops is driven by aggressive expansion, with brands like Popeyes and KFC investing heavily and opening new outlets.
"These brands cater to trends for high-protein diets and bold flavors, offering globally inspired menus that resonate with younger consumers," Caddy explains.
And this is the part most people miss: the rise of Asian-inspired chains and supermarket upgrades are also impacting pizza's market share. Delivery apps have made it easier than ever to order pizza, but they've also increased competition for restaurants.
However, not everyone agrees that pizza's popularity is waning. Douglas Jack, a leisure industry analyst, argues that the market is still growing, led by upmarket operators like Franco Manca and Pizza Pilgrims. Sales via pizza restaurants have risen significantly, from £1.3bn in 2015 to £2.3bn in 2024.
"Pizza is flexible, fun, and offers good value," says industry consultant Peter Backman. "You can put a steak on top and it's still pizza!"
So, is Britain at "peak pizza"? The data suggests a shift, but with the market expanding and consumers' love for pizza enduring, it seems the debate is far from over. What do you think? Is pizza still a staple in your household, or have you embraced the fried chicken trend? We'd love to hear your thoughts in the comments!
