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Chicken specialists are driving growth in QSR, with brands like Popeyes and Wingstop powering momentum in the category via brand equity, rapid rollouts, and investor backing.

The latest Operator Data Index report from Lumina Intelligence finds that more established players like Domino’s are responding to challenger entrants with menu diversification and new sub-brands to capture share.

Domino’s entered the chicken market with a new sub-brand, Chick’n’Dip, earlier this year, while Wendy’s pushed into the category with the launch of chicken tenders. Chicken continues to cement its status as one of fastest growing categories in foodservice, driven by demand for versatility, value, and relative health compared to red meat.

Overall, the QSR market is forecast to grow value by 3.8% in 2025 to reach £17.6bn. Outlet growth stands at 1.4%, with established giants optimising estates and agile challengers capturing share through franchising and flexible formats.

Still, US imports are dominating growth; Popeyes plans to open roughly one site per week, including its first airport location in Birmingham. Wingstop is also on track for another record year of expansion, targeting high-footfall, delivery-friendly locations.

These fast-scaling challenger brands are expected to deliver revenue uplifts of c.60% this year. Strong financial backing and global brand equity has enabled swift traction among UK consumers, according to Lumina.

However, older operators continue to maintain competitiveness in different ways. KFC’s tie-up with Greggs shows how co-branding can generate buzz without significant spend on new innovation.

On top of creative collaborations, value-led innovation – like the new £5 menu from German Doner Kebab – is balancing affordability and excitement to sustain frequency in a competitive market.

 

For more information on reports from Lumina Intelligence, please click here.

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