The war for dominance in the fried chicken market in the United Kingdom is intensifying. KFC, one of the most iconic brands in the fast food industry, has made an announcement that could shake up the competition. At a time when chains are fighting to attract more customers, KFC has revealed an expansion plan that is surprising in its scale.
The company has announced a historic investment in the United Kingdom and Ireland. This investment will result in the opening of 500 new restaurants over the next ten years and, in addition, more than 7,000 jobs will be created in the region. This ambitious project aims to face the growing competition, especially from Popeyes, which is also expanding its presence in these markets.
KFC focuses on expansion and modernization of its restaurant chain
KFC already has more than 1,000 locations in the United Kingdom and Ireland and employs about 30,000 people. With this investment, it will not only open new restaurants, but it will also renovate more than 200 of its current establishments. The new locations will be equipped with modern designs and digital technology to improve the customer experience.
Rob Swain, general manager of KFC UK and Ireland, stated that the demand for freshly prepared fried chicken has never been so strong. He also highlighted the company's renewed commitment to these markets.
KFC's plan includes opening flagship restaurants in key areas such as the northwest of England and certain areas of Ireland. These new locations will feature drive-thru service to meet the growing demand. The brand has also launched an initiative that offers up to £20,000 to real estate agents who help find new spaces.
A sector marked by fierce competition
In the United Kingdom, competition in the fried chicken market is intensifying more and more. In addition to Popeyes, other chains such as McDonald’s, Morley’s, and Chicken Cottage are fighting to attract the same consumers. A clear example of this competition is Streatham High Road, in the south of London, where around 30 shops can be found in less than 1.2 mi. (2 km).
The popularity of fried chicken has also grown thanks to social media. Shows like "Chicken Shop Date" by Amelia Dimoldenburg, where celebrities such as Billie Eilish and Ryan Reynolds have dined in local restaurants, have driven this trend. Even the YouTube group Sidemen, with their own chain called Sides, has contributed to the rise of this food.
With this investment and expansion, KFC seeks to keep its leadership in the United Kingdom and Ireland. The brand is betting on a broader and more accessible offering for fried chicken lovers, consolidating its position against international competitors.