Domino’s, rivals flock to chicken as competition heats up

Its popularity is driving menu innovation even at non-chicken chains.

Fast-food chains once outside the chicken lane are now moving into it, increasing pressure on quick-service restaurants (QSR) that specialise in poultry, an analyst said.

Domino's Pizza Group Plc recently launched Chick ’N’ Dip, a sub-brand being trialled at 187 outlets across the UK.

“Chicken’s strength lies in its menu versatility,” Seton Leung, head of UK foodservice at research firm Circana, Inc., told QSR Media. “It works as a centre-of-plate option, but also as an entrée, sharing dish, or side.”

“It’s a relatively affordable protein, broadly accepted across cultures and religious groups, and often considered a healthier meat option compared with red meat,” she added.

Leung said chicken’s consistent quality makes it a safe but high-potential bet for brands seeking to capture long-term consumer trends.

Data support the shift. A February report by foodservice insight provider Meaningful Vision showed that chicken shops led growth in restaurant numbers last year, outpacing all other fast-food segments by almost 12%.

London accounted for 21% of new openings, followed by the West Midlands at 11% and the Northwest at 12%. Over the past four years, growth in the segment reached almost 30%.

Circana data also showed that whilst overall QSR servings in the UK slipped 0.3% year on year, chicken servings rose 6%.

Leung said expanding menus with chicken allows brands to reach other consumer groups and dining occasions without alienating their core audience.

“Boneless wings, tenders, and sliders are just a few examples of formats that allow brands to tap into consumer demand for indulgence, sharing, and convenience,” she said in an emailed reply to questions.

The surge in interest comes as US chains enter the UK market. Leung noted that Dave’s Hot Chicken and Raising Cane’s are both expanding in Britain, with plans to eventually branch into continental Europe.

“The UK out-of-home market is still struggling with footfall and consumer confidence, so simply offering chicken isn’t enough,” Leung said. “The winners will be those who innovate beyond the functional, giving consumers a genuine reason to choose them over competitors.”