Meaningful Vision reported that chicken restaurants recorded an 8.9% rise in footfall during the first six months of 2026, despite fast-food restaurants overall seeing visits fall 0.9%.
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Chicken was one of only two fast-food segments to record growth, alongside ethnic cuisine restaurants, which saw footfall rise 4.2%.
‘A cheaper night out’
The insight firm said the trend was being driven by lower spending power among younger consumers, social media buzz and the cultural relevance of US chicken brands such as Wingstop, Popeyes and Dave’s Hot Chicken.
Meaningful Vision chief executive Maria Vanifatova said: “With the difficult jobs market for younger people, budgets are tighter and many have lower spending power.
“At £10 to £15 for a meal, chicken shops are a much cheaper night out and more affordable place to spend time with friends than going to the pub or a casual dining restaurant.”
Pub footfall declines
The firm said pub footfall had continued to decline this year, with visits down 7.4% year-on-year in May and 5.5% in June, before rising 0.2% in July during the men’s football World Cup.
However, isaid it expected the improvement to be short-lived as younger people increasingly shifted social occasions towards eateries and coffee shops.
Fast-food outlets saw footfall after 6pm rise 5.1%, while up to 10% of coffee shop visits now take place in the evening.
Vanifatova added: “There is conflicting data about Gen Z’s drinking habits, but what’s clear is that people are visiting the pub less frequently. The World Cup provided a temporary reprieve, but the overall trend is undoubtedly lower footfall.”
Meaningful Vision said soft drinks were becoming a growth opportunity across hospitality, with fast-food operators increasing soft drink options by 30% since 2020.
Coffee shops now offer an average of 46 cold drink items, compared with 28 in fast food and 16 in casual dining.
Matcha was highlighted as one fast-growing trend, with 16 different options on menus in June and a 25% price premium.
