Popeyes reaches 100 UK restaurants as competition intensifies in fast-food chicken sector

Popeyes has reached its 100th UK restaurant just four years after entering the market, underscoring the rapid growth of American fried chicken brands across Britain and heightening competition for operators in hospitality and the fish and chip sector.

The chain, founded in New Orleans in 1972, is preparing to open its 100th site at London Bridge station on 25 November . The 3,000-square-foot restaurant spans two floors and becomes its 27th location in the capital . The opening continues a strategy focused on travel hubs, following launches this year at Birmingham Airport and Birmingham New Street station as part of a partnership with SSP Group.

A rapid rise in a crowded market

Popeyes entered the UK in November 2021 with a debut restaurant in Stratford, now believed to be the chain’s busiest site worldwide . Since then, expansion has outpaced early expectations: 45 restaurants have opened this year alone, with the total expected to reach nearly 50 in 2025 . Chief executive Tom Crowley said the business can “keep opening at a similar pace” as long as demand continues to rise, adding that there remain “plenty of opportunities” across the UK beyond London.

The company has sold more than 3.1 million Chicken Sandwiches in the UK so far this year, reflecting sustained consumer appetite for chicken as a high-protein option . Crowley has described the brand’s progress as “a remarkable achievement”, crediting the appeal of its “authentic fried chicken” cooked fresh and breaded by hand.

Competition from US brands continues to increase

Popeyes’ rise comes amid an influx of North American chicken concepts entering the UK market. Rival operator Wingstop UK has expanded rapidly following its acquisition for around £400 million late last year, while Dave’s Hot Chicken and Chick-fil-A have also recently arrived. Raising Cane’s is due to open its first UK restaurant in 2026.

The pace of development has prompted questions about whether the UK is reaching “peak chicken”, but Crowley argues the market is far from saturated. He notes that the United States has roughly double the number of chicken restaurants per capita, suggesting room for further growth in Britain.

Impact

The sector’s acceleration signals both opportunity and pressure for UK operators. Travel-hub expansion places major brands directly in front of high-footfall commuter flows, while the wider growth of chicken-focused quick service restaurants intensifies competition for value-driven, convenience-oriented consumers.

A rising tide of premiumised, American-style chicken brands increases the need for differentiation whether through provenance, menu quality or service experience. At the same time, the continued shift toward protein-led meals illustrates evolving consumer preferences that are reshaping the broader quick-service landscape.

As Popeyes aims to open more restaurants “up and down the UK” in 2026 , hospitality operators across the sector will be watching closely to gauge how far the market can grow and where customer loyalty settles.