The rise of pizza in Britain has been a culinary phenomenon, but is it reaching its peak? With chains like Pizza Express, Franco Manca, and Domino's dominating the market, it's time to explore the factors that might be shaping the future of pizza's popularity.
The Chicken Conundrum: A New Rival?
Gen Z's love for fried chicken has sparked a debate. Andrew Rennie, former CEO of Domino's Pizza Group, suggested that the UK might be approaching "peak pizza" due to the rising demand for fried chicken. Rennie's observations are supported by data showing a decline in pizza restaurant numbers on UK high streets.
Pizza's Popularity: A Steady Decline?
According to restaurant analysts CGA, the number of chain pizza restaurants has dropped from 5,000 in 2015 to 3,750 today. Major chains like Pizza Express, Pizza Hut, and Papa Johns have closed outlets, with Pizza Hut announcing the closure of 68 restaurants recently.
Chicken Shops on the Rise: A New Trend?
Trish Caddy from Mintel highlights the stability of pizza's usage at around 45% of consumers from 2023 to 2025. However, chicken shops have seen a rise, with usage increasing from 37% in 2023 to 39% in 2025. Among Gen Z, chicken shop usage is almost on par with pizza outlets, at 52% and 56% respectively.
The Competition: Beyond Chicken
Reuben Pullan from CGA notes the increased consumer choice and brand competition, putting pressure on pizza restaurants. The rise of Asian-inspired chains like Dishoom and Sticks'n'Sushi has also impacted pizza's market share. Supermarkets have also upgraded their chilled and frozen pizza ranges, adding to the competition.
Delivery Apps: A Double-Edged Sword?
Delivery apps like Deliveroo and Just Eat have made restaurant pizza more accessible, but this convenience factor has created a crowded market. Caddy suggests that while delivery apps keep pizza restaurants relevant, operators must fight for their share.
Is Pizza Overdone? A Controversial Perspective
Douglas Jack, a leisure industry analyst, argues that pizza is far from overdone. He highlights the continued growth of the market, led by takeaways and upmarket operators like Franco Manca and Pizza Pilgrims. Sales via pizza restaurants have risen from £1.3 billion in 2015 to £2.3 billion in 2024, showing consistent growth. Jack attributes the slower growth this year to external factors like a warm summer and the absence of a major football tournament.
The Future of Pizza: A Polarized Market?
The market has become sharply split, with larger chains thriving and smaller independents struggling. Jack emphasizes that people aren't giving up on pizza; instead, there's a polarization in the market.
So, is Britain reaching "peak pizza"? The debate continues, with experts offering contrasting views. What's your take on the future of pizza in the UK? Share your thoughts and let's discuss!
