The Unstoppable Rise of Fried Chicken
The explosion of fried chicken, driven by giants like KFC, Popeyes, and Wingstop, is shaking up the fast-food industry in France. This craze, primarily fueled by younger generations, is now competing with pizza, reshaping consumption habits.
In Brief
The fried chicken market is booming, with a significant influx of American chains in France. This rise reflects the growing Americanization of French fast food and responds to the increasing demand for bold flavors and nostalgic comfort food. Fried chicken, with its irresistible crunch and comforting appeal, is particularly popular with younger consumers, especially through delivery platforms like Deliveroo and Uber Eats. In just a few years, fried chicken has risen to become one of the most ordered dishes in fast-food chains.
Key Points to Remember
• Fried chicken is now ranked 4th among the most ordered fast-food dishes, surpassing pizza.
• 510 fried chicken restaurants in France in 2023, up from 331 in 2019.
• Deliveroo has tripled its revenue from fried chicken since 2020.
• 47% of American menus include fried chicken.
Analysis and Insights
Business Model Revolution: The fried chicken boom signals a strategic shift. Fast-food chains are no longer confined to traditional setups; they have become comprehensive ecosystems that integrate logistics, dark kitchens, and margin optimization through delivery services. The replicability of this model on a global scale, paired with highly standardized operations, serves as a case study for any player looking to expand large-scale franchises.
Standardization vs. Customization: This trend highlights the tension between global standardization and local adaptation. While chains like Popeyes and Wingstop focus on uniform recipes, local players like MoSugo or Chicken Street innovate with unique offerings (specific breading styles, influences from soul food or Japanese cuisine), meeting the growing demand for differentiation in a saturated market.
Supply Chain Impact: Vertical integration is a key driver of this model. Controlling production costs, coupled with fine-tuned supply chain management (with European suppliers from countries like Poland and the Netherlands), helps optimize profit margins. However, this pursuit of profitability raises concerns about the sustainability of farming practices and the reliance on imports, which could become a long-term vulnerability for industry players.
The Delivery Battle: Platforms like Uber Eats and Deliveroo play a crucial role in this revolution. Fried chicken is particularly suited to delivery due to its resilience during transport. The rise of dark kitchens dedicated to this product and the exponential growth in orders demonstrate that fried chicken is becoming the star product of the delivery economy.
Alice P
