“What the Cluck?!” – Middleton Foods launches Rooster’s report into the UK OOH fried chicken scene!

To further understand consumer attitudes towards fried chicken consumption from the high street and the tremendous popularity of the UK fried chicken scene, Middleton Foods, the UK’s leading supplier of premium chicken coating systems, is delighted to unveil its ‘What the Cluck’ Rooster’s report.

The research, independently commissioned by Middleton Foods using PureSpectrum, was conducted amongst 2,000 respondents representative of the general UK population aged 18+ years, who purchased fried chicken from independent or high street food outlets within the three months prior to being questioned in February 2025. What the Cluck identifies that 87% of the UK population consume fried chicken at least once a month or more – they love it!

Speaking about the ‘What the Cluck’ Rooster’s report, Ryan Baker, Sales Manager, Middleton Foods, says:

“Our ‘What the Cluck’ Rooster’s report presents an extensive review of the fried chicken phenomenon which has driven the boom in the UK’s out of home chicken shop scene. Chicken shops are trendy – almost half of consumers say they’re buying more fried chicken than they were a year ago – and we’re not only leading the charge in the premium chicken coating revolution, we’re also committed to giving our customers the very best advice and support to help their businesses succeed. So, as well as investing in NPD which doesn’t just meet the standard – it sets it – we’ve invested in bespoke research which allows us to deliver the ultimate factual resource to those in the industry wanting to know what fried chicken means to operators today, and what it’s going to look like tomorrow. We’re delighted to enhance our support of the trade we love so much, by sharing quality insight which will help nurture and assist operators as they raise the standard of the industry. The research also includes fish and chip consumption, capturing consumer buying behaviour of one of the nation’s most loved dishes, too.”

According to What the Cluck, most consumers (82%) buy fried chicken with a spicy hot flavour. Consumers buy a wide-ranging style of fried chicken, with 65% preferring southern fried. Chicken burgers are the most popular fried chicken bought (56%); and nearly all consumers (90%) buy a sauce to dip their fried chicken into. Most consumers (65%) buy fried chicken from fast food outlets.

As well as insights into the purchase of fried chicken, the What the Cluck Rooster’s report also identifies consumer attitudes towards fish and chips – something of a national favourite for many of the UK population! 83% of the UK population buy fish and chips. It’s iconic, it’s popular!

Rooster’s is the brand to help deliver the edgy chicken shop menu we’ve come to know and love. It’s been a staple in the Middleton Foods portfolio since launching over twenty years ago yet is different to the standard Middleton Foods offering – it’s a unique brand in its own right, ideally suited to a contemporary demographic and for the explosive uplift in the market.

To download the Middleton Foods ‘What the Cluck’ Rooster’s report, please visit https://www.roostersbreading.com/insights-and-market-trends.

For further information about Rooster’s, please call Middleton Foods on +44 (0)1902 608122.