KFC accelerates UK growth as chicken rivals pile in

CFO James Whitehorn said franchisee demand is supporting KFC’s 500-store expansion target.

KFC is increasing the pace of its UK growth plans as competition in the chicken sector intensifies, with CFO James Whitehorn saying new entrants are forcing the brand to move faster on expansion opportunities.

Speaking at the QSR Media UK Redcat Conference & Awards 2026 in London, UK, Whitehorn said the growth of international chicken brands entering the UK market has created a more competitive environment, but one that is pushing KFC to accelerate its plans rather than slow down.

“When we announced this plan, what it really forced us to do is ensure that competition means we do it at a slightly elevated pace,” Whitehorn said.

“If we don’t take some of these opportunities, there is now a very credible second, third and fourth option of people who will,” he added.

KFC has previously outlined plans to add 500 restaurants across the UK, supported largely by its franchise network.

Whitehorn said demand from franchise partners and local communities is driving confidence behind the expansion.

“When our franchise partners are knocking on the door saying, ‘How many more stores can I add over the next couple of years?’ it provides us a great opportunity,” he said.

The push comes as the fried chicken category continues to expand, with Whitehorn estimating the UK market is currently worth around £3b and could reach £6b by 2035.

Whilst acknowledging the rise of competitors, Whitehorn said a growing number of brands entering the category reflects consumer demand.

“If you don’t like competition, you probably shouldn’t be in hospitality,” he said. “Competition makes sure we remain on our toes.”

He added that the arrival of larger international brands represents a shift in the market, but one KFC views positively.

“I would rather be in a sector which people want to be in versus one where people don’t want to be in,” he said.

Alongside expansion, KFC is focusing on menu innovation and new customer occasions, including its Kwench drinks range and limited-time collaborations.

The chain will measure future growth through customer transactions, profitability and store economics, rather than simply increasing its footprint.

“It’s great to have a 500-store unit target, but ultimately if we’re landing stores for the sake of landing stores, franchisees are going to stop building them,” Whitehorn said.