The Great British Fried Chicken Showdown: Can Anyone Beat KFC?

A Booming Market with Endless Choices

If you’re a fried chicken enthusiast in the UK, you’re living in what could be called the golden age of crispy, juicy poultry. The British high street has transformed dramatically over recent years, with an explosion of fried chicken chains competing for your attention and your appetite. International heavyweights like Dave’s, Slim Chickens, Wingstop, Jollibee, and Popeyes have crossed the Atlantic or Pacific to challenge the long-reigning champion, KFC. Meanwhile, homegrown chains have been quietly multiplying across neighborhoods throughout the country – names like Dixy, Morley’s, Miss Millie’s, Sam’s Chicken, Favorite, and Chicken Cottage have become familiar sights on local high streets. With all these options vying for customers, the natural question arises: can any of these newcomers or established locals actually rival KFC’s dominance as Britain’s favorite fried chicken destination? To find out, a team of dedicated testers embarked on a four-month journey, making multiple visits to the country’s 11 biggest fried chicken chains by number of branches, plus the social media sensation Dave’s, to determine once and for all which chain deserves the crown.

The Top Three: American Imports Challenge the King

In a surprising twist that might ruffle some British feathers, two American chains managed to outperform the Colonel himself, relegating KFC to a still-respectable third place. Taking the top spot with an impressive score of 8.5 out of 10 was Wingstop, which, despite being technically focused on wings rather than traditional fried chicken pieces, has carved out a significant space in the market with its 86 UK branches. Testers unanimously praised Wingstop’s exceptional textures and flavorful sauces, with the chicken available in either uncoated wings or tenders, accompanied by one of 10 sauces ranked from mild to scorching hot on the menu. The skin-on fries, seasoned with a delightful sweet-spice house blend, were a particular highlight, as was the wing burger with its chunky pickle, tasty slaw, and quality brioche bun. The service across three different branch visits was described as faultless. The main drawbacks? It’s among the priciest options tested, with wings starting at £8.95 for eight pieces or three tenders for £5.95, and there’s no option to buy just one or two pieces of chicken for a quick snack.

Coming in second with a score of 8 was Dave’s, the recent American import that’s become famous on social media for its “reaper” spice option that’s so intense it requires customers to sign a waiver. But Dave’s proved it’s far more than just a viral gimmick. With only five UK branches, it’s the smallest chain tested, but it stood out for offering something genuinely different from the KFC formula that most competitors try to replicate. While the majority of fried chicken chains rely on the herby coating popularized by the Colonel, Dave’s takes a bolder approach dominated by paprika, cayenne, onion, and garlic – creating an entirely different flavor profile that won’t suit everyone but impressed the testing team. The chicken, which appears to be exclusively breast meat, remained consistently juicy and is served on a slice of white bread that soaks up the sweet-spicy coating beautifully. The crinkle-cut chips with mild spicing were among the testers’ favorites across all chains. What really set Dave’s apart was the atmosphere – comfortable seating and made-to-order food created the feeling of dining out rather than grabbing fast food, though the wooden cutlery somewhat broke that illusion. The downsides include long queues, significant wait times, and pricing that starts at £3.99 for a single piece of chicken, making it unsuitable for a quick bite. Meals also don’t include drinks, adding to the overall cost.

KFC itself secured third place with a score of 7.5, and with 1,040 branches across the UK, it remains the undisputed heavyweight in terms of presence and accessibility. The testers felt that the Colonel’s original recipe genuinely stood up against all rivals, with its blend of herbs and spices proving difficult for competitors to match. One significant advantage KFC has over many neighborhood chains is consistency – while smaller operations sometimes serve chicken that’s been sitting around during quiet periods, KFC’s high customer turnover means you’re more likely to get fresh food. The item that never disappointed was the hot wings, which the testers felt no rival chain could match for the perfect combination of crispiness, juiciness, and spicing. With wings and chicken pieces available for less than £2, KFC also offers better value than many competitors. The main criticism was directed at the fries, which testers consistently found dry and underwhelming compared to what some rivals were offering.

The Mid-Range Contenders: Quality at a Premium

Slim Chickens landed in fourth place with a score of 7.25, operating 55 branches across the UK. The experience of eating at Slim Chickens was compared to Five Guys – the chicken equivalent in terms of slightly more upmarket branches and pricing to match, with three tenders starting at £4.95 (even higher in some London locations). What testers loved was the exceptional crispiness of the chicken, though the flavor leaned heavily toward the herbier side of the spectrum, with some team members feeling it needed one of the 15 available sauces to really shine. When cheese was ordered, it came properly grated and with a good cheddar flavor rather than the processed slices some chains use. The skin-on chips impressed with their sweet-salty seasoning shake. The hot wings were described as tough, plump, and juicy, though the spice level proved too intense for some testers. Added touches like kitchen towel on tables and refillable drinks enhanced the experience, though ultimately the flavor lacked the punch needed to compete with the top three, especially given the premium pricing.

Morley’s, with more than 130 branches, scored 6 out of 10 and occupied fifth place. This chain proved to be something of a wildcard, with the testing experience varying significantly depending on which branch was visited. Some locations were fresh and well-maintained, while others clearly needed refurbishment. The food quality was similarly inconsistent, though when Morley’s got it right, the flavor and crispiness came closest to matching KFC among all the neighborhood chains tested. The chicken pieces and wings were strong performers when fresh, with a similar herb-salt combination to the industry leader. A surprising hit was the little chicken bites served with BBQ, sweet chilli, or buffalo sauce. The consistent disappointment across all visits was the burger, which despite being served in a promising shiny brioche bun, turned out to be the driest burger tested, even when loaded with mayonnaise. On the positive side, Morley’s offered competitive pricing with a single piece of chicken available for £2, and some branches featured an impressively huge drink selection.

The Disappointing Middle Ground

Jollibee, the Filipino chain with 12-13 UK branches, earned a score of 5.75 and divided opinion among testers. The ordering experience at the kiosk involved answering endless questions, wait times could be lengthy, and the menu felt confused, offering not just fried chicken but also spaghetti and rice meals that seemed out of place. However, the fried chicken itself was undeniably very tasty, with a drier, more aromatic coating than competitors and a satisfying crunch that impressed the testing team. At £2.49 for a single piece, pricing was reasonable. The main letdowns were a poor drinks selection and the overall confusing customer experience that detracted from what was genuinely good chicken.

Popeyes, despite having 110 UK branches and scoring 5.5, fell short of expectations. The restaurants were clean, staff were helpful, and the chicken had an impressive trademark crunch that should have made it a real treat. However, every tester at every branch noted one critical flaw: a noticeable lack of any real flavor on the chicken, which was particularly disappointing given the chain’s claim of a 12-hour marinade. The burgers performed better than the standalone chicken (some come with a hash brown, which was a nice touch), and the wings approached KFC-standard quality, but they couldn’t overcome the fundamental flavor issue. Pricing was also on the expensive side, with two pieces of chicken costing £4.99 or one piece with fries for £3.49, making it poor value given the taste disappointment.

Two chains tied for eighth place with scores of 5. Sam’s Chicken, with over 50 branches, offered chicken that was “nice enough” but lacked sufficient seasoning to make it truly moreish or memorable. The standout item was actually the chips, which were more potatoey than most competitors and had good flavor even without additional seasoning (though a salt sachet was provided). The small, round fillet burger gave off “school canteen vibes” according to testers, and while the hot wings had a great kick of heat, some noted a slightly dead-inside texture suggesting they’d been reheated rather than freshly prepared. Two pieces of chicken cost £4, placing it in the mid-range for pricing.

Chicken Cottage, also scoring 5 and operating more than 80 branches, offered chicken with a nice peppery tang and wings with a thick, crunchy coating and perfect heat level. The chips were described as potatoey and solid. However, a consistent problem across visits was that the chicken seemed to have been sitting around too long, resulting in dryness that affected the overall experience. The burger was another disappointment, failing to deliver on taste despite reasonable construction. Pricing was competitive at £3.75 for two pieces of chicken, or just £2 if purchased as part of a meal deal.

The Bottom of the Barrel: Neighborhood Chains That Missed the Mark

The final four chains all scored below 5 out of 10, indicating significant room for improvement. Dixy Chicken, despite having over 120 branches, scored just 4.75 and left testers underwhelmed despite some bright spots. The hot wings were among the biggest tested and, while consistently a little greasy, they maintained a good crunch and had a lovely kick of spice. The burger was a decent effort, similar to KFC but with a sweeter mayonnaise that some testers enjoyed. The chips pleased those who prefer traditional fries but all agreed they lacked any real flavor punch. The major letdown was the chicken pieces themselves – while impressively large, on every visit the skin was very pale and far too loose, creating an unappealing texture. Pricing seemed inconsistent across branches, though one piece of chicken was observed at £1.80, making it one of the cheaper options.

Miss Millie’s, the smallest chain tested with just 14 branches, scored 4.5 despite having an interesting historical connection – its founder, Harry Latham, opened the UK’s first KFC back in 1965. Testers felt this was a decent neighborhood chain but fell well short of KFC’s standards despite that heritage. The fillet burger was almost a replica of its larger rival and performed well, and the wings were tasty, though they lacked kick in some branches. The chicken pieces were solid but missing the depth of flavoring that makes KFC’s recipe so distinctive, and testers found the skin a bit loose and unappealing. The chips were particularly disappointing, described as bland and unmemorable. A piece of chicken was available for £1.99, making it reasonably priced for what you get.

Landing in last place with a score of 4 was Favorite, which operates more than 90 branches and claims to be “Britain’s tastiest chicken” – a claim the testing team thoroughly rejected. The flavor was merely okay, with the coating lacking any bite or distinctive character and leaving a slightly greasy feeling. The chips were crunchy on the outside but disappointingly hollow inside, and while the wings “did the job,” the chicken was consistently dry across all testers and all visits. The menu felt particularly confused and unfocused, offering ribs, halloumi, dips, and a katsu range that seemed to have no connection to each other or any clear brand identity. Perhaps most bizarrely, Favorite charges customers an extra 50p if they want to choose which specific pieces of chicken they receive when ordering two pieces rather than accepting whatever the staff gives them. The testers couldn’t find a consistent price for a single piece of chicken across different branches, suggesting pricing inconsistency that adds to the overall sense of a chain without a clear direction or standards. Of all the chains tested, Favorite seemed to have the most work to do to justify its continued expansion and bold claims about quality.