Wingstop, a US-based fast-food chain specializing in chicken wings and other comfort food, is experiencing rapid growth in the UK, with plans to open 20 new locations in 2024. This ambitious expansion follows a recent acquisition by US private equity firm Sixth Street, which purchased a majority stake in Wingstop UK for over £400 million. The first half of the year will see at least ten new Wingstop establishments open their doors, including dine-in restaurants in Swansea, Newcastle, Lakeside shopping centre, Streatham, and Leeds, as well as a delivery-focused kitchen in Brighton. Wingstop’s popularity stems from its diverse menu, offering a variety of flavored chicken wings, burgers, and loaded fries, prompting some customers to declare it superior to established competitors like KFC. The expansion builds on a successful 2023, which saw the opening of 18 new Wingstop locations, including a flagship site in Westfield Stratford.
Wingstop’s expansion is fueled by its positive reception in the UK market. Customers praise the brand’s focus on flavor and variety, contrasting it with the more traditional offerings of established fast-food chains. Online reviews frequently highlight Wingstop’s superior taste and quality, with many customers expressing a preference for Wingstop over other popular chicken restaurants. This positive word-of-mouth, combined with the brand’s innovative menu and strategic marketing, has positioned Wingstop for continued growth and success in the competitive UK fast-food landscape. The brand’s leadership is optimistic about the future, citing record openings, a new flagship location, and industry accolades as evidence of their strong momentum.
The influx of American fast-food chains into the UK reflects a growing appetite for diverse culinary options. Alongside Wingstop, several other US brands are eyeing expansion in the UK. Chick-fil-A, known for its signature chicken sandwiches and waffle fries, intends to open several locations across Britain in 2024, including sites in Northern Ireland, Leeds, Liverpool, and London. This follows a successful pop-up trial in Reading in 2019 and suggests a strong confidence in the UK market. The brand’s menu revolves around classic chicken offerings, with a focus on quality ingredients and a distinct Southern flavor profile.
Carl’s Jr, another prominent American burger chain, is also set to debut in the UK in April 2024. The Boparan Restaurant Group will launch the first Carl’s Jr location, with a capacity of 50 customers. Chuck E. Cheese, a family entertainment and dining center, is reportedly planning six branches across England and Scotland, bringing its unique blend of food and entertainment to a new audience. Dave’s Hot Chicken, specializing in Nashville-style hot chicken, opened its first UK location on London’s Shaftesbury Avenue in late 2023, further diversifying the fast-food scene.
The UK market also anticipates the arrival of Tex-Mex brand Velvet Taco in the spring of 2024, adding yet another flavor profile to the expanding fast-food landscape. Popeyes, having entered the UK in 2021, has already proven a popular choice for consumers seeking Louisiana-style fried chicken and flavorful sides. Even established US chains are continuing to expand their presence. Wendy’s, with 31 existing locations, plans to open eight more in 2024, solidifying its position in the UK market. This influx of US-based fast-food brands indicates a growing demand for diverse and internationally-inspired cuisine, presenting both opportunities and challenges for existing players in the UK fast-food industry.
This wave of American fast-food expansion in the UK suggests a shift in consumer preferences, with diners increasingly embracing a wider range of culinary options. The success of brands like Popeyes and the anticipated arrival of others like Chick-fil-A and Carl’s Jr. demonstrate a growing appetite for American-style fast food, particularly chicken and burger offerings. This trend presents established UK brands with the challenge of maintaining their market share while also creating opportunities for innovation and adaptation. The UK fast-food scene is becoming increasingly dynamic and competitive, offering consumers a growing selection of flavors and experiences.
