Gen Z Opts for Chicken Shops Over Pubs, Analysis Shows

Footfall at chicken shops has surged by 8.9% in the first half of 2026, while traditional pubs have experienced a decline in visitors, according to a new analysis by Meaningful Vision. This trend suggests a shift in social habits among Generation Z, who are reportedly favoring chicken shops as social venues over pubs.

Meaningful Vision's analysis, which tracks customer visits across a wide range of food and dining establishments, indicates that fast-food restaurants overall saw a 0.9% decrease in footfall during the same period. However, chicken shops and ethnic cuisine restaurants bucked this trend, with chicken shops experiencing an 8.9% rise and ethnic cuisine restaurants seeing a 4.2% increase in visitors.

Maria Vanifatova, CEO of Meaningful Vision, attributes the growing popularity of chicken shops to several factors. "It's social–media friendly, with visual food and spicy challenges driving hype," she stated. Vanifatova also highlighted the flexibility of chicken shops as a social venue, noting that they require no booking, offer quick service, and provide an easy meeting point for friends. This contrasts with the perceived inflexibility of traditional casual dining.

Affordability appears to be a key driver for this generational shift. With a challenging job market and tighter budgets, younger individuals are seeking more economical ways to socialize. Chicken shops, offering meals typically priced between £10-£15, are presented as a more affordable alternative to pubs or other casual dining restaurants. Furthermore, the rise of popular American chicken brands like Wingstop, Popeyes, and Dave's Hot Chicken is seen as contributing to their cultural relevance and appeal among younger demographics through platforms like TikTok.

The social format of chicken shops, with shareable items like wings, tenders, and loaded fries, also fosters a more communal experience. "The format is also built for groups – wings, tenders, loaded fries, and dips are easy to share with friends, giving it a more social feel than many other restaurant formats," Vanifatova explained.

Pubs, on the other hand, have seen a noticeable downturn. Footfall decreased by 7.4% in May and 5.5% in June. While July saw a slight positive uptick of 0.2%, attributed to the World Cup, the overall trend indicates a reduction in pub visits. Vanifatova commented, "What’s clear is that people are visiting the pub less frequently. The World Cup provided a temporary reprieve, but the overall trend is undoubtedly lower footfall."

This trend aligns with recent observations regarding Gen Z's behavior in pubs, such as their reported avoidance of buying rounds. Discussions on social media platforms indicate a preference for purchasing individual drinks, which can simplify the process and allow for better control over alcohol consumption. The British Heart Foundation has noted that opting out of rounds can be a strategy for moderating alcohol intake and avoiding social pressure to drink excessively.