CHICKEN CULTURE SURGES, LONDON’S SALAD BARS BEGIN THEIR BREAKOUT, AND LATE-NIGHT EATING EXPANDS
New research has revealed three major trends reshaping UK dining out habits going into 2026: the rapid rise of US-style chicken chains in the UK; the fast-growth of premium salad and grain bowl options; and a growing appetite for late-night dining.
The rise in popularity of fried-chicken quick service restaurants shows little sign of slowing in 2026.
According to the latest Consumer Horizon Report from product intelligence business, Vypr, men aged 25–34 are the category’s biggest fans. 76% cite flavour, portion size, quality and social media buzz as key draws and over a third say nothing would put them off visiting.
However, loyalty has limits given 52% of all customers say they would walk away if prices rose or portion sizes shrank, with young women the most cost-sensitive.
Two leading players illustrate the scale and speed of the chicken-chain boom. Wingstop UK entered 2025 operating 57 outlets nationwide with a long-term goal of 200 UK restaurants within the next five years.
Meanwhile, Popeyes UK opened its 100th restaurant in November 2025 after just four years in the UK.
Premium salad and grain bars, already popular in London, are also gaining in popularity. The research shows that while they are still niche as 74% of consumers haven’t yet visited one, Vypr’s data suggests the category is expanding. Under-44s, particularly men seeking protein-dense bowls, are building these concepts into fitness-driven routines, while women aged 45–54 represent an underserved audience actively wanting more healthy options on their high street.
Younger diners, meanwhile, are discovering these outlets via TikTok and Instagram (53% of those aged 18 – 34), making social media the sector’s biggest growth driver.
London-based Atis opened its tenth site this year after adding four new stores in 2024. The Salad Project is preparing to open four more London restaurants, while Tossed, long-established in the capital with 13 sites, has signed its first franchise agreement and is targeting 50 locations nationwide with Nottingham set to become its first major out-of-London opening.
Joel Dixon, hospitality and dining expert, from Vypr, said: “Our research into dining trends shows a clear divide with one group of consumers looking for convenience, taste and are price lead, and the second where extremely health conscious consumers are looking for salad and grain bars. Almost a quarter of consumers (24%) would like to see more of them nearby. What ties them together is the power of social media (60% of 18 – 34 year olds find salad bars on Instagram or TikTok) to attract new consumers and create viral sensations, with endless queues even outside local independents when they’re a TikTok hit.”
The third dining out trend identified in the Consumer Horizon Report is late-night dining.
While 87% of diners still eat before 9pm, 13% now dine late weekly. This is led by Gen Z and Millennials who treat post-9pm meals as part of their social routine, and which could mirror the reduction in alcohol-based activities.
Joel adds: “The majority of UK consumers (61%) say they’d eat late more often with the right offer, which could be better value (for 26%), a more sociable atmosphere (13%) or healthier or lighter options (16%). This is especially the case among women aged 45–54, presenting an opportunity for outlets who can tap into this group and win incremental custom and a new, loyal fan base.”
About Vypr
Vypr is the world’s leading product intelligence platform that helps businesses understand changing consumer behavior through fast, cost-effective insights. Combining expert support with cutting-edge research technology, Vypr enables quicker, more precise product decisions.