UK Pizza Growth Cools: Ex-Domino's Chief Warns

The era of 'massive growth' in the UK pizza market may be over, according to insights from a former Domino's executive. This projection aligns with a noticeable decline in pizza restaurant numbers on British high streets, which have fallen from 5,000 in 2015 to 3,750 currently. Several major pizza chains have closed outlets in recent years, signaling a shift in the fast-food landscape.

While pizza remains a staple for approximately 45% of UK consumers, its growth is being outpaced by other food sectors. Notably, chicken shops have seen increased usage, particularly among Generation Z, where their popularity now closely rivals that of pizza establishments. This trend is further fueled by aggressive expansion from chains like Popeyes and significant investment from KFC.

Pizza chains are contending with a more diverse and competitive market. Beyond chicken, Asian-inspired eateries and improved supermarket offerings present additional challenges. Although pizza sales continue to grow annually, reaching about £2.3 billion in 2024, operators must navigate rising costs and changing consumer preferences for convenience and variety.