How popular isKFC?
In September 2026, people searched for KFC by name about 823,000 times in the United Kingdom, a 55% decrease from the previous year. These searches made up 35.7% of all United Kingdom fried chicken chain searches, placing KFC first out of seven chains. When we asked both ChatGPT and Google AI Overviews about fried chicken chains, KFC appeared in all answers and was the second most recommended of the seven.
KFC is the most searched of 7 competitors and the second most recommended in AI answers.
KFCShare of searches 35.7%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
Nando'sShare of searches 23.9%Mentioned in 2 of 3 AI answersPlace in AI recommendations 4th
PopeyesShare of searches 10.7%Mentioned in 1 of 3 AI answersPlace in AI recommendations 6th
WingstopShare of searches 10.7%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
Dave's Hot ChickenShare of searches 8.7%Mentioned in 2 of 3 AI answersPlace in AI recommendations 5th
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Top fried chicken chains in ChatGPT and Google AI Overviews
In three ChatGPT questions, KFC appeared in all three answers. KFC is the second most recommended of the seven.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Wingstop1st
- KFC2nd
Slim Chickens3rd- Nando's4th
- Dave's Hot Chicken5th
- Popeyes6th
Jollibee7th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- KFC3 of 3Named in 3 of 3 ChatGPT answers
- Wingstop3 of 3Named in 3 of 3 ChatGPT answers
- Slim Chickens3 of 3Named in 3 of 3 ChatGPT answers
- Nando's2 of 3Named in 2 of 3 ChatGPT answers
- Dave's Hot Chicken2 of 3Named in 2 of 3 ChatGPT answers
- Jollibee2 of 3Named in 2 of 3 ChatGPT answers
- Popeyes1 of 3Named in 1 of 3 ChatGPT answers
See every answer about fried chicken chains
3 answers
Asked ChatGPT
“What's the best fried chicken chain in the UK?”
Asked ChatGPT
“What are the most popular chicken chains in the UK?”
Asked ChatGPT
“Which UK chain has the best chicken wings?”
Searched Google, AI Overview
“fried chicken”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“chicken shop”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.
Which fried chicken chains compete with KFC?
Share of searches by month for KFC, Nando's, Popeyes, Wingstop, Dave's Hot Chicken, Slim Chickens, Jollibee. The figures are in the table below the chart.
View monthly share of searches table
| Month | KFC | Nando's | Popeyes | Wingstop | Dave's Hot Chicken | Slim Chickens | Jollibee |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 46.2% | 20.8% | 9.3% | 9.3% | 7.6% | 4.2% | 2.8% |
| Nov 2025 | 44.6% | 20% | 10.9% | 10.9% | 6% | 4.9% | 2.7% |
| Dec 2025 | 42.1% | 23.1% | 10.3% | 10.3% | 6.9% | 4.6% | 2.5% |
| Jan 2026 | 34.3% | 28.2% | 10.3% | 12.6% | 6.9% | 4.6% | 3.1% |
| Feb 2026 | 35.8% | 24.1% | 10.8% | 13.2% | 8.8% | 4.8% | 2.6% |
| Mar 2026 | 40.2% | 22.2% | 9.9% | 9.9% | 9.9% | 5.4% | 2.4% |
| Apr 2026 | 37% | 24.9% | 11.1% | 9.1% | 9.1% | 6.1% | 2.7% |
| May 2026 | 37.6% | 25.3% | 11.3% | 9.2% | 7.6% | 6.2% | 2.8% |
| Jun 2026 | 41.4% | 22.8% | 10.2% | 10.2% | 6.8% | 5.6% | 3.1% |
| Jul 2026 | 37.7% | 25.4% | 9.3% | 9.3% | 9.3% | 6.2% | 2.8% |
| Aug 2026 | 35.8% | 24.1% | 10.8% | 10.8% | 8.8% | 7.2% | 2.6% |
| Sep 2026 | 35.7% | 23.9% | 10.7% | 10.7% | 8.7% | 7.2% | 3.2% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 35.7% | 823K | -17.7% | -0.1 points | |
| 2, held 2nd | 23.9% | 550K | -18.3% | -0.2 points | |
| 3, held 3rd | 10.7% | 246K | -18.3% | -0.1 points | |
| 4, held 4th | 10.7% | 246K | -18.3% | -0.1 points | |
| 5, held 5th | 8.7% | 201K | -18.3% | -0.1 points | |
| 6, held 6th | 7.2% | 165K | -17.9% | 0 points | |
| 7, held 7th | 3.2% | 74K | 0% | +0.6 points |
1.
KFC35.7%
Held 1st. 823K estimated branded searches, -17.7% vs prior month. Share -0.1 points.
2.
Nando's23.9%
Held 2nd. 550K estimated branded searches, -18.3% vs prior month. Share -0.2 points.
3.
Popeyes10.7%
Held 3rd. 246K estimated branded searches, -18.3% vs prior month. Share -0.1 points.
4.
Wingstop10.7%
Held 4th. 246K estimated branded searches, -18.3% vs prior month. Share -0.1 points.
8.7%
Held 5th. 201K estimated branded searches, -18.3% vs prior month. Share -0.1 points.
7.2%
Held 6th. 165K estimated branded searches, -17.9% vs prior month. Share 0 points.
7.
Jollibee3.2%
Held 7th. 74K estimated branded searches, 0% vs prior month. Share +0.6 points.
Compare popularity between KFC and its closest rivals
Every comparison with KFC
6 comparisons
How has branded search demand for KFC changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for KFC in the United Kingdom fell from 1.8M to 823K.
- Across the 12 months ending September 2026, KFC’s share of searches among fried chicken chains in the United Kingdom decreased from 46.2% to 35.7%.
- Across the 12 months ending September 2026, KFC’s share of searches among fried chicken chains in the United Kingdom peaked at 46.2% in October 2025 and was lowest at 34.3% in January 2026.
How did search popularity change for United Kingdom fried chicken chains in September 2026?
6 changes
In September 2026, Jollibee gained share of searches among fried chicken chains in the United Kingdom, from 2.6% to 3.2%.
KFC’s share of searches among fried chicken chains in the United Kingdom has lost ground for 3 months in a row, from 41.4% to 35.7% in September 2026.
Estimated monthly branded searches for Dave's Hot Chicken in the United Kingdom fell 33.2% over 12 measured months, from 301K to 201K in September 2026.
Estimated monthly branded searches for Nando's in the United Kingdom fell 33.2% over 12 measured months, from 823K to 550K in September 2026.
Estimated monthly branded searches for Popeyes in the United Kingdom fell 33.2% over 12 measured months, from 368K to 246K in September 2026.
Estimated monthly branded searches for Wingstop in the United Kingdom fell 33.2% over 12 measured months, from 368K to 246K in September 2026.
How are KFC’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using KFC’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- kfc
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