Solihull has been identified as the leading centre in the West Midlands for fried‑chicken consumption, according to research carried out by the fast‑food chain KFC as it marked five decades of trading in the region.
Survey highlights local appetite and company impact
The survey, which included 1,000 respondents from across the West Midlands as part of a wider UK poll of 3,000 people, found that residents of Solihull reported the highest weekly take‑up of fried chicken in the region. KFC also emphasised its economic footprint, saying it has contributed £60 million to the West Midlands economy and operates 75 restaurants in the area, supporting 2,300 jobs.
Locally, the research indicates a stronger enthusiasm for fried chicken than the national average. Across the West Midlands 89% of respondents said they enjoyed fried chicken, compared with 70% nationally, and 24% in the region said they eat more fried chicken than five years ago versus 17% across the UK.
- Solihull: 20% eat fried chicken at least once a week.
- Birmingham, Wolverhampton and Sandwell: 19% weekly.
- Coventry: 17% weekly.
- Walsall: 15% weekly.
- Dudley: 11% weekly.
Changing tastes and preferences
The company’s research also points to evolving consumer preferences within the West Midlands. Respondents signalled a move towards stronger flavours and a preference for boneless options. More than a third (35%) in the region named boneless chicken as their preferred format, while 54% said dipping sauces were an important part of the experience.
These trends mirror wider market forecasts cited in the research: the UK fried‑chicken sector is expected to grow substantially in the coming years. KFC’s findings position the West Midlands as a leading area for that growth.
What this means locally
For Solihull, the figures underline a steady local demand for quick‑service chicken offerings and reflect the role national chains play in the area’s hospitality employment. KFC’s claimed employment numbers and regional economic contribution will be of interest to local policymakers and business groups monitoring jobs and investment in the retail and leisure sectors.
| Area | Percentage eating fried chicken weekly |
|---|---|
| Solihull | 20% |
| Birmingham, Wolverhampton and Sandwell | 19% |
| Coventry | 17% |
| Walsall | 15% |
| Dudley | 11% |
Readers seeking to understand local economic effects should note that the figures reported here derive from KFC’s commissioned survey and the company’s own statements about employment and regional contribution. Local councils and independent analysts may use different methodologies when assessing employment and economic impact.
As the market for fried chicken expands, the patterns highlighted by the survey — frequent purchase, a tilt towards boneless formats and the importance of sauces and flavours — will be relevant to independent operators and national chains alike as they plan menus and marketing in Solihull and across the region.
