SOLIHULL has been named as the top place in the West Midlands for consuming fried chicken.
The research was carried out by KFC, which marked 50 years in the region and a record £60million contribution to the West Midlands economy.
The fast food outlet has 75 restaurants in the region, supporting 2,300 jobs.
The company said the research revealed the West Midlands was home to the UK’s biggest fried chicken fans.
With the UK fried chicken market expected to reach £6billion by 2035, new KFC research reveals the West Midlands is leading the nation’s growing appetite for fried chicken. And Solihull is top of that table.
The survey of 3,000 UK customers, included 1,000 from the West Midlands – 89 per cent of those said they enjoyed fried chicken and 24 per cent said they ate more than they did five years ago. This compares with 70 per cent and 17 per cent nationally respectively.
The West Midlands is also setting the pace for changing consumer tastes in fried chicken, with consumers demanding bigger flavours, greater choice and a shift towards boneless chicken. More than a third (35 per cent) of West Midlanders say boneless is now their favourite way to enjoy fried chicken, with half (54 per cent) saying dipping sauces are an important part of the fried chicken experience.
In the West Midlands, 20 per cent of Solihull diners said they ate fried chicken at least once-a-week. Next was Birmingham, Wolverhampton and Sandwell (19 per cent), then Coventry (17 per cent), Walsall (15 per cent and Dudley (11 per cent).
