KFC’s parent company has highlighted the “incredible” results generated by the UK business in its most recent quarter, as the market grew sales by double-digits in Q3.
Speaking to investors today (4 Nov), Yum! Brands CEO Chris Turner highlighted the contribution of KFC UK to the sales growth of the brand in the third quarter, ended 30 September 2025. UK system sales grew by 10% year-over-year in the quarter, with sales up 6% in the year-to-date.
KFC’s parent company has highlighted the “incredible” results generated by the UK business in its most recent quarter, as the market grew sales by double-digits in Q3.
Speaking to investors today (4 Nov), Yum! Brands CEO Chris Turner highlighted the contribution of KFC UK to the sales growth of the brand in the third quarter, ended 30 September 2025. UK system sales grew by 10% year-over-year in the quarter, with sales up 6% in the year-to-date.
Turner called the sales progress “really incredible results”.
The growth driven by KFC is even more impressive in a crowded UK chicken market, which sees competition from smaller, local challengers as well as brands coming over from the US, including Wingstop, Popeyes and Dave’s Hot Chicken.‘Everyone wants a piece of the chicken category’: KFC on leveraging its distinctiveness to win
While the reasons behind the UK market’s success were not highlighted, it has been a busy time for KFC UK. The brand has been continuing its investment in its ‘Believe in Chicken’ platform. Having launched the platform last year, it launched its second iteration ‘All Hail Gravy’ in March.
KFC UK and Ireland CMO Monica Silic told Marketing Week earlier this year that the brand is leaning into its distinctiveness to win against competitors, by doing work that “only KFC could do and no one else”.
The UK chain brought back its Zinger Double Down product this year, stating this was due to consumer demand. It also collaborated with fellow fast-food favourite Greggs in August, encouraging consumers to enjoy a sausage roll accompanied by KFC gravy.
KFC is celebrating its 60th anniversary in the UK this year.
Commenting on the results Rob Swain, KFC UK and Ireland general manager said that “incredible” growth in the third quarter had been fuelled by transaction growth “proof that [its] menu innovation and focus on value are landing with customers”.
KFC UK highlighted “late night snacking” as a growth opportunity with the brand reporting sales growth of 44% during late evening occasions.
KFC parent company: AI is driving ‘marketing revolution, not just evolution’
While KFC UK was highlighted as a standout, across the global business the brand grew sales by 6%. Yum’s CEO Turner highlighted almost two-thirds (63%) of the brand’s global system sales were digital in the quarter, something he said was driven by kiosk sales as well as working with delivery platform partners.
Digital platforms were highlighted as a priority throughout the business. Earlier this year, Yum introduced ‘Byte’, an AI-driven technology platform to use across its brands and restaurants. In September, it announced the promotion of Pizza Hut’s global chief digital and technology officer, Jim Dausch, to chief digital and technology officer across the business, as well as president of the Byte platform.
There was also a promotion for marketer Sean Tresvant, who was previously CEO of the Taco Bell business. In addition to this role, Tresvant will now take on the position of Yum! Brand’s chief consumer officer, a role designed to put the consumer at the forefront of the business.
Yum’s in-house consumer insights agency Collider will now also sit under Tresvant designed to help unlock the biggest growth opportunities for the business.
The future of Pizza Hut
Globally, Taco Bell also performed strongly in the quarter, growing sales by 9%. On the other hand, Pizza Hut saw sales decline by 1% year-over-year in the period.
Yum! Brands announced a “review of strategic options” for the Pizza Hut brand, something it said was designed to “maximise value” for shareholders and help the brand “reach its full potential”.
In the UK, 68 restaurants are set to close as the franchise company behind the venues fell into administration last month. Yum bought 64 restaurants, which are set to remain open.
Speaking during today’s results, Turner said a “thoughtful” process has gone into the decision to review the options for the brand. He reflected that the brand may need some attention in certain markets.‘Every slice has a story’: Pizza Hut on its mission to become the UK’s ‘number one’
“In some markets, there may be a multi-year effort that is required to reposition it as the leading pizza brand in those markets, and it’s possible that those efforts may best be done under a different structure, potentially under outside ownership,” he said.
He added that Pizza Hut still holds “strong brand equity”. In the UK, while Pizza Hut has struggled against rivals such as Domino’s, it is only marginally below the brand in terms of its brand health, according to YouGov’s BrandIndex platform.
Over the past year, Pizza Hut has scored an average of 3.7 index score, which is an overall measure of brand health. By comparison, Domino’s scored 3.8, just slightly above Pizza Hut.
However, Pizza Hut’s brand health has significantly declined this year versus last, scoring 5.3 in the previous period.