Chicken remains the most popular fast food choice in South Africa, significantly outperforming other categories, according to new consumer data analysing national eating habits.
A recent report by Eighty20 found that chicken-based quick service restaurant (QSR) chains attract roughly twice as many customers as pizza-focused outlets. Brands such as KFC and Chicken Licken continue to dominate the market.
The findings show that nearly 22 million South Africans primarily consumed chicken fast food over the past year, compared to around 11 million who opted for pizza.
Market trends reflect income and lifestyle differences
The popularity of chicken is closely linked to affordability and cultural preferences, particularly among lower-income consumers. Data indicates a strong association between chicken consumption and South Africa’s mass market segments, where dining out is less frequent but tends to favour value-driven options.
Pizza, on the other hand, has established itself as the second most popular fast food category, appealing more strongly to affluent consumers. Its flexible pricing and variety make it particularly attractive to families and younger demographics.
According to Eighty20 director Andrew Fulton, pizza’s versatility allows it to cater to a wide range of consumer needs, from casual family meals to social gatherings.
Burger-based fast food ranks third, with nearly 10 million consumers reporting it as their primary choice.
Pizza market expands despite industry shifts
The growth of pizza consumption in South Africa is also supported by strong brand performance. Debonairs Pizza has played a significant role, reporting revenue of R8.28 billion in 2025 and a notable increase in operating profit.
The broader pizza market was valued at approximately $1.89 billion (over R31 billion) in 2024 and is projected to reach $2.86 billion (over R47 billion) by 2033. However, much of this growth is driven by the frozen pizza segment rather than restaurant sales.
The sector has experienced notable changes over the past decade. International chain Domino’s Pizza exited the South African market in 2020, while Scooters Pizza has recently re-entered with a new store in Johannesburg.
South African pizza is also gaining international recognition. Johannesburg-based Kitchener’s Pizzeria ranked sixth globally in a recent Time Out list, while Cape Town’s Pizza Connection secured the eleventh position.
These developments suggest that while chicken continues to dominate, pizza is steadily strengthening its position within South Africa’s competitive fast food landscape.
Source:businesstech
