Chicken Remains the UK’s Number One Crowd Pleaser

“At Paulig PRO, we understand the growing pressures on hospitality operators, particularly around rising operating costs. That’s exactly why we’ve created solutions like The Chicken Shack – a flavour-packed concept built around our indulgent Santa Maria sauces and rubs. It’s the perfect solution to help operators drive profitability through, impactful menu additions that are low-labour, low-waste, and don’t rely on fresh ingredients or complex prep.

“Winner, winner, chicken dinner. Chicken remains the UK’s number one crowd pleaser, with over 95% of the population enjoying it regularly. In fact, most eat the protein at least twice a week . The Chicken Shack offers a flexible and exciting way to hero chicken on menus, using globally inspired flavours and simple formats. With our ready-to-use seasonings, sauces, and spice blends, operators can transform everyday chicken into standout, high-margin dishes. The range comes with a long shelf life, so it’s an ideal solution for trend-led manus that need to deliver year-round. Spice blends in particular are an operator’s secret weapon. Not only do they streamline back-of-house operations, but their high flavour concentration makes them a cost-effective way to add maximum flavour to the food.

“Our Chicken Shack heat scale from mild to hot and spicy, from the bona fide wing classic Lemon & Pepper to the Hot & Smoky Chipotle, with a big flavour kick. The range offers something for every palate, including flavour profiles inspired by the sweet Deep South of America, vibrant swicy Korea, warming South Indian curry, and sweet and sticky Caribbean influences. The format is flexible and ideal for hero-ing classic chicken applications like wings, or boneless chicken.

“Right now, 90% of consumers are open to trying international flavours , and 57% say they enjoy mixing and matching cuisines , so operators need to keep ahead of these evolving expectations. The popularity of Korean food is a great example. It’s now the second most popular world food flavour, which inspired us to create a signature dish perfect for operators: our Korean BBQ and Chilli Chicken Wings. Hot, spicy, and finished with a hint of ginger, these wings are made using our Santa Maria BBQ Sauce Korean Style and our Red Chili and Ginger seasoning. This dish shows how operators can tap into flavour trends easily, and our Chicken Shack heat scale is a powerful visual tool to help guide customisation and customer choice.

“The Chicken Shack concept is also designed to flex across a range of menu formats – from burgers and tenders to wraps and loaded fries – making it a great way to increase variety and drive spend-per-head without adding complexity. Take our Nashville Hot! Burger, combining both chicken and flavour. Packed between a toasted bun is a fried chicken breast coated in our Santa Maria Chilli Rub, a generous spoonful of our homemade Buffalo sauce made with Santa Maria Piri Piri Sauce, layered with iceberg lettuce, crispy honey bacon, Santa Maria Jalapenos, Santa Maria Cheddar Cheese Sauce, onion rings and red chilli. A spicy showstopper for anyone craving that spicy kick! Alternatively why not bring the ever-popular BBQ flavour to your menu with our ‘Dirty as Cluck Fries’, a winning combination of crispy fries topped with chicken pieces seasoned in Santa Maria BBQ Rub Steakhouse and finished with a drizzle of our Santa Maria Chipotle sauce. It’s BBQ comfort with a kick.

“The Chicken Shack concept can be easily adapted for vegetarian diners too. Cauliflower Wings offer a plant-based take on the classic wing, ideal for operators looking to serve indulgent, meat-free options. Florets are coated in a seasoned buttermilk-style batter using Santa Maria Crispy Bites Spice Mix, then oven-roasted or fried until perfectly golden. They can be paired with any of the 12 sauces or rubs from The Chicken Shack flavour scale. Whether served as a snack, side, or part of a value meal deal, this dish delivers bold flavour with minimal prep – making it a versatile, customisable, and highly profitable addition to any fast food menu.

“One of the core strengths of The Chicken Shack is its ability to deliver standout flavour with minimal effort. With our versatile spice blends and sauces, operators can create signature items, flavour variations, or seasonal LTOs that add value and justify higher price points. It’s also built with delivery and takeaway in mind, with solutions that maintain flavour integrity, while keeping waste and cost under control.”

“In short, The Chicken Shack is a plug-and-play concept designed to help operators stand out, increase menu value, and improve margins – all without extra the staffing or operational strain.

“Explore the flavour scale here and discover how to elevate your chicken offer at

www.pauligpro.com/uk/the-chicken-shack .”

Sources

1. The Poultry Site 

2. HRA Global (2024) – UK shoppers hungry for

international flavours  

3. Mintel UK Foodservice Delivery and Takeaway Market Report 2024