Korean fried chicken has dramatically risen to prominence, displacing the traditional doner kebab among the top ten favourite takeaways for Britons, according to a revealing new report from delivery giant Just Eat. The company, which launched in the UK two decades ago, has detailed how consumer preferences have evolved significantly, with social media trends playing a pivotal role in shaping modern culinary choices.
A Taste Transformation Over Two Decades
Just Eat began its UK operations twenty years ago offering just seven cuisines: Italian and pizza, Indian, burgers, Chinese, kebabs, fish and chips, and chicken. Today, the platform boasts an expansive menu of over 100 options, incorporating diverse cuisines such as Bangladeshi, Brazilian, Greek, and Nepalese food. This expansion reflects a broader shift in national palates, moving away from some long-standing favourites.
The Changing Top Ten
In 2006, firm staples like doner kebab, fish and chips, and chicken korma dominated the top ten takeaway ranking. Fast forward to the present, and these classics have been supplanted by newcomers including Korean fried chicken, loaded fries, and Pad Thai. The data underscores a clear trend towards more globally inspired and social media-driven dishes.
The Power of Social Media Influence
Just Eat's commercial director, Leigh Phillipson, highlighted the substantial impact of platforms like TikTok on ordering patterns. "Social platforms have a real impact on the popularity of orders," he stated, noting that Korean cuisine has experienced a significant boom in recent years, partly fuelled by the popularity of shows like Squid Game and music from groups such as Blackpink.
This influence is quantifiable: matcha products, inspired by Japanese culture, have seen orders more than double, surging by 120% in the last year alone, with 120,000 searches for matcha on the platform. Similarly, Dubai chocolate, another social media favourite, witnessed an extraordinary increase of 2,684% in related product orders during 2025.
Wellness Trends Reshape Orders
Beyond social media, wellness trends are also reshaping consumer behaviour. Phillipson observed that items which might have perplexed Britons in 2006, such as matcha and fibre drinks, are now surging in popularity as health-conscious choices gain traction. This shift indicates a growing demand for options that align with broader lifestyle and dietary preferences.
Enduring Classics and Independent Strength
Despite the influx of new cuisines, some traditional dishes remain steadfastly popular. Just Eat confirms that it still hosts over 11,000 independent Indian restaurants on its site, a testament to the enduring appeal of great British favourites. "Despite more choice than ever, great British favourites like Indian, Chinese and fish and chips are as popular as ever," Phillipson affirmed.
He emphasised the continued importance of independent eateries, describing them as "the beating heart of our platform and a force for good on our UK high streets." This balance between innovation and tradition highlights the dynamic nature of the UK's takeaway landscape.
Historical Additions and Current Rankings
Just Eat introduced sushi to its platform in 2008, followed by Thai cuisine in 2009, with Korean options added just a decade ago. The current top ten favourites now include:
- Margherita pizza
- Chicken chow mein
- Sweet and sour chicken
- Korean fried chicken
- Chicken tikka masala
- Pepperoni pizza
- Loaded fries
- Pad Thai
- Smashburger
- Veggie burger
This list contrasts sharply with the 2006 lineup, which featured pepperoni pizza, chicken tikka masala, sweet and sour chicken, margherita pizza, chicken chow mein, chicken korma, fish and chips, beef burger, doner kebab and chips, and chicken box. The evolution from kebabs to Korean fried chicken encapsulates a broader cultural shift, driven by digital trends and changing consumer tastes, marking a new era in the UK's takeaway habits.
