The rise of rotisserie chicken: How a 14th-century dish is fighting back against the domination of small plates

And what that means for other chicken restaurants

2025 has been the year of the rotisserie chicken.

Restaurants, both new and old, that specialise in the spinning birds have been gaining popularity, with food influencers such as James Dimitri ranking London’s top rotisserie spots. His list, which contains 33 selections, ranges from market stalls selling a whole Gambian roast chicken for £9 to high-end restaurants selling a whole corn-fed chicken for £69.

It is in this latter department that rotisserie chicken has really taken off. Spots such as The Knave of Clubs in Shoreditch (a firm favourite in our office), Harley’s Butchery & Rotisserie in Hampstead and Norbert’s in East Dulwich opened this year, with the dish front and centre of their menus. Meanwhile, Latin, Middle Eastern, and North and West African spots have been waving the rotisserie flag for years – the aforementioned D&K Gambian Roast Chicken opened 10 years ago, but has only recently gained traction on social media.

Of course, the taste has a lot to do with it; the rotation allows for an even spread of heat, which continuously bastes the chicken in its own juices. But rotisserie chicken wasn’t invented in the 21st century. In fact, the practice dates back to the Late Middle Ages. So, what has sparked the increased interest in recent years, and what does that mean for other chicken restaurants?

According to Sam Grainger, who co-owned Manchester’s Medlock Canteen, it’s all about price and reliability. “People can’t afford to go out all the time and try new things like they used to. [So] when they go out, they want something they know and love,” he told The Observer in May this year. Meanwhile, Patrick Powell, who cooks at The Knave of Clubs, explains that the cost efficiency works in both directions; where it is difficult for restaurateurs to turn a profit in the current economic climate, rotisserie chicken is both cheap to make and cheap to eat, encouraging diners to return.

But I think it is more than just the price point that lures customers in. There is something about the simplicity of a rotisserie chicken that resonates with this moment in time. Unpretentious, nostalgic and filling, the rotisserie chicken is the antithesis to the small plate that popped up on every ‘trendy’ menu post-COVID, while still accommodating a desire for sharing food. Instead, it reminds you of home cooking, Sunday roasts, and family. When bought from the takeaway shop, it can be repurposed into salads, soups, and sandwiches, chiming with the virality of recession meals, but also signalling its old-school, resourcefulness. In other words, rotisserie chicken feels traditional.

In a culture that is constantly changing – and often in a direction that feels scary – harking back to what we know is easy and comforting; the safety of the rituals we grew up with, the stability of what we have tried before, the humility of something that does what it says on the tin. And rotisserie chicken stepped up to the role.

It also suggests a rejection of the American fast food chains such as Dave’s Hot Chicken, Chick‑fil‑A and Popeye’s that have flooded the UK market in recent years (with more set to come). Taking time and human-effort to cook, rotisserie chicken represents slowness and patience. It is not a part of the convenience culture we have become so accustomed to, but positions eating as a significant event that shouldn’t be rushed. Where a bucket of chicken is about ease – particularly for lower income families – rotisserie has roots in communal feasting and, for immigrant families, maintaining rituals from back home.

As Powell said of his restaurant: “Basically, our food was designed around the idea that you’ve had three pints – what do you want to eat?” A sentiment that taps into the traditions that exist around chicken in the UK. Chicken is what you eat on the way home from school, after a night out, or at the pub on a Sunday. It is part of our routines; imbued with ceremony and symbolism. Rotisserie chicken leverages this symbolism, whilst taking it into fresher and less trodden (insofar as restaurant culture is concerned) ground.

Ironically, there is also something Instagrammable about rotisserie chicken that makes it perfect for the social-first era we live in. The aesthetic and experiential nature of the dish – being able to see it resolving in the kitchen before you eat it – is again perfect for customers who are looking to get more bang for their buck. (It is also a healthier option than fried chicken, which has undoubtedly helped with its rise.)

So, what does this all mean for other chicken restaurants? Do they adapt or double down?

It’s fair to say that fried chicken, a staple part of the culture in most cities across the UK, is probably safe. Although some shops, such as Peck Peck in Hackney, have started offering a rotisserie option, this is a newer, more expensive and more upmarket shop than the standard ones we grew up with. The Morleys, Sam’s Chicken, and PFC, which hold personal relevance and local affinity. To those for whom that means something, rotisserie will likely not change that.

For somewhere like Nando’s, whose prices have risen drastically over recent years, rotisserie chicken (particularly the lower-priced spots) might start feeling like a more appealing option. But I don’t think the solution is to give up on its world-famous peri peri marinade, but to hunker down on the same values that have given rise to rotisserie, such as tradition and comfort.

Perhaps, that is what the brand is trying to do with the launch of its recent festive menu, which includes bubble & squeak croquettes, The Total Sleigh burger and a chocolate orange brownie. This misses the point. Foods on their own aren’t what make Christmas nostalgic, but the rituals that exist around them. Can Nando’s run a larger, more shareable roast dinner option that encourages family-style dining? Or leverage the traditions that exist around Nando’s itself in the UK, like the ‘cheeky Nando’s’ expression or the bottomless drink refill?

Rotisserie chicken has entered the market because it matches all these touchpoints; it brought us together for pub lunches again, provided consistency and value for money when they were most needed, and took roast chicken into the social-first era. As we look forward into 2026 and beyond, new fads will continue to arise on TikTok and Instagram. But the trends that will really take root will be defined by long-lasting values, traditions that are rooted in togetherness, and rituals that prioritise slowness over convenience.