Nearly 22 million South Africans identify chicken as their primary QSR choice, reinforcing its dominance across conversation, search and consumption. Chicken Licken overtook KFC as South Africa’s most-mentioned fast-food brand online, but accounted for just 2% of organic search visibility, compared with KFC’s combined 14%. The report found that Chicken Licken overtook KFC as South Africa’s most-mentioned fast-food brand online between May 2025 and April 2026. However, KFC retained a commanding lead in search visibility and consumer purchases, highlighting a widening gap between awareness and buying behaviour. Chicken continues to dominate the country’s fast-food market, with nearly 22 million South Africans identifying it as their preferred QSR option.