Birchenall was among the first players to command a £100,000 price tag when he moved from Sheffield United to Chelsea in November 1967. He missed Chelsea's win in the 1970 FA Cup Final due to injury. After three years at Chelsea, he joined Crystal Palace, in June 1970, in another £100,000 deal and was the team's top scorer in his first season at Selhurst Park, with 10 goals from 36 appearances.