Key facts
- Burgers are emerging as a highly contested segment in China's fast-food market.
- Yum China's Pizza Hut is rapidly expanding its burger offerings, planning 500-600 outlets by 2026.
- Hotpot chain Haidilao and coffee brand M Stand have entered the burger market.
- The growth is attributed to consumers seeking value, convenience, and smaller meal portions.
- China's Western fast-food market is projected for significant growth, with burgers leading preferences.
Burgers are rapidly gaining popularity in China, transforming into a major battleground for fast-food brands as consumers increasingly seek affordable, convenient, and portable meal options. This trend is driven by shifts in consumption habits, including smaller household sizes and economic uncertainty, which are pushing diners towards value-for-money choices.
Global giants like McDonald's, KFC, and Burger King, long dominant in the Western fast-food sector, now face intensified competition. Yum China has seen significant success with its Pizza Hut Burger Bar format, expanding to over 200 outlets and planning further growth. The company expects burgers to contribute over 1 billion yuan in sales this year.
New entrants are also making bold moves. Hotpot chain Haidilao has launched "Huanxianbao" (Fresh Burger), offering burgers alongside other items, while coffee chain M Stand is experimenting with burger-focused locations. The appeal of burgers lies in their perceived value, offering a substantial and balanced meal at a lower cost than full-service restaurants, according to industry analysts and consumers.
Data from iiMedia Research indicates China's Western fast-food market is set to reach 587.09 billion yuan by 2027. Emergen Research projects the burger category, valued at $18.4 billion in 2025, to grow by 8.7% annually through 2035. The convenience of burgers also aligns with China's high rate of food delivery and takeaway orders.
International brands are also eyeing the market. U.S. chain Five Guys experienced long queues upon opening in Beijing, and Wendy's announced plans to open up to 1,000 franchised restaurants in China over the next decade. Consumers like Beijing resident Liu Tao highlight the practicality of burgers for busy schedules, especially for children's meals between activities.