Amid slowing hotpot growth in China, Haidilao takes on biggest American burger brands

China’s premier hotpot chain, Haidilao International Holding, is seeking to broaden its business portfolio by venturing into hamburger stores, inspired by American giants like McDonald's and KFC. This strategic shift comes as the domestic hotpot industry experiences a slowdown, prompting Haidilao to explore new growth avenues. The company has also expanded its sushi brand, Nyoisushi, by opening additional stores in Wuhan, capitalizing on the rising popularity of sushi in the Chinese market.

The Chinese hamburger market is witnessing fierce competition, with American chain Five Guys recently inaugurating its first two outlets in Beijing. In Wuhan, Haidilao launched its burger outlet, Fresh Burger, in late July, joining the ranks of established burger chains such as Shake Shack, Burger King, Slowboat, and NewYoBo, all vying for a slice of the domestic market.

Industry analysts caution that Haidilao's sub-brands have yet to generate significant revenue contributions, as the brand's reputation does not translate seamlessly to new concepts. Ivan Su, a Morningstar director, notes that while the company maintains over 20 sub-brands, none have achieved meaningful traction. The hypercompetitive nature of China's restaurant industry further complicates the prospects for Haidilao's foray into the burger business.

This is Haidilao's second attempt at the burger market, following the launch of the Hiburger brand in 2024, which was subsequently shuttered in 2025. The conglomerate's diverse portfolio also includes seafood street-style eateries and other Chinese fast-food chains. The Western-style fast food sector in China generated approximately 499.6 billion yuan (US$74.03 billion) last year, with burgers accounting for over 55 percent of the total market share.

Major players in the burger segment include KFC, which operates more than 11,000 stores, McDonald's with nearly 8,000 outlets, and Burger King, boasting over 2,000 locations.

Meanwhile, Haidilao's latest venture, Nyoisushi, has already struck a chord with consumers, opening two new stores in Wuhan in late July. Following the reappointment of founder Zhang Yong as CEO in January, the company has intensified investments in innovative growth initiatives. Despite this strategic shift, Haidilao's shares experienced a slight decline, falling 0.09 percent to HK$11.54 on Wednesday, marking a 20 percent drop in share price throughout the year.