Haidilao launches second burger brand, expands sushi business amid sluggish hotpot growth
Chinese hotpot chain Haidilao is making a second foray into burgers with Fresh Burger while expanding its new sushi brand as its core business slows.
Haidilao, the renowned hotpot chain, has launched a second burger brand and expanded its sushi business, Nyoisushi, amid declining hotpot growth. The new burger outlet, located in Wuhan, focuses on freshly grilled burgers made from non-frozen meat patties, with prices ranging from 18.9 yuan to 41.9 yuan. Haidilao's menu also includes pizza, pasta, coffee, and ice cream.
Nyoisushi, Haidilao's sushi brand, also opened two new outlets in Wuhan last month following the success of its first store in Hangzhou. These strategic moves come after Haidilao's net profit dropped by 14% to 4.05 billion yuan (US$600 million) in 2025, despite a 1.1% revenue increase to 43.23 billion yuan. The company plans to expand its multi-brand business, enhance customer experience, boost digitalization, and pursue strategic acquisitions.
Haidilao is known for its operations in seafood restaurants and Chinese fast-food chains. The company's foray into the burger market with Hiburger, launched in 2024, was short-lived. Recent expansions by U.S. fast-food chains in China, such as Five Guys, Wendy's, Texas Chicken, and Popeyes, have added to the competitive landscape.
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