From coffee to hotpot, brands race to grab a bite of China’s growing burger market

Burgers are capturing market share in China, driven by budget-conscious diners and smaller households. Global restaurant chains, hotpot operators, and coffee brands are jumping into the fast-food fray. Yum China's Pizza Hut Burger Bar, with its burger counter inside existing Pizza Hut restaurants, grew to over 200 locations in six months, with plans to expand to 500-600 outlets by 2026, accounting for roughly 10% of the Pizza Hut network.

This surge reflects a shift in Chinese dining preferences, as smaller households and economic uncertainty favor affordable, portable meals. Burgers have moved from a niche Western import to a hotly contested segment, with new entrants like hotpot chain Haidilao's new "Huanxianbao" chain, and coffee chain M Stand. In 2025, China's Western fast-food market was valued at 499.65 billion yuan ($74.1 billion), and is projected to reach 587.09 billion yuan by 2027.

Burgers topped consumer preferences at 55%, valued at $18.4 billion in 2025 and expected to grow 8.7% annually through 2035. Analysts attribute their appeal to their lower-cost, value-for-money status, with Zhu Danpeng noting they provide a substantial meal option for less. The category aligns with changing demographics, such as the rise of one-person households, smaller families, and young urban workers seeking convenient individual meals.

Domestic chains like Tasiting compete with Western giants like McDonald's, Yum China's KFC, and Shake Shack. International brands like Five Guys have also entered the Chinese market, with Beijing stores attracting long lines.