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

In the rapidly evolving Chinese restaurant market, burgers have gained significant traction, with a diverse range of brands vying for a piece of the pie. Budget-conscious consumers and smaller households are driving demand for affordable, convenient meals, propelling burgers from a niche Western import to a fiercely contested segment.

Major players such as global chains Pizza Hut, McDonald's, and KFC, as well as local chains like Tasiting and Five Guys, are investing heavily in the burgeoning burger market. In July 2025, hotpot chain Haidilao entered the fray with "Huanxianbao," a burger-focused brand, alongside pizza, pasta, and fried chicken options. Coffee chain M Stand has also expanded its menu to include burger-focused outlets in select cities.

The Chinese Western fast food market, valued at 499.65 billion yuan (US$74.1 billion) in 2025, is projected to reach 587.09 billion yuan (US$87.7 billion) by 2027. Burgers alone accounted for 55% of consumer preferences in 2025, with a market value of US$18.4 billion, and are expected to grow at an annual rate of 8.7% through 2035.

Analysts attribute the growing popularity of burgers to their lower cost compared to full-service meals, appealing to consumers wary of economic uncertainty. As more one-person households, smaller families, and young urban workers emerge, the demand for convenient individual meals continues to surge, creating opportunities for all food industry players.