China burger market sees intense competition from global and local brands

China’s fast-food market is experiencing a significant shift as the burger segment becomes a major battleground for both global giants and local brands. Driven by economic uncertainty and a trend toward smaller households, consumers are increasingly seeking affordable, portable, and convenient meals.

Yum China’s Pizza Hut Burger Bar has expanded to over 200 locations in six months, with plans to reach 500-600 outlets by the end of 2026. This movement is attracting diverse competitors, including hotpot chain Haidilao, which recently launched its “Fresh Burger” line, and coffee brand M Stand.

The Western-style fast-food market in China was valued at approximately $74.1 billion in 2025 and is projected to grow to $87 billion by 2027. Within this sector, the burger category was valued at $18.4 billion in 2025 and is expected to see an annual growth rate of 8.7% through 2035.