China's Burger Boom Draws Hotpot Chains, Coffee Brands Into the Fray

China's burger market is sizzling, drawing an eclectic mix of players from hotpot chains to coffee brands into a fast-growing fast-food segment. The rush reflects shifting consumer habits, with smaller households and budget-conscious diners gravitating toward convenient, value-for-money meals.

Yum China's Pizza Hut Burger Bar, a format that pairs a burger counter with an existing Pizza Hut restaurant, has expanded to over 200 outlets within six months of launch. The company plans to grow this format to 500-600 outlets by the end of 2026, representing roughly 10% of its total Pizza Hut network.

The burger category is becoming a key growth driver for Pizza Hut. Burgers were added to the menu in 2024 and accounted for a mid-single-digit percentage of sales by 2025. The company expects the category to generate over 1 billion yuan in sales this year, or 5-6% of the brand's revenue.

New entrants are also staking their claim. Hotpot chain Haidilao launched Huanxianbao, or "Fresh Burger," last month, selling burgers alongside pizza, pasta, and fried chicken. Coffee chain M Stand has also opened burger-focused outlets in select cities.

The appeal is partly economic. As consumer spending remains cautious, burgers offer a lower-cost alternative to full-service restaurant meals while still serving as a substantial option. For students like Wang Fang in Beijing, burgers have become a go-to lunch because they are cheaper than ordering multiple dishes at a restaurant.

Changing demographics are fueling demand too. Rising numbers of one-person households, smaller families, and young urban workers are driving interest in convenient individual meals. Delivery habits also play a role, with 43% of Chinese consumers ordering delivery at least once a week, compared with a global average of 23%.

China's Western fast-food market was valued at 499.65 billion yuan ($74.1 billion) in 2025 and is expected to reach 587.09 billion yuan by 2027, according to data provider iiMedia Research. The burger category alone was worth $18.4 billion in 2025 and is projected to grow 8.7% annually through 2035, per Emergen Research.

International brands are eager to capture a share. When U.S. chain Five Guys opened stores in Beijing this month, customers waited over two hours to be served. Wendy's announced plans in May to enter China and open up to 1,000 franchised restaurants over the next decade.

For families like that of Liu Tao, a 48-year-old musician in Beijing, burgers offer a practical solution. He regularly takes his 11-year-old son to McDonald's on Sundays between the boy's maths and English classes. "When you want food that's clean, quick and something children don't get bored of, nothing is better than a burger," he said.