The operator of Pizza Hut in the Chinese mainland, Yum China, has opened its first two standalone V Burger outlets in Shenzhen’s Futian and Longhua districts, marking the brand’s first dedicated burger restaurants in the country.
According to Yicai Global, the Western-style V Burger concept targets solo diners and small groups, offering freshly prepared chicken and beef burgers. The menu includes roughly 10 varieties, priced between 23 – 42 yuan, with an average spend of 32.5 yuan per customer.
The launch reflects Yum China’s broader multi-brand expansion strategy, following recent initiatives such as KCoffee, Kpro and the KFC Fried Chicken Brothers concept.
Local sources said the company has been preparing for its burger foray for some time. Since December 2023, Pizza Hut has tested a “pizza burger” series in select cities, offering four burger types priced between 20 and 30 yuan each.
The V Burger rollout comes as international and domestic fast-food chains compete aggressively for Chinese consumers. According to a report by Daxue Consulting, China’s fast-food market was valued at RMB1.28 trillion in 2023 and is expected to grow further, driven by demand from lower-tier cities.
In a sign of the sector’s intensifying competition, Burger King sold its controlling stake in China in November to form a joint venture, announcing plans to double its store count within five years and reach more than 4,000 outlets by 2035.
