Haidilao opened its new burger outlet in Wuhan late last month, specializing in freshly grilled burgers without frozen pre-made meat patties, the South China Morning Post reported.
Prices range from 18.9 yuan (US$2.80) to 41.9 yuan. Its menu also features pizza, pasta, coffee and ice cream.
Meanwhile, Haidilao’s sushi brand Nyoisushi also launched two new outlets in Wuhan last month after its first store in Hangzhou gained popularity upon launch.
These moves come after Haidilao posted a 14% drop in net profit to 4.05 billion yuan (US$600 million) for 2025, despite a 1.1% increase in revenues to 43.23 billion yuan.
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The logo of Haidilao, a chain of hot pot restaurants, in Hangzhou city, east China’s Zhejiang province, 2020. Photo by Imaginechina via AFP |
The group said it would grow its multi-brand business while improving customer experience, boosting digitalization and pursuing strategic acquisitions, per The Standard. It also operates other businesses, including seafood restaurants and Chinese fast-food chains.
Haidilao previously ventured into the burger market with Hiburger, which launched in 2024 and shuttered the next year.
The launch of its new brand comes amid recent expansions made or announced by U.S. fast food chains in the Chinese market, according to the Global Times.
Burger chain Five Guys said last month it would open its first store in Beijing in August, five years after it debuted with a Shanghai store in 2021.
Wendy’s and Texas Chicken have announced plans to enter the market while Popeyes made its return in April over two decades after its 2003 exit.