Haidilao Dives into Burger Biz Again, Boosts Sushi Venture Amid Cooling Hotpot Demand

Chinese hotpot giant Haidilao is making another attempt to break into the burger industry with its new venture, Fresh Burger, while simultaneously growing its budding sushi brand, Nyoisushi. This diversification comes as the company’s main business experiences a slowdown.

Fresh Burger, Haidilao’s latest venture, was launched in Wuhan last month. The restaurant prides itself on its fresh grilled burgers, a departure from the frozen pre-made patties that many other fast-food chains utilize. Prices at Fresh Burger range from 18.9 yuan (approximately $2.80) to 41.9 yuan, and the menu also includes a variety of other options such as pizza, pasta, coffee, and ice cream.

Alongside its expansion into the burger market, Haidilao has also been concentrating on growing its sushi brand, Nyoisushi. Following the success of its inaugural store in Hangzhou, the company has opened two additional outlets in Wuhan.

Financial Situation and Future Plans

Despite these ambitious expansions, Haidilao recently reported a 14% decrease in net profit for the fiscal year 2025, resulting in a sum of 4.05 billion yuan (about $600 million). Despite the drop, revenues still saw a slight increase of 1.1%, totaling 43.23 billion yuan.

In light of these financial results, Haidilao announced plans to grow its multi-brand portfolio while focusing on enhancing the customer experience. The company aims to leverage digitalization and strategic acquisitions to achieve this goal. Beyond burgers and sushi, Haidilao also operates several other ventures, including seafood restaurants and Chinese fast-food chains.

Haidilao’s previous attempt to break into the burger market was with Hiburger, launched in 2024. Despite initial hopes, Hiburger ended operations just a year later in 2025.

This renewed effort to establish a foothold in the burger market comes as American fast-food chains bolster their presence in China. Notably, Burger chain Five Guys is slated to open its first store in Beijing in August, following its debut in Shanghai in 2021. Other U.S. chains such as Wendy’s and Texas Chicken have also announced their plans to enter the Chinese market, while Popeyes made a comeback in April after a two-decade-long absence since 2003.