Media365
American fried chicken chain Popeyes made a comeback in Beijing on Friday, as its first new store in the city drew long queues of diners more than 20 years after the brand closed its original Beijing outlets in 2002 and exited the Chinese market in 2003.
Building on its initial return to China in 2020, the chain was now ready to accelerate its expansion this year, as consumer tastes had evolved significantly and it was bullish about growth potential fuelled by young consumers, it said.
Analysts agreed China continued to present meaningful opportunities for foreign fast-food chains, particularly in first-tier cities, but warned that success required more than just opening stores.
“Consumers in top-tier cities remain highly receptive to new concepts and internationally recognised brands,” said Chloe He, director of Asia-Pacific corporate ratings at Fitch Ratings. “However, the market is now much more mature and competitive than in the past. Their long-term performance will depend less on foreign brand recognition alone and more on localisation, operating efficiency, product differentiation and value for money.”
Louisiana-based Popeyes’ China business was acquired by Canadian group Restaurant Brands International (RBI) in 2024 from Tim Hortons China, operator of the Canadian doughnut and coffee chain.
It currently runs more than 80 stores nationwide, mostly in Shanghai, with several in Hangzhou, Zhejiang province, and Nanjing, Jiangsu province. It plans to open new outlets in Shaoxing in Zhejiang and Wuxi in Jiangsu in May, and has started expanding into north China, with 10 to 20 stores planned in Beijing this year, along with locations in Tianjin.
“China is a vast and crucial market, and its demand for chicken and fried chicken products is substantial,” said Jim Li, Popeyes China CEO, adding that following the acquisition by RBI, the brand had been operating in the Chinese market with a local team.
