Global quick-service restaurant chains are stepping up their bets on the fried chicken market in China. They are wagering that scale, localization and franchising can help unlock growth in one of the world's most competitive dining sectors.

Restaurant Brands International, which also operates Tim Hortons and Burger King, is reviving expansion plans for its Louisiana-style chicken brand Popeyes. Its rival Church's Texas Chicken is preparing a large-scale market entry.

On April 10, Popeyes opened a directly operated flagship store in the Wangfujing area of Beijing, marking its return to the capital after years of strategic resets and signaling the start of a broader national rollout.

Popeyes China said the company has two more new locations under construction and plans to open more than 10 stores in the capital this year. Having already built a network of more than 80 outlets in East China, the brand is expected to expand across North China.

The recent push comes after multiple ownership and operational changes in China. Popeyes business in China has shifted hands several times in recent years — from franchise operator TFI to private equity firm Cartesian Capital — before being integrated into Tims China in 2023.

In 2024, RBI reacquired full control of the China business. The company has installed a new management team, a move aimed at tightening execution and accelerating growth.

Meanwhile, Church's Texas Chicken is entering the Chinese market for the first time. Its debut China store is scheduled to open in Shanghai in the summer of 2026. The company has signed a franchise agreement with local operator Deke Shengtang — a leading local operator with multiple QSR brands, to develop more than 600 restaurants nationwide over the coming years.

The move highlights an asset-light expansion model tailored to the country's fragmented and fast-evolving food-service landscape.

"This is more than growth. It's a defining moment for our brand," Chief Executive Roland Gonzalez said. "China is one of the most dynamic and influential consumer markets in the world, and we're showing up with a brand that's built for connection — big flavor, real value and a spirit that brings people together. We're excited to partner with a team that knows how to win locally."

The dual moves point to intensifying competition in the fried chicken segment in China, where international brands are seeking to carve out market share.

According to a report on the fried chicken market released last year by Canyin88, a catering industry information platform, China's fried chicken market expanded from 60 billion yuan ($8.8 billion) in 2019 to 94 billion yuan in 2024, representing a compound annual growth rate of 9.4 percent. The market value reached 113 billion yuan in 2025, up 20.2 percent year-on-year.

The number of related enterprises climbed to nearly 98,800 as of November 2025, or more than 160,000 stores, which reflects the continued influx of capital and operators.

Market concentration, however, remains high. According to Canyan Data, by April, chains such as KFC, Wallace and Dicos operate 13,302,19,435 and 2,653 stores, respectively. Last year, KFC added 1,349 new stores in the country.

The major players are benefiting from well-established supply chains, strong brand recognition and extensive franchising networks. Local chain brands such as Zhengxin Food have more than 11,000 stores in more than 350 cities, followed by Jiliudaren with 6,100 stores in 340 cities.

Leading players continue to refine store formats and improve efficiency. Newer entrants and smaller brands are targeting niche opportunities through sharper pricing strategies and more focused menus, according to the report.

The country's catering sector is taking off. Catering revenue rose in the first quarter, as seasonal offerings and outdoor dining trends helped support consumer spending, according to data recently released by the National Bureau of Statistics. The China Cuisine Association said catering accounted for 11.5 percent of total retail sales, underscoring its role as a key driver of consumption.