Big STORM coming in the Pizza Market in China
Quick hello. I am Claire Verot, and I help foreign food brands grow in China. Pizza is having a moment here, but the winners are not the ones who copy their home menu. They localise flavours, price for value, and pull diners in through Meituan, Douyin and Xiaohongshu. Here is what the storm in the pizza market really means for you.
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Domino’s Pizza plan to open 420 new stores in China
Domino’s Pizza has unveiled ambitious plans to open 420 new stores in China, with 180 set to launch this year and an additional 240 in 2024. The company recently celebrated the simultaneous opening of new outlets in Qingdao, Changzhou, and Wenzhou, bringing its total store count in China to 638 across 20 cities as of April 30. These new locations will prioritize online channels, focusing on delivery and carryout services, which DPC Dash, the master franchisee, aims to replicate in other Chinese markets.
The announcement follows the successful initial public offering (IPO) of DPC Dash in Hong Kong in March, which raised approximately HK$626.7 million (US$80 million). DPC Dash has been operating Domino’s Pizza stores since December 2010 when it acquired the master franchisee for several Chinese provinces, Pizzavest China Ltd.
In June 2017, DPC Dash renewed its master franchise agreement with Domino’s Pizza International Franchising and expanded its territory to encompass mainland China, Hong Kong, and Macau.
Frank Paul Krasovec, the director and chairman of DPC Dash, expressed that the newly raised funds will enable the company to aggressively expand throughout the Greater China region, reaching millions of Chinese customers.
On October 14, Domino’s China hit a record high in revenue growth.
- In the first half of 2022, the Pizza Firm amassed a 909 million RMB ($126 million),
- an increase of 18.6% from 767 million RMB ($106.6 million) in the first half of 2021.
As part of their growth strategy, DPC Dash also announced the appointment of Arthur Patrick D’Elia, Executive Vice President International at Domino’s Pizza, as a non-executive director of the company. D’Elia, responsible for overseeing Domino’s business in more than 90 countries, will bring his expertise to support DPC Dash’s expansion plans and further strengthen their partnership with Domino’s Pizza.
The Chinese Pizza Market
The pizza market in China has witnessed significant growth in recent years, driven by changing consumer preferences, urbanization, and the increasing popularity of Western fast food. As Chinese consumers embrace international cuisines, pizza has become a favored choice, especially among younger demographics.
The market presents both opportunities and challenges for franchise businesses looking to establish a presence in China.
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China’s vast population and growing middle class offer immense market potential for pizza franchises. As disposable incomes rise, consumers are increasingly seeking convenient, affordable, and international dining options.
- Adapt to Local Tastes: While maintaining the core essence of your pizza brand, consider adapting to local tastes and preferences. Introduce flavors and toppings that resonate with Chinese consumers while ensuring consistency with the brand’s identity.
- Embrace Digitalization: The Chinese market is highly digitalized, with a strong emphasis on online ordering and delivery services. Invest in robust online platforms, mobile apps, and partnerships with popular delivery platforms to provide seamless and convenient ordering experiences.
- Huge Investment in Marketing: Develop targeted marketing campaigns that resonate with the Chinese audience. Leverage social media platforms such as WeChat, douyin, Red, Kuaishou to engage with customers, promote Deals (Chinese loves dela) and build brand loyalty.
- Focus on Quality and Food Safety: Chinese consumers place great importance on food safety. Highlight the quality of ingredients, food preparation standards, and adherence to strict hygiene practices to build trust and confidence among customers. Food Safety is a priority in China.
- Strategic Location Selection: Conduct thorough market research to identify prime locations for franchise outlets. Consider areas with high foot traffic, proximity to residential and commercial areas, and target consumer demographics.
- Build Strong Supply Chains: Establish reliable supply chains to ensure consistent access to high-quality ingredients. Partner with reputable suppliers who can meet demand and maintain quality standards.
- Training and Support: (necessary n China) Provide comprehensive training and ongoing support to franchisees, ensuring they understand the brand values, operational standards, and customer service expectations. Regularly assess franchisee performance and offer guidance for improvement.
- Competitive Pricing: (you need that in China) While maintaining profitability, consider pricing strategies that are competitive in the local market. Conduct pricing research and analysis to strike a balance between affordability and profitability.
- Localization of Operations: Adapt operational processes to align with local regulations, labor practices, and business customs. Employ local staff to enhance customer service and cultural understanding.
Launching a franchise business in China
Remember, launching a franchise business in China requires careful planning, adaptation to local market dynamics, and building strong relationships with local partners and customers. Success in the Chinese pizza market will come from a combination of quality products, effective marketing strategies, operational excellence, and a deep understanding of the local consumer landscape.
What the 2026 data says
Western chains keep expanding fast across China, especially into lower-tier cities where competition is lighter and curiosity is high. But Chinese diners reward local flavours and value, and they discover restaurants on Meituan, Douyin and Xiaohongshu, not on a Western brand name alone.
| Lever | Why it matters | Your move |
|---|---|---|
| Localise | Local taste wins | Adapt menu and flavours |
| Value | Price-sensitive market | Offer clear value sets |
| Apps | Where diners decide | Win Meituan and Douyin |
| Buzz | RED drives trial | Seed reviews and visits |
How we grow F&B brands in China
We are a small Shanghai team, and we built our name getting unknown food brands discovered and visited. We drive trial through the right apps, honest content and local positioning. See how our China market service works for food brands, then get in touch through our contact form. Friendly team, fair prices, real results.
Domino’s keeps opening pizza stores all over China
Here is some fresh news. By the end of March 2026, Domino’s had 1,462 pizza stores in China, in 72 cities. That is 147 new stores in just three months, and they plan to open about 350 more this year. This tells you one thing. Pizza is still growing fast in China, and not only in big cities like Shanghai. Smaller cities want pizza too. So there is still room for a new brand, if you arrive with a clear plan. Source: PR Newswire.
What people say on Zhihu
Zhihu is a Chinese question-and-answer website, a bit like Quora. People ask real questions there and others answer. We found a real thread about pizza brands in China.
Question: “Why is Domino’s pizza less popular in China than Pizza Hut and Papa John’s?”
Answer (translated): “Pizza Hut came to China first, so it got into people’s minds early. Even today, many people think ‘pizza’ means ‘Pizza Hut’. Domino’s grew slowly at first because its shops were run by many different owners. Things only sped up in 2017, when one company took full charge. That is why people feel they only heard about Domino’s in recent years, even though it has been in China for a long time.”
For you, this means one thing. Chinese buyers pick the brand they already know, so a new brand has to work hard to become known and trusted first. You can read it on Zhihu.
What this means for your brand, in simple words
Let me explain the basics first. In China, people find food on apps, not on the street. Meituan, a food delivery app, and Dianping, a restaurant review app, are where they choose where to eat. Over 7 in 10 Domino’s orders in China come from apps like these. The whole food delivery market was worth about 1.64 trillion RMB in 2024, so the chance is real. The opportunity is simple. If people can find you, trust you, and order you with one tap, they will. So you need two things. First, an online shop, also called e-commerce, where people in China can buy from you. Second, a friendly way to collect new business contacts, like shops or partners who want to work with you. This second part is called lead generation. We are a small Shanghai team, and we can help you set this up step by step, at a fair price. If you are new to China, come say hello and we will guide you.
Sources: market data from China Briefing and Daxue Consulting.
Claire Verot writes simple, friendly guides for brands taking their first steps in the Chinese market. Connect with her on LinkedIn.
