Recently, at the Vanke Plaza · Huanhua Lin in Wuhan’s historic cultural district near Tanhu Hualin, there has been an extra burst of excitement beyond the usual. The V BURGER restaurant has become the new focal point here as well—and it is also V BURGER’s 300th store across the country. Inside the restaurant, the aroma of freshly seared meat patties and freshly baked bread from the open kitchen area draws a steady stream of visitors, and it has also become a new food landmark in Wuhan that young people are eager to visit and snap photos at.
V BURGER’s 300th store officially opens in Wuhan
Around the time the store count surpassed 300, the brand officially announced that An Yuyu will serve as a spokesperson for V BURGER. From the first store in Shenzhen to coverage across 36 cities nationwide, V BURGER has opened an average of 10 new stores every 8 days, successfully proving the quality-for-one-dining occasion track. In response, Mr. Jeff Kuai, General Manager of Yum Pizza brand, said: “After launching the hamburger category for two years, Pizza Hut, through continuously building the ‘V BURGER module,’ hopes to satisfy more consumers’ tastes and take the hamburger category to a new level.”
Original fresh-baked pizza bread paired with large-cut freshly pan-seared beef patties; V BURGER delivers the “for one” quality experience
Behind the lively scene at new stores are one by one burgers treated with care—so every bite stands up to scrutiny.
V BURGER’s original pizza-bread base is handmade and baked fresh daily in each store. Its inspiration comes from Pizza Hut’s pizza dough—starting from dough shaping, then brushing garlic oil onto the surface, sprinkling with Parmigiano-style cheese and Dutch parsley flakes in sequence. After natural proofing, it is brushed with egg wash, then baked fresh at a precise temperature of about 230°C. Freshly baked, the bread’s crust is crisp, while the inside is densely aerated, soft, and fluffy. Sweet notes from wheat mingle layer by layer with the savory aroma of cheese and the fresh fragrance of Dutch parsley.
Original pizza bread 2.0, baked fresh every day
Besides the bread, V BURGER selects large cuts of meat. Using a 225°C high-temperature iron plate, it maintains a steady press-and-sear to fully bring out rich meaty aroma and enticing caramelized edges. After pan-searing until the caramelization sets, a full slice of cheese is laid on top, allowing the milky aroma and meat flavor to blend together. Stores坚持每个汉堡现点现做, and they pair it with seasonal fresh vegetables delivered via cold-chain logistics. From iron-plate searing to final assembly, the entire process is visible—offering freshness and peace of mind you can see.
In the open kitchen area of the store, staff pan-sear the beef patties on the iron plate
At the core of V BURGER is Western-style beef burgers, featuring signature iron-plate fresh searing. Among them, the iron-plate fresh-seared cheese beef burger is a classic that’s deeply loved by consumers. Building on this, the brand extends the iron-plate fresh-searing technique to chicken and pork categories, launching new items: the sizzling egg chicken cutlet burger and the BBQ-juice pork burger. In addition, the highly praised daily fresh-cut “Black Diamond” pineapple cheese beef burger now comes in chicken and pork versions too, meeting the dining needs of consumers with different tastes.
New products go live simultaneously
Worth noting is that V BURGER has also newly introduced a handmade-battered and fried chicken series, including the Golden Spicy Chicken Drumstick Burger, Golden Secret Chicken Drumstick Burger, as well as brand-new fried chicken wing and chicken strip snack products. The chicken in this series is hand-battered by each store and deep-fried until golden. The exterior is made of thin, crisp scales, while the inside is tender and juicy—delivering the satisfaction of freshly fried flavor in every bite. This series has already rolled out first at V BURGER’s Wuhan stores, and will be gradually expanded to restaurants nationwide.
Hand-battered and fried chicken series
What supports the scalable rollout is a powerful supply-chain advantage. Yum China’s parent company, Yum China, has already built a nationwide integrated winning supply-chain network, with deliveries covering more than 1,000 towns and cities across the country. Leveraging this system, V BURGER ensures nationwide procurement and storage-and-distribution of ingredients at a unified, high-quality standard. For all stores, the beef, fruit and vegetable, and dough ingredients follow the same quality specifications. Strong supply-chain support enables stable output of Western-style tastes across 300 stores, allowing both large-scale expansion and uncompromised quality to go hand in hand.
“Pizza expert” enters high-frequency dining scenarios; V BURGER leads the new track with quality
V BURGER is backed by a massive trillion-yuan market. Industry data shows that in 2025, the size of China’s Western-style fast-food market is close to 500 billion yuan, and burgers are the largest category within Western fast food. Among fast-food orders, orders for one person account for nearly half. Meanwhile, the needs of young people for both dining efficiency and quality continue to rise. Based on precise market insight, V BURGER has found—and firmly invested in—the quality-for-one-dining track.
Consumers dine in-store and experience quality for one
The market isn’t short of burger brands—what’s missing are brands that bring Western-style quality into everyday life. With 36 years of Western-style dining experience, Pizza Hut entered the scene and secured a precise position through a new approach: “bringing down Western-style quality and raising the consumer experience.” A flexible store model combined with Western-style product strength lets young people who pursue efficiency get both “fast” and “good” in terms of value for money. This isn’t just category expansion—it’s a two-way convergence between the brand and young people’s lifestyles.
On August 7, Yum China announced that it has completed the acquisition transaction for all ownership of the Pizza Hut brand in mainland China.
In the future, V BURGER will accelerate its entry into the high-frequency single-person quick-meal segment, backed by the group’s full range of resources. As an important complement to Pizza Hut China beyond mealtimes and scenarios, V BURGER is expected to become a new growth engine for the group. With 300 stores as just a starting point, V BURGER plans to expand to more cities nationwide, so that more consumers can easily enjoy a Western-style quality burger during daily commutes, time between work, and leisure breaks.