Fast-food giants deepen market reach in 2024

Focus on operational efficiency, product innovation and increased penetration in lower-tier cities to stay ahead

Fast-food giants Yum China and McDonald's China expanded rapidly in 2024, opening record numbers of new stores and deepening their market presence.

With a focus on operational efficiency, product innovation — especially in coffee — and increased reach in lower-tier cities, both companies continued to capture growing consumer demand despite an increasingly competitive landscape.

The expansion aligned with a growing trend in China's restaurant industry.