Wallace

What Wallace does

Wallace (华莱士), formally Fujian Hualai Shi Food Co., Ltd. (福建省华莱士食品股份有限公司), is one of China's largest domestic Western-style fast-food chains. Founded in 2000 with its first restaurant at Fujian Normal University and incorporated in 2009 in Fuzhou, Fujian Province, the company has scaled to approximately 20,000 stores nationwide, with particularly deep penetration in China's county and township-level markets where international brands such as McDonald's and KFC have limited presence. The menu centers on burgers, fried chicken, fries, beverages (including the WA Coffee sub-brand), and combo meals, with an average customer spend of approximately 18 yuan positioning the brand firmly in the value segment.

The business operates primarily through a franchise-licensed model, generating revenue from food and beverage sales at physical restaurant locations, supplemented by limited-time promotional campaigns, co-branded merchandise, and celebrity/IP collaborations. Underlying operations include a digital platform (cnhls.com) with an AI-powered customer service assistant, a published store self-inspection reporting system for quality control, and a brand headquarters service subsidiary (Shanghai Rongying Brand Management Co., Ltd.) that obtained ISO 9001, ISO 22000, and HACCP certifications from SGS in January 2026. The company was previously listed on China's New Third Board (NEEQ: 836475) and has begun selective international expansion with its first California store opening in December 2025.

The target customer base is the value-conscious Chinese mass market, particularly consumers in lower-tier cities seeking affordable Western-style fast food. The company's go-to-market emphasizes product-led growth through frequent new product launches, regional flavor adaptations (e.g., the "Flavor Tour of China" series), celebrity endorsements (Ding Zhen, Huang Zi Hong Fan), and IP collaborations (Peppa Pig, Empresses in the Palace, Sad Frog). Wallace has received six consecutive Red Carp Award "Top 10 Western Fast Food Brands" recognitions (2019-2026), ranking first among Chinese domestic brands alongside KFC China, McDonald's China, and Burger King China.

Name

Wallace

Legal name

福建省华莱士食品股份有限公司

Website

https://cnhls.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

Wallace (华莱士) is a Chinese Western-style fast-food chain operating approximately 20,000 stores nationwide with a value-oriented pricing model (~18 yuan average spend), serving budget-conscious consumers across China's counties and townships through a franchise-based physical restaurant network.

Ownership category

akta.pro rank

Product category

Quick-Service Restaurant

NAICS

Limited-Service Restaurants (722513), Restaurants and Other Eating Places (7225)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Burger Fast Casual (THAFABAA)

akta.pro secondary industry

Sandwiches & Wraps Fast Casual (THAFABAG)

Keywords

• Fast food restaurant
• Western-style cuisine
• Fried chicken menu
• Quick-service dining
• Value-priced meals

Headquarters

HQ city

Foochow

HQ country

China

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Restaurant Food Sales: Direct revenue from food and beverage sales at over 20,000 physical restaurant locations across China. Customers purchase menu items including burgers, chicken products, beverages, and combo meals at an average customer spend of approximately 18 yuan per transaction.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Wallace (华莱士) operates a chain of approximately 20,000 quick-service restaurants across China serving Western-style fast food including burgers, fried chicken products, fries, beverages, combo meals, breakfast items, and snacks at an average customer spend of approximately 18 yuan. The company maintains deep penetration in county and township-level markets through a franchise-driven model, with a separate WA Coffee sub-brand also available across the network.

Differentiator

Problem solved

Functional benefit

Products and services

• Wallace Quick-Service Restaurant Dining
• WA Coffee (WA咖啡)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Fujian Broadcasting System (电视剧频道) Party BranchminorStrategic or Co-development Partner · 23 January 2026Hualaishi Party Branch jointly conducted a community service activity with Fujian Broadcasting System (电视剧频道) Party Branch in Fuzhou's Yangqiao Henan Community. The activity involved distributing love meals (including burgers, porridge, and WA coffee) to community residents, low-income families, sanitation workers, and other groups, demonstrating corporate social responsibility through party-building activities.
• SGS (Société Générale de Surveillance)coreOthers · 1 January 2026SGS, a Swiss-based global testing, inspection, and certification organization, awarded Wallace's Shanghai headquarters (Shanghai Rongying Brand Management Co., Ltd.) with ISO 9001 Quality Management System, ISO 22000 Food Safety Management System, and HACCP Hazard Analysis Critical Control Point certifications in January 2026. These certifications cover headquarters, warehouses, and store locations, demonstrating comprehensive quality and food safety standards.
• 小猪佩奇 (Peppa Pig)minorGTM or Marketing PartnerCollaborative marketing campaign for New Year celebrations featuring Peppa Pig-themed products and merchandise, targeting family consumers with special meal packages.
• 厨神小当家 (Cooking Master Kid)minorGTM or Marketing PartnerCo-branded campaign with the classic cooking animation series featuring special 'glowing' merchandise giveaways, appealing to nostalgia consumers.
• 悲伤蛙 (Sad Frog)minorGTM or Marketing PartnerLimited-edition collaboration featuring Sad Frog (a popular internet meme character) merchandise and themed products targeting young office workers.
• 甄嬛传 (Empresses in the Palace)minorGTM or Marketing PartnerCollaborative campaign featuring merchandise inspired by the popular Chinese drama series 'Empresses in the Palace' alongside new whole chicken products at 30% discount.
• KPL (King Pro League)minorGTM or Marketing PartnerEsports sponsorship providing free sweet potato fries and witnessing 'golden rain' moments during KPL professional gaming tournaments, targeting gaming community.
• Chinese Bridge Competition Organizing CommitteeminorStrategic or Co-development PartnerServed as the designated food supplier for the 24th 'Chinese Bridge' World College Student Chinese Competition (August 2025), providing meals for 156 contestants from 135 countries and nearly 140 observers. Wallace prepared customized menu options including vegetarian burgers and allergen-free chicken options while showcasing traditional Chinese culture through intangible cultural heritage activities.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• KFC China (Yum China): KFC China is the dominant Western QSR chain in China with thousands of stores, directly competing with Wallace in burgers, chicken, and value meals across tier 1-4 cities. Both target mass-market Chinese consumers seeking affordable Western-style fast food.
• McDonald's China: McDonald's China operates a national chain of Western QSR restaurants competing directly with Wallace in burgers, chicken, and combo meals. Targets value-conscious consumers and is actively expanding into lower-tier cities where Wallace has dominant presence.
• Burger King China: Burger King China is a direct competitor in the Western burger QSR segment, listed alongside Wallace in the Top 10 Western Fast Food Brands. Both compete on burger-led menus in tier 1-3 cities with overlapping customer demographics.
• Dicos (德克士): Dicos is a Chinese domestic Western QSR chain specializing in fried chicken and burgers with thousands of stores across China. It is the most direct domestic competitor to Wallace in the value-oriented Chinese Western QSR segment, particularly in tier 2-4 cities.
• Popeyes China: Popeyes China is a Western chicken-focused QSR chain expanding rapidly in major Chinese cities. Direct competitor to Wallace's fried chicken and chicken sandwich product lines, targeting similar value-conscious consumers.
• Subway China: Subway operates Western sandwich QSR locations in China. While smaller in scale, it competes with Wallace for health-oriented and value-conscious Western fast food consumers in tier 1-2 cities.
• Domino's Pizza China: Domino's Pizza operates Western QSR stores in China focused on pizza delivery and takeaway. Competes with Wallace for casual Western dining occasions and family meals in tier 1-3 cities.
• Pizza Hut China (Yum China): Pizza Hut China is a Yum China-operated dine-in casual Western restaurant chain. Overlaps with Wallace in serving Western-style fast casual meals to mass-market Chinese consumers, particularly in tier 2-3 cities.

Broad incumbents

• Yum China Holdings: Yum China is the NYSE-listed parent of KFC China and Pizza Hut China, the dominant Western QSR operators in China. As Wallace's largest competitor and an established publicly-traded incumbent, Yum China sets industry benchmarks for scale, supply chain, and brand investment.

Emerging players

• Luckin Coffee: Luckin Coffee is China's largest coffee chain and a partial competitor through WA Coffee, Wallace's emerging value coffee sub-brand. Both target value-conscious consumers with low-price coffee offerings in lower-tier Chinese cities.

Market position

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wallace