2025: Asia's Year in Review
We look back at the highs and lows of the Asian multi-site restaurant industry over the past twelve months.
From Jollibee Group’s global acquisitions to Chipotle preparing its Asian debut, the QSR sector has experienced significant milestones, leadership changes, and strategic expansions over the past year.
As 2025 draws to a close, we revisit the year’s key developments in market growth, innovation, and technology, highlighting the trends shaping the future of quick-service dining in Asia.
Market debuts and regional expansion
QSR brands continue to expand their footprint, enter new markets, and explore international growth opportunities.
- Dave’s Hot Chicken eyes China, Southeast Asia expansion
- Yo-Chi eyes bigger Southeast Asia push after Singapore debut
- GoTo Foods eyes 400 franchise stores in Asia
- GOPIZZA rides K-wave with street food, dessert push in India
- CHAGEE targets Japan and South Korea in Asia expansion push
- Jollibee Group expands global reach through foreign acquisitions
- Chick-fil-A opens first Singapore-owned outlet at Bugis+
- Dairy Queen announces entry to Hong Kong, Macao, and Taiwan
- Chipotle to make Asian debut in South Korea and Singapore in 2026
- Potato Corner debuts in Taiwan with Xinyi District opening
Menu innovations and marketing strategies
QSRs are constantly refreshing menus and marketing campaigns to engage consumers and reflect local tastes.
- Dodo Brands banks on local flavours for global expansion
- Silk. mixes cultural roots and local tastes
- Burger King Japan partners with Kyoto rice producer for innovative Whopper
- CHAGEE Philippines launches limited holiday drink with Tanned Hello Kitty
- Brik Oven, Red Rhino launch beer-infused pizza range
- NakNak heats up its menu with Fiery Geprek launch
- Starbucks targets matcha lovers with new drinks, merch launch
- PizzaExpress Hong Kong serves new locally inspired menu
- Compose Coffee unveils first artist collaboration with BTS’s V
- Taco Bell unveils new Refrescas line of refreshments
- Popeyes Singapore launches first breakfast menu
Brand reinvention and store makeovers
To stay competitive, QSRs are revamping brand identities and redesigning stores to appeal to modern consumers.
- Kudu refreshes brand with viral meals to win over young Saudis
- Jollibee Group introduces new brand identity
- Tiong Bahru Bakery to reopen Eng Hoon flagship after major overhaul
- CHAGEE unveils new identity as it hits 8-year milestone
- Jollibee Group’s Mang Inasal opens first ‘fifth-generation’ restaurant design concept
- Dodo Pizza updates look for UAE outlets
- Auntie Anne’s rolls out new store design to attract younger consumers
- McDonald’s brings 'Mood-Engine' concept store to Hong Kong
Leadership shake-ups
Executive transitions are reshaping strategic directions across major QSR brands.
- CHAGEE taps former McDonald’s, Krispy Kreme execs to lead Philippine expansion
- Domino’s names Dieter Haberl as new Japan CEO
- Flash Coffee taps former Fore Coffee exec Bardon Matthew as CEO
- Tomoro Coffee founder steps down as Global CEO
- Starbucks Japan's Hisae Morii steps up as CEO
Corporate moves and strategic deals
Mergers, acquisitions, franchise agreements, and IPOs are reshaping the competitive landscape.
- Gong cha signs 100 unit deal in Thailand
- TGI Fridays, USR Hospitality partner to open 51 branches across India
- Mom’s Touch signs MoU to open 60 restaurants in Uzbekistan
- Qatari chain Junior’s inks first-ever franchise deal
- Restaurant Brands International buys back Burger King China
- Berjaya Foods, BlueMon Group to bring Krispy Kreme to Mongolia
- Dairy Queen Philippines addresses cybersecurity incident on its website
- Devyani acquires Indian F&B operator Sky Gate Hospitality for $49.1m
- Nothing Before Coffee secures $2.3m in Pre-Series A funding
- CHAGEE aims to raise $411m US IPO
- Philippine bourse lifts Jollibee’s foreign ownership limit
Technology and AI in QSR operations
Restaurants are leveraging technology and AI to improve efficiency, customer experience, and sustainability.
- Yum China champions smart restaurant management
- Single-serving GOPIZZA scales up with smart tech
- Meet Lulu, SaladStop!’s AI ordering assistant
- Wendy’s bets on FreshAI as QSRs boost tech investments
- Starbucks China to cut Scope 3 emissions with AI and IoT
- Yum China pilots new hands-free AI assistant for store managers
This year also saw the top restaurant brands lauded for their outstanding initiatives at the QSR Media Conference & Awards 2025.
