Large Cheese Pizza: A Chinese Favorite?

If you're looking to order a large cheese pizza in China, you might want to know how to ask for it in Chinese. While there is no standard translation for pizza in Chinese, the term “pīsa” is often used, and 匹萨 or 批萨 would be the closest transliteration. 比萨 is also used, especially at Pizza Hut (必胜客), which is likely the most familiar pizza restaurant in China. To specify that you want a large cheese pizza, you could say something like 我要一个大号的芝士披萨 (I want a large cheese pizza).

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Pizza chains in China

Pizza Hut was the first pizza chain to enter the Chinese market, opening its first store in Beijing in 1990. As of December 2024, Pizza Hut has over 3,700 restaurants in more than 800 cities across China, making it the largest casual dining restaurant brand in the country. The chain's success can be attributed to its market research and planning, which allowed it to adapt to local tastes and dining habits. For example, Pizza Hut was warned that many Chinese consumers do not like cheese and may not be able to digest it, so it offered a broad variety of pizzas and other dishes to cater to local preferences.

Other international pizza chains in China include Domino's Pizza, which entered the market in 1995 but faced challenges due to its lack of sit-down restaurants and pizza sizes that were considered too large for Chinese consumers. California Pizza Kitchen, Mr. Pizza (a South Korean chain), Origus Pizza Buffet (a Chinese company), Papa John's, Peppes Pizza (a Norwegian chain), Pizza Express, Pizza Factory (a US chain), and Yellow Cab Pizza (a Filipino chain) also have a presence in China, although their number of locations varies.

In addition to international chains, there are independent players in the Chinese pizza market, including Una's, Melrose, and Homeslice. China's first "build your own pizza" chain, The Pizza Factory, has locations in Guangzhou and Shenzhen. These local chains offer unique twists on the pizza concept, with some supermarkets even selling pizza by the slice from their deli sections, sometimes using salad dressing instead of cheese and including toppings like hot dog bits.

Chinese consumers' acceptance of cheese

Cheese is not typically associated with Chinese cuisine, and it is often assumed that Chinese people do not eat cheese at all. However, this perception is changing, and there is a growing acceptance and demand for cheese among Chinese consumers, particularly in large urban areas like Beijing, Shenzhen, and Shanghai.

Historically, cheese has been produced and consumed in certain regions of China, such as Inner Mongolia and Yunnan province, which have strong herder cultures, as well as in the country's southwestern regions, which are home to various ethnic minorities. Traditional Mongolian and Tibetan cheeses, for example, are often dried in the sun into hard pieces that can be easily transported and stored.

In recent years, cheese has gained popularity in China, with a double-digit growth rate and an increasing presence in the market. This trend is driven by several factors, including the growing upper-middle class and affluent households who can afford imported products, the expansion of Western-style fast-food chains and restaurants, and the increasing international exposure of Chinese consumers through travel and study abroad. The country's burgeoning wine sales have also contributed to the growing appreciation for cheese, as consumers discover the complementary pairing of wine and cheese.

While natural cheese may be less accepted due to its strong smell and taste, processed cheese with lighter and milder flavours is becoming increasingly popular among Chinese consumers. Innovative products, such as cheese sticks, lollipops, and cubes, as well as collaborations with cartoon and animation franchises for children's cheese products, are helping to increase the acceptance and consumption of cheese in China.

To further enhance the acceptance of cheese among Chinese consumers, brands can focus on developing innovative products that cater to local tastes and preferences. Marketing strategies that highlight the nutritional benefits of cheese, such as its protein content, can also help to increase its appeal. By combining cheese with Chinese cuisine and using nostalgic cues in marketing, companies can increase the perceived relevance of cheese in the daily food life of Chinese consumers.

Pizza Hut's success in China

Pizza Hut has been a successful player in China's casual dining sector since its arrival in 1990. As of 2023, it has 3,072 stores in over 650 cities across China, with plans to expand its footprint rapidly in the coming years. The brand's success can be attributed to several factors, including its ability to innovate and adapt to evolving customer demands while staying true to its commitment to delivering high-quality food and experiences.

One key factor in Pizza Hut's success in China has been its focus on innovation. The company has constantly introduced new items to its menu, covering various categories such as pizzas, steaks, pasta, rice dishes, appetizers, beverages, and desserts. For example, in May 2023, Pizza Hut launched its new menu, introducing 24 brand new items. This relentless food innovation has helped Pizza Hut establish itself as a leader in the pizza category and one of the leading steakhouses in China.

Another critical aspect of Pizza Hut's success in China is its dedication to fueling growth across different dayparts and channels. The company offers dine-in, delivery, and takeaway options, along with packaged foods such as ready-to-cook steak and pasta. This diverse range of offerings has helped Pizza Hut cater to the varied needs and preferences of its Chinese customers.

Digital transformation has also played a significant role in Pizza Hut's success in China. The company has made notable achievements in establishing a robust digital ecosystem, expanding its membership base, and enhancing the overall customer experience. Digital orders now account for a substantial portion of the company's sales, with approximately 91% of orders placed through digital channels in the first quarter of 2023. Pizza Hut's digital capabilities have also improved operational excellence, with the i-Kitchen system automating the order sequence and production process.

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Domino's Pizza in China

As of December 31, 2024, Domino's Pizza China (DPC Dash) operates 1,008 stores in 39 cities across the Chinese mainland, Hong Kong, and Macau, making China Domino's third-largest international market by store count. DPC Dash is the exclusive master franchisee of Domino's Pizza in these regions.

DPC Dash has established itself as a market leader in China by differentiating itself from competitors through its continually innovated and localized pizza-focused menu, unique expertise and leadership in delivery, technology focus, and scalable and replicable store economic model. The company has implemented a 4D strategy of Development, Delicious Pizza at Value, Delivery, and Digital, which has enabled it to serve high-quality, value-for-money pizzas to a steadily expanding customer base.

To cater to local tastes, Domino's in China offers a variety of unique pizza options that differ significantly from those in other countries. For example, instead of the classic pizza sauce, some pizzas feature unusual sauces such as a sweet cheese-flavored mayo or a gritty custard-like sauce. The stuffed crust options are also quite different, with choices like meat floss, durian, mashed sweet potato, and cheese combined with sweet cheese mayo, rather than the traditional mozzarella cheese sticks.

Domino's in China also seems to have a different system for delivery. Instead of using the Domino's app, deliveries are often handled by third-party services like Meituan and Eleme, which results in a significant markup in prices. Despite this, the company has been successful in attracting new customers through digital marketing initiatives and improving customer retention with personalized rewards.

Ordering a pizza in Chinese

Step 1: Initiating the Order

When you call the restaurant, you might be greeted with a simple "Hello, how can I help you?" which translates to "您好，有什么可以帮到您？?" ("*Nín hǎo, yǒu shénme kěyǐ bāng dào nín?*"). To this, you can simply reply, "Hello, I'd like to order a pizza." or "您好，我想订比萨。" ("*Nín hǎo, wǒ xiǎng dìng bǐsà.*").

Step 2: Choosing the Pizza

Once you've indicated that you want to order a pizza, the person taking your order will likely ask, "Sure, what kind of pizza would you like?" or "可以的，您想订什么口味的？" ("*Kěyǐ de, nín xiǎng dìng shénme kǒu wèi de?*"). Now, you can specify the type of pizza you want. If you want a large pizza, you can say "大号的" ("*Dà hào de*"). For a half-and-half pizza, you can say "一半一半的" ("*Yībàn yībàn de*"). You can also specify the toppings you want. For example, if you want a half Hawaiian, half tuna melt pizza, you can say "一半夏威夷，一半熔化金枪鱼" ("*Yībàn hāwǎiyí, yībàn rónghuà jīnqiāngyú*").

Step 3: Providing Delivery Details

After you've finalized your pizza choice, the next step is to provide delivery details. The person taking your order might ask, "Where should we deliver to?" or "送到哪里？" ("*Sòng dào nǎlǐ?*"). You can then provide your address. Additionally, they might ask for your name and phone number, so be prepared to share those details as well.

Step 4: Confirming and Concluding

Once all the details are provided, simply wait for a confirmation from the restaurant, and your order is placed! You might hear something like "Ok, thanks for your order, goodbye!" or "好的。谢谢您的订餐,再见！" ("*Hǎode. Xièxiè nín de dìngcān, zàijiàn!*").

Remember, it's always helpful to have a translation app or dictionary handy to ensure your order is accurate and to assist with any unexpected questions or variations in the ordering process.

Frequently asked questions