About Us

2000 — Where It All Began
The first Wallace restaurant opened at Fujian Normal University in China, marking the beginning of the Wallace journey.

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2001 — The First Classics
Wallace introduced two of its early signature products: the Spicy Chicken Thigh Burger and Crispy Whole Chicken. The first-generation Wallace logo was also officially launched.

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2002 — Affordable Burgers for Everyone
Wallace established its vision of making quality Western-style fast food affordable and accessible to everyone. The iconic 3 Burgers for 10 Yuan promotion was introduced, becoming a memorable part of a generation’s food experience.

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2003 — Entering the Chain Era
The second-generation Wallace logo was launched, alongside a new model of employee cooperation and joint operation that helped accelerate the brand’s expansion.

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2005 — A Signature Favorite
Wallace introduced its signature Honey Steak Chicken, adding another beloved product to its growing menu.

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2008 — National Expansion
Wallace opened its first restaurant in Shanghai, while the national store network surpassed 1,000 locations. The company also strengthened its supply chain by investing in 45 distribution centers and a 20,000-square-meter distribution base across China.

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2009 — The Iconic Wallace Logo
The third-generation Wallace logo was launched, becoming the familiar visual identity remembered by millions of customers.

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2011 — Embracing the Digital Era
Wallace explored new opportunities brought by the mobile internet and developed its O2O (Online-to-Offline) business model.

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2013 — A New Store Experience
The fourth-generation Wallace logo was introduced, together with an upgraded restaurant experience. This generation of stores became one of the most widely recognized Wallace formats across China.

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2015 — 5,000 Stores and Counting
Wallace surpassed 5,000 stores nationwide, strengthening its position as one of China's leading affordable fast-food brands.

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2018 — Reaching 10,000 Stores
Wallace opened its first restaurant in Beijing, China's capital. The brand achieved its ambitious goal of expanding into 100 cities and 10,000 stores, with its nationwide network exceeding 10,000 locations for the first time.

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2019 — A New Brand Direction
Wallace underwent a comprehensive brand upgrade, focusing on the new “Whole Chicken & Burger” category. The fifth-generation logo and a new brand slogan were introduced, with a renewed ambition to become a local Chinese brand that people could be proud of. New stores were opened while the overall dining experience continued to evolve.

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2020 — 15,000 Stores Strong
Wallace surpassed 15,000 stores nationwide and received Meituan Takeaway’s recognition as the No. 1 Chinese catering brand in online sales. Packaging was also upgraded with the message “Eat with Confidence, Wallace.” The brand introduced its new family concept, “Wallace Friends,” dedicated to protecting children’s imagination, dreams, and happiness.

 

2022 — Looking Toward the Future

Wallace continued to look ahead with a vision of harmony and shared prosperity: to enable everyone in China to enjoy better food at the same affordable price.

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From One Restaurant to a National Brand

From its first restaurant in 2000 to a nationwide network of more than 20,000 stores, Wallace has continued to grow through affordable products, continuous innovation, operational excellence, and a commitment to serving everyday customers.

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Wallace — making quality fast food accessible to everyone.