Fast food has become a big part of daily life in Pakistan. From big international names to local brands that know what people like, the market is changing fast. In 2025, some brands shine more than others. Let’s look at the top fast-food brands, what they are doing well, and what problems they face.
1. Cheezious — Local Hero Growing Fast
- Cheezious is a Pakistani brand that has won the “Fastest Growing Restaurant Network of the Year” award for three years in a row at the Brand of the Year Awards
- The brand started in Islamabad and has expanded rapidly. Its menu combines burgers, sandwiches, pizzas, and “Instagram-friendly” items like cheese-pulls and loaded fries. Many people like its bold flavors and local touches
- Strengths include local flavor, competitive pricing, and a youth-focused brand image. Weaknesses could be consistency across outlets and supply chain pressure as they continue to scale.
2. AlBaik — International Giant Arriving Big
- AlBaik is a famous fast-food chain from Saudi Arabia, known for crispy broasted chicken with signature sauces. It has signed an MoU with Gas & Oil Pakistan Ltd (GO) to open over 200 branches across Pakistan from late 2025 into early 2026
- First outlets are expected in major cities like Karachi, Lahore, Islamabad, Rawalpindi, Faisalabad, Multan, Peshawar.
- It will compete with KFC and McDonald’s not only on taste but also price and local adaptation. Its arrival is seen as a boost for jobs and trade between Pakistan and Saudi Arabia.
3. Hardee’s — The Beef Burger Specialist
- Hardee’s entered Pakistan in 2009, first in Lahore, and has since expanded to 25+ outlets in cities including Karachi, Islamabad, Gujranwala, Multan, Peshawar, and others.
- Its strength lies in its charbroiled beef burgers, relatively high-quality ingredients, and strong brand recognition for beef burgers among people who prefer meat over chicken-focused menus.
- Challenges: higher cost of beef compared to chicken, supply chain and inflation pressures, and competing with brands that offer cheap chicken items.
4. KFC — Global Chicken Leader Facing Pressure
- KFC remains one of the most popular international fast food brands in Pakistan. However, its business has faced backlash and protests. In April 2025, over 170 people were arrested after mob attacks at KFC outlets in several cities. These protests were in response to political unrest and U.S. foreign policy, showing how non-food factors can affect fast food brands.
- KFC’s menu changes also sometimes disappoint customers. For example, its “K Zing Burger” launch was criticized for taste, portion, and consistency issues.
- Strengths: widespread presence, brand recognition, loyalty. Weaknesses: being the target of political protest, quality control, and pricing pressures.
5. McDonald’s & Others — Popular but Challenged
- McDonald’s in Pakistan is famous worldwide, though currently the brand faces shortages of some items like “cardamom tea” and others, due to import difficulties and regulatory issues.
- Other chains like Burger Lab, Johnny & Jugnu, OPTP (One Potato Two Potato), and Fri-Chiks are strong among local and youth customers. They usually offer more affordable options, or creative local-style flavors, helping them compete effectively with global chains.
6. Customer Sentiment & Worker Service
- One interesting finding: Karachi was ranked the 4th city in the world for friendliest fast-food workers, in a study that surveyed service at five big international chains: McDonald’s, KFC, Burger King, Subway, Starbucks. The average rating was 4.32 out of 5.
- Local brands often get praise for being more in tune with what Pakistanis like: spicy, crunchy, flavorful, and value for money.
7. Challenges Fast Food Brands Face in 2025
- Economic & Currency Pressures: Inflation, rising costs of ingredients, taxes, and import regulations make food more expensive.
- Supply Chain & Imports: Global chains often import key items. Disruptions or bans can cause shortages. McDonald’s shortages are a good example.
- Political & Social Impact: Boycotts or protests can hit international brands. KFC’s outlets were attacked amid anti-U.S. sentiment over unrelated foreign policy decisions .
- Consistency & Quality Control: Brand trust depends on consistent taste, serving sizes, and hygiene across outlets. When a major chain launches a menu item that people dislike (like K Zing Burger), it hurts reputation.
- Local Taste Preferences: Consumers prefer spicy chicken, broast, flavored sauces, and regional variations. Global menus often need adaptation.
8. What Makes a Fast Food Brand “Best” in Pakistan?
Based on what 2025 shows us, brands that do well tend to:
- Offer local flavour (spice, sauce, texture).
- Keep prices affordable for middle class and youth.
- Maintain consistency & quality across outlets.
- Have good service and cleanliness.
- Adapt to local conditions—supply chain, halal standards, etc.
- Manage risk related to social, political, and economic issues.
Top Brands at a Glance
| Brand | Strengths / What It’s Good At | Major Weaknesses |
|---|---|---|
| Cheezious | Local flavour, rapid growth, youth appeal | Scaling quality, maintaining consistency |
| AlBaik | Popularity for broasted chicken, affordability, strong entry plan | New entrant; expectations are high |
| Hardee’s | Beef specialty, brand strength in burgers | Cost of beef; competition for chicken |
| KFC | Big presence, known taste | Political risk; quality & portion issues |
| McDonald’s | Iconic brand; widespread; familiarity | Import issues; sometimes product shortages |
Outlook for the Future
- Expect AlBaik to become very visible by 2026, with more branches and big marketing campaigns.
- Local brands like Cheezious, Johnny & Jugnu, Burger Lab will continue growing, perhaps taking more market share from international chains—especially among younger customers.
- Global chains will need to adapt (menu, pricing, sourcing) or risk losing relevance.
- Customers will increasingly demand value, flavour, and service.
Conclusion
In 2025, Pakistan’s fast food scene is dynamic. Local brands are making strong gains, international giants are expanding or feeling pressure, and new entrants like AlBaik are about to shake things up. For food lovers, that means more choices, better flavors, and hopefully fair prices. For brands, the race is on to stay relevant: understand local tastes, ensure consistent quality, and navigate external challenges well.
