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Full Service Restaurants - China - December 2013

Published By :

Mintel

Published Date : Jan 2014

Category :

Hotels & Restaurants

No. of Pages : 173 Pages


The full service restaurant market in China has seen a decline in the rate of growth in recent years, impacted by the slackened economic growth. However, the ever-increasing consumer spending power still implies growth opportunities for restaurants which are able to cater to the needs of particular consumer groups.
Table of Content

Introduction
Definition
Methodology
Abbreviations

Executive Summary
The market
Figure 1: Total China full service restaurant revenues, 2008-18
Figure 2: Frequency of eating out at different types of restaurants, October 2013
Companies and brands
Figure 3: Top 10 public listed full service restaurant chains in China, by revenue (RMB million), 2011 and 2012
The consumer
Usage of different types of restaurants
Figure 4: Occasions for eating out at restaurants, October 2013
Important factors for selecting full service restaurants
Figure 5: Important factors for selecting full service restaurants, October 2013
Attractive value-added services
Figure 6: Attractive value-added services, October 2013
Factors driving consumers to try new restaurants
Figure 7: Factors driving consumers to try new restaurants, October 2013
Attitudes towards full service restaurants
Figure 8: Attitudes towards full service restaurants, October 2013
Key trends
Multi-brand strategy to appeal to different consumer segments
High-end restaurants to appeal to the majority of the public
Ride on the trend of consumers moving towards a healthier diet
What we think

The Market
Key points
Market size and forecast
Figure 9: China full service restaurant market, value sales, 2008-18
Figure 10: China full service restaurant market, value sales, 2008-18
Market growth drivers
Sustained economic growth
Ongoing urbanisation progress
Rising personal and household income
Figure 11: Per capita net income and actual growth rate of urban and rural residents in China, 2008-12
Figure 12: Number of full service restaurant outlets and revenue sales in China, 2008-12
Growing desire for family/friends gathering during leisure time
Potential barriers
Increasing cost of labour
Increasing cost of real estate rentals
Rising commodity prices
Anti-extravagance campaign
Market segmentation
Figure 13: Number of different restaurant types have been to in the past 12 months, October 2013
Figure 14: Frequency of eating out at different types of restaurants, October 2013

Companies and Brands
Key points
Key brands
Figure 15: Top 10 public listed full service restaurant chains in China, by revenue (RMB million), 2010-12
Company trend and innovations
Multi-brand strategy to cater to the needs of different consumer segments
Packaged food retailing becomes a new source of income
Companies
Fine Dining Full Service Restaurants
Hai Di Lao Hot Pot
Wow Prime Group
Beijing Xiangeqing Co.
China Quanjude (Group) Co.
Xiao Nan Guo Holdings
Casual dining full service restaurants
Ajisen (China) Holdings Ltd
Xiao Fei Yang (Little Sheep)
Pizza Hut
Tsui Wah Holdings Limited

The Consumer – Usage of Different Types of Restaurants
Key points
Different types of restaurants apply to different usage occasions
Figure 16: Occasions for eating out at restaurants, October 2013

The Consumer – Important Factors for Selecting Full Service Restaurants
Key points
Taste and hygiene are most important
Figure 17: Important factors for selecting full service restaurants, October 2013
Figure 18: Selected important factors in selecting full service restaurants, by income groups, October 2013
Figure 19: Selected important factors in selecting full service restaurants, by gender and age groups, October 2013

The Consumer – Attractive Value-Added Services
Key points
Consumers look for more flexibility in customising their dishes
Figure 20: Attractive value-added services, October 2013
Figure 21: Selected attractive value-added services, by gender and age groups, October 2013
Figure 22: Selected attractive value-added services, by income groups, October 2013

The Consumer – Factors Driving Consumers to Try New Restaurants
Key points
Special offers and promotions can act as effective energisers to restaurants to gain trial besides good word of mouth
Figure 23: Factors driving consumers to try new restaurants, October 2013
Figure 24: Selected factors driving consumers to try new restaurants, by gender and age groups, October 2013
Figure 25: Selected factors driving consumers to try a new restaurant, by income groups, October 2013

The Consumer – Attitudes towards Full Service Restaurants
Key points
Consumers show enthusiasm towards trying different types of dishes and restaurants
Figure 26: Attitudes towards full service restaurants, October 2013
There are opportunities for trade-up
Figure 27: Attitudes towards full service restaurants, by income groups, October 2013

Key Issue – Multi-brand Strategy to Appeal to Different Consumer Segments
Key points
Segmenting consumers based on psychographics
Tailor restaurant propositions to different consumer segments
Figure 28: Consumer segmentation, by important factors for selecting full service restaurants, October 2013
What does it mean?

Key Issue – High-end Restaurants to Appeal to the Majority of the Public
Key points
Spending on business meals and government’s banquets is going to decline
Short-term goal – attracting mass consumers for trial
Menu renovation
Special lunch offers
Online promotion offers
Long-term sustainability – retaining premium brand image and building customer loyalty
High-quality food, good dining environment and rare food materials all contribute to premium value perceptions
Figure 29: Consumer segments, by selected attitudes towards full service restaurants (any agree), October 2013
Restaurant companies need to take into considerations consumers’ purchasing capabilities when designing the menu
What does it mean?

Key Issue – Riding on the Healthy Eating Trend
Key points
Intensifying competition pushes restaurant companies to keep innovating their menus
Consumers attach great importance to food safety
Consumers are looking for healthier food
Menu innovation focusing on “healthiness” is the emerging trend
Adding “hygiene” elements into traditional Chinese way of cooking and sharing food
Menu innovation using healthy food materials
Emphasising healthy benefits of the dishes
Figure 30: Example: Health benefits of each of Shang-Tang’s recommended soup, 2013
What does it mean?

Appendix – Frequency of Eating out at Different Types of Restaurants
Figure 31: Most popular frequency of eating out at restaurants, October 2013
Figure 32: Next most popular frequency of eating out at restaurants, October 2013
Figure 33: Most popular frequency of eating out at restaurants – Hot pot restaurants, by demographics, October 2013
Figure 34: Next most popular frequency of eating out at restaurants – Hot pot restaurants, by demographics, October 2013
Figure 35: Most popular frequency of eating out at restaurants – Foreign fine dining restaurants, costing RMB100 or above per person, by demographics, October 2013
Figure 36: Next most popular frequency of eating out at restaurants – Foreign fine dining restaurants, costing RMB100 or above per person, by demographics, October 2013
Figure 37: Most popular frequency of eating out at restaurants – Chinese fine dining restaurant, costing RMB100 or above per person, by demographics, October 2013
Figure 38: Next most popular frequency of eating out at restaurants – Chinese fine dining restaurant, costing RMB100 or above per person, by demographics, October 2013
Figure 39: Most popular frequency of eating out at restaurants – Foreign casual dining restaurant, costing less than RMB100 per person, by demographics, October 2013
Figure 40: Next most popular frequency of eating out at restaurants – Foreign casual dining restaurant, costing less than RMB100 per person, by demographics, October 2013
Figure 41: Most popular frequency of eating out at restaurants – Chinese casual dining restaurants, costing less than RMB100 per person, by demographics, October 2013
Figure 42: Next most popular frequency of eating out at restaurants – Chinese casual dining restaurants, costing less than RMB100 per person, by demographics, October 2013
Figure 43: Most popular frequency of eating out at restaurants – Fast food restaurants, by demographics, October 2013
Figure 44: Next most popular frequency of eating out at restaurants – Fast food restaurants, by demographics, October 2013
Figure 45: Most popular frequency of eating out at restaurants – Self-service buffet, by demographics, October 2013
Figure 46: Next most popular frequency of eating out at restaurants – Self-service buffet, by demographics, October 2013
Figure 47: Most popular frequency of eating out at restaurants – Café, by demographics, October 2013
Figure 48: Next most popular frequency of eating out at restaurants – Café, by demographics, October 2013

Appendix – Occasions for Eating Out at Restaurants
Figure 49: Occasions for eating out at restaurants, October 2013
Figure 50: Occasions for eating out at restaurants, October 2013
Figure 51: Most popular occasions for eating out at restaurants – Hot pot restaurant, by demographics, October 2013
Figure 52: Next most popular occasions for eating out at restaurants – Hot pot restaurant, by demographics, October 2013
Figure 53: Most popular occasions for eating out at restaurants – Foreign fine dining restaurant, by demographics, October 2013
Figure 54: Next most popular occasions for eating out at restaurants – Foreign fine dining restaurant, by demographics, October 2013
Figure 55: Most popular occasions for eating out at restaurants – Chinese fine dining restaurant, by demographics, October 2013
Figure 56: Next most popular occasions for eating out at restaurants – Chinese fine dining restaurant, by demographics, October 2013
Figure 57: Most popular occasions for eating out at restaurants – Foreign casual dining restaurant, by demographics, October 2013
Figure 58: Next most popular occasions for eating out at restaurants – Foreign casual dining restaurant, by demographics, October 2013
Figure 59: Most popular occasions for eating out at restaurants – Chinese casual dining restaurants, by demographics, October 2013
Figure 60: Next most popular occasions for eating out at restaurants – Chinese casual dining restaurants, by demographics, October 2013

Appendix – Important Factors for Selecting Full Service Restaurants
Figure 61: Important factors for selecting full service restaurants, October 2013
Figure 62: Most popular factors for selecting full service restaurants –Top three factors, by demographics, October 2013
Figure 63: Next most popular factors for selecting full service restaurants – Top three factors, by demographics, October 2013
Figure 64: Most popular factors for selecting full service restaurants – Rank 1, by demographics, October 2013
Figure 65: Next most popular factors for selecting full service restaurants – Rank 1, by demographics, October 2013

Appendix – Attractive Value-Added Services
Figure 66: Attractive value-added services, October 2013
Figure 67: Most popular attractive value-added services, by demographics, October 2013
Figure 68: Next most popular attractive value-added services, by demographics, October 2013
Figure 69: Other attractive value-added services, by demographics, October 2013

Appendix – Factors Driving Consumers to Try new Restaurants
Figure 70: Factors driving consumers to try new restaurants, October 2013
Figure 71: Most popular factors driving consumers to try new restaurants – Rank 1, by demographics, October 2013
Figure 72: Next most popular factors driving consumers to try new restaurants – Rank 1, by demographics, October 2013

Appendix – Attitudes towards Full Service Restaurants
Figure 73: Attitudes towards full service restaurants, October 2013
Figure 74: Agreement with the statement ‘It is fun to try a new type of dish’, by demographics, October 2013
Figure 75: Agreement with the statement ‘It’s fun to try a new restaurant rather than sticking to the same one’, by demographics, October 2013
Figure 76: Agreement with the statement ‘I like people to know about my dining experiences’, by demographics, October 2013
Figure 77: Agreement with the statement ‘It is worth paying more for a better dining experience’, by demographics, October 2013
Figure 78: Agreement with the statement ‘It is worth paying more to dine at restaurants offering food of better quality’, by demographics, October 2013
Figure 79: Agreement with the statement ‘It is worth paying more to dine at restaurants offering rare food on the menu’, by demographics, October 2013
Figure 80: Agreement with the statement ‘Fine dining restaurants offer more tasty dishes than the casual ones’, by demographics, October 2013
Figure 81: Agreement with the statement ‘Eating at fine dining restaurants is a reflection of my social status’, by demographics, October 2013
Figure 82: Agreement with the statement ‘I would be interested in trying international cuisines that are difficult to cook at home’, by demographics, October 2013
Figure 83: Agreement with the statement ‘I would rather stick to Chinese restaurants because I’m used to the taste’, by demographics, October 2013
Figure 84: Agreement with the statement ‘Dishes made by professional cooks are more nutritious than those made at home’, by demographics, October 2013
Figure 85: Agreement with the statement ‘I worry about the impact on my health when eating out at restaurants’, by demographics, October 2013

Appendix – Target Group (Consumer Segments) Analysis
Figure 86: Target groups, by demographics, October 2013
Figure 87: Important factors for selecting full service restaurants, by target groups, October 2013
Figure 88: Attractive value-added services, by target groups, October 2013
Figure 89: Factors driving consumers to try new restaurants, by target groups, October 2013
Figure 90: Attitudes towards full service restaurants, by target groups, October 2013

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