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Full Service Restaurants - China - January 2015

Published By :

Mintel

Published Date : Jan 2015

Category :

Food

No. of Pages : 140 Pages

The Chinese full service restaurant market will see low but stable growth over the five years to 2019. The rise of an experiential consumption culture exemplifies Chinese consumers’ eagerness to chase a lifestyle-driven experience, which can potentially outweigh the effects of anti-extravagance campaigns and the fierce challenge from fast casual operators.

Introduction

Key questions answered in this report:
Definition
Methodology
Abbreviations

Executive Summary

The Market
Figure 1: Retail market value of full service restaurants in China, 2009-19
Who’s Innovating
Farm-to-table and locally produced are global trends
From simply eating out to an event
The consumer
Figure 2: Changes in spending at different restaurants in the last six months, September 2014
Figure 3: Occasions for visiting Chinese and Foreign-style full service restaurants, September 2014
Figure 4: Factors influencing food decision in restaurants, September 2014
No promotional activity has absolute advantage
Figure 5: Interest in restaurants' promotional activities, September 2014
Figure 6: Attitudes towards service innovations, September 2014
Nutritional and functional benefit labels
Figure 7: Attitudes towards full service restaurants, September 2014
What we think

Issues and Insights

Men vs women – Chinese and foreign-style restaurants
The facts
The implications
Difference between the top tier 1 cities - Beijing, Shanghai and Guangzhou diners
The facts
The implications
Married and Single – how to target them?
The facts
The implications

Trend Applications

Trend: Extend My Brand
Trend: Guiding Choice
Trend: Make it Mine

Market Size and Forecast

Key points
Recovering from anti-extravagance campaign?
Figure 8: Retail market value of full service restaurants in China, 2009-19
Food safety concerns from fast food chains give full service restaurants an competitive edge
Experiential consumption and rise in overseas travel help to restore growth in full service restaurant market
Figure 9: Retail market value of full service restaurants in China, 2009-19
Multi-tasking could be a solution for the restaurant industry?
Figure 10: Retail market volume of full service restaurants in China, 2009-19
Future - A new burst of O2O in the Chinese restaurant industry
Challenge – C2C model – a high degree of personalisation
Forecast methodology

Who’s Innovating?

Key points
Playing with fashion and multi-functional design to raise interaction
Farm-to-table and locally produced are global trends
Turning simply eating out into an event
Embracing with drinking occasions
Creative mobile applications for diners waiting to be seated
Beyond online to offline marketing
Festival inspired menu

Companies & Brands

China Quanjude (Group) Co.
Ajisen (China) Holdings Ltd
Pizza Hut
Xiao Fei Yang (Little Sheep)

The Consumer – Spending on Full Service Restaurants

Key points
Consumers continue to spend the same when dining out
Figure 11: Changes in spending at different restaurants in the last six months, September 2014
Who prefers casual dining restaurants?
Figure 12: Changes in spending at different restaurants in the last six months – Chinese and foreign casual dining restaurant, costing less than RMB 100 per person, by demographics, September 2014
Opportunities for fine dining restaurants to bounce back?
Figure 13: Changes in spending at different restaurants in the last six months – Foreign and Chinese fine dining restaurants, costing RMB 100 or above per person, by demographics, September 2014

The Consumer – Eating Occasions at Full Service Restaurants

Key points
Occasion overview
Figure 14: Occasions at Chinese and Foreign-style full service restaurants, September 2014
Chinese vs. foreign full service restaurant – gatherings with family and friends
Figure 15: Next most popular occasions at Chinese full service restaurants, by demographics, September 2014
Chinese VS foreign full service restaurants – business-related occasions
Figure 16: Next most popular occasions at Chinese full service restaurants, by demographics, September 2014
Figure 17: Most popular occasions at foreign-style full service restaurants, by demographics, September 2014
Chinese vs foreign full service restaurant – dating habits
Figure 18: Next most popular occasions at Chinese full service restaurants, by demographics, September 2014
Figure 19: Most popular occasions at foreign-style full service restaurants, by city tiers, September 2014

The Consumer – Influential Factors on Choosing Dishes

Key points
Food safety issues are still bothering diners
Figure 20: Factors influencing food decision in restaurants, September 2014
Who is more attracted to additive-free and seasonal ingredients?
Figure 21: Factors influencing food decision in restaurants – Fruit/and vegetable-based, by demographics, September 2014
Endorse locally produced and organic ingredients
Figure 22: Factors influencing food decision in restaurants, by gender and age, September 2014

The Consumer – Attitude towards Value-Added Services and Features

Key points
Interested in everything
Figure 23: Attitudes towards service innovations, September 2014
Multi-tasking lifestyle leads restaurant innovation
Figure 24: Most popular attitudes towards service innovations, by monthly household income, September 2014
How to re-energise different types of full service restaurant?
Figure 25: Attitudes towards service innovations, by changes in spending at different restaurants in the last six months – Foreign fine dining restaurants, costing RMB 100 or above per person, September 2014
Figure 26: Attitudes towards service innovations, by changes in spending at different restaurants in the last six months – Foreign casual dining restaurant, costing less than RMB 100 per person, September 2014
Figure 27: Attitudes towards service innovations, by changes in spending at different restaurants in the last six months – Chinese fine dining restaurant, costing RMB 100 or above per person, September 2014

The Consumer – Attitudes towards Promotional Activities

Key points
No promotional activity has absolute advantage
Figure 28: Interest in restaurants' promotional activities, September 2014
Groupon is old fashion?
Figure 29: Interest in a variety of groupon campaigns, by demographics, September 2014
Preferences differ significantly gender and age groups
Figure 30: Most popular interest in restaurants' promotional activities, by gender and age, September 2014
Catering for women
Figure 31: Most popular interest in restaurants' promotional activities, by gender and age, September 2014
Special offers on credit cards and promotions through mobile apps
Figure 32: Next most popular interest in restaurants' promotional activities, by demographics, September 2014
Digital marketing evolution

The Consumer – Attitude towards Full Service Restaurants

Key points
Nutritional and functional benefit labels
Figure 33: Attitudes towards full service restaurants, September 2014
Figure 34: Most popular attitudes towards full service restaurants, by gender and age, September 2014
Guiding choice for lower tier consumers
Figure 35: Most popular attitudes towards full service restaurants, by city tiers, September 2014
Older female consumers have more confidence in branded chains?
Figure 36: Most popular attitudes towards full service restaurants, by demographics, September 2014
Significant difference between married and single respondents
Figure 37: Most popular attitudes towards full service restaurants, by demographics, September 2014
Beijing, Shanghai and Guangzhou
Figure 38: Most popular attitudes towards full service restaurants, by demographics, September 2014

Appendix – The Consumer – Spending on Full Service Restaurants

Figure 39: Changes in spending at different restaurants in the last six months, September 2014
Figure 40: Changes in spending at different restaurants in the last six months – Foreign fine dining restaurants, costing RMB 100 or above per person, by demographics, September 2014
Figure 41: Changes in spending at different restaurants in the last six months – Foreign casual dining restaurant, costing less than RMB 100 per person, by demographics, September 2014
Figure 42: Changes in spending at different restaurants in the last six months – Chinese fine dining restaurant, costing RMB 100 or above per person, by demographics, September 2014
Figure 43: Changes in spending at different restaurants in the last six months – Chinese casual dining restaurants, costing less than RMB 100 per person, by demographics, September 2014
Figure 44: Attitudes towards service innovations, by changes in spending at different restaurants in the last six months – Foreign fine dining restaurants, costing RMB 100 or above per person, September 2014
Figure 45: Attitudes towards service innovations, by changes in spending at different restaurants in the last six months – Foreign casual dining restaurant, costing less than RMB 100 per person, September 2014
Figure 46: Attitudes towards service innovations, by changes in spending at different restaurants in the last six months – Chinese fine dining restaurant, costing RMB 100 or above per person, September 2014
Figure 47: Attitudes towards service innovations, by changes in spending at different restaurants in the last six months – Chinese casual dining restaurants, costing less than RMB 100 per person, September 2014

Appendix – The Consumer – Eating Occasions

Figure 48: Occasions at Chinese and Foreign-style full service restaurants, September 2014
Figure 49: Most popular occasions at Chinese full service restaurants, by demographics, September 2014
Figure 50: Next most popular occasions at Chinese full service restaurants, by demographics, September 2014
Figure 51: Most popular occasions at foreign-style full service restaurants, by demographics, September 2014
Figure 52: Next most popular occasions at foreign-style full service restaurants, by demographics, September 2014
Figure 53: Interest in restaurants' promotional activities, by most popular occasions at Chinese full service restaurants, September 2014
Figure 54: Interest in restaurants' promotional activities, by next most popular occasions at Chinese full service restaurants, September 2014
Figure 55: Interest in restaurants' promotional activities, by most popular occasions at Foreign-style full service restaurants, September 2014
Figure 56: Interest in restaurants' promotional activities, by next most popular occasions at Foreign-style full service restaurants, September 2014
Figure 57: Attitudes towards service innovations, by most popular occasions at Chinese full service restaurants, September 2014
Figure 58: Attitudes towards service innovations, by next most popular occasions at Chinese full service restaurants, September 2014
Figure 59: Attitudes towards service innovations, by most popular occasions at Foreign-style full service restaurants, September 2014
Figure 60: Attitudes towards service innovations, by next most popular occasions at Foreign-style full service restaurants, September 2014

Appendix – The Consumer – Influential Factors on Choosing Dishes

Figure 61: Factors influencing food decision in restaurants, September 2014
Figure 62: Factors influencing food decision in restaurants – Fruit/and vegetable-based, by demographics, September 2014
Figure 63: Factors influencing food decision in restaurants – Made from locally sourced ingredients, by demographics, September 2014
Figure 64: Factors influencing food decision in restaurants – Made from traceable ingredients, by demographics, September 2014
Figure 65: Factors influencing food decision in restaurants – Made from seasonal ingredients, by demographics, September 2014
Figure 66: Factors influencing food decision in restaurants – Low calorie, by demographics, September 2014
Figure 67: Factors influencing food decision in restaurants – Additive-free, by demographics, September 2014
Figure 68: Factors influencing food decision in restaurants – Made from organic ingredients, by demographics, September 2014
Figure 69: Factors influencing food decision in restaurants – Assortment/customizable dishes, by demographics, September 2014
Figure 70: Factors influencing food decision in restaurants – Cooked by using traditional methods, by demographics, September 2014
Figure 71: Factors influencing food decision in restaurants – Using as little sauces/seasonings as possible, by demographics, September 2014
Figure 72: Factors influencing food decision in restaurants – Limited-time/limited daily offer, by demographics, September 2014
Figure 73: Factors influencing food decision in restaurants – None of the above, by demographics, September 2014

Appendix – The Consumer – Attitude towards Promotional Activities

Figure 74: Interest in restaurants' promotional activities, September 2014
Figure 75: Most popular interest in restaurants' promotional activities, by demographics, September 2014
Figure 76: Next most popular interest in restaurants' promotional activities, by demographics, September 2014

Appendix – The Consumer – Attitudes towards Value-Added Services and Features

Figure 77: Attitudes towards service innovations, September 2014
Figure 78: Most popular attitudes towards service innovations, by demographics, September 2014
Figure 79: Next most popular attitudes towards service innovations, by demographics, September 2014

Appendix – The Consumer – Attitudes towards Full Service Restaurants

Figure 80: Attitudes towards full service restaurants, September 2014
Figure 81: Most popular attitudes towards full service restaurants, by demographics, September 2014
Figure 82: Next most popular attitudes towards full service restaurants, by demographics, September 2014

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