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Attitudes Towards and Usage of Domestic Fast Food - China - July 2012

“China’s domestic fast food restaurants (DFFRs) is worth 87.84% of the overall fast food sector by value, far exceeding foreign fast food. Through standardisation and franchise, the diversification of major brands, and product innovation this market will continue to develop with the introduction of more Chinese fast food chains in competition with the foreign sector. The main challenge for DFFRs is the consistency and quality posed by foreign fast food."

– Nelly Mao – Senior Analyst


Some questions answered in this report include:
  • How can Domestic Fast Food Restaurants compete against FFFRs in delivering convenience?
  • How can DFFRs successfully promote leisure consumption?
  • How are DFFRs reacting to the growing need for healthy diets?
  • How can DFFR brands increase customer engagement and build their consumer base?

 

Report Introduction:

China’s domestic fast food restaurants (DFFRs) is worth 87.84% of the overall fast food sector by value, far exceeding foreign fast food. Through standardisation and franchise, the diversification of major brands, and product innovation this market will continue to develop with the introduction of more Chinese fast food chains in competition with the foreign sector. The main challenge for DFFRs is the consistency and quality posed by foreign fast food.

Convenience, ie speed of service, order delivery service and location of restaurant, has become a major factor for consumers, however DFFRs are rated much lower than foreign fast food restaurants (FFFRs) in these three convenience factors. More can be done to speed up service through standardization and automation, to speed up delivery by using technology, and accessibility by looking at opening hours, location and product format.

In terms of the growing leisure dining market, DFFRs edge ahead of FFFRs in taste and variety of choices on the menu, but lag behind in ambience and service in fulfilling leisure dining needs. There are therefore opportunities for DFFRs to invest in food innovation, quality improvement and store interior to generate consumer appeal.

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Report structure
          • Abbreviations
            • Definitions
            • Executive Summary

              • The market
                • Figure 1: Value sales and outlets numbers of domestic fast food restaurants in China, 2007-12
              • The forecast
                • Figure 2: Forecast of domestic fast food, by value, 2007-17
              • Companies
                • Figure 3: Number of outlets of leading domestic fast food chains in China, 2009-11
              • Issues
                • Convenience drives fast food restaurant use
                  • Figure 4: Important factors when selecting fast food restaurants, by frequency of eating at or having take-away from fast food restaurants, March 2012
                  • Figure 5: Comparison of attributes between foreign and domestic fast food restaurants – ‘convenience’, March 2012
                • Leisure catering represents new territory for DFFRs to explore
                  • Figure 6: Important factors when selecting fast food restaurants, March 2012
                • Growing concern over safety and health underpin the demand for healthier dining
                  • Figure 7: Attitudes towards fast food restaurants, March 2012
                  • Figure 8: Comparison of attributes between foreign and domestic fast food restaurants, March 2012
                • Consumer engagement sustains interest
                  • Figure 9: Repertoire of fast food restaurants visited in the past 12 months, March 2012
              • Convenience Drives Fast Food Restaurant Use

                • Issues at a glance
                  • Modernity and urbanization are raising demand for convenience
                    • Figure 10: Reasons for eating at fast food restaurants, March 2012
                    • Figure 11: Important factors when selecting fast food restaurants, by frequency of eating at or having take-away from fast food restaurants, March 2012
                    • Figure 12: Comparison of attributes between foreign and domestic fast food restaurants – ‘convenience’, March 2012
                  • Convenience enables DFFRs an advantage in ‘peak hour’ competition
                    • Figure 13: Time of eating at or having take-away from fast food restaurants, March 2012
                    • Figure 14: Means of eating outside the home, March 2012
                  • Location as a foundation for convenience
                    • DFFRs strive for ‘speed of service’ by different means
                      • Figure 15: Attitudes towards fast food restaurants, March 2012
                    • Standardisation to ensure both convenience and quality
                      • Using online ordering for fast delivery
                          • Figure 16: Means of eating outside the home, by age, March 2012
                        • Longer trading hours and catering occasions bring more convenience
                          • Breakfast an untapped opportunity to draw convenience consumers
                            • Figure 17: Time of eating at or having take-away from fast food restaurants, March 2012
                          • What does it mean?
                          • Leisure Catering Represents a New Territory for DFFRs to Explore

                            • Issues at a glance
                              • Increasing dining-out for leisure creates ample opportunity for DFFRs
                                • Figure 18: Types of restaurants eaten in/ordered to take-away from in the last 12 months, March 2012
                                • Figure 19: Reasons for eating at fast food restaurants, March 2012
                              • DFFRs edge ahead of FFFRs in taste, but lag behind in ambience and service
                                • Figure 20: Important factors when selecting fast food restaurants, March 2012
                              • Menu development for leisure dining
                                • Figure 21: Additional services/offerings expected of from foreign or Chinese fast food restaurants,
                              • An overview of Chinese foods
                                • Figure 22: Most popular food and drink consumed in domestic fast food restaurants, by demographics, March 2012
                                • Figure 23: Most popular foods and drinks consumed in domestic fast food restaurants, by demographics, March 2012 (continued)
                              • Introduction and innovation of regional flavours
                                • Variety in beverages, snacks and desserts
                                  • Figure 24: Food and drinks consumed in foreign fast food restaurants, by reasons for eating at fast food restaurants, March 2012
                                • Fusion and extension
                                  • Serving innovation adds appeal
                                    • Improving DFFR ambience to compete with FFFRs
                                        • Figure 25: Additional services/offerings expected of from foreign or Chinese fast food restaurants,
                                      • Premiumisation by exploring Chinese culinary culture
                                        • What does it mean?
                                        • Growing Concern for Safety and Health Underpins the Demand for Healthier Dining

                                          • Issues at a glance
                                            • Growing demand for healthy foods and beverages
                                              • Figure 26: Attitudes toward food and drink, March 2012
                                              • Figure 27: Attitudes towards fast food restaurants, March 2012
                                              • Figure 28: Attitudes toward food and drink, March 2012
                                              • Figure 29: Important factors when selecting fast food restaurants, March 2012
                                            • Leading FFFRs putting pressure on DFFRs by projecting a healthier image
                                                • Figure 30: Likelihood to use packaging information, March 2012
                                              • DFFRs can entrench the ‘health’ position by exploring Chinese culinary culture
                                                • Figure 31: Comparison of attributes between foreign and domestic fast food restaurants, March 2012
                                              • Local sourcing and organic production offer a means to healthy and safe food sources
                                                  • Figure 32: Additional services expected from foreign or Chinese fast food restaurants, March 2012
                                                • Security labels and claims bolster consumer confidence in safety
                                                  • Children’s healthy meals reduce parental concerns
                                                    • Figure 33: Frequency of eating at or having take-away from fast food restaurants, by children in household
                                                  • What does it mean?
                                                  • Consumer Engagement Enables Sustained Interest

                                                    • Issues at a glance
                                                      • DFFRs fail to build extensive consumer engagement
                                                          • Figure 34: Repertoire of fast food restaurants visited in the past 12 months, March 2012
                                                        • FFFRs are building brand connections from various touch points
                                                            • Figure 35: Repertoire of domestic fast food restaurants visited in the past 12 months, by domestic fast food restaurants visited in the past 12 months, March 2012
                                                          • Promotions and social media play a role in connecting with younger consumers
                                                            • Figure 36: Frequency of eating at or having take-away from fast food restaurants, March 2012
                                                            • Figure 37: Attitudes and reasons for eating at fast food restaurants, March 2012
                                                            • Figure 38: Most popular additional services expected of from foreign or Chinese fast food restaurants, March 2012
                                                            • Figure 39: Attitudes towards fast food restaurants, March 2012
                                                          • Competitive price points will engage low-income consumers
                                                            • Figure 40: Frequency of eating at or having take-away from fast food restaurants, March 2012
                                                            • Figure 41: Spending per head when eating at fast food restaurants, March 2012
                                                          • Increasing brand presence by product extension
                                                            • What does it mean?
                                                            • How Meals are Eaten Outside the Home

                                                                • Figure 42: How meals are eaten outside the home, March 2012
                                                                • Figure 43: How meals are eaten outside the home, by demographics, March 2012
                                                            • Consumer – Frequency of Eating or Having a Takeaway at a Fast Food Restaurant

                                                                • Figure 44: Frequency of eating or having a takeaway at a fast food restaurant, March 2012
                                                                • Figure 45: Most popular frequency of eating or having a takeaway at a fast food restaurant, by demographics, March 2012
                                                                • Figure 46: Next most popular frequency of eating or having a takeaway at a fast food restaurant, by demographics, March 2012
                                                            • Consumer – Time of Day When Consumers Eat or Have a Takeaway at a Fast Food Restaurant

                                                                • Figure 47: Time of day when consumers eat or have a takeaway at a fast food restaurant, March 2012
                                                                • Figure 48: Domestic fast food restaurants visited in the past 12 months, by most popular time of eating or having a takeaway, March 2012
                                                                • Figure 49: Domestic fast food restaurants visited in the past 12 months, by next most popular time of eating or having a takeaway, March 2012
                                                                • Figure 50: Domestic fast food restaurants visited in the past 12 months, by most popular time of eating or having a takeaway, by demographics, March 2012
                                                                • Figure 51: Domestic fast food restaurants visited in the past 12 months, by next most popular time of eating or having a takeaway, by demographics, March 2012
                                                            • Consumer – Reasons for Eating at Fast Food Restaurants

                                                                • Figure 52: Reasons for eating at fast food restaurants, March 2012
                                                                • Figure 53: Most popular reasons for eating at fast food restaurants, by demographics, March 2012
                                                                • Figure 54: Next most popular reasons for eating at fast food restaurants, by demographics, March 2012
                                                                • Figure 55: Other reasons for eating at fast food restaurants, by demographics, March 2012
                                                            • Consumer – Persons to Eat with at Fast Food Restaurants

                                                                • Figure 56: Persons to eat with at fast food restaurants, March 2012
                                                                • Figure 57: Most popular persons to eat with at fast food restaurants, by demographics, March 2012
                                                                • Figure 58: Next most popular persons to eat with at fast food restaurants, by demographics, March 2012
                                                                • Figure 59: Spending per head at fast food restaurants, by persons to eat with, March 2012
                                                                • Figure 60: Spending per head at fast food restaurants, by next most popular persons to eat with, March 2012
                                                                • Figure 61: Important factors when selecting fast food restaurants, by most popular persons to eat with, March 2012
                                                                • Figure 62: Important factors when selecting fast food restaurants, by next most popular persons to eat with, March 2012
                                                                • Figure 63: Types of restaurants eaten in/ordered takeaway from in the last 12 months, by most popular person eaten with, March 2012
                                                                • Figure 64: Types of restaurants eaten in/ordered takeaway from in the last 12 months, by next most popular person eaten with, March 2012
                                                                • Figure 65: Domestic fast food restaurants visited in the past 12 months, by most popular person eaten with, March 2012
                                                                • Figure 66: Domestic fast food restaurants visited in the past 12 months, by next most popular person eaten with, March 2012
                                                            • Consumer – Spending per Head at Fast Food Restaurants

                                                                • Figure 67: Spending per head at fast food restaurants, March 2012
                                                                • Figure 68: Most popular spending per head at fast food restaurants, by demographics, March 2012
                                                                • Figure 69: Next most popular spending per head at fast food restaurants, by demographics, March 2012
                                                            • Consumer – Important Factors When Selecting Fast Food Restaurants

                                                                • Figure 70: Important factors when selecting fast food restaurants, March 2012
                                                                • Figure 71: Most popular important factors when selecting fast food restaurants (rank 1), by demographics, March 2012
                                                                • Figure 72: Next most popular important factors when selecting fast food restaurants (rank 1), by demographics, March 2012
                                                                • Figure 73: Most popular important factors when selecting fast food restaurants (rank 2), by demographics, March 2012
                                                                • Figure 74: Next most popular important factors when selecting fast food restaurants (rank 2), by demographics, March 2012
                                                                • Figure 75: Most popular important factors when selecting fast food restaurants, by demographics (rank 3), March 2012
                                                                • Figure 76: Next most popular important factors when selecting fast food restaurants (rank 3), by demographics, March 2012
                                                            • Consumer – Types of Restaurants Eaten In/Ordered Takeaway From in the Last 12 months

                                                                • Figure 77: Types of restaurants eaten in/ordered takeaway from in the last 12 months, March 2012
                                                                • Figure 78: Types of restaurants eaten in/ordered takeaway from in the last 12 months, by most popular time of eating/having takeaway, March 2012
                                                                • Figure 79: Types of restaurants eaten in/ordered takeaway from in the last 12 months, by next most popular time of eating/having takeaway, March 2012
                                                                • Figure 80: Most popular types of restaurants eaten in/ordered takeaway from in the last 12 months, by demographics, March 2012
                                                                • Figure 81: Next most popular types of restaurants eaten in/ordered takeaway from in the last 12 months, by demographics, March 2012
                                                                • Figure 82: types of restaurants eaten in/ordered takeaway from in the last 12 months, by demographics, March 2012
                                                            • Consumer – Domestic Fast Food Restaurants Visited in the Past 12 Months

                                                                • Figure 83: Domestic fast food restaurants visited in the past 12 months, March 2012
                                                                • Figure 84: Most popular domestic fast food restaurants visited in the past 12 months, by demographics, March 2012
                                                                • Figure 85: Next most popular domestic fast food restaurants visited in the past 12 months, by demographics, March 2012
                                                                • Figure 86: Other domestic fast food restaurants visited in the past 12 months, by demographics, March 2012
                                                            • Consumer – Type of Food and Drink Consumed in Domestic Fast food Restaurants

                                                                • Figure 87: Foods and drinks consumed in domestic fast food restaurants, March 2012
                                                                • Figure 88: Most popular food and drink consumed in domestic fast food restaurants (main dishes), by demographics, March 2012
                                                                • Figure 89: Next most popular food and drink consumed in domestic fast food restaurants (main dishes), by demographics, March 2012
                                                                • Figure 90: Other food and drink consumed in domestic fast food restaurants (main dishes), by demographics, March 2012
                                                                • Figure 91: Foods and drinks consumed in domestic fast food restaurants (drinks), by demographics, March 2012
                                                            • Consumer – Attributes of Foreign Fast Food Versus Domestic Fast Food

                                                                • Figure 92: Attributes of foreign fast food versus domestic fast food, March 2012
                                                                • Figure 93: Attributes of foreign fast food versus domestic fast food (taste of food), by demographics, March 2012
                                                                • Figure 94: Attributes of foreign fast food versus domestic fast food (speed of service), by demographics, March 2012
                                                                • Figure 95: Attributes of foreign fast food versus domestic fast food (price), by demographics, March 2012
                                                                • Figure 96: Attributes of foreign fast food versus domestic fast food (food quality), by demographics, March 2012
                                                                • Figure 97: Attributes of foreign fast food versus domestic fast food (order delivery service), by demographics, March 2012
                                                                • Figure 98: Attributes of foreign fast food versus domestic fast food (friendliness of service staff), by demographics, March 2012
                                                                • Figure 99: Attributes of foreign fast food versus domestic fast food (hygiene standards), by demographics, March 2012
                                                                • Figure 100: Attributes of foreign fast food versus domestic fast food (ambience), by demographics, March 2012
                                                                • Figure 101: Attributes of foreign fast food versus domestic fast food (location of restaurant), by demographics, March 2012
                                                                • Figure 102: Attributes of foreign fast food versus domestic fast food (variety of choices on the menu), by demographics, March 2012
                                                                • Figure 103: Attributes of foreign fast food versus domestic fast food (promotional activities), by demographics, March 2012
                                                                • Figure 104: Attributes of foreign fast food versus domestic fast food (drive-through service), by demographics, March 2012
                                                                • Figure 105: Attributes of foreign fast food versus domestic fast food (balanced diet and nutritional value), by demographics, March 2012
                                                            • Consumer – Performance of Foreign Fast Food Versus Domestic Fast Food Restaurants

                                                                • Figure 106: Performance of foreign fast food versus domestic fast food f restaurants, March 2012
                                                                • Figure 107: Performance of foreign fast food versus domestic fast food f restaurants, by demographics, March 2012
                                                            • Consumer – Spend on Fast Food Compared to Last Year

                                                                • Figure 108: Comparison of consumption vs. last year, March 2012
                                                                • Figure 109: Comparison of consumption vs. last year, by demographics, March 2012
                                                            • Consumer – Attitudes Towards Fast Food

                                                                • Figure 110: Attitudes towards fast food, March 2012
                                                                • Figure 111: Attitudes towards fast food by most popular types of restaurants eaten in/ordered a takeaway from in the last 12 months, March 2012
                                                                • Figure 112: Attitudes towards fast food, by next most popular types of restaurants eaten in /ordered a takeaway from in the last 12 months, March 2012
                                                                • Figure 113: Attitudes towards fast food, by other types of restaurants eaten in/ordered a takeaway from in the last 12 months, March 2012
                                                                • Figure 114: Agreement with the statements ‘I generally think fast food is an unhealthy food alternative’ and ‘I am willing to try new fast food products’, by demographics, March 2012
                                                                • Figure 115: Agreement with the statements ‘I am concerned about the quality of food produced in fast food restaurants’ and ‘Whenever i go to fast food restaurants, i care more about the speed of service than the taste of food’, by demographics, March 2012
                                                                • Figure 116: Agreement with the statements ‘I would like to see more vegetarian fast food options on the menu’ and ‘I tend to order low calorie fast food options’, by demographics, March 2012
                                                                • Figure 117: Agreement with the statements ‘I prefer to choose food with healthier ingredients’ and ‘I order food from fast food restaurants through their websites’, by demographics, March 2012
                                                                • Figure 118: Agreement with the statements ‘I am interested in connecting to my favourite restaurants through social networking sites’ and ‘I regularly use Wi-Fi internet connections at fast food restaurants’, by demographics, March 2012
                                                                • Figure 119: Agreement with the statements ‘I am interested in seeing fast food options with local flavour on menus’ and ‘I am interested in limited time offers/specials’, by demographics, March 2012
                                                                • Figure 120: Agreement with the statements ‘I regularly use coupons when dining at fast food restaurants’ and ‘I buy lunch box food in convenience stores more often than going to a fast food restaurant’, by demographics, March 2012
                                                            • Consumer – Additional Services Consumers Would Like to See at Fast Food Restaurants

                                                                • Figure 121: Additional services consumers would like to see at fast food restaurants, March 2012
                                                                • Figure 122: Additional services consumers would like to see at fast food restaurants (rank 1), March 2012
                                                                • Figure 123: Next most popular Additional services consumers would like to see at fast food restaurants (rank 1), March 2012
                                                                • Figure 124: Additional services consumers would like to see at fast food restaurants (rank 2), March 2012
                                                                • Figure 125: Next most popular additional services consumers would like to see at fast food restaurants (rank 2), March 2012
                                                                • Figure 126: Additional services consumers would like to see at fast food restaurants (rank 3), March 2012
                                                                • Figure 127: Next most popular additional services consumers would like to see at fast food restaurants (rank 3), March 2012
                                                            • Consumer – Number of Restaurants Eaten in/Ordered Takeaway From

                                                                • Figure 128: Number of restaurants eaten in/ordered takeaway from in the last 12 months, March 2012
                                                                • Figure 129: Number of restaurants eaten in/ordered takeaway from in the last 12 months, by types of restaurants eaten in/ordered takeaway from, March 2012
                                                                • Figure 130: Number of domestic fast food restaurants visited in the past 12 months, March 2012
                                                                • Figure 131: Number of domestic fast food restaurants visited in the past 12 months, by type of domestic fast food restaurants visited in the past 12 months, March 2012
                                                                • Figure 132: Number of restaurants eaten in/ordered takeaway from in the last 12 months, by demographics, March 2012
                                                                • Figure 133: Number of domestic fast food restaurants visited in the past 12 months, by demographics, March 2012

                                                            Companies Covered

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                                                            Attitudes Towards and Usage of Domestic Fast Food - China - July 2012

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