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Attitudes Towards and Usage of Foreign Fast Food - China - June 2012

"China’s foreign fast food sector grew at a compound annual growth rate (CAGR) of 19% from 2006-11 to reach a market value of RMB75.1 billion or 11.8% of the overall fast food sector. The market rose in tandem with an increase in the number of foreign fast food chain outlets, which expanded at a CAGR of 23.4% driven by KFC, McDonald’s and Dicos. The three leading chains, KFC, McDonald’s and Dicos, held an estimated 60% of the foreign fast food market by value in 2011, thanks to a combination of factors including offering international services but adapting menus to local tastes, strong menu innovations and better quality and food safety records."

– Tan Heng Hong – Senior Research Analyst


Some questions answered in the report include:

  • How can foreign fast food better compete with the ubiquitous Chinese fast food?
  • The morning daypart is a growth area but what can be done to further increase its usage?
  • With preparing own meal packs popular among women, what are the ways to entice them to eat more foreign fast food?
  • How can smaller rivals challenge KFC and McDonald’s given their domination of the sector?

 

Report Introduction:

China’s foreign fast food sector grew at a compound annual growth rate (CAGR) of 19% from 2006-11 to reach a market value of RMB75.1 billion or 11.8% of the overall fast food sector. The market rose in tandem with an increase in the number of foreign fast food chain outlets, which expanded at a CAGR of 23.4% driven by KFC, McDonald’s and Dicos. The three leading chains, KFC, McDonald’s and Dicos, held an estimated 60% of the foreign fast food market by value in 2011, thanks to a combination of factors including offering international services but adapting menus to local tastes, strong menu innovations and better quality and food safety records.

Despite having the upper hand in quality, safety and service, foreign fast food still has much work to do in flavour, affordability, health and variety in order to compete more effectively against Chinese fast food, which has the largest share of the fast food sector. To increase consumption of foreign fast food, more has to be done to unlock opportunities in the breakfast market where usage is the lowest. Market growth is also inhibited by the habit of women preparing and bringing their own meal packs, which means it is imperative to make foreign fast food relevant to the consuming habits and health/indulgence needs of women consumers.

The willingness of young consumers to experiment provides opportunities to smaller players in a market dominated by leading international foreign fast food chains.

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Report structure
        • Executive Summary

          • The market
            • Figure 1: Sales and outlets of foreign fast food chains in China, 2006-11
          • The forecast
            • Figure 2: Fan chart forecast for foreign fast food, at best-, worst-, and central-case scenario, by value, 2007-17
          • Companies
            • Figure 3: Outlets of leading foreign fast food chains in China, 2009-11
          • Issues
            • Bridging the gap with Chinese fast food
              • Figure 4: Comparisons of attributes between foreign and Chinese fast food restaurants, March 2012
              • Figure 5: Comparisons of attributes between foreign and Chinese fast food restaurants, March 2012 (continued)
            • Weak breakfast offers growth opportunities
              • Figure 6: Time of day of eating or having takeaway at fast food restaurants, March 2012
            • Keeping foreign fast food relevant to women
              • Figure 7: Means of eating outside, by gender, March 2012
            • Innovation stifled by KFC, McDonald’s domination
              • Figure 8: Repertoire of foreign fast food restaurants visited in the past 12 months, by gender and age, March 2012
          • Bridging the Gap with Chinese Fast Food

            • Issues at a glance
              • Flavour, price and health make Chinese fast food more popular
                • Figure 9: Comparisons of attributes between foreign and domestic fast food restaurants, March 2012
                • Figure 10: Comparisons of attributes between foreign and domestic fast food restaurants, March 2012 (continued)
                • Figure 11: Sales of foreign fast food and Chinese fast food, 2006-11
              • Foreign fast food wins on food safety and quality
                • Strengthening health credentials
                  • Figure 12: Comparisons of attributes between foreign and Chinese fast food restaurants, March 2012
                • Improving health image of foreign fast food
                    • Figure 13: Attitudes towards fast food restaurants on health, flavour and food variety, March 2012
                  • Menu localisation to change health and taste perceptions
                    • Figure 14: Top three additional things expected from foreign or Chinese fast food restaurants, March 2012
                    • Figure 15: Main dish consumed in foreign fast food restaurants, March 2012
                  • Affordability image needs improving
                    • Figure 16: Frequency of eating or having takeaway at fast food restaurants, by income, March 2012
                    • Figure 17: Types of restaurant eating or ordering takeaway in the last 12 months, by income, March 2012
                    • Figure 18: Spending per head at fast food restaurants, by income, March 2012
                    • Figure 19: Spending per head at fast food restaurants, by income, March 2012 (continued)
                  • What does it mean?
                  • Weak Breakfast Offers Growth Opportunities

                    • Issues at a glance
                      • Rising eating out trend to spur breakfast market
                        • Figure 20: Time of day of eating or having takeaway at fast food restaurants, March 2012
                        • Figure 21: Top three reasons for eating at fast food restaurants, March 2012
                      • Consumers having problem accessing safe out-of-home breakfast
                        • Foreign fast food chains need to work on accessibility
                          • Local breakfast menu sought after
                              • Figure 22: Breakfast items consumed in foreign fast food restaurants, March 2012
                              • Figure 23: Breakfast menu of KFC, McDonald’s, Dicos in China, May 2012
                            • Leveraging existing Chinese breakfast items
                              • Figure 24: Attitudes towards fast food with local flavours, March 2012
                            • Coffee has potential to increase morning footfall
                              • Figure 25: Beverages consumed in foreign fast food restaurants, March 2012
                              • Figure 26: Additional things expected from foreign or Chinese fast food restaurants, March 2012
                            • What does it mean?
                            • Keeping Foreign Fast Food Relevant to Women

                              • Issues at a glance
                                • Habit of bringing own meal pack inhibits market growth
                                  • Figure 27: Types of restaurants eating or ordering takeaway in the last 12 months, by gender, March 2012
                                  • Figure 28: The persons you ate with at fast food restaurants, by gender and age, March 2012
                                  • Figure 29: Means of eating outside, by gender, March 2012
                                  • Figure 30: Means of eating outside, by gender, age and income, March 2012
                                • Wooing females to dine out more through better value
                                  • Figure 31: Reason for eating at fast food restaurant, by gender and age, March 2012
                                  • Figure 32: Attitudes towards fast food, by gender and income, March 2012
                                  • Figure 33: Internet penetration and number of internet and mobile internet users in China, 2008-11
                                • Making foreign fast food relevant to women’s health/indulgence needs
                                  • Figure 34: Reasons for eating at fast food restaurants, by gender, March 2012
                                  • Figure 35: Attitudes towards fast food restaurants on health, flavours and products, by gender, March 2012
                                • Reducing the guilt factor through healthier options
                                    • Figure 36: Attitudes towards paying a premium for organic food, by gender, March 2012
                                  • Portion control empowers women in making choices
                                    • Figure 37: Additional things expected from foreign or Chinese fast food restaurants, by gender, March 2012
                                    • Figure 38: Time of day of eating or having takeaway at fast food restaurants, by gender, March 2012
                                  • What does it mean?
                                  • Innovation Stifled by KFC, McDonald’s Dominance

                                    • Issues at a glance
                                      • KFC, McDonald’s and Dicos dominate the market
                                        • Figure 39: Revenue and market share of the top three foreign fast food chains in China, 2009-11
                                        • Figure 40: Revenues and outlets of Yum! Brands and McDonald’s, 2009-11
                                      • Local foreign fast food chains have scale but lack usage
                                        • Figure 41: Outlets of leading foreign fast food chains in China, 2009-11
                                        • Figure 42: Foreign fast food restaurants visited in the past 12 months, 2009-11
                                      • Smaller brands can capitalise on customer experimenting
                                        • Figure 43: Repertoire of foreign fast food restaurants visited in the past 12 months, by brands, March 2012
                                        • Figure 44: Repertoire of foreign fast food restaurants visited in the past 12 months, by gender and age, March 2012
                                      • Targeting younger consumers with innovation and added interest
                                        • Figure 45: Reasons for eating at fast food restaurants, by age, March 2012
                                        • Figure 46: Additional things expected from foreign or Chinese fast food restaurants, by age, March 2012
                                        • Figure 47: Additional things expected from foreign or Chinese fast food restaurants, by age, March 2012
                                        • Figure 48: Occasion of buying chocolate for other people, by age, January 2012
                                        • Figure 49: Foreign fast food restaurants visited in the past 12 months, by age, March 2012
                                      • Kebab fast food may provide new entry point
                                          • Figure 50: Repertoire of foreign fast food restaurants visited in the past 12 months, by income, March 2012
                                        • What does it mean?
                                        • The Future of the Market

                                            • Figure 51: Fan chart forecast for foreign fast food, at best-, worst-, and central-case scenario, by value, 2007-17
                                            • Figure 52: Fan chart forecast for foreign fast food, at best-, worst-, and central-case scenario, by outlet, 2007-17
                                            • Figure 53: China’s foreign fast food actual and forecast outlet and value, 2006-16
                                          • Methodology
                                          • Appendix – Market Size, Segmentation and Share

                                              • Figure 54: Sales and outlets of foreign fast food chains in china, 2006-11
                                              • Figure 55: Outlets of leading foreign fast food chains in china, 2009-11
                                              • Figure 56: Revenue and market share of the top three foreign fast food chains in china, 2009-11
                                          • Appendix – Market Forecast

                                              • Figure 57: China’s foreign fast food actual and forecast outlet and value, 2007-17
                                          • Appendix – The Consumer – Means of Eating Outside

                                              • Figure 58: Means of eating outside, March 2012
                                              • Figure 59: Means of eating outside, by demographics, March 2012
                                          • Appendix – The Consumer – Frequency of Eating or Having Take-away at Fast Food Restaurants

                                              • Figure 60: Frequency of eating or having take-away at fast food restaurants, March 2012
                                              • Figure 61: Most popular frequency of eating or having take-away at fast food restaurants, by demographics, March 2012
                                              • Figure 62: Next most popular frequency of eating or having take-away at fast food restaurants, by demographics, March 2012
                                              • Figure 63: Other frequency of eating or having take-away at fast food restaurants, by demographics, March 2012
                                          • Appendix – The Consumer – Time of Eating or Having Take-away at Fast Food Restaurants

                                              • Figure 64: Time of eating or having take-away at fast food restaurants, March 2012
                                              • Figure 65: Most popular time of eating or having take-away at fast food restaurants, by demographics, March 2012
                                              • Figure 66: Next most popular time of eating or having take-away at fast food restaurants, by demographics, March 2012
                                          • Appendix – The Consumer – Reasons for Eating at Fast Food Restaurants

                                              • Figure 67: Reasons for eating at fast food restaurants, March 2012
                                              • Figure 68: Most popular reasons for eating at fast food restaurants, by demographics, March 2012
                                              • Figure 69: Next most popular reasons for eating at fast food restaurants, by demographics, March 2012
                                              • Figure 70: Other reasons for eating at fast food restaurants, by demographics, March 2012
                                          • Appendix – The Consumer – The Persons with whom Eating at Fast Food Restaurants

                                              • Figure 71: The persons with whom eating at fast food restaurants, March 2012
                                              • Figure 72: Most popular persons with whom eating at fast food restaurants, by demographics, March 2012
                                              • Figure 73: Next most popular persons with whom eating at fast food restaurants, by demographics, March 2012
                                          • Appendix – The Consumer – Spending Per Head on Eating at Fast Food Restaurants

                                              • Figure 74: Spending per head on eating at fast food restaurants, March 2012
                                              • Figure 75: Most popular spending per head on eating at fast food restaurants, by demographics, March 2012
                                              • Figure 76: Next most popular spending per head on eating at fast food restaurants, by demographics, March 2012
                                              • Figure 77: Other spending per head on eating at fast food restaurants, by demographics, March 2012
                                          • Appendix – The Consumer – Important Factors in Selecting Fast Food Restaurants

                                              • Figure 78: Important factors in selecting fast food restaurants, March 2012
                                              • Figure 79: Most popular factors in selecting top ranked fast food restaurants, by demographics, March 2012
                                              • Figure 80: Next most popular factors in selecting top ranked fast food restaurants, by demographics, March 2012
                                              • Figure 81: Other factors in selecting top ranked fast food restaurants, by demographics, March 2012
                                              • Figure 82: Most popular factors in selecting second ranked fast food restaurants, by demographics, March 2012
                                              • Figure 83: Next most popular factors in selecting second ranked fast food restaurants, by demographics, March 2012
                                              • Figure 84: Other factors in selecting second ranked fast food restaurants, by demographics, March 2012
                                              • Figure 85: Most popular factors in selecting third ranked fast food restaurants, by demographics, March 2012
                                              • Figure 86: Next most popular factors in selecting third ranked fast food restaurants, by demographics, March 2012
                                              • Figure 87: Other factors in selecting third ranked fast food restaurants, by demographics, March 2012
                                          • Appendix – The Consumer – Types of Restaurants Eating/Ordering Take-away in the Last 12 Months

                                              • Figure 88: Types of restaurants eating/ordering take-away in the last 12 months, March 2012
                                              • Figure 89: Most popular types of restaurants eating/ordering take-away in the last 12 months, by demographics, March 2012
                                              • Figure 90: Next most popular types of restaurants eating/ordering take-away in the last 12 months, by demographics, March 2012
                                              • Figure 91: Other types of restaurants eating/ordering take-away in the last 12 months, by demographics, March 2012
                                          • Appendix – The Consumer – Foreign Fast Food Restaurants Visited in the Past 12 Months

                                              • Figure 92: Foreign fast food restaurants visited in the past 12 months, March 2012
                                              • Figure 93: Most popular foreign fast food restaurants visited in the past 12 months, by demographics, March 2012
                                              • Figure 94: Next most popular foreign fast food restaurants visited in the past 12 months, by demographics, March 2012
                                              • Figure 95: Other foreign fast food restaurants visited in the past 12 months, by demographics, March 2012
                                          • Appendix – The Consumer– Foods and Drinks Consumed in Foreign Fast Food Restaurants

                                              • Figure 96: Foods and drinks consumed in foreign fast food restaurants, March 2012
                                              • Figure 97: Breakfast consumed in foreign fast food restaurants, by demographics, March 2012
                                              • Figure 98: Most popular main dish consumed in foreign fast food restaurants, by demographics, March 2012
                                              • Figure 99: Next most popular main dish consumed in foreign fast food restaurants, by demographics, March 2012
                                              • Figure 100: Other main dish consumed in foreign fast food restaurants, by demographics, March 2012
                                              • Figure 101: Dessert and drinks consumed in foreign fast food restaurants, by demographics, March 2012
                                          • Appendix – The Consumer – Comparison of Consumption vs. Last Year

                                              • Figure 102: Comparison of consumption vs. last year, March 2012
                                              • Figure 103: Comparison of consumption vs. last year, by demographics, March 2012
                                          • Appendix – The Consumer – Comparison of Attribute Between Foreign and Domestic Fast Food Restaurants

                                              • Figure 104: Comparison of attributes between foreign and domestic fast food restaurants, March 2012
                                              • Figure 105: Comparison of taste of food between foreign and domestic fast food restaurants, by demographics, March 2012
                                              • Figure 106: Comparison of speed of service between foreign and domestic fast food restaurants, by demographics, March 2012
                                              • Figure 107: Comparison of price between foreign and domestic fast food restaurants, by demographics, March 2012
                                              • Figure 108: Comparison of food quality between foreign and domestic fast food restaurants, by demographics, March 2012
                                              • Figure 109: Comparison of order delivery service between foreign and domestic fast food restaurants, by demographics, March 2012
                                              • Figure 110: Comparison of friendliness of service staff between foreign and domestic fast food restaurants, by demographics, March 2012
                                              • Figure 111: Comparison of hygiene standards between foreign and domestic fast food restaurants, by demographics, March 2012
                                              • Figure 112: Comparison of ambiance between foreign and domestic fast food restaurants, by demographics, March 2012
                                              • Figure 113: Comparison of location of restaurant between foreign and domestic fast food restaurants, by demographics, March 2012
                                              • Figure 114: Comparison of variety of choices on menu between foreign and domestic fast food restaurants, by demographics, March 2012
                                              • Figure 115: Comparison of promotional activities between foreign and domestic fast food restaurants, by demographics, March 2012
                                              • Figure 116: Comparison of drive-through service between foreign and domestic fast food restaurants, by demographics, March 2012
                                              • Figure 117: Comparison of balanced diet and nutritional value between foreign and domestic fast food restaurants, by demographics, March 2012
                                          • Appendix – The Consumer – Overall Comparison Between Foreign and Domestic Fast Food Restaurants

                                              • Figure 118: Overall comparison between foreign and domestic fast food restaurants, March 2012
                                              • Figure 119: Overall comparison between foreign and domestic fast food restaurants, by demographics, March 2012
                                          • Appendix – The Consumer – Attitude Statements

                                              • Figure 120: Attitude statements, March 2012
                                              • Figure 121: 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 122: 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 123: 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 124: 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 125: 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 126: 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 127: 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
                                          • Appendix – The Consumer – Important Extra Services

                                              • Figure 128: Additional services expected of from foreign or Chinese fast food restaurants, March 2012
                                              • Figure 129: Most popular additional services expected from top ranked foreign or Chinese fast food restaurants, March 2012
                                              • Figure 130: Next most popular additional services expected from top ranked foreign or Chinese fast food restaurants, March 2012
                                              • Figure 131: Other additional services expected from top ranked foreign or Chinese fast food restaurants, March 2012
                                              • Figure 132: Most popular additional services expected from second ranked foreign or Chinese fast food restaurants, March 2012
                                              • Figure 133: Next most popular additional services expected from second ranked foreign or Chinese fast food restaurants, March 2012
                                              • Figure 134: Other additional services expected from second ranked foreign or Chinese fast food restaurants, March 2012
                                              • Figure 135: Most popular additional services expected from third ranked foreign or Chinese fast food restaurants, March 2012
                                              • Figure 136: Next most popular additional services expected from third ranked foreign or Chinese fast food restaurants, March 2012
                                              • Figure 137: Other additional services expected from third ranked foreign or Chinese fastfood restaurants, March 2012
                                            • Repertoire analysis
                                              • Figure 138: Repertoire of types of restaurants eating/ordering take-away in the last 12 months, March 2012
                                              • Figure 139: Repertoire of types of restaurants eating/ordering take-away in the last 12 months, by demographics, March 2012
                                              • Figure 140: Repertoire types of restaurants eating/ordering take-away in the last 12 months, by types of restaurants eating/ordering take-away in the last 12 months, March 2012
                                              • Figure 141: Repertoire of foreign fast food restaurants visited in the past 12 months, March 2012
                                              • Figure 142: Repertoire of foreign fast food restaurants visited in the past 12 months, by demographics, March 2012
                                              • Figure 143: Repertoire of foreign fast food restaurants visited in the past 12 months, by foreign fast food restaurants visited in the past 12 months, March 2012

                                          Companies Covered

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                                          Attitudes Towards and Usage of Foreign Fast Food - China - June 2012

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