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Attitudes Towards and Usage of Full-Service Restaurants - China - November 2012

“Slowing growth in China’s full-service restaurant industry overall and rising costs are putting greater pressure on restaurants to differentiate themselves. Meanwhile, although increasing consumer spending power on the Mainland implies growth opportunities, it also means greater customer discernment in terms of taste, quality, and hygiene standards of restaurants throughout the country."

– David Huang, Senior Research Manager – China
 

In this report we answer the key questions:

  • How fast has the market grown, and where is the growth heading now?
  • What are the cuisine preferences of diners in the cities of China’s fast-growing interior?
  • What opportunities for growth remain in the mature markets of China’s first-tier cities – Beijing, Shanghai and Guangzhou?
  • What are the key preferences for cuisine and the restaurant-going experience of China’s new and still growing middle class?
  • How are hygiene and food safety concerns driving diners’ expectations for dining out?
  • What are consumers’ expectations for full-service restaurants as people develop a growing awareness of health issues associated with modern society?

 

Report Description:

Slowing growth in China’s full-service restaurant industry overall and rising costs are putting greater pressure on restaurants to differentiate themselves. Meanwhile, although increasing consumer spending power on the Mainland implies growth opportunities, it also means greater customer discernment in terms of taste, quality, and hygiene standards of restaurants throughout the country.

Full-service restaurants which can cater for the new consumers looking for a greater say in what they eat and how their meals are prepared should be well placed to benefit from the predicted growth in the sector as China’s economic conditions improve.

Though traditional tastes still enjoy strong demand among local consumers, the development of the country’s transportation infrastructure, the growth of domestic and international tourism and the increased wealth of cities in the Mainland’s interior are seeing Chinese consumers become more open to experimentation with foods from other regions in China and from other countries. Nonetheless, ingrained food preferences mean that international entrants continue to face pressure to adapt their offering, not only to the Chinese market, but also to regional and local tastes.

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Provinces of China
        • Executive Summary

          • The market
            • Figure 1: Restaurant revenues in China, RMB billion, current prices, 2007-12
            • Figure 2: Number of restaurant outlets in China, 2007-11
            • Figure 3: Breakdown of restaurant outlets in China, by type, 2011
          • Industry shakeout
              • Figure 4: Number of employees in China’s restaurant industry, 2007-11
              • Figure 5: Employees working in restaurant industry in China, by segment, 2011
            • The forecast
              • Figure 6: Market size for China’s full-service restaurant industry, 2007-17
            • Rapid growth of China’s middle and affluent classes predicted
              • The companies
                • Figure 7: Top 10 public listed full-service restaurant chains in China, by revenue, 2009-11
              • Issues
                • Local tastes becoming national trends
                  • Figure 8: Types of Chinese cuisine eaten at a full service restaurant in the past 12 months, August 2012
                • Uphill battle for Western full-service restaurants in China’s interior
                  • Figure 9: Types of cuisine eaten at a foreign full service restaurant in the past 12 months, August 2012
                • Fusion cuisine is more than haute cuisine in China
                  • Increased expectation for restaurant hygiene and food safety
                    • Figure 10: Top 3 factors to consider when choosing a full service restaurant to eat at, August 2012
                  • Growing health consciousness
                    • Figure 11: Attitudes towards full service restaurants, August 2012
                • Local Tastes Becoming National Trends

                  • Key issues
                    • The Chinese food map is dominated by regional flavours
                      • The eight immortal cuisines of China
                        • Additional entrants to the hall of fame
                          • The competition for the Chinese palate
                            • Figure 12: Types of cuisine eaten at a full service restaurant in the past 12 months, August 2012
                            • Figure 13: Most popular types of cuisine eaten at a full service Chinese restaurant in the past 12 months, by region, August 2012
                          • Case study : High-end Sichuan cuisine – South Beauty
                            • Company background
                              • Pricing
                                • Growth strategy
                                  • Plans for the future
                                    • Figure 14: Most popular types of cuisine eaten at a full service Chinese restaurant in the past 12 months, by region, August 2012
                                  • Why and how mainlanders dine out
                                    • Figure 15: Occasion of eating at full service restaurants, August 2012
                                    • Figure 16: Business occasion of eating at full service restaurants, August 2012
                                    • Figure 17: Business occasions of eating at full service restaurants, by personal income, August 2012
                                    • Figure 18: Occasion of eating at full service restaurants, by promotions and advertising, August 2012
                                    • Figure 19: Occasion of eating at full service restaurants, by promotions and advertising, by gender and age, August 2012
                                    • Figure 20: Occasions of eating at full service restaurants, promotions and advertising, by personal income, August 2012
                                  • Theme restaurants create a fun and engaging environment for local foods
                                      • Figure 21: I am willing to go to restaurants that provide a unique dining experience (eg theme restaurant), by demographics, August 2012
                                    • What it means?
                                    • Uphill Battle for Western Full-Service Restaurants in China’s Interior

                                      • Key issues
                                        • North Asian foreign cuisine trumps western food in China
                                          • Figure 22: Types of cuisine eaten at a full service restaurant in the past 12 months, August 2012
                                          • Figure 23: Repertoire of types of cuisine eaten at a foreign full service restaurant in the past 12 months, by region, August 2012
                                        • Case study: Japanese cuisine – Ajisen
                                          • Company background
                                            • Branding
                                              • Pricing
                                                • Quality
                                                  • Taste trumps quality for Chinese patrons
                                                      • Figure 24: Top 3 factors to consider when choosing a full service restaurant to eat at, August 2012
                                                      • Figure 25: Most popular types of cuisine eaten at a full service Western restaurant in the past 12 months, by demographics, August 2012
                                                      • Figure 26: Agreement with the statement ‘I prefer to eat at full service restaurants with exotic cuisines since it is not possible for me to cook such food myself’, by personal income, August 2012
                                                      • Figure 27: Most popular types of cuisine eaten at a full service foreign restaurant in the past 12 months, by personal income, August 2012
                                                    • Adapting to local tastes
                                                      • Case study: Bullfighter Steakhouse
                                                        • Company background
                                                          • Pricing
                                                            • Quality control
                                                              • Growth strategy
                                                                • What it means?
                                                                • Fusion Cuisine is More Than Haute Cuisine in China

                                                                  • Key issues
                                                                    • Chinese haute cuisine with Western characteristics
                                                                      • Figure 28: Agreement with the statement ‘I like to eat at those restaurants offering fusion food’, by demographics, August 2012
                                                                    • Hot pot: China’s first and most long-lasting fusion cuisine
                                                                      • Figure 29: Types of cuisine eaten at a full service restaurant in the past 12 months, August 2012
                                                                    • Case study – hot pot: Inner Mongolia Xiaofeiyang Catering Chain
                                                                      • Company background
                                                                        • Pricing
                                                                          • Main competitor
                                                                            • Growth strategy
                                                                              • Buffet restaurants pose competition to full-service restaurants
                                                                                • Figure 30: Frequency of eating at buffet restaurants, by personal income, August 2012
                                                                              • Case study – buffet restaurants: Golden Jaguar
                                                                                • Company background
                                                                                  • Offerings
                                                                                    • Customer base
                                                                                      • Pricing
                                                                                        • Growth strategy
                                                                                          • What it means?
                                                                                          • Health and Hygiene Play a Role in Restaurant Choice

                                                                                            • Key issues
                                                                                              • Food scandals raise consumer awareness of food hygiene and safety
                                                                                                • Food hygiene impacts restaurant choice
                                                                                                  • Figure 31: Top 3 factors to consider when choosing a full service restaurant to eat at, August 2012
                                                                                                  • Figure 32: Additional products and services consumers would like to see at full service restaurants, August 2012
                                                                                                • Health concerns limit the frequency of dining out
                                                                                                  • Figure 33: Attitudes towards full service restaurants, August 2012
                                                                                                  • Figure 34: Agreement with the statement ‘I am concerned about eating out at restaurants too often for health reasons’, by region, August 2012
                                                                                                  • Figure 35: Agreement with the statement ‘I am concerned about eating out at restaurants too often for health reasons’, by gender and age group, August 2012
                                                                                                • What it means?
                                                                                                • Strong Interest in Healthier Restaurant Food

                                                                                                  • Key issue
                                                                                                    • Consumers demanding healthier menus
                                                                                                      • Figure 36: Attitudes towards full service restaurants, August 2012
                                                                                                      • Figure 37: Agreement with the statement ‘I prefer to choose food with healthier ingredients’, by gender and age group, August 2012
                                                                                                      • Figure 38: Additional products and services consumers would like to see at full service restaurants, August 2012
                                                                                                    • Widespread interest in more vegetarian options
                                                                                                      • Figure 39: Agreement with the statement ‘I would like to see more vegetarian options on the menu’, by demographics, August 2012
                                                                                                      • Figure 40: Agreement with the statement ‘I would like to see more vegetarian options on the menu’, by region, August 2012
                                                                                                    • What it means?
                                                                                                    • The Future of the Market

                                                                                                      • Healthy growth is predicted for the restaurant market – but also consolidation
                                                                                                        • Figure 41: Market size for China’s full-service restaurant industry, 2007-17
                                                                                                      • Sichuan cuisine leads as nation’s favourite
                                                                                                        • Italian takes top position among Western cuisines
                                                                                                          • High interest in food hygiene
                                                                                                            • Forecast methodology
                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                • Figure 42: Market size for China’s full-service restaurant industry, 2007-17
                                                                                                                • Figure 43: Best- and worst-case forecast for market size of China’s full-service restaurant industry, 2012-17
                                                                                                            • Appendix – Consumer - Frequency of Eating at Restaurants

                                                                                                                • Figure 44: Frequency of eating at restaurants, August 2012
                                                                                                                • Figure 45: Frequency of eating at restaurants, August 2012 (continued)
                                                                                                                • Figure 46: Most popular frequency of eating at foreign fast food restaurants, by demographics, August 2012
                                                                                                                • Figure 47: Next most popular frequency of eating at foreign fast food restaurants, by demographics, August 2012
                                                                                                                • Figure 48: Most popular frequency of eating at Chinese fast food restaurants, by demographics, August 2012
                                                                                                                • Figure 49: Next most popular frequency of eating at restaurants, by demographics, August 2012
                                                                                                                • Figure 50: Most popular frequency of eating at foreign fine dining restaurants, by demographics, August 2012
                                                                                                                • Figure 51: Next most popular frequency of eating at foreign fine dining restaurants, by demographics, August 2012
                                                                                                                • Figure 52: Most popular frequency of eating at Chinese fine dining restaurants, by demographics, August 2012
                                                                                                                • Figure 53: Next most popular frequency of eating at Chinese fine dining restaurants, by demographics, August 2012
                                                                                                                • Figure 54: Most popular frequency of eating at casual dining restaurants, by demographics, August 2012
                                                                                                                • Figure 55: Next most popular frequency of eating at casual dining restaurants, by demographics, August 2012
                                                                                                                • Figure 56: Most popular frequency of eating at buffet restaurants, by demographics, August 2012
                                                                                                                • Figure 57: Next most popular frequency of eating at buffet restaurants, by demographics, August 2012
                                                                                                                • Figure 58: Most popular frequency of eating at coffee shops, by demographics, August 2012
                                                                                                                • Figure 59: Next most popular frequency of eating at coffee shops, by demographics, August 2012
                                                                                                                • Figure 60: Most popular frequency of eating at teahouses, by demographics, August 2012
                                                                                                                • Figure 61: Next most popular frequency of eating at teahouses, by demographics, August 2012
                                                                                                                • Figure 62: Most popular frequency of eating at theme restaurants, by demographics, August 2012
                                                                                                                • Figure 63: Next most popular frequency of eating at theme restaurants, by demographics, August 2012
                                                                                                                • Figure 64: Most popular frequency of eating at hot pot restaurants, by demographics, August 2012
                                                                                                                • Figure 65: Next most popular frequency of eating at hot pot restaurants, by demographics, August 2012
                                                                                                                • Figure 66: Most popular frequency of eating at tea restaurants, by demographics, August 2012
                                                                                                                • Figure 67: Next most popular frequency of eating at tea restaurants, by demographics, August 2012
                                                                                                                • Figure 68: Most popular frequency of eating at cafeterias, by demographics, August 2012
                                                                                                                • Figure 69: Next most popular frequency of eating at cafeterias, by demographics, August 2012
                                                                                                                • Figure 70: Most popular frequency of eating at food courts, by demographics, August 2012
                                                                                                                • Figure 71: Next most popular frequency of eating at food courts, by demographics, August 2012
                                                                                                                • Figure 72: Most popular frequency of eating at food stalls, by demographics, August 2012
                                                                                                                • Figure 73: Next most popular frequency of eating at food stalls, by demographics, August 2012
                                                                                                                • Figure 74: Most popular frequency of eating at sidewalk, by demographics, August 2012
                                                                                                                • Figure 75: Next most popular frequency of eating at sidewalk, by demographics, August 2012
                                                                                                                • Figure 76: Most popular frequency of eating at convenience stores, by demographics, August 2012
                                                                                                                • Figure 77: Next most popular frequency of eating at convenience stores, by demographics, August 2012
                                                                                                                • Figure 78: Most popular frequency of eating at other restaurants, by demographics, August 2012
                                                                                                                • Figure 79: Next most popular frequency of eating at other restaurants, by demographics, August 2012
                                                                                                            • Appendix – Types of Cuisine Eaten at a Full Service Restaurant in the Past 12 Months

                                                                                                                • Figure 80: Types of cuisine eaten at a full service restaurant in the past 12 months, August 2012
                                                                                                                • Figure 81: Most popular types of cuisine eaten at a full service Chinese restaurant in the past 12 months, by demographics, August 2012
                                                                                                                • Figure 82: Next most popular types of cuisine eaten at a full service Chinese restaurant in the past 12 months, by demographics, August 2012
                                                                                                                • Figure 83: Most popular types of cuisine eaten at a full service foreign restaurant in the past 12 months, by demographics, August 2012
                                                                                                                • Figure 84: Next most popular types of cuisine eaten at a full service foreign restaurant in the past 12 months, by demographics, August 2012
                                                                                                            • Appendix – Number of Types of Cuisine Eaten

                                                                                                              • Chinese restaurants
                                                                                                                • Figure 85: Number of types of cuisine eaten at a Chinese full service restaurant in the past 12 months, August 2012
                                                                                                                • Figure 86: Repertoire of types of cuisine eaten at a Chinese full service restaurant in the past 12 months, by demographics, August 2012
                                                                                                              • Foreign restaurants
                                                                                                                • Figure 87: Repertoire of types of cuisine eaten at a foreign full service restaurant in the past 12 months, August 2012
                                                                                                                • Figure 88: Repertoire of types of cuisine eaten at a foreign full service restaurant in the past 12 months, by demographics, August 2012
                                                                                                            • Appendix – Type of Cuisine Eaten Most Often at a Full Service Restaurant in the Past 12 Months

                                                                                                                • Figure 89: Type of cuisine eaten most often at a full service restaurant in the past 12 months, August 2012
                                                                                                                • Figure 90: Type of cuisine eaten most often at a full service restaurant in the past 12 months, by demographics, August 2012
                                                                                                                • Figure 91: Type of cuisine eaten most often at a full service restaurant in the past 12 months, by demographics, August 2012
                                                                                                            • Appendix – Occasion of Eating at Full Service Restaurants

                                                                                                                • Figure 92: Occasion of eating at full service restaurants, August 2012
                                                                                                                • Figure 93: Most popular occasion of eating at full service restaurants, by demographics, August 2012
                                                                                                                • Figure 94: Next most popular occasion of eating at full service restaurants, by demographics, August 2012
                                                                                                            • Appendix – Top Three Factors to Consider When Choosing a Full Service Restaurant to Eat At

                                                                                                                • Figure 95: Top 3 factors to consider when choosing a full service restaurant to eat at, August 2012
                                                                                                                • Figure 96: Most popular top rank factors to consider when choosing a full service restaurant to eat at, by demographics, August 2012
                                                                                                                • Figure 97: Next most popular top rank factors to consider when choosing a full service restaurant to eat at, by demographics, August 2012
                                                                                                                • Figure 98: Other top rank factors to consider when choosing a full service restaurant to eat at, by demographics, August 2012
                                                                                                                • Figure 99: Most popular second rank factors to consider when choosing a full service restaurant to eat at, by demographics, August 2012
                                                                                                                • Figure 100: Next most popular second rank factors to consider when choosing a full service restaurant to eat at, by demographics, August 2012
                                                                                                                • Figure 101: Other second rank factors to consider when choosing a full service restaurant to eat at, by demographics, August 2012
                                                                                                                • Figure 102: Most popular third rank factors to consider when choosing a full service restaurant to eat at, by demographics, August 2012
                                                                                                                • Figure 103: Next most popular third rank factors to consider when choosing a full service restaurant to eat at, by demographics, August 2012
                                                                                                                • Figure 104: Other third rank factors to consider when choosing a full service restaurant to eat at, by demographics, August 2012
                                                                                                            • Appendix – Additional Products and Services Consumers Like to See at Full Service Restaurants

                                                                                                                • Figure 105: Additional products and services consumers would like to see at full service restaurants, August 2012
                                                                                                                • Figure 106: Most popular top ranked additional products and services consumers would like to see at full service restaurants, by demographics, August 2012
                                                                                                                • Figure 107: Next most popular top ranked additional products and services consumers would like to see at full service restaurants, by demographics, August 2012
                                                                                                                • Figure 108: Other top ranked additional products and services consumers would like to see at full service restaurants, by demographics, August 2012
                                                                                                                • Figure 109: Most popular second ranked additional products and services consumers would like to see at full service restaurants, by demographics, August 2012
                                                                                                                • Figure 110: Next most popular second ranked additional products and services consumers would like to see at full service restaurants, by demographics, August 2012
                                                                                                                • Figure 111: Other second ranked additional products and services consumers would like to see at full service restaurants, by demographics, August 2012
                                                                                                                • Figure 112: Most popular third ranked additional products and services consumers would like to see at full service restaurants, by demographics, August 2012
                                                                                                                • Figure 113: Next most popular third ranked additional products and services consumers would like to see at full service restaurants, by demographics, August 2012
                                                                                                                • Figure 114: Other third ranked additional products and services consumers would like to see at full service restaurants, by demographics, August 2012
                                                                                                            • Appendix – Attitudes Towards Full Service Restaurants

                                                                                                                • Figure 115: Attitudes towards full service restaurants, August 2012
                                                                                                                • Figure 116: Agreement with the statements ‘I prefer to choose food with healthier ingredients’ and ‘I like to see more western full service restaurants’, by demographics, August 2012
                                                                                                                • Figure 117: Agreement with the statements ‘I like exploring different cuisines’ and ‘Restaurants tend to put too much oil and seasoning in their dishes’, by demographics, August 2012
                                                                                                                • Figure 118: Agreement with the statements ‘I would like to see more vegetarian options on the menu’ and ‘I tend to stick to a few full service restaurants that I have been familiar with’, by demographics, August 2012
                                                                                                                • Figure 119: Agreement with the statements ‘I prefer to eat at full service restaurants with exotic cuisines since it is not possible for me to cook such food myself’ and ‘I am always interested to try new restaurants’, by demographics, August 2012
                                                                                                                • Figure 120: Agreement with the statements ‘I am concerned about eating out at restaurants too often for health reason’ and ‘I am willing to go to restaurants that provide a unique dining experience’, by demographics, August 2012
                                                                                                                • Figure 121: Agreement with the statements ‘I like to eat at restaurants with modern style decoration’ and ‘I like to eat at those restaurants offering fusion food’, by demographics, August 2012
                                                                                                                • Figure 122: Agreement with the statements ‘These days it looks more stylish to eat at Western full service restaurants than at local full service restaurants’ and ‘Foreign full service restaurants provide better service than local full service restaurants’, by demographics, August 2012
                                                                                                                • Figure 123: Agreement with the statement ‘I prefer to eat at restaurants with luxurious decoration’, by demographics, August 2012
                                                                                                                • Figure 124: Most popular attitudes towards full service restaurant (any agree), by demographics, August 2012
                                                                                                                • Figure 125: Next most popular attitudes towards full service restaurant (any agree), by demographics, August 2012
                                                                                                                • Figure 126: Other attitude towards full service restaurant (any agree), by demographics, August 2012

                                                                                                            Companies Covered

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                                                                                                            Attitudes Towards and Usage of Full-Service Restaurants - China - November 2012

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