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Ethnic Restaurants - UK - April 2012

Mainstream ethnic operators need to keep up with what the rest of the eating out market place, and smaller, emerging players in the ethnic restaurant sector, are doing in order to remain relevant to consumers. Otherwise the market is in danger of losing even more trade to in-home alternatives and/or non-specialist operators such as pubs as they fail to demonstrate added value or be proactive in giving consumers a reason to visit.

– Helena Spicer, Senior Foodservice Analyst

Some questions answered in this report include:

  • What can established restaurants learn from emerging sectors?
  • How can different formats drive growth in the market?
  • How do operators drive trade without relying on price promotions?
  • What are the up and coming flavour trends in the market?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK ethnic restaurant/takeaway market size and forecast, fan chart, 2006-16
            • Market factors
              • Companies, brands and innovation
                • Companies
                  • Figure 2: Selected ethnic restaurant/takeaway operators, by outlet numbers, 2010-11
                • Chinese sector
                  • Indian sector
                    • Japanese (eg sushi) sector
                      • Other Asian
                        • Tex Mex/Mexican
                          • Innovation
                            • The consumer
                              • Frequency of using ethnic restaurants/takeaways
                                • Figure 3: Frequency of visiting ethnic restaurants/takeaways, February 2012
                              • How has ethnic restaurant/takeaway usage changed, if at all?
                                • Figure 4: Eating out behaviour at ethnic restaurants/takeaways, February 2012
                              • Use of and interest in ethnic cuisine
                                • Figure 5: Use of and interest in ethnic cuisine, February 2012
                              • Attitudes towards ethnic restaurants/takeaways
                                • Figure 6: Attitudes towards ethnic restaurants/takeaways, February 2012
                              • Ethnic restaurants/takeaways menu enticements
                                • Figure 7: Ethnic restaurants/takeaways menu enticements, February 2012
                              • What we think
                              • Issues in the Market

                                  • What can established restaurants learn from emerging sectors?
                                    • How can different formats drive growth in the market?
                                      • How do operators drive trade without relying on price promotions?
                                        • What are the up and coming flavour trends in the market?
                                        • Future Opportunities

                                          • Internal Market Environment

                                            • Key points
                                              • Stable demand for ethnic flavours
                                                • Figure 8: Agreement with selected lifestyle statements on food/drink, 2007-11
                                                • Figure 9: Agreement with selected lifestyle statements on food/drink, by ethnic restaurant users, 2007-11
                                              • Hopes to plug the skills gap with ‘curry colleges’
                                              • Broader Market Environment

                                                • Key points
                                                  • Another downturn in consumer confidence
                                                    • Figure 10: GfK NOP Consumer Confidence Index, monthly, January 2007-March 2012
                                                  • Putting the experience back into dining out
                                                    • Figure 11: Consumer spending priorities (after bills), % point change, November 2009-February 2012
                                                  • Catering to shorter meal occasions
                                                    • Figure 12: Agreement with selected lifestyle statements on spending on restaurants, 2007-11
                                                    • Figure 13: Agreement with selected lifestyle statements on spending on restaurants, by ethnic restaurant users, 2007-11
                                                • Competitive Context – In-Home

                                                  • Key points
                                                    • Competition from in-home products
                                                      • In-home convenience trends
                                                        • On the go convenience-trends
                                                          • Growing flavour trends
                                                            • Product variants
                                                              • From foodservice to retail
                                                              • Competitive Context – Out-of-Home

                                                                • Key points
                                                                  • Pubs continue to dominate the restaurant market
                                                                    • Figure 14: Types of restaurants visited in the last three months, 2009-11
                                                                  • Other market innovations
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • Emerging concepts in high footfall areas
                                                                        • Modern interiors enhance all day dining propositions
                                                                          • Other emerging concepts – food trucks
                                                                            • Pop-ups
                                                                              • Reasons to visit
                                                                                • Drinking occasions
                                                                                  • Cookery classes
                                                                                    • Events
                                                                                    • Market Size and Forecast

                                                                                      • Key points
                                                                                        • Total market size and forecast
                                                                                          • Figure 15: UK ethnic restaurant/takeaway market size and forecast, 2006-16
                                                                                        • Market segmentation
                                                                                          • Figure 16: UK ethnic restaurant market size and forecast, 2006-16
                                                                                          • Figure 17: UK ethnic takeaway/home delivery market size and forecast, 2006-16
                                                                                        • Future
                                                                                          • Figure 18: UK ethnic restaurant/takeaway market size and forecast, fan chart, 2006-16
                                                                                        • Forecast methodology
                                                                                        • Companies and Products – Indian

                                                                                          • Key points
                                                                                            • Risers and fallers
                                                                                              • Figure 19: Selection of Indian restaurant/takeaway chains, by outlet numbers, 2010-11
                                                                                          • Companies and Products – Chinese

                                                                                            • Key points
                                                                                              • Risers and fallers
                                                                                                • Figure 20: Selection of Chinese restaurant/takeaway chains, by outlet numbers, 2010-11
                                                                                              • Ping Pong
                                                                                                • Figure 21: Ping Pong Limited, financial performance, 2009-11
                                                                                            • Companies and Products – Japanese

                                                                                              • Key points
                                                                                                • Use of and interest in Japanese cuisine
                                                                                                  • Innovation and growth in grab and go concepts
                                                                                                    • Figure 22: Selection of Japanese restaurant/takeaway chains, by outlet numbers, 2010-11
                                                                                                  • YO! Sushi
                                                                                                    • Other brands
                                                                                                      • Itsu
                                                                                                        • Wasabi
                                                                                                          • Abokado
                                                                                                            • Feng Sushi
                                                                                                              • Me Love Sushi
                                                                                                              • Companies and Products – Other Asian

                                                                                                                • Key points
                                                                                                                  • Popular Pan-Asian concepts
                                                                                                                    • Figure 23: Selection of other Asian restaurant/takeaway chains, by outlet numbers, 2010-11
                                                                                                                  • Wagamama
                                                                                                                      • Figure 24: Key financials for Wagamama Limited, 2009-11
                                                                                                                    • Other brands
                                                                                                                      • Tampopo
                                                                                                                        • Pho
                                                                                                                          • The Vietnamese Kitchen
                                                                                                                          • Companies and Products – South American/Mexican

                                                                                                                            • Key points
                                                                                                                              • Expansion in niche fast casual chains
                                                                                                                                • Figure 25: Selection of South American/Mexican restaurant/takeaway chains, by outlet numbers, 2010-11
                                                                                                                              • Chiquito
                                                                                                                                • Figure 26: Chiquito Limited, financial performance, 2007-10
                                                                                                                              • Other brands
                                                                                                                                • Wahaca
                                                                                                                                  • Las Iguanas
                                                                                                                                  • Ethnic Restaurants/Takeaways Visiting Habits

                                                                                                                                    • Key points
                                                                                                                                      • Frequency of visiting ethnic restaurants/takeaways
                                                                                                                                        • Figure 27: Frequency of visiting ethnic restaurants/takeaways, February 2012
                                                                                                                                      • How has eating out behaviour changed, if at all?
                                                                                                                                        • Figure 28: Eating out behaviour at ethnic restaurants/takeaways, February 2012
                                                                                                                                      • Students buoy the market…
                                                                                                                                        • … whilst older consumers turn away from it
                                                                                                                                          • Increasing interest in the consumption of ethnic food out of home over the last decade
                                                                                                                                            • Figure 29: Indian, Chinese and Thai food – average grams purchased per person per week out of home in the UK, 2001/02-10
                                                                                                                                            • Figure 30: Indian, Chinese and Thai food – average grams purchased per person per week out of home, by region, 2001/02-10
                                                                                                                                        • Use of and Interest in Ethnic Cuisine

                                                                                                                                          • Key points
                                                                                                                                            • Chinese & Indian dominate the market and have universal appeal
                                                                                                                                              • Figure 31: Use of and interest in ethnic cuisine, February 2012
                                                                                                                                            • Mexican
                                                                                                                                              • Thai
                                                                                                                                                • Japanese
                                                                                                                                                  • Caribbean
                                                                                                                                                    • Moroccan
                                                                                                                                                      • Middle Eastern
                                                                                                                                                        • Vietnamese
                                                                                                                                                          • Other ethnic cuisine types
                                                                                                                                                          • Attitudes Towards Ethnic Restaurants/Takeaways

                                                                                                                                                            • Key points
                                                                                                                                                              • Lack of differentiation damaging the market’s value for money positioning
                                                                                                                                                                • Figure 32: Attitudes towards ethnic restaurants/takeaways, February 2012
                                                                                                                                                              • Older consumers are looking for something more…
                                                                                                                                                                • … whilst younger consumers are looking for guidance
                                                                                                                                                                  • Families cutting back on ethnic restaurants/takeaways
                                                                                                                                                                    • Recession renews interest in ‘all you can eat’ concepts
                                                                                                                                                                      • Ethnic sector suffering from poor perceptions of quality rather than concerns over expense
                                                                                                                                                                      • Ethnic Restaurants/Takeaways Menu Enticements

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Ethnic diners looking for variety but guidance with it
                                                                                                                                                                            • Figure 33: Ethnic restaurants/takeaways menu enticements, February 2012
                                                                                                                                                                          • More detailed descriptions
                                                                                                                                                                            • … as guidance
                                                                                                                                                                              • … to back up authenticity
                                                                                                                                                                                • … to build excitement
                                                                                                                                                                                  • House specialities and regularly changing specials
                                                                                                                                                                                    • Greater use of fresh, local ingredients
                                                                                                                                                                                      • Meal deals (eg drink and food item for one price)
                                                                                                                                                                                        • Front-of-house cooking
                                                                                                                                                                                          • Healthier/low-fat/low-calorie options
                                                                                                                                                                                            • Menu flexibility
                                                                                                                                                                                              • Less spicy dishes
                                                                                                                                                                                                • More child-friendly options
                                                                                                                                                                                                • Ethnic Restaurant Targeting Opportunities

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Ethnic restaurants suffering from diners trading down and out to different sectors
                                                                                                                                                                                                      • Figure 34: Ethnic restaurant target groups, February 2012
                                                                                                                                                                                                    • Looking For Adaptability & Assistance
                                                                                                                                                                                                      • Stand Out Dishes
                                                                                                                                                                                                        • Price Sensitive
                                                                                                                                                                                                        • Ethnic Takeaway/Home Delivery Targeting Opportunities

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Ethnic takeaways need to create more distinct market positions by actively targeting specific users
                                                                                                                                                                                                              • Figure 35: Ethnic takeaway/home delivery target groups, February 2012
                                                                                                                                                                                                            • Exotic But Accessible & Healthy
                                                                                                                                                                                                              • New Product Seekers
                                                                                                                                                                                                                • Back to Basics
                                                                                                                                                                                                                • Appendix – Ethnic Restaurants/Takeaways Visiting Habits

                                                                                                                                                                                                                  • Frequency of using ethnic outlets
                                                                                                                                                                                                                    • Figure 36: Frequency of using visiting ethnic restaurants/takeaways, February 2012
                                                                                                                                                                                                                    • Figure 37: Frequency of using visiting ethnic restaurants, by detailed demographics, February 2012
                                                                                                                                                                                                                    • Figure 38: Frequency of using visiting ethnic takeaways, by detailed demographics, February 2012
                                                                                                                                                                                                                  • How has eating out behaviour changed, if at all?
                                                                                                                                                                                                                    • Figure 39: Eating out behaviour at ethnic restaurants/takeaways, February 2012
                                                                                                                                                                                                                    • Figure 40: Eating out behaviour for the statement ‘The amount I spend on eating out at ethnic restaurants has...’ at ethnic restaurants, by detailed demographics, February 2012
                                                                                                                                                                                                                    • Figure 41: Eating out behaviour for the statement ‘The amount I spend on takeaways/home deliveries from ethnic restaurants has...’ at takeaways, by detailed demographics, February 2012
                                                                                                                                                                                                                    • Figure 42: Eating out behaviour at ethnic restaurants, by use and interest in ethnic cuisine, February 2012
                                                                                                                                                                                                                    • Figure 43: Eating out behaviour at takeaways, by use and interest in ethnic cuisine, February 2012
                                                                                                                                                                                                                • Appendix – Use of and Interest in Ethnic Cuisine

                                                                                                                                                                                                                    • Figure 44: Use of and interest in ethnic cuisine, February 2012
                                                                                                                                                                                                                    • Figure 45: Most popular use of and interest in ethnic cuisine, by detailed demographics, February 2012
                                                                                                                                                                                                                    • Figure 46: Next most popular use of and interest in ethnic cuisine, by detailed demographics, February 2012
                                                                                                                                                                                                                    • Figure 47: Other popular use of and interest in ethnic cuisine, by detailed demographics, February 2012
                                                                                                                                                                                                                    • Figure 48: Alternative popular use of and interest in ethnic cuisine, by detailed demographics, February 2012
                                                                                                                                                                                                                    • Figure 49: Least popular use of and interest in ethnic cuisine, by detailed demographics, February 2012
                                                                                                                                                                                                                • Appendix – Attitudes Towards Ethnic Restaurants/Takeaways

                                                                                                                                                                                                                    • Figure 50: Attitudes towards ethnic restaurants/takeaways, February 2012
                                                                                                                                                                                                                    • Figure 51: Most popular attitudes towards ethnic restaurants/takeaways, by detailed demographics, February 2012
                                                                                                                                                                                                                    • Figure 52: Next most popular attitudes towards ethnic restaurants/takeaways, by detailed demographics, February 2012
                                                                                                                                                                                                                    • Figure 53: Frequency of visiting ethnic restaurants, by attitudes towards ethnic restaurants, February 2012
                                                                                                                                                                                                                    • Figure 54: Frequency of using ethnic takeaways, by attitudes towards ethnic restaurants, February 2012
                                                                                                                                                                                                                    • Figure 55: Most popular usage and interest in ethnic cuisine (have tried), by attitudes towards ethnic restaurants/takeaways, February 2012
                                                                                                                                                                                                                    • Figure 56: Next most popular usage and interest in ethnic cuisine (have tried), by attitudes towards ethnic restaurants/takeaways, February 2012
                                                                                                                                                                                                                    • Figure 57: Eating out behaviour at ethnic restaurants, by attitudes towards ethnic restaurants, February 2012
                                                                                                                                                                                                                    • Figure 58: Eating out behaviour at takeaways, by attitudes towards ethnic restaurants, February 2012
                                                                                                                                                                                                                    • Figure 59: Most popular attitudes towards ethnic restaurants/takeaways, by attitudes towards ethnic restaurants/takeaways, February 2012
                                                                                                                                                                                                                    • Figure 60: Next most popular Attitudes towards ethnic restaurants/takeaways, by attitudes towards ethnic restaurants/takeaways, February 2012
                                                                                                                                                                                                                • Appendix – Ethnic Restaurants/Takeaway Menu Enticements

                                                                                                                                                                                                                    • Figure 61: Most popular ethnic restaurant menu enticements, February 2012
                                                                                                                                                                                                                    • Figure 62: Next most popular ethnic restaurant menu enticements, February 2012
                                                                                                                                                                                                                    • Figure 63: Attitudes towards less spicy dishes & healthier dishes in ethnic restaurants/takeaways, by detailed demographics, February 2012
                                                                                                                                                                                                                    • Figure 64: Attitudes towards photos of dishes & smaller dishes in ethnic restaurants/takeaways, by detailed demographics, February 2012
                                                                                                                                                                                                                    • Figure 65: Attitudes towards more detailed descriptions of what dishes are & greater use of fresh ingredients in ethnic restaurants/takeaways, by detailed demographics, February 2012
                                                                                                                                                                                                                    • Figure 66: Attitudes towards more child-friendly options & meal deals in ethnic restaurants/takeaways, by detailed demographics, February 2012
                                                                                                                                                                                                                    • Figure 67: Attitudes towards house specialties & range of regularly changing specials in ethnic restaurants/takeaways, by detailed demographics, February 2012
                                                                                                                                                                                                                    • Figure 68: Attitudes towards more specialty/authentic dishes from a specific cuisine or region & front-of-house cooking in ethnic restaurants/takeaways, by detailed demographics, February 2012
                                                                                                                                                                                                                    • Figure 69: Attitudes towards Information on the regions where the dishes come for ethnic restaurants/takeaways, by detailed demographics, February 2012
                                                                                                                                                                                                                    • Figure 70: Frequency of using ethnic restaurants, by ethnic restaurant menu enticements, February 2012
                                                                                                                                                                                                                    • Figure 71: Frequency of using ethnic takeaways, by ethnic restaurant menu enticements, February 2012
                                                                                                                                                                                                                    • Figure 72: Most popular ethnic cuisines (have tried), by ethnic restaurants menu enticements, February 2012
                                                                                                                                                                                                                    • Figure 73: Next most popular ethnic cuisines (have tried), by ethnic restaurants menu enticements, February 2012
                                                                                                                                                                                                                    • Figure 74: Eating out behaviour at ethnic restaurants, by ethnic restaurant menu enticements (any interest), February 2012
                                                                                                                                                                                                                    • Figure 75: Eating out behaviour at ethnic takeaways, by ethnic restaurant menu enticements (any interest), February 2012
                                                                                                                                                                                                                    • Figure 76: Most popular ethnic restaurant menu enticements (any interest), by ethnic restaurants menu enticements (any interest), February 2012
                                                                                                                                                                                                                    • Figure 77: Next most popular ethnic restaurant menu enticements (any interest), by ethnic restaurants menu enticements (any interest), February 2012
                                                                                                                                                                                                                    • Figure 78: Other popular ethnic restaurant menu enticements (any interest), by ethnic restaurants menu enticements (any interest), February 2012
                                                                                                                                                                                                                • Appendix – Ethnic Restaurants Targeting Opportunities

                                                                                                                                                                                                                    • Figure 79: Ethnic restaurant target groups, by detailed demographics, February 2012
                                                                                                                                                                                                                    • Figure 80: Ethnic restaurant target groups, by use and interest in ethnic cuisine, February 2012
                                                                                                                                                                                                                    • Figure 81: Ethnic restaurant target groups, by eating out behaviour at ethnic restaurants, February 2012
                                                                                                                                                                                                                    • Figure 82: Ethnic restaurant target groups, by attitudes towards ethnic restaurants, February 2012
                                                                                                                                                                                                                    • Figure 83: Ethnic restaurant target groups, by ethnic restaurants menu enticements, February 2012
                                                                                                                                                                                                                • Appendix – Ethnic Takeaway/Home Delivery Targeting Opportunities

                                                                                                                                                                                                                    • Figure 84: Ethnic takeaway target groups, by detailed demographics, February 2012
                                                                                                                                                                                                                    • Figure 85: Ethnic takeaway target groups, by use of and interest in ethnic cuisine, February 2012
                                                                                                                                                                                                                    • Figure 86: Ethnic takeaway target groups, by eating out behaviour (takeaways), February 2012
                                                                                                                                                                                                                    • Figure 87: Ethnic takeaway target groups, by attitudes towards ethnic restaurants/takeaways, February 2012
                                                                                                                                                                                                                    • Figure 88: Ethnic takeaway target groups, by ethnic restaurants menu enticements, February 2012

                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                                • HMV Retail Ltd
                                                                                                                                                                                                                • Lonely Planet Publications
                                                                                                                                                                                                                • LOVEFiLM International Ltd
                                                                                                                                                                                                                • Mitchells & Butlers Plc
                                                                                                                                                                                                                • Pho
                                                                                                                                                                                                                • Tampopo Ltd
                                                                                                                                                                                                                • Wagamama Ltd

                                                                                                                                                                                                                Ethnic Restaurants - UK - April 2012

                                                                                                                                                                                                                US $2,672.70 (Excl.Tax)