Fast Food - China - April 2013
Sales in the Chinese fast food market more than doubled over the 2007-12 period, to reach an estimated RMB1 trillion, fuelled by the growth of the economy and consumer incomes and rapid expansion of leading players in the market. However, the market remains highly fragmented. The top ten operators only accounted for 0.65% of the market in 2011. The vast majority (98%) of the market still consists of small independent restaurants, which indicates there is substantial potential for growth for fast food chains in China.
The fast food market has come under scrutiny after recently exposed food safety scandals and it also faces potential threats from consumers’ growing health concerns. However, targeted strategies tailored to the location and consumer segment can assist fast food outlets in China to convert these potential threats into opportunities
-David Zhang, Research Analyst
Fast food and takeaways
This report covers fast food and takeaway restaurants which have a restricted or set menu, limited seating and sometimes offer takeaways. It can include pizzerias, grills & hotdog bars, burger bars, street stalls/kiosks, self-service outlets and takeaway-only outlets. Market value is based on expenditure including sales tax in these outlets; market volume is based on numbers of outlets.
Coffeehouses/shops and other outlets where food sales account for only a small proportion of turnover. Vending. Canteens in institutions (schools, hospitals etc.) and workplaces. Bakers, sandwich shops, bagel & doughnut shops. Full-service restaurants which generally have large menus and limited if any takeaway turnover and have waiter/waitress service.
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