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Fast Food - China - May 2014

“Reflected by the anti-corruption policy, domestic fast food restaurants have decisively outperformed full-service restaurants, indicating a confident outlook for the sector’s growth in China. However currently, fast food eaters are anxious about the ongoing food and environmental crisis, which has catalysed the fast food outlets’ transformation into tailor-made healthy dining stores. This has also given multinational foreign players an unfavourable status due to them being perceived as unhealthy and unable to provide menu customisations. Marketing communication tools are the key shapers in driving healthy eating within Chinese society. Three critical elements – access to convenient nutritional information, affordable ‘green’ menus and consumer empowerment must seamlessly merge to revolutionise the current Chinese fast food industry.”
– Esther Lau, Research Analyst

In this report we answer the key questions:

  • What are the key drivers and challenges in the Chinese fast food market?
  • What are the common traits of the evolving fast food eaters?
  • How can brands customise different daily menus for women and men?
  • How can fast food brands use the eco-friendly concept as a marketing differentiator to create a competitive advantage?
  • How can brands utilise digital channels more effectively?
  • How can brands reach second and third-tier consumers more effectively?
Fast Food Trends-China

Personalisation is becoming a popular fashion in the Chinese fast food industry. A lot of domestic fast food chains have already adopted the ‘mix and match’ options, which allow consumers to tailor their meal to suit their own daily diet, and in particular, increase the amount of vegetables in their meal. In Mintel’s survey, 49% of respondents say they are interested in having dishes that follow healthy guidelines on daily food intake (ie less meat and more vegetables). Moreover, the growing desire to pay more to have organic fast food dishes is building significant potential for fast food chains to be more upfront about their food sourcing and focus on food quality.

In the fast food sector, there is certainly a need for greater product transparency than in previous years. Domestic fast food websites like Dicos and East Dawning already display nutritional information and benefits, but the American fast food brand, Sweet Green, taken the transparency concept a step further by creating appealing graphics to highlight the food freshness and display the individual ingredients that will be used in their monthly salad dishes.
 

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Table of contents

  1. Introduction

      • In this report we answer the key questions:
        • Definition
          • Inclusions
            • Exclusions
              • Methodology
                • Abbreviations
                • Executive Summary

                    • The market
                      • Figure 1: Total China fast food and takeaway market, by value sales, 2008-18
                      • Figure 2: Total China fast food and takeaway market, by market volume, 2008-18
                    • Companies and brands
                      • Figure 3: Leading chains in the Chinese fast food and takeaway market, by market volume (outlets), 2012-13
                    • The consumer
                      • Chinese-style fast food: Winner in the domestic market
                        • Figure 4: Fast food usage (including eating in and takeaway) in the last six months, February 2014
                      • Busy modern life drives fast food's popularity
                        • Figure 5: Reasons for eating fast food (including eating in and takeaway) in the last six months, February 2014
                      • Organic ingredient and balanced nutrition top consumers’ interests
                        • Figure 6: Levels of interest in product innovation/value-added services in fast food restaurants, February 2014
                      • Eating fast food as a main daily meal is the mainstream
                        • Figure 7: Occasions for eating fast food (including eating in and takeaway) in the last six months, February 2014
                      • Word-of-mouth guides fast food customers' eating decisions
                        • Figure 8: Factors influencing fast food outlet/restaurant choice, February 2014
                      • Chinese fast food is the main stronghold for the health-conscious segment
                        • Figure 9: Attitudes towards fast food, February 2014
                      • Key issues
                        • Chinese fast food market overview
                          • Tailored meal is the new fashion
                            • Eco-friendly brand endorsement as key marketing communication
                              • Tapping the power of rising digital channels
                                • What we think
                                • Issues and Insights

                                    • What are the common traits of Chinese fast food eaters?
                                      • The facts
                                        • The implications
                                          • What are the key challenges that fast food players are faced with in China?
                                            • The facts
                                              • The implications
                                                • Scope to boost the appeal of fast food by harnessing connotations of healthy, organic ingredients
                                                  • The facts
                                                    • The implications
                                                      • Eco-friendly marketing can re-energise the fast food brand image
                                                        • The facts
                                                          • The implications
                                                            • How to target second and third-tier fast food eaters?
                                                              • The facts
                                                                • The implications
                                                                • Trend Application

                                                                    • Trend: Make it Mine
                                                                      • Trend: Moral Brands
                                                                        • Trend: Access All Areas
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Chinese fast food market
                                                                              • Figure 10: China fast food and takeaway market, value sales and outlets, 2008-18
                                                                            • Growth is expected to continue
                                                                              • Figure 11: Total China fast food and takeaway market, by value sales, 2008-18
                                                                              • Figure 12: Total China fast food and takeaway market, by market volume, 2008-18
                                                                            • Market drivers
                                                                              • Rural and urban household income increased
                                                                                • Figure 13: Annual growth in rural and urban household income, china, 2009-13
                                                                              • Sustainable growth in urbanisation and employment and the importance of the health-conscious
                                                                                • Franchise model and intense competition
                                                                                  • Growth challenges
                                                                                    • New food safety standards and inspections
                                                                                      • Rising cost for China foods
                                                                                      • Market Segmentation

                                                                                        • Key points
                                                                                          • By purpose of usage
                                                                                            • By taste
                                                                                              • China’s fast food market is fragmented
                                                                                                • Figure 14: Volume and value of china fast food market, by segment, 2008-13
                                                                                            • Who’s Innovating?

                                                                                              • Key points
                                                                                                • Eco pizza outlets execute ‘green’ measurement in Beijing
                                                                                                  • American Sweet Green enjoy social well-being
                                                                                                    • Pizza Hut interactive touchscreen to boost in-store experience
                                                                                                      • Aldi Lunchbox initiatives
                                                                                                        • Dutch grocer abandons traditional aisle format
                                                                                                        • Companies and Brands

                                                                                                          • Key points
                                                                                                            • Western-style fast food still takes the lead
                                                                                                              • Figure 15: leading companies in the Chinese fast food and takeaway market, by market volume (outlets), 2011-13
                                                                                                            • Yum! Brands
                                                                                                              • KFC
                                                                                                                • Pizza Hut
                                                                                                                  • East Dawning
                                                                                                                    • McDonald’s
                                                                                                                      • Hua Lai Shi Catering Management and Service Co., Ltd.
                                                                                                                        • Shanghai Shihao Catering Co., Ltd.
                                                                                                                          • Ting Hsin International Group
                                                                                                                            • Dicos
                                                                                                                              • Master Kong Chef’s Table
                                                                                                                                • Zhen Kungfu Catering Co., Ltd.
                                                                                                                                  • Jollibee Group
                                                                                                                                  • The Consumer – Usage of Fast Food

                                                                                                                                    • Key points
                                                                                                                                      • Chinese-style fast food: Winner in the domestic market
                                                                                                                                          • Figure 16: Fast food usage (including eating in and takeaway) in the last six months, February 2014
                                                                                                                                        • Target consumer analysis
                                                                                                                                          • Figure 17: Fast food usage (including eating in and takeaway) in the last six months – Foreign fast food, by demographics, February 2014
                                                                                                                                        • Consumers shift their focus upon fast food outlets instead of full-service restaurants
                                                                                                                                          • Key analysis: The common characteristic of domestic fast food outlets: bigger chains and smaller specialised outlets
                                                                                                                                          • The Consumer – Reasons for Eating Fast Food

                                                                                                                                            • Key points
                                                                                                                                              • Busy modern life drives fast food's popularity
                                                                                                                                                  • Figure 18: Reasons for eating fast food (including eating in and takeaway) in the last six months, February 2014
                                                                                                                                                • Target consumer analysis
                                                                                                                                                    • Figure 19: Most popular reasons for eating fast food (including eating in and takeaway) in the last six months, by demographics, February 2014
                                                                                                                                                  • Key analysis: Attract mothers through nutritious meals for kids in second and third-tier cities
                                                                                                                                                      • Figure 20: Agreement with the statement “as a treat for kids”, by tier, February 2014
                                                                                                                                                  • The Consumer – Interest in Product and Service Innovations of Fast Food Restaurants

                                                                                                                                                    • Key points
                                                                                                                                                      • Organic ingredients and balanced nutrition top consumers’ interests
                                                                                                                                                          • Figure 21: Levels of interest in product innovation/value-added services in fast food restaurants, February 2014
                                                                                                                                                        • Target consumer analysis
                                                                                                                                                          • Figure 22: Levels of interest in product innovation/value-added services in fast food restaurants – Using more organic/pollution-free ingredients, by gender and age, February 2014
                                                                                                                                                          • Figure 23: Levels of interest in product innovation/value-added services in fast food restaurants – More Chinese-style food made with traditional cooking methods & International dishes, by monthly personal incomes, February 2014
                                                                                                                                                        • Key analysis: Personalisation through ‘mix and match’
                                                                                                                                                        • The Consumer – Occasions for Eating Fast Food

                                                                                                                                                          • Key points
                                                                                                                                                            • Eating fast food as a main daily meal is the mainstream
                                                                                                                                                                • Figure 24: Occasions for eating fast food (including eating in and takeaway) in the last six months, February 2014
                                                                                                                                                              • Target consumer analysis
                                                                                                                                                                  • Figure 25: Most popular occasions for eating fast food (including eating in and takeaway) in the last six months – During workdays, by demographics, February 2014
                                                                                                                                                                • Key analysis: Workdays verse weekends – In-depth analysis
                                                                                                                                                                  • Figure 26: Occasions for eating fast food (including eating in and takeaway) in the last six months, during workdays, by fast food usage, several times a week, February 2014
                                                                                                                                                                  • Figure 27: Occasions for eating fast food (including eating in and takeaway) in the last six months, during weekends, by fast food usage, several times a week, February 2014
                                                                                                                                                                • Key analysis: Smaller portion meals for ladies
                                                                                                                                                                    • Figure 28: Occasions for eating fast food (including eating in and takeaway) in the last six months, for afternoon tea and light snack in-between meals, by gender and age, February 2014
                                                                                                                                                                    • Figure 29: Agreement with the statement “to try new fast food options (eg new launched chicken wings in kfc)”, by occasions for eating fast food (including eating in and takeaway) in the last six months , February 2014
                                                                                                                                                                  • Key analysis: The ‘premium’ Chinese-style dinner for men is where the future lies
                                                                                                                                                                    • Figure 30: Agreement with the statement “not convenient to cook at home (eg no kitchen in rented property”, by gender and age, February 2014
                                                                                                                                                                    • Figure 31: Agreement with the statement “dishes with more balanced nutrition (eg the calorie/fibre/protein/salt are in line with the daily intake standard”, by gender and age, February 2014
                                                                                                                                                                    • Figure 32: Agreement with the statement “i prefer the taste of chinese fast food compared to foreign fast food”, by gender and age, February 2014
                                                                                                                                                                • The Consumer – Factors Influencing Fast Food Choices

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Word-of-mouth guides fast food customers' eating decisions
                                                                                                                                                                        • Figure 33: Factors influencing fast food outlet/restaurant choice, February 2014
                                                                                                                                                                      • Target consumer analysis
                                                                                                                                                                          • Figure 34: Most popular factors influencing fast food outlet/restaurant choice – Rank 1, by demographics, February 2014
                                                                                                                                                                          • Figure 35: Factors influencing fast food outlet/restaurant choice, by fast food usage, several times a week, February 2014
                                                                                                                                                                        • Key analysis: Promote nutritional information through online platforms
                                                                                                                                                                          • Key analysis: A scope to use QR codes to embrace in-store innovation
                                                                                                                                                                              • Figure 36: Levels of interest in product innovation/value-added services in fast food restaurants – More digital order channels, by monthly household incomes , February 2014
                                                                                                                                                                          • The Consumer – Attitudes towards Fast Food

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Chinese fast food is the main stronghold for the health-conscious segment
                                                                                                                                                                                  • Figure 37: Attitudes towards fast food, February 2014
                                                                                                                                                                                • Target consumer analysis
                                                                                                                                                                                    • Figure 38: Most popular attitudes towards fast food, by demographics, February 2014
                                                                                                                                                                                  • Key analysis: Opportunities for foreign fast food brands
                                                                                                                                                                                      • Figure 39: Other attitudes towards fast food – i switch between chinese fast food and foreign fast food from time to time, by monthly household incomes, February 2014
                                                                                                                                                                                  • CHAID Analysis

                                                                                                                                                                                    • Methodology
                                                                                                                                                                                      • Organic fast food soars among rich Chinese women
                                                                                                                                                                                        • Figure 40: Fast Food – CHAID – Tree output, [may] 2014
                                                                                                                                                                                        • Figure 41: Fast Food – CHAID – Table output, [May] 2014
                                                                                                                                                                                    • Appendix – The Consumer – Usage of Fast Food

                                                                                                                                                                                        • Figure 42: Fast food usage (including eating in and takeaway) in the last six months, February 2014
                                                                                                                                                                                        • Figure 43: Fast food usage (including eating in and takeaway) in the last six months – Chinese fast food, by demographics, February 2014
                                                                                                                                                                                        • Figure 44: Fast food usage (including eating in and takeaway) in the last six months – Foreign fast food, by demographics, February 2014
                                                                                                                                                                                        • Figure 45: Fast food usage (including eating in and takeaway) in the last six months – Fast food from street stalls, by demographics, February 2014
                                                                                                                                                                                        • Figure 46: Fast food usage (including eating in and takeaway) in the last six months, by most popular occasions for eating fast food (including eating in and takeaway) in the last six months – During workdays, February 2014
                                                                                                                                                                                        • Figure 47: Fast food usage (including eating in and takeaway) in the last six months, by next most popular occasions for eating fast food (including eating in and takeaway) in the last six months – During workdays, February 2014
                                                                                                                                                                                        • Figure 48: Fast food usage (including eating in and takeaway) in the last six months, by most popular occasions for eating fast food (including eating in and takeaway) in the last six months – On weekends, February 2014
                                                                                                                                                                                        • Figure 49: Fast food usage (including eating in and takeaway) in the last six months, by next most popular occasions for eating fast food (including eating in and takeaway) in the last six months – On weekends, February 2014
                                                                                                                                                                                        • Figure 50: Fast food usage (including eating in and takeaway) in the last six months, by most popular reasons for eating fast food (including eating in and takeaway) in the last six months, February 2014
                                                                                                                                                                                        • Figure 51: Fast food usage (including eating in and takeaway) in the last six months, by next most popular reasons for eating fast food (including eating in and takeaway) in the last six months, February 2014
                                                                                                                                                                                        • Figure 52: Fast food usage (including eating in and takeaway) in the last six months, by most popular factors influencing fast food outlet/restaurant choice – Rank 1, February 2014
                                                                                                                                                                                        • Figure 53: Fast food usage (including eating in and takeaway) in the last six months, by next most popular factors influencing fast food outlet/restaurant choice – Rank 1, February 2014
                                                                                                                                                                                        • Figure 54: Fast food usage (including eating in and takeaway) in the last six months, by most popular factors influencing fast food outlet/restaurant choice – Rank 2, February 2014
                                                                                                                                                                                        • Figure 55: Fast food usage (including eating in and takeaway) in the last six months, by next most popular factors influencing fast food outlet/restaurant choice – Rank 2, February 2014
                                                                                                                                                                                        • Figure 56: Fast food usage (including eating in and takeaway) in the last six months, by most popular factors influencing fast food outlet/restaurant choice, February 2014
                                                                                                                                                                                        • Figure 57: Fast food usage (including eating in and takeaway) in the last six months, by next most popular factors influencing fast food outlet/restaurant choice, February 2014
                                                                                                                                                                                        • Figure 58: Fast food usage (including eating in and takeaway) in the last six months, by levels of interest in product innovation/value-added services in fast food restaurants – A separated dessert counter in-store, February 2014
                                                                                                                                                                                        • Figure 59: Fast food usage (including eating in and takeaway) in the last six months, by levels of interest in product innovation/value-added services in fast food restaurants – Extended opening hours, February 2014
                                                                                                                                                                                        • Figure 60: Fast food usage (including eating in and takeaway) in the last six months, by levels of interest in product innovation/value-added services in fast food restaurants – A wider variety for beverages, February 2014
                                                                                                                                                                                        • Figure 61: Fast food usage (including eating in and takeaway) in the last six months, by levels of interest in product innovation/value-added services in fast food restaurants – Adding Chinese traditional herbs/tonic herbs to the dishes, February 2014
                                                                                                                                                                                        • Figure 62: Fast food usage (including eating in and takeaway) in the last six months, by levels of interest in product innovation/value-added services in fast food restaurants – Using more organic/pollution-free ingredients, February 2014
                                                                                                                                                                                        • Figure 63: Fast food usage (including eating in and takeaway) in the last six months, by levels of interest in product innovation/value-added services in fast food restaurants – Dishes with more balanced nutrition, February 2014
                                                                                                                                                                                        • Figure 64: Fast food usage (including eating in and takeaway) in the last six months, by levels of interest in product innovation/value-added services in fast food restaurants – Fusion dishes combining Chinese and international cuisines, February 2014
                                                                                                                                                                                        • Figure 65: Fast food usage (including eating in and takeaway) in the last six months, by levels of interest in product innovation/value-added services in fast food restaurants – International dishes, February 2014
                                                                                                                                                                                        • Figure 66: Fast food usage (including eating in and takeaway) in the last six months, by levels of interest in product innovation/value-added services in fast food restaurants – Specialty dishes from different regions in China, February 2014
                                                                                                                                                                                        • Figure 67: Fast food usage (including eating in and takeaway) in the last six months, by levels of interest in product innovation/value-added services in fast food restaurants – More Chinese-style food made with traditional cooking methods, February 2014
                                                                                                                                                                                        • Figure 68: Fast food usage (including eating in and takeaway) in the last six months, by levels of interest in product innovation/value-added services in fast food restaurants – More digital order channels, February 2014
                                                                                                                                                                                        • Figure 69: Fast food usage (including eating in and takeaway) in the last six months, by levels of interest in product innovation/value-added services in fast food restaurants – More flexible payment approaches, February 2014
                                                                                                                                                                                        • Figure 70: Fast food usage (including eating in and takeaway) in the last six months, by most popular attitudes towards fast food, February 2014
                                                                                                                                                                                        • Figure 71: Fast food usage (including eating in and takeaway) in the last six months, by next most popular attitudes towards fast food, February 2014
                                                                                                                                                                                        • Figure 72: Occasions for eating fast food (including eating in and takeaway) in the last six months, February 2014
                                                                                                                                                                                        • Figure 73: Most popular occasions for eating fast food (including eating in and takeaway) in the last six months – During workdays, by demographics, February 2014
                                                                                                                                                                                        • Figure 74: Next most popular occasions for eating fast food (including eating in and takeaway) in the last six months – During workdays, by demographics, February 2014
                                                                                                                                                                                        • Figure 75: Most popular occasions for eating fast food (including eating in and takeaway) in the last six months – On weekends, by demographics, February 2014
                                                                                                                                                                                        • Figure 76: Next most popular occasions for eating fast food (including eating in and takeaway) in the last six months – On weekends, by demographics, February 2014
                                                                                                                                                                                        • Figure 77: Levels of interest in product innovation/value-added services in fast food restaurants, by most popular occasions for eating fast food (including eating in and takeaway) in the last six months – During workdays, February 2014
                                                                                                                                                                                        • Figure 78: Levels of interest in product innovation/value-added services in fast food restaurants, by next most popular occasions for eating fast food (including eating in and takeaway) in the last six months – During workdays, February 2014
                                                                                                                                                                                        • Figure 79: Levels of interest in product innovation/value-added services in fast food restaurants, by most popular occasions for eating fast food (including eating in and takeaway) in the last six months – On weekends, February 2014
                                                                                                                                                                                        • Figure 80: Levels of interest in product innovation/value-added services in fast food restaurants, by next most popular occasions for eating fast food (including eating in and takeaway) in the last six months – On weekends, February 2014
                                                                                                                                                                                        • Figure 81: Reasons for eating fast food (including eating in and takeaway) in the last six months, February 2014
                                                                                                                                                                                        • Figure 82: Most popular reasons for eating fast food (including eating in and takeaway) in the last six months, by demographics, February 2014
                                                                                                                                                                                        • Figure 83: Next most popular reasons for eating fast food (including eating in and takeaway) in the last six months, by demographics, February 2014
                                                                                                                                                                                        • Figure 84: Other reasons for eating fast food (including eating in and takeaway) in the last six months, by demographics, February 2014
                                                                                                                                                                                    • Appendix – The Consumer – Attitudes towards Fast Food

                                                                                                                                                                                        • Figure 85: Factors influencing fast food outlet/restaurant choice, February 2014
                                                                                                                                                                                        • Figure 86: Most popular factors influencing fast food outlet/restaurant choice – Rank 1, by demographics, February 2014
                                                                                                                                                                                        • Figure 87: Next most popular factors influencing fast food outlet/restaurant choice – Rank 1, by demographics, February 2014
                                                                                                                                                                                        • Figure 88: Other factors influencing fast food outlet/restaurant choice, by demographics, February 2014
                                                                                                                                                                                        • Figure 89: Most popular factors influencing fast food outlet/restaurant choice – Rank 2, by demographics, February 2014
                                                                                                                                                                                        • Figure 90: Next most popular factors influencing fast food outlet/restaurant choice – Rank 2, by demographics, February 2014
                                                                                                                                                                                        • Figure 91: Other factors influencing fast food outlet/restaurant choice – Rank 2, by demographics, February 2014
                                                                                                                                                                                        • Figure 92: Most popular factors influencing fast food outlet/restaurant choice – Rank 3, by demographics, February 2014
                                                                                                                                                                                        • Figure 93: Next most popular factors influencing fast food outlet/restaurant choice – Rank 3, by demographics, February 2014
                                                                                                                                                                                        • Figure 94: Other factors influencing fast food outlet/restaurant choice – Rank 3, by demographics, February 2014
                                                                                                                                                                                        • Figure 95: Levels of interest in product innovation/value-added services in fast food restaurants, February 2014
                                                                                                                                                                                        • Figure 96: Levels of interest in product innovation/value-added services in fast food restaurants – A separated dessert counter in-store, by demographics, February 2014
                                                                                                                                                                                        • Figure 97: Levels of interest in product innovation/value-added services in fast food restaurants – Extended opening hours, by demographics, February 2014
                                                                                                                                                                                        • Figure 98: Levels of interest in product innovation/value-added services in fast food restaurants – A wider variety for beverages, by demographics, February 2014
                                                                                                                                                                                        • Figure 99: Levels of interest in product innovation/value-added services in fast food restaurants – Adding Chinese traditional herbs/tonic herbs to the dishes, by demographics, February 2014
                                                                                                                                                                                        • Figure 100: Levels of interest in product innovation/value-added services in fast food restaurants – Using more organic/pollution-free ingredients, by demographics, February 2014
                                                                                                                                                                                        • Figure 101: Levels of interest in product innovation/value-added services in fast food restaurants – Dishes with more balanced nutrition, by demographics, February 2014
                                                                                                                                                                                        • Figure 102: Levels of interest in product innovation/value-added services in fast food restaurants – Fusion dishes combining Chinese and international cuisines, by demographics, February 2014
                                                                                                                                                                                        • Figure 103: Levels of interest in product innovation/value-added services in fast food restaurants – International dishes, by demographics, February 2014
                                                                                                                                                                                        • Figure 104: Levels of interest in product innovation/value-added services in fast food restaurants – Specialty dishes from different regions in China, by demographics, February 2014
                                                                                                                                                                                        • Figure 105: Levels of interest in product innovation/value-added services in fast food restaurants – More Chinese-style food made with traditional cooking methods, by demographics, February 2014
                                                                                                                                                                                        • Figure 106: Levels of interest in product innovation/value-added services in fast food restaurants – More digital order channels, by demographics, February 2014
                                                                                                                                                                                        • Figure 107: Levels of interest in product innovation/value-added services in fast food restaurants – More flexible payment approaches, by demographics, February 2014
                                                                                                                                                                                        • Figure 108: Attitudes towards fast food, February 2014
                                                                                                                                                                                        • Figure 109: Most popular attitudes towards fast food, by demographics, February 2014
                                                                                                                                                                                        • Figure 110: Next most popular attitudes towards fast food, by demographics, February 2014
                                                                                                                                                                                        • Figure 111: Other attitudes towards fast food, by demographics, February 2014
                                                                                                                                                                                    • Appendix – The Consumer – Occasions for Eating Fast Food

                                                                                                                                                                                        • Figure 112: Occasions for eating fast food (including eating in and takeaway) in the last six months, February 2014
                                                                                                                                                                                        • Figure 113: Most popular occasions for eating fast food (including eating in and takeaway) in the last six months – During workdays, by demographics, February 2014
                                                                                                                                                                                        • Figure 114: Next most popular occasions for eating fast food (including eating in and takeaway) in the last six months – During workdays, by demographics, February 2014
                                                                                                                                                                                        • Figure 115: Most popular occasions for eating fast food (including eating in and takeaway) in the last six months – On weekends, by demographics, February 2014
                                                                                                                                                                                        • Figure 116: Next most popular occasions for eating fast food (including eating in and takeaway) in the last six months – On weekends, by demographics, February 2014
                                                                                                                                                                                        • Figure 117: Levels of interest in product innovation/value-added services in fast food restaurants, by most popular occasions for eating fast food (including eating in and takeaway) in the last six months – During workdays, February 2014
                                                                                                                                                                                        • Figure 118: Levels of interest in product innovation/value-added services in fast food restaurants, by next most popular occasions for eating fast food (including eating in and takeaway) in the last six months – During workdays, February 2014
                                                                                                                                                                                        • Figure 119: Levels of interest in product innovation/value-added services in fast food restaurants, by most popular occasions for eating fast food (including eating in and takeaway) in the last six months – On weekends, February 2014
                                                                                                                                                                                        • Figure 120: Levels of interest in product innovation/value-added services in fast food restaurants, by next most popular occasions for eating fast food (including eating in and takeaway) in the last six months – On weekends, February 2014
                                                                                                                                                                                    • Appendix – The Consumer – Reasons for Eating Fast Food

                                                                                                                                                                                        • Figure 121: Reasons for eating fast food (including eating in and takeaway) in the last six months, February 2014
                                                                                                                                                                                        • Figure 122: Most popular reasons for eating fast food (including eating in and takeaway) in the last six months, by demographics, February 2014
                                                                                                                                                                                        • Figure 123: Next most popular reasons for eating fast food (including eating in and takeaway) in the last six months, by demographics, February 2014
                                                                                                                                                                                        • Figure 124: Other reasons for eating fast food (including eating in and takeaway) in the last six months, by demographics, February 2014
                                                                                                                                                                                    • Appendix – The Consumer – Factors influencing Fast Food Choices

                                                                                                                                                                                        • Figure 125: Factors influencing fast food outlet/restaurant choice, February 2014
                                                                                                                                                                                        • Figure 126: Most popular factors influencing fast food outlet/restaurant choice – Rank 1, by demographics, February 2014
                                                                                                                                                                                        • Figure 127: Next most popular factors influencing fast food outlet/restaurant choice – Rank 1, by demographics, February 2014
                                                                                                                                                                                        • Figure 128: Other factors influencing fast food outlet/restaurant choice, by demographics, February 2014
                                                                                                                                                                                        • Figure 129: Most popular factors influencing fast food outlet/restaurant choice – Rank 2, by demographics, February 2014
                                                                                                                                                                                        • Figure 130: Next most popular factors influencing fast food outlet/restaurant choice – Rank 2, by demographics, February 2014
                                                                                                                                                                                        • Figure 131: Other factors influencing fast food outlet/restaurant choice – Rank 2, by demographics, February 2014
                                                                                                                                                                                        • Figure 132: Most popular factors influencing fast food outlet/restaurant choice – Rank 3, by demographics, February 2014
                                                                                                                                                                                        • Figure 133: Next most popular factors influencing fast food outlet/restaurant choice – Rank 3, by demographics, February 2014
                                                                                                                                                                                        • Figure 134: Other factors influencing fast food outlet/restaurant choice – Rank 3, by demographics, February 2014
                                                                                                                                                                                    • Appendix – The Consumer – Interest in Product and Service Innovations of Fast Food Restaurants

                                                                                                                                                                                        • Figure 135: Levels of interest in product innovation/value-added services in fast food restaurants, February 2014
                                                                                                                                                                                        • Figure 136: Levels of interest in product innovation/value-added services in fast food restaurants – A separated dessert counter in-store, by demographics, February 2014
                                                                                                                                                                                        • Figure 137: Levels of interest in product innovation/value-added services in fast food restaurants – Extended opening hours, by demographics, February 2014
                                                                                                                                                                                        • Figure 138: Levels of interest in product innovation/value-added services in fast food restaurants – A wider variety for beverages, by demographics, February 2014
                                                                                                                                                                                        • Figure 139: Levels of interest in product innovation/value-added services in fast food restaurants – Adding Chinese traditional herbs/tonic herbs to the dishes, by demographics, February 2014
                                                                                                                                                                                        • Figure 140: Levels of interest in product innovation/value-added services in fast food restaurants – Using more organic/pollution-free ingredients, by demographics, February 2014
                                                                                                                                                                                        • Figure 141: Levels of interest in product innovation/value-added services in fast food restaurants – Dishes with more balanced nutrition, by demographics, February 2014
                                                                                                                                                                                        • Figure 142: Levels of interest in product innovation/value-added services in fast food restaurants – Fusion dishes combining Chinese and international cuisines, by demographics, February 2014
                                                                                                                                                                                        • Figure 143: Levels of interest in product innovation/value-added services in fast food restaurants – International dishes, by demographics, February 2014
                                                                                                                                                                                        • Figure 144: Levels of interest in product innovation/value-added services in fast food restaurants – Specialty dishes from different regions in China, by demographics, February 2014
                                                                                                                                                                                        • Figure 145: Levels of interest in product innovation/value-added services in fast food restaurants – More Chinese-style food made with traditional cooking methods, by demographics, February 2014
                                                                                                                                                                                        • Figure 146: Levels of interest in product innovation/value-added services in fast food restaurants – More digital order channels, by demographics, February 2014
                                                                                                                                                                                        • Figure 147: Levels of interest in product innovation/value-added services in fast food restaurants – More flexible payment approaches, by demographics, February 2014
                                                                                                                                                                                    • Appendix – The Consumer – Attitudes towards Fast Food

                                                                                                                                                                                        • Figure 148: Attitudes towards fast food, February 2014
                                                                                                                                                                                        • Figure 149: Most popular attitudes towards fast food, by demographics, February 2014
                                                                                                                                                                                        • Figure 150: Next most popular attitudes towards fast food, by demographics, February 2014
                                                                                                                                                                                        • Figure 151: Other attitudes towards fast food, by demographics, February 2014

                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                    Fast Food - China - May 2014

                                                                                                                                                                                    £3,273.18 (Excl.Tax)