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Full Service Restaurants - China - December 2013

“The full service restaurant market in China has seen a decline in the rate of growth in recent years, impacted by the slackened economic growth. However, the ever-increasing consumer spending power still implies growth opportunities for restaurants which are able to cater to the needs of particular consumer groups.”

– Laurel Gu – Senior Research Analyst

In this report, we answer the key questions:

  • What is the current state of the full service restaurant market in China and what are the trends, drivers of and barriers to growth?
  • Who are the key companies in the industry and what are their strengths and areas of opportunities?
  • What are consumers’ behaviour and attitudes towards going to full service restaurants?
  • What are the most effective communication mechanisms and the most attractive service types to appeal to consumers?
  • How can restaurant companies appeal to a broader audience by catering to the needs of different consumer segments based on their psychographics?
  • How can high-end full service restaurants appeal to the majority of the public?

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Total China full service restaurant revenues, 2008-18
                • Figure 2: Frequency of eating out at different types of restaurants, October 2013
              • Companies and brands
                  • Figure 3: Top 10 public listed full service restaurant chains in China, by revenue (RMB million), 2011 and 2012
                • The consumer
                  • Usage of different types of restaurants
                    • Figure 4: Occasions for eating out at restaurants, October 2013
                  • Important factors for selecting full service restaurants
                    • Figure 5: Important factors for selecting full service restaurants, October 2013
                  • Attractive value-added services
                    • Figure 6: Attractive value-added services, October 2013
                  • Factors driving consumers to try new restaurants
                    • Figure 7: Factors driving consumers to try new restaurants, October 2013
                  • Attitudes towards full service restaurants
                    • Figure 8: Attitudes towards full service restaurants, October 2013
                  • Key trends
                    • Multi-brand strategy to appeal to different consumer segments
                      • High-end restaurants to appeal to the majority of the public
                        • Ride on the trend of consumers moving towards a healthier diet
                          • What we think
                          • The Market

                            • Key points
                              • Market size and forecast
                                • Figure 9: China full service restaurant market, value sales, 2008-18
                                • Figure 10: China full service restaurant market, value sales, 2008-18
                              • Market growth drivers
                                • Sustained economic growth
                                  • Ongoing urbanisation progress
                                    • Rising personal and household income
                                      • Figure 11: Per capita net income and actual growth rate of urban and rural residents in China, 2008-12
                                      • Figure 12: Number of full service restaurant outlets and revenue sales in China, 2008-12
                                    • Growing desire for family/friends gathering during leisure time
                                      • Potential barriers
                                        • Increasing cost of labour
                                          • Increasing cost of real estate rentals
                                            • Rising commodity prices
                                              • Anti-extravagance campaign
                                                • Market segmentation
                                                  • Figure 13: Number of different restaurant types have been to in the past 12 months, October 2013
                                                  • Figure 14: Frequency of eating out at different types of restaurants, October 2013
                                              • Companies and Brands

                                                • Key points
                                                  • Key brands
                                                      • Figure 15: Top 10 public listed full service restaurant chains in China, by revenue (RMB million), 2010-12
                                                    • Company trend and innovations
                                                      • Multi-brand strategy to cater to the needs of different consumer segments
                                                        • Packaged food retailing becomes a new source of income
                                                          • Companies
                                                            • Fine Dining Full Service Restaurants
                                                              • Hai Di Lao Hot Pot
                                                                • Wow Prime Group
                                                                  • Beijing Xiangeqing Co.
                                                                    • China Quanjude (Group) Co.
                                                                      • Xiao Nan Guo Holdings
                                                                        • Casual dining full service restaurants
                                                                          • Ajisen (China) Holdings Ltd
                                                                            • Xiao Fei Yang (Little Sheep)
                                                                              • Pizza Hut
                                                                                • Tsui Wah Holdings Limited
                                                                                • The Consumer – Usage of Different Types of Restaurants

                                                                                  • Key points
                                                                                    • Different types of restaurants apply to different usage occasions
                                                                                        • Figure 16: Occasions for eating out at restaurants, October 2013
                                                                                    • The Consumer – Important Factors for Selecting Full Service Restaurants

                                                                                      • Key points
                                                                                        • Taste and hygiene are most important
                                                                                          • Figure 17: Important factors for selecting full service restaurants, October 2013
                                                                                          • Figure 18: Selected important factors in selecting full service restaurants, by income groups, October 2013
                                                                                          • Figure 19: Selected important factors in selecting full service restaurants, by gender and age groups, October 2013
                                                                                      • The Consumer – Attractive Value-Added Services

                                                                                        • Key points
                                                                                          • Consumers look for more flexibility in customising their dishes
                                                                                              • Figure 20: Attractive value-added services, October 2013
                                                                                              • Figure 21: Selected attractive value-added services, by gender and age groups, October 2013
                                                                                              • Figure 22: Selected attractive value-added services, by income groups, October 2013
                                                                                          • The Consumer – Factors Driving Consumers to Try New Restaurants

                                                                                            • Key points
                                                                                              • Special offers and promotions can act as effective energisers to restaurants to gain trial besides good word of mouth
                                                                                                  • Figure 23: Factors driving consumers to try new restaurants, October 2013
                                                                                                  • Figure 24: Selected factors driving consumers to try new restaurants, by gender and age groups, October 2013
                                                                                                  • Figure 25: Selected factors driving consumers to try a new restaurant, by income groups, October 2013
                                                                                              • The Consumer – Attitudes towards Full Service Restaurants

                                                                                                • Key points
                                                                                                  • Consumers show enthusiasm towards trying different types of dishes and restaurants
                                                                                                      • Figure 26: Attitudes towards full service restaurants, October 2013
                                                                                                    • There are opportunities for trade-up
                                                                                                        • Figure 27: Attitudes towards full service restaurants, by income groups, October 2013
                                                                                                    • Key Issue – Multi-brand Strategy to Appeal to Different Consumer Segments

                                                                                                      • Key points
                                                                                                        • Segmenting consumers based on psychographics
                                                                                                          • Tailor restaurant propositions to different consumer segments
                                                                                                            • Figure 28: Consumer segmentation, by important factors for selecting full service restaurants, October 2013
                                                                                                          • What does it mean?
                                                                                                          • Key Issue – High-end Restaurants to Appeal to the Majority of the Public

                                                                                                            • Key points
                                                                                                              • Spending on business meals and government’s banquets is going to decline
                                                                                                                • Short-term goal – attracting mass consumers for trial
                                                                                                                  • Menu renovation
                                                                                                                    • Special lunch offers
                                                                                                                      • Online promotion offers
                                                                                                                        • Long-term sustainability – retaining premium brand image and building customer loyalty
                                                                                                                          • High-quality food, good dining environment and rare food materials all contribute to premium value perceptions
                                                                                                                            • Figure 29: Consumer segments, by selected attitudes towards full service restaurants (any agree), October 2013
                                                                                                                          • Restaurant companies need to take into considerations consumers’ purchasing capabilities when designing the menu
                                                                                                                            • What does it mean?
                                                                                                                            • Key Issue – Riding on the Healthy Eating Trend

                                                                                                                              • Key points
                                                                                                                                • Intensifying competition pushes restaurant companies to keep innovating their menus
                                                                                                                                  • Consumers attach great importance to food safety
                                                                                                                                    • Consumers are looking for healthier food
                                                                                                                                      • Menu innovation focusing on “healthiness” is the emerging trend
                                                                                                                                        • Adding “hygiene” elements into traditional Chinese way of cooking and sharing food
                                                                                                                                          • Menu innovation using healthy food materials
                                                                                                                                            • Emphasising healthy benefits of the dishes
                                                                                                                                              • Figure 30: Example: Health benefits of each of Shang-Tang’s recommended soup, 2013
                                                                                                                                            • What does it mean?
                                                                                                                                            • Appendix – Frequency of Eating out at Different Types of Restaurants

                                                                                                                                                • Figure 31: Most popular frequency of eating out at restaurants, October 2013
                                                                                                                                                • Figure 32: Next most popular frequency of eating out at restaurants, October 2013
                                                                                                                                                • Figure 33: Most popular frequency of eating out at restaurants – Hot pot restaurants, by demographics, October 2013
                                                                                                                                                • Figure 34: Next most popular frequency of eating out at restaurants – Hot pot restaurants, by demographics, October 2013
                                                                                                                                                • Figure 35: Most popular frequency of eating out at restaurants – Foreign fine dining restaurants, costing RMB100 or above per person, by demographics, October 2013
                                                                                                                                                • Figure 36: Next most popular frequency of eating out at restaurants – Foreign fine dining restaurants, costing RMB100 or above per person, by demographics, October 2013
                                                                                                                                                • Figure 37: Most popular frequency of eating out at restaurants – Chinese fine dining restaurant, costing RMB100 or above per person, by demographics, October 2013
                                                                                                                                                • Figure 38: Next most popular frequency of eating out at restaurants – Chinese fine dining restaurant, costing RMB100 or above per person, by demographics, October 2013
                                                                                                                                                • Figure 39: Most popular frequency of eating out at restaurants – Foreign casual dining restaurant, costing less than RMB100 per person, by demographics, October 2013
                                                                                                                                                • Figure 40: Next most popular frequency of eating out at restaurants – Foreign casual dining restaurant, costing less than RMB100 per person, by demographics, October 2013
                                                                                                                                                • Figure 41: Most popular frequency of eating out at restaurants – Chinese casual dining restaurants, costing less than RMB100 per person, by demographics, October 2013
                                                                                                                                                • Figure 42: Next most popular frequency of eating out at restaurants – Chinese casual dining restaurants, costing less than RMB100 per person, by demographics, October 2013
                                                                                                                                                • Figure 43: Most popular frequency of eating out at restaurants – Fast food restaurants, by demographics, October 2013
                                                                                                                                                • Figure 44: Next most popular frequency of eating out at restaurants – Fast food restaurants, by demographics, October 2013
                                                                                                                                                • Figure 45: Most popular frequency of eating out at restaurants – Self-service buffet, by demographics, October 2013
                                                                                                                                                • Figure 46: Next most popular frequency of eating out at restaurants – Self-service buffet, by demographics, October 2013
                                                                                                                                                • Figure 47: Most popular frequency of eating out at restaurants – Café, by demographics, October 2013
                                                                                                                                                • Figure 48: Next most popular frequency of eating out at restaurants – Café, by demographics, October 2013
                                                                                                                                            • Appendix – Occasions for Eating Out at Restaurants

                                                                                                                                                • Figure 49: Occasions for eating out at restaurants, October 2013
                                                                                                                                                • Figure 50: Occasions for eating out at restaurants, October 2013
                                                                                                                                                • Figure 51: Most popular occasions for eating out at restaurants – Hot pot restaurant, by demographics, October 2013
                                                                                                                                                • Figure 52: Next most popular occasions for eating out at restaurants – Hot pot restaurant, by demographics, October 2013
                                                                                                                                                • Figure 53: Most popular occasions for eating out at restaurants – Foreign fine dining restaurant, by demographics, October 2013
                                                                                                                                                • Figure 54: Next most popular occasions for eating out at restaurants – Foreign fine dining restaurant, by demographics, October 2013
                                                                                                                                                • Figure 55: Most popular occasions for eating out at restaurants – Chinese fine dining restaurant, by demographics, October 2013
                                                                                                                                                • Figure 56: Next most popular occasions for eating out at restaurants – Chinese fine dining restaurant, by demographics, October 2013
                                                                                                                                                • Figure 57: Most popular occasions for eating out at restaurants – Foreign casual dining restaurant, by demographics, October 2013
                                                                                                                                                • Figure 58: Next most popular occasions for eating out at restaurants – Foreign casual dining restaurant, by demographics, October 2013
                                                                                                                                                • Figure 59: Most popular occasions for eating out at restaurants – Chinese casual dining restaurants, by demographics, October 2013
                                                                                                                                                • Figure 60: Next most popular occasions for eating out at restaurants – Chinese casual dining restaurants, by demographics, October 2013
                                                                                                                                            • Appendix – Important Factors for Selecting Full Service Restaurants

                                                                                                                                                • Figure 61: Important factors for selecting full service restaurants, October 2013
                                                                                                                                                • Figure 62: Most popular factors for selecting full service restaurants –Top three factors, by demographics, October 2013
                                                                                                                                                • Figure 63: Next most popular factors for selecting full service restaurants – Top three factors, by demographics, October 2013
                                                                                                                                                • Figure 64: Most popular factors for selecting full service restaurants – Rank 1, by demographics, October 2013
                                                                                                                                                • Figure 65: Next most popular factors for selecting full service restaurants – Rank 1, by demographics, October 2013
                                                                                                                                            • Appendix – Attractive Value-Added Services

                                                                                                                                                • Figure 66: Attractive value-added services, October 2013
                                                                                                                                                • Figure 67: Most popular attractive value-added services, by demographics, October 2013
                                                                                                                                                • Figure 68: Next most popular attractive value-added services, by demographics, October 2013
                                                                                                                                                • Figure 69: Other attractive value-added services, by demographics, October 2013
                                                                                                                                            • Appendix – Factors Driving Consumers to Try new Restaurants

                                                                                                                                                • Figure 70: Factors driving consumers to try new restaurants, October 2013
                                                                                                                                                • Figure 71: Most popular factors driving consumers to try new restaurants – Rank 1, by demographics, October 2013
                                                                                                                                                • Figure 72: Next most popular factors driving consumers to try new restaurants – Rank 1, by demographics, October 2013
                                                                                                                                            • Appendix – Attitudes towards Full Service Restaurants

                                                                                                                                                • Figure 73: Attitudes towards full service restaurants, October 2013
                                                                                                                                                • Figure 74: Agreement with the statement ‘It is fun to try a new type of dish’, by demographics, October 2013
                                                                                                                                                • Figure 75: Agreement with the statement ‘It’s fun to try a new restaurant rather than sticking to the same one’, by demographics, October 2013
                                                                                                                                                • Figure 76: Agreement with the statement ‘I like people to know about my dining experiences’, by demographics, October 2013
                                                                                                                                                • Figure 77: Agreement with the statement ‘It is worth paying more for a better dining experience’, by demographics, October 2013
                                                                                                                                                • Figure 78: Agreement with the statement ‘It is worth paying more to dine at restaurants offering food of better quality’, by demographics, October 2013
                                                                                                                                                • Figure 79: Agreement with the statement ‘It is worth paying more to dine at restaurants offering rare food on the menu’, by demographics, October 2013
                                                                                                                                                • Figure 80: Agreement with the statement ‘Fine dining restaurants offer more tasty dishes than the casual ones’, by demographics, October 2013
                                                                                                                                                • Figure 81: Agreement with the statement ‘Eating at fine dining restaurants is a reflection of my social status’, by demographics, October 2013
                                                                                                                                                • Figure 82: Agreement with the statement ‘I would be interested in trying international cuisines that are difficult to cook at home’, by demographics, October 2013
                                                                                                                                                • Figure 83: Agreement with the statement ‘I would rather stick to Chinese restaurants because I’m used to the taste’, by demographics, October 2013
                                                                                                                                                • Figure 84: Agreement with the statement ‘Dishes made by professional cooks are more nutritious than those made at home’, by demographics, October 2013
                                                                                                                                                • Figure 85: Agreement with the statement ‘I worry about the impact on my health when eating out at restaurants’, by demographics, October 2013
                                                                                                                                            • Appendix – Target Group (Consumer Segments) Analysis

                                                                                                                                                • Figure 86: Target groups, by demographics, October 2013
                                                                                                                                                • Figure 87: Important factors for selecting full service restaurants, by target groups, October 2013
                                                                                                                                                • Figure 88: Attractive value-added services, by target groups, October 2013
                                                                                                                                                • Figure 89: Factors driving consumers to try new restaurants, by target groups, October 2013
                                                                                                                                                • Figure 90: Attitudes towards full service restaurants, by target groups, October 2013

                                                                                                                                            Full Service Restaurants - China - December 2013

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