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Full Service Restaurants - China - January 2015

“The Chinese full service restaurant market will see low but stable growth over the five years to 2019. The rise of an experiential consumption culture exemplifies Chinese consumers’ eagerness to chase a lifestyle-driven experience, which can potentially outweigh the effects of anti-extravagance campaigns and the fierce challenge from fast casual operators.”
– Esther Lau, Research Analyst

This report answers the following questions:

  • What are the key trends and innovations in the Chinese full service restaurant industry?
  • What are the common traits of evolving Chinese diners?
  • How can full service restaurant operators customise through specific occasions and value-added services for different types of diners?
  • How can foodservice operators, both domestic and foreign, optimise online and offline channels to create a competitive advantage?
For many full service restaurants, catering to the mid-level income population is expected to characterise the future market. Using locally-sourced and seasonal ingredients is also likely to become a widespread feature in the Chinese restaurant market, acting as a differentiator and fostering goodwill by countering continuing food safety concerns

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Key questions answered in this report:
        • Definition
          • Methodology
            • Abbreviations
            • Executive Summary

                • The Market
                  • Figure 1: Retail market value of full service restaurants in China, 2009-19
                • Who’s Innovating
                  • Farm-to-table and locally produced are global trends
                    • From simply eating out to an event
                      • The consumer
                        • Figure 2: Changes in spending at different restaurants in the last six months, September 2014
                        • Figure 3: Occasions for visiting Chinese and Foreign-style full service restaurants, September 2014
                        • Figure 4: Factors influencing food decision in restaurants, September 2014
                      • No promotional activity has absolute advantage
                        • Figure 5: Interest in restaurants' promotional activities, September 2014
                        • Figure 6: Attitudes towards service innovations, September 2014
                      • Nutritional and functional benefit labels
                        • Figure 7: Attitudes towards full service restaurants, September 2014
                      • What we think
                      • Issues and Insights

                          • Men vs women – Chinese and foreign-style restaurants
                            • The facts
                              • The implications
                                • Difference between the top tier 1 cities - Beijing, Shanghai and Guangzhou diners
                                  • The facts
                                    • The implications
                                      • Married and Single – how to target them?
                                        • The facts
                                          • The implications
                                          • Trend Applications

                                            • Trend: Extend My Brand
                                              • Trend: Guiding Choice
                                                • Trend: Make it Mine
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Recovering from anti-extravagance campaign?
                                                      • Figure 8: Retail market value of full service restaurants in China, 2009-19
                                                    • Food safety concerns from fast food chains give full service restaurants an competitive edge
                                                      • Experiential consumption and rise in overseas travel help to restore growth in full service restaurant market
                                                        • Figure 9: Retail market value of full service restaurants in China, 2009-19
                                                      • Multi-tasking could be a solution for the restaurant industry?
                                                        • Figure 10: Retail market volume of full service restaurants in China, 2009-19
                                                      • Future - A new burst of O2O in the Chinese restaurant industry
                                                        • Challenge – C2C model – a high degree of personalisation
                                                          • Forecast methodology
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Playing with fashion and multi-functional design to raise interaction
                                                                • Farm-to-table and locally produced are global trends
                                                                  • Turning simply eating out into an event
                                                                    • Embracing with drinking occasions
                                                                      • Creative mobile applications for diners waiting to be seated
                                                                        • Beyond online to offline marketing
                                                                          • Festival inspired menu
                                                                          • Companies & Brands

                                                                            • China Quanjude (Group) Co.
                                                                              • Ajisen (China) Holdings Ltd
                                                                                • Pizza Hut
                                                                                  • Xiao Fei Yang (Little Sheep)
                                                                                  • The Consumer – Spending on Full Service Restaurants

                                                                                    • Key points
                                                                                      • Consumers continue to spend the same when dining out
                                                                                        • Figure 11: Changes in spending at different restaurants in the last six months, September 2014
                                                                                      • Who prefers casual dining restaurants?
                                                                                        • Figure 12: Changes in spending at different restaurants in the last six months – Chinese and foreign casual dining restaurant, costing less than RMB 100 per person, by demographics, September 2014
                                                                                      • Opportunities for fine dining restaurants to bounce back?
                                                                                        • Figure 13: Changes in spending at different restaurants in the last six months – Foreign and Chinese fine dining restaurants, costing RMB 100 or above per person, by demographics, September 2014
                                                                                    • The Consumer – Eating Occasions at Full Service Restaurants

                                                                                      • Key points
                                                                                        • Occasion overview
                                                                                          • Figure 14: Occasions at Chinese and Foreign-style full service restaurants, September 2014
                                                                                        • Chinese vs. foreign full service restaurant – gatherings with family and friends
                                                                                          • Figure 15: Next most popular occasions at Chinese full service restaurants, by demographics, September 2014
                                                                                        • Chinese VS foreign full service restaurants – business-related occasions
                                                                                          • Figure 16: Next most popular occasions at Chinese full service restaurants, by demographics, September 2014
                                                                                          • Figure 17: Most popular occasions at foreign-style full service restaurants, by demographics, September 2014
                                                                                        • Chinese vs foreign full service restaurant – dating habits
                                                                                          • Figure 18: Next most popular occasions at Chinese full service restaurants, by demographics, September 2014
                                                                                          • Figure 19: Most popular occasions at foreign-style full service restaurants, by city tiers, September 2014
                                                                                      • The Consumer – Influential Factors on Choosing Dishes

                                                                                        • Key points
                                                                                          • Food safety issues are still bothering diners
                                                                                            • Figure 20: Factors influencing food decision in restaurants, September 2014
                                                                                          • Who is more attracted to additive-free and seasonal ingredients?
                                                                                            • Figure 21: Factors influencing food decision in restaurants – Fruit/and vegetable-based, by demographics, September 2014
                                                                                          • Endorse locally produced and organic ingredients
                                                                                            • Figure 22: Factors influencing food decision in restaurants, by gender and age, September 2014
                                                                                        • The Consumer – Attitude towards Value-Added Services and Features

                                                                                          • Key points
                                                                                            • Interested in everything
                                                                                              • Figure 23: Attitudes towards service innovations, September 2014
                                                                                            • Multi-tasking lifestyle leads restaurant innovation
                                                                                              • Figure 24: Most popular attitudes towards service innovations, by monthly household income, September 2014
                                                                                            • How to re-energise different types of full service restaurant?
                                                                                              • Figure 25: Attitudes towards service innovations, by changes in spending at different restaurants in the last six months – Foreign fine dining restaurants, costing RMB 100 or above per person, September 2014
                                                                                              • Figure 26: Attitudes towards service innovations, by changes in spending at different restaurants in the last six months – Foreign casual dining restaurant, costing less than RMB 100 per person, September 2014
                                                                                              • Figure 27: Attitudes towards service innovations, by changes in spending at different restaurants in the last six months – Chinese fine dining restaurant, costing RMB 100 or above per person, September 2014
                                                                                          • The Consumer – Attitudes towards Promotional Activities

                                                                                            • Key points
                                                                                              • No promotional activity has absolute advantage
                                                                                                • Figure 28: Interest in restaurants' promotional activities, September 2014
                                                                                              • Groupon is old fashion?
                                                                                                • Figure 29: Interest in a variety of groupon campaigns, by demographics, September 2014
                                                                                              • Preferences differ significantly gender and age groups
                                                                                                • Figure 30: Most popular interest in restaurants' promotional activities, by gender and age, September 2014
                                                                                              • Catering for women
                                                                                                • Figure 31: Most popular interest in restaurants' promotional activities, by gender and age, September 2014
                                                                                              • Special offers on credit cards and promotions through mobile apps
                                                                                                • Figure 32: Next most popular interest in restaurants' promotional activities, by demographics, September 2014
                                                                                              • Digital marketing evolution
                                                                                              • The Consumer – Attitude towards Full Service Restaurants

                                                                                                • Key points
                                                                                                  • Nutritional and functional benefit labels
                                                                                                    • Figure 33: Attitudes towards full service restaurants, September 2014
                                                                                                    • Figure 34: Most popular attitudes towards full service restaurants, by gender and age, September 2014
                                                                                                  • Guiding choice for lower tier consumers
                                                                                                    • Figure 35: Most popular attitudes towards full service restaurants, by city tiers, September 2014
                                                                                                  • Older female consumers have more confidence in branded chains?
                                                                                                    • Figure 36: Most popular attitudes towards full service restaurants, by demographics, September 2014
                                                                                                  • Significant difference between married and single respondents
                                                                                                    • Figure 37: Most popular attitudes towards full service restaurants, by demographics, September 2014
                                                                                                  • Beijing, Shanghai and Guangzhou
                                                                                                    • Figure 38: Most popular attitudes towards full service restaurants, by demographics, September 2014
                                                                                                • Appendix – The Consumer – Spending on Full Service Restaurants

                                                                                                    • Figure 39: Changes in spending at different restaurants in the last six months, September 2014
                                                                                                    • Figure 40: Changes in spending at different restaurants in the last six months – Foreign fine dining restaurants, costing RMB 100 or above per person, by demographics, September 2014
                                                                                                    • Figure 41: Changes in spending at different restaurants in the last six months – Foreign casual dining restaurant, costing less than RMB 100 per person, by demographics, September 2014
                                                                                                    • Figure 42: Changes in spending at different restaurants in the last six months – Chinese fine dining restaurant, costing RMB 100 or above per person, by demographics, September 2014
                                                                                                    • Figure 43: Changes in spending at different restaurants in the last six months – Chinese casual dining restaurants, costing less than RMB 100 per person, by demographics, September 2014
                                                                                                    • Figure 44: Attitudes towards service innovations, by changes in spending at different restaurants in the last six months – Foreign fine dining restaurants, costing RMB 100 or above per person, September 2014
                                                                                                    • Figure 45: Attitudes towards service innovations, by changes in spending at different restaurants in the last six months – Foreign casual dining restaurant, costing less than RMB 100 per person, September 2014
                                                                                                    • Figure 46: Attitudes towards service innovations, by changes in spending at different restaurants in the last six months – Chinese fine dining restaurant, costing RMB 100 or above per person, September 2014
                                                                                                    • Figure 47: Attitudes towards service innovations, by changes in spending at different restaurants in the last six months – Chinese casual dining restaurants, costing less than RMB 100 per person, September 2014
                                                                                                • Appendix – The Consumer – Eating Occasions

                                                                                                    • Figure 48: Occasions at Chinese and Foreign-style full service restaurants, September 2014
                                                                                                    • Figure 49: Most popular occasions at Chinese full service restaurants, by demographics, September 2014
                                                                                                    • Figure 50: Next most popular occasions at Chinese full service restaurants, by demographics, September 2014
                                                                                                    • Figure 51: Most popular occasions at foreign-style full service restaurants, by demographics, September 2014
                                                                                                    • Figure 52: Next most popular occasions at foreign-style full service restaurants, by demographics, September 2014
                                                                                                    • Figure 53: Interest in restaurants' promotional activities, by most popular occasions at Chinese full service restaurants, September 2014
                                                                                                    • Figure 54: Interest in restaurants' promotional activities, by next most popular occasions at Chinese full service restaurants, September 2014
                                                                                                    • Figure 55: Interest in restaurants' promotional activities, by most popular occasions at Foreign-style full service restaurants, September 2014
                                                                                                    • Figure 56: Interest in restaurants' promotional activities, by next most popular occasions at Foreign-style full service restaurants, September 2014
                                                                                                    • Figure 57: Attitudes towards service innovations, by most popular occasions at Chinese full service restaurants, September 2014
                                                                                                    • Figure 58: Attitudes towards service innovations, by next most popular occasions at Chinese full service restaurants, September 2014
                                                                                                    • Figure 59: Attitudes towards service innovations, by most popular occasions at Foreign-style full service restaurants, September 2014
                                                                                                    • Figure 60: Attitudes towards service innovations, by next most popular occasions at Foreign-style full service restaurants, September 2014
                                                                                                • Appendix – The Consumer – Influential Factors on Choosing Dishes

                                                                                                    • Figure 61: Factors influencing food decision in restaurants, September 2014
                                                                                                    • Figure 62: Factors influencing food decision in restaurants – Fruit/and vegetable-based, by demographics, September 2014
                                                                                                    • Figure 63: Factors influencing food decision in restaurants – Made from locally sourced ingredients, by demographics, September 2014
                                                                                                    • Figure 64: Factors influencing food decision in restaurants – Made from traceable ingredients, by demographics, September 2014
                                                                                                    • Figure 65: Factors influencing food decision in restaurants – Made from seasonal ingredients, by demographics, September 2014
                                                                                                    • Figure 66: Factors influencing food decision in restaurants – Low calorie, by demographics, September 2014
                                                                                                    • Figure 67: Factors influencing food decision in restaurants – Additive-free, by demographics, September 2014
                                                                                                    • Figure 68: Factors influencing food decision in restaurants – Made from organic ingredients, by demographics, September 2014
                                                                                                    • Figure 69: Factors influencing food decision in restaurants – Assortment/customizable dishes, by demographics, September 2014
                                                                                                    • Figure 70: Factors influencing food decision in restaurants – Cooked by using traditional methods, by demographics, September 2014
                                                                                                    • Figure 71: Factors influencing food decision in restaurants – Using as little sauces/seasonings as possible, by demographics, September 2014
                                                                                                    • Figure 72: Factors influencing food decision in restaurants – Limited-time/limited daily offer, by demographics, September 2014
                                                                                                    • Figure 73: Factors influencing food decision in restaurants – None of the above, by demographics, September 2014
                                                                                                • Appendix – The Consumer – Attitude towards Promotional Activities

                                                                                                    • Figure 74: Interest in restaurants' promotional activities, September 2014
                                                                                                    • Figure 75: Most popular interest in restaurants' promotional activities, by demographics, September 2014
                                                                                                    • Figure 76: Next most popular interest in restaurants' promotional activities, by demographics, September 2014
                                                                                                • Appendix – The Consumer – Attitudes towards Value-Added Services and Features

                                                                                                    • Figure 77: Attitudes towards service innovations, September 2014
                                                                                                    • Figure 78: Most popular attitudes towards service innovations, by demographics, September 2014
                                                                                                    • Figure 79: Next most popular attitudes towards service innovations, by demographics, September 2014
                                                                                                • Appendix – The Consumer – Attitudes towards Full Service Restaurants

                                                                                                    • Figure 80: Attitudes towards full service restaurants, September 2014
                                                                                                    • Figure 81: Most popular attitudes towards full service restaurants, by demographics, September 2014
                                                                                                    • Figure 82: Next most popular attitudes towards full service restaurants, by demographics, September 2014

                                                                                                Companies Covered

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                                                                                                Full Service Restaurants - China - January 2015

                                                                                                £3,195.84 (Excl.Tax)