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Full Service Restaurants - China - January 2016

“A one-size-fits-all approach is no longer compatible with the Chinese foodservice industry. Consumer preferences for a broad spectrum of cuisines, exotic flavours and a mix of experiential consumption have created a new dynamic for the foodservice market.”

- Esther Lau, Research Analyst

This report covers the following areas:

  • Casual and fine dining restaurants can improve on socialising ambiance and trendy positioning
  • Demands for healthy dishes versus more adventurous and fusion options
  • Calorie content and balanced nutrition vs seasonal and organic innovations
  • Special themed offers and pop-up events to bring surprise to re-energise foodservice industry

Eating out is one of the top leisure activities in modern China. Consumers are enthusiastic in discovering a wide range of international cuisines, innovative dining methods and add-on services to enhance the overall experience and which fuel up growth in the foodservice market.

Restaurant brands have gained new revenue streams through diversification but are struggling for prominence amid the flow of smaller-scale restaurants. Previously, high quality food emphasising health and well-being has been heavily promoted as a reaction to diverse food safety and environmental concerns. But Chinese diners are likely to place flavour as a priority when deciding where to eat out at full service restaurants. Seasonal innovations as well as fusion dishes that reflect Chinese regional specialities will gain more traction.

Full service restaurants usually provide food prepared on-site, along with beverages and table service. Full service restaurants may provide a takeaway or home delivery service, but only as a minority part of their business.

The report covers the following types of full service restaurants:

  • Bistros/brasseries (not self-service);
  • Pubs/clubs/taverns/bars;
  • Ethnic,
  • Hotel/motel/lodge,
  • Lunch and roadside and other restaurants and diners.

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Table of contents

  1. Overview

      • Definition
        • Methodology
        • Executive Summary

            • The market
              • Steady growth in the next five years
                • Figure 1: Total value of full service restaurants in China, 2010-20
              • The consumer
                • Target groups
                  • Figure 2: Target groups, October 2015
                • Menu is more important for older men while restaurant environment is more important for diners in their 20s
                  • Figure 3: Attitude towards full service restaurants, October 2015
                • Chinese casual dining restaurants top
                  • Figure 4: The frequency of visiting different types of full service restaurants in the last six months, October 2015
                • The perception for casual and fine dining restaurants
                  • Figure 5: Attributes associated with different types of eating venues, October 2015
                • Friends and family gathering
                  • Figure 6: Different occasions for eating at full service restaurants in the last six months, October 2015
                • Customised offers to soar
                  • Figure 7: Attractive venue features at full service restaurants, October 2015
                • Fusion dishes correlate to innovation
                  • Figure 8: Interest in menu offerings at full service restaurants, October 2015
                • What we think
                • Issues and Insights

                  • Casual and fine dining restaurants can improve on socialising ambiance and trendy positioning
                    • The facts
                      • The implications
                        • Demands for healthy dishes versus more adventurous and fusion options
                          • The facts
                            • The implications
                              • Calorie content and balanced nutrition vs seasonal and organic innovations
                                • The facts
                                  • The implications
                                    • Figure 9: Attitude towards full service restaurants, by demographics October 2015
                                  • Special themed offers and pop-up events to bring surprise to re-energise foodservice industry
                                    • The facts
                                      • The implications
                                        • Figure 10: Attractive venue features at full service restaurants, by target groups of attitude towards full service restaurants, October 2015
                                    • The Market - What You Need to Know

                                      • Steadily growth for full service restaurants market
                                        • Casual dining sector dominated
                                          • The role of digital platform help bolster the overall growth
                                          • Market Size and Forecast

                                            • Full services restaurants market maintains healthy growth
                                              • Figure 11: Total value and volume of full service restaurants, China, 2010-15
                                            • Steady growth in the next five years
                                              • Figure 12: Total value sales of full service restaurants in China, 2010-20
                                              • Figure 13: Total volume of full service restaurants in China, 2010-20
                                          • Market Factors

                                            • Smaller scale and niche restaurants set to rise
                                              • Foodservice industry is growing into granularity
                                                • Seasonal and locally sourced inspired menu the rescue plan for fine dining service?
                                                  • Premium bakery chains and coffee shops steal white-collar diners?
                                                    • The development of digital platforms
                                                    • Key Players - What You Need to Know

                                                      • Casual dining restaurants are focusing on tailored offers
                                                        • Pop-up and tasting events reflect the growing sphere of cultural influence
                                                          • Farm-to-table trend continues
                                                          • Companies and Brands

                                                            • Pizza Hut
                                                              • Waipojia
                                                                • Wagas
                                                                • Who’s Innovating?

                                                                  • From pop-up event to fusion trends
                                                                    • Unusual tasting event
                                                                      • Customised meal plan delivery
                                                                        • Farm-to-table, green and sustainable trends continue
                                                                          • Interesting venue features
                                                                          • The Consumer - What You Need to Know

                                                                            • What are general young diners looking for?
                                                                              • Solutions for fine dining service to regain growth
                                                                                • High earners rate regional specialities over store ambience
                                                                                  • Scope for foreign-style restaurants to partner with lifestyle brands
                                                                                  • Target Groups

                                                                                      • Figure 14: Target groups, October 2015
                                                                                    • Familiarity and Value Come First
                                                                                      • Demographics
                                                                                        • Characteristics
                                                                                          • Menu Innovation Seekers
                                                                                            • Demographics
                                                                                              • Characteristics
                                                                                                • Wealthy International Addicts
                                                                                                  • Demographics
                                                                                                    • Characteristics
                                                                                                      • Largely Neutral
                                                                                                        • Demographics
                                                                                                          • Characteristics
                                                                                                          • Attitudes towards Full Service Restaurants

                                                                                                            • Four key attitudinal indicators
                                                                                                              • Figure 15: Attitude towards full service restaurants, October 2015
                                                                                                            • Menu is more important for older men while restaurant environment is more important for diners in their 20s
                                                                                                              • Figure 16: Attitude towards full service restaurants, by demographics, October 2015
                                                                                                              • Figure 17: Attitudes towards full service restaurants, by demographics, October 2015
                                                                                                            • To-go options inspire more snacking varieties
                                                                                                              • Figure 18: Frequency of order home delivery, November 2014
                                                                                                              • Figure 19: Attitude towards full service restaurants, by demographics October 2015
                                                                                                          • Usage Behaviour of Full Service Restaurants

                                                                                                            • Chinese casual dining restaurants top
                                                                                                              • Figure 20: The frequency of visiting different types of full service restaurants in the last six months, October 2015
                                                                                                              • Figure 21: The frequency of visiting different types of full service restaurants in the last six months, October 2015
                                                                                                              • Figure 22: The frequency of visiting different types of full service restaurants in the last six months, by demographics, October 2015
                                                                                                            • The future for foreign fine dining restaurants
                                                                                                              • Figure 23: The frequency of visiting different types of full service restaurants in the last six months, by demographics, October 2015
                                                                                                          • Perceptions towards Different Eating Venues

                                                                                                            • Correspondence map – Methodology
                                                                                                              • Figure 24: Attributes associated with different types of eating venues, October 2015
                                                                                                            • Casual dining restaurants
                                                                                                              • Figure 25: Attributes associated with different types of eating venues, by demographics, October 2015
                                                                                                              • Figure 26: Attributes associated with different types of eating venues, by demographics, October 2015
                                                                                                            • Fine dining restaurants
                                                                                                              • Figure 27: Attributes associated with different types of eating venues, by demographics, October 2015
                                                                                                            • Compared to coffee houses, what areas can casual and fine dining restaurants improve?
                                                                                                            • Eating Occasions at Full Service Restaurants

                                                                                                              • Friends and family gathering
                                                                                                                • Figure 28: Different occasions for eating at full service restaurants in the last six months, October 2015
                                                                                                                • Figure 29: Different occasions for eating at full service restaurants in the last six months, October 2015
                                                                                                              • For business-related activities
                                                                                                                • Figure 30: Different occasions for eating at full service restaurants in the last six months, by target groups of Attitude towards full service restaurants, October 2015
                                                                                                            • Venue Enticement

                                                                                                              • Customised offers to soar
                                                                                                                • Figure 31: Attractive venue features at full service restaurants, October 2015
                                                                                                                • Figure 32: Attractive venue features at full service restaurants, by target groups of attitude towards full service restaurants, October 2015
                                                                                                              • Entertain diners with regular surprises
                                                                                                                • Figure 33: Attractive venue features at full service restaurants, by target groups of attitude towards full service restaurants, October 2015
                                                                                                              • Harnessing lifestyle brands to add premium for Wealthy International Addicts
                                                                                                                • Figure 34: Attractive venue features at full service restaurants, by target groups of attitude towards full service restaurants, October 2015
                                                                                                            • Menu Design

                                                                                                              • Fusion dishes correlate to innovation
                                                                                                                • Figure 35: Interested in menu offerings at full service restaurants, October 2015
                                                                                                                • Figure 36: Interested in menu offerings at full service restaurants, by target groups of attitude towards full service restaurants, October 2015
                                                                                                              • The new meaning of healthiness
                                                                                                                • Figure 37: Interested in menu offerings at full service restaurants, by target groups of attitude towards full service restaurants, October 2015
                                                                                                              • More snacking occasions cater to friends gathering with stylish and casual setting
                                                                                                                • Figure 38: Interested in menu offerings at full service restaurants, by target groups of attitude towards full service restaurants, October 2015
                                                                                                            • CHAID Analysis

                                                                                                              • Methodology
                                                                                                                • Scope for foreign-style restaurants to partner with lifestyle brands
                                                                                                                  • Figure 39: Attitude towards full service restaurants – CHAID – Tree output, October 2015
                                                                                                                  • Figure 40: CHAID analysis of attitude towards full service restaurants, Oct 2016
                                                                                                              • Meet the Mintropolians

                                                                                                                • Why Mintropolitans?
                                                                                                                  • Who are they?
                                                                                                                    • Figure 41: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
                                                                                                                    • Figure 42: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
                                                                                                                  • Mintropolitans have a higher likelihood to celebrate special events at full service restaurants
                                                                                                                    • Figure 43: Different occasions for eating at full service restaurants in the last six months, By Mintropolitans vs Non-Mintropolitans, October 2015
                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                  • Forecast methodology

                                                                                                                  Companies Covered

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

                                                                                                                  Full Service Restaurants - China - January 2016

                                                                                                                  US $3,990.00 (Excl.Tax)