Attitudes Towards and Usage of Full-Service Restaurants - China - November 2012
“Slowing growth in China’s full-service restaurant industry overall and rising costs are putting greater pressure on restaurants to differentiate themselves. Meanwhile, although increasing consumer spending power on the Mainland implies growth opportunities, it also means greater customer discernment in terms of taste, quality, and hygiene standards of restaurants throughout the country."
In this report we answer the key questions:
- How fast has the market grown, and where is the growth heading now?
- What are the cuisine preferences of diners in the cities of China’s fast-growing interior?
- What opportunities for growth remain in the mature markets of China’s first-tier cities – Beijing, Shanghai and Guangzhou?
- What are the key preferences for cuisine and the restaurant-going experience of China’s new and still growing middle class?
- How are hygiene and food safety concerns driving diners’ expectations for dining out?
- What are consumers’ expectations for full-service restaurants as people develop a growing awareness of health issues associated with modern society?
Slowing growth in China’s full-service restaurant industry overall and rising costs are putting greater pressure on restaurants to differentiate themselves. Meanwhile, although increasing consumer spending power on the Mainland implies growth opportunities, it also means greater customer discernment in terms of taste, quality, and hygiene standards of restaurants throughout the country.
Full-service restaurants which can cater for the new consumers looking for a greater say in what they eat and how their meals are prepared should be well placed to benefit from the predicted growth in the sector as China’s economic conditions improve.
Though traditional tastes still enjoy strong demand among local consumers, the development of the country’s transportation infrastructure, the growth of domestic and international tourism and the increased wealth of cities in the Mainland’s interior are seeing Chinese consumers become more open to experimentation with foods from other regions in China and from other countries. Nonetheless, ingrained food preferences mean that international entrants continue to face pressure to adapt their offering, not only to the Chinese market, but also to regional and local tastes.
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