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China Western-Style Fast Food Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Western-style Fast Food market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • Put an effort into developing healthy drinks
  • Fusion food is a great innovation idea for Chinese consumers
  • Functional children’s meals and nutritious labelled light meals are welcomed

Covered in this report

The report looks at consumers’ consumption behaviour, attitudes towards the leading brands in the Western-style fast food market and expectations of the food and drinks. Western-style fast food restaurants refer to those that have a restricted or set menu, provide limited table service and offer takeaway which accounts for a significant proportion of turnover. Takeaway revenue is counted if it’s part of a Western-style fast food restaurant. Market value is based on expenditure including sales tax in these outlets; market volume is based on the number of outlets.

Expert analysis from a specialist in the field

Written by Belle Wang, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Consumers are concerned that having high-calorie and greasy Western-style fast food very often could cause health issues. Western-style fast food businesses could start to introduce healthy drinks, such as probiotic drinks, NFC drinks and infusion teas to mitigate the problems. Belle Wang
Food & Drink Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Strong growth of market value in 2018
              • Figure 1: Best- and worst-case forecast for Western-style fast food, by value, 2013-23
            • Quick expansion in volume
              • Figure 2: Best- and worst-case forecast for Western-style fast food, by volume, 2013-23
            • Store expansion to highways
              • Get the help of local enterprises
                • Companies and brands
                  • Further localisation and quick expansion helped brands gain market share
                    • Build more consumption occasions
                      • “Plant-based” is the new trend
                        • The consumer
                          • Win more consumers by understanding them
                            • Figure 3: Brand penetration, China, December 2018
                          • Develop afternoon tea occasion
                            • Figure 4: Selected consumption occasions, by brand, China, December 2018
                          • The ways of increasing soft drinks and desserts penetration
                            • Figure 5: Product penetration, China, December 2018
                          • High expectation of healthy drinks
                            • Figure 6: Expected upgrade, China, December 2018
                          • Brands’ performance in restaurant satisfaction
                            • Figure 7: Brand satisfaction, China, December 2018
                          • Consumers are more satisfied with external attributes
                            • Figure 8: Service satisfaction, China, December 2018
                            • Figure 9: Overall satisfaction with most visited Western-style fast food restaurants – Key driver output, December 2018
                          • What we think
                          • Issues and Insights

                            • Put efforts into developing healthy drinks
                              • The facts
                                • The implications
                                  • Fusion food is a great innovation idea
                                    • The facts
                                      • The implications
                                        • Functional children’s meals and nutritious labelled light meals are welcomed
                                          • The facts
                                            • The implications
                                            • The Market – What You Need to Know

                                              • The market will keep growing in both value and volume
                                                • Revolution in highway service zone
                                                  • Localised operation right helps international brands expand
                                                  • Market Size and Forecast

                                                    • Great performance in 2018 while a slowing growth in the future
                                                      • Figure 10: Best- and worst-case forecast for Western-style fast food, by value, 2013-23
                                                    • A double-digit growth rate in volume
                                                      • Figure 11: Best- and worst-case forecast for Western-style fast food, by volume, 2013-23
                                                  • Market Factors

                                                    • Marketisation of foodservice in highway service zone
                                                      • Chinese acquirers bring advantages to international brands
                                                        • Competitors in other business formats pose threats
                                                        • Key Players – What You Need to Know

                                                          • KFC had an increasing market share
                                                            • McDonald’s and Dicos lose make share
                                                              • Burger King and Wallace had a good performance
                                                              • Market Share

                                                                • KFC dominates and even grows faster than the others
                                                                  • Figure 12: Leading players in the Western-style fast food market, by percentage of market value, China, 2017-18
                                                                • McDonald’s and Burger King compete with each other
                                                                  • Dicos had an unsteady year
                                                                    • Wallace has gained more market share
                                                                    • Competitive Strategies

                                                                      • Enlarge the proportion of consumers aged 20-29
                                                                        • Use membership system to reach more consumers
                                                                          • Upgrade and enrich consumers’ experience
                                                                            • Figure 13: Dicos in-store environment, China, 2019
                                                                            • Figure 14: KFC dessert shop, China, 2019
                                                                        • Who’s Innovating?

                                                                          • Plant-based burger brings a healthier image
                                                                            • Figure 15: The heme process, by Impossible Foods, US
                                                                          • Mini-burgers give more choices at once
                                                                            • Figure 16: Mini-burger, by Bite Me, UK
                                                                          • Use Chinese herbs with the claim of beauty and health benefits
                                                                            • Figure 17: Soft drink and porridge with Goji, by Dicos, China
                                                                        • The Consumer – What You Need to Know

                                                                          • More 30-49s visit on lunch occasion
                                                                            • Consumers are highly interested in healthy drinks
                                                                              • Innovate in healthier desserts
                                                                              • Brand Penetration

                                                                                • Brands have attracted different age groups
                                                                                  • Figure 18: Consumer age structure, by brand, China, December 2018
                                                                                • Brands’ popularity in different regions
                                                                                  • Figure 19: Consumers of each brand, by region, China, December 2018
                                                                                • McDonald’s has more consumers in tier three cities
                                                                                  • Figure 20: Outlets and consumers of McDonald’s, by city, China, December 2018
                                                                              • Consumption Occasion

                                                                                • More 30-49s choose Western-style fast food for lunch
                                                                                  • Figure 21: Consumption occasions, by generation, China, December 2018
                                                                                  • Figure 22: Visitation rate on lunch occasion, by brand, China, December 2018
                                                                                • Subway and Wallace could enhance afternoon tea occasion
                                                                                  • Figure 23: Selected consumption occasions, by brands, China, December 2018
                                                                                • Competition on breakfast occasion from other foodservice businesses
                                                                                  • Figure 24: Consumption occasions, China, December 2018
                                                                                  • Figure 25: Breakfast occasions, by brand, China, December 2018
                                                                              • Product Penetration

                                                                                • Potential of adding fresh juice and infusion tea on menu
                                                                                  • Figure 26: Product penetration, China, December 2018
                                                                                • Develop healthy and fun light meals for families with children
                                                                                  • Innovate in desserts with healthy features
                                                                                  • Expected Upgrade

                                                                                    • It’s time to do healthy drinks
                                                                                      • Figure 27: Expected upgrade, China, December 2018
                                                                                    • 25-29s show a great interest in fusion food
                                                                                      • Consumers have different expectations regarding brands
                                                                                        • Figure 28: Selected expected upgrade, by brand, China, December 2018
                                                                                    • Service Satisfaction

                                                                                      • Convenience and cleanliness impress consumers the most
                                                                                        • Figure 29: Service satisfaction, China, December 2018
                                                                                    • Restaurant Satisfaction

                                                                                      • KFC story
                                                                                        • Figure 30: Brand satisfaction, China, December 2018
                                                                                        • Figure 31: Key drivers of overall satisfaction with KFC, December 2018
                                                                                      • McDonald’s story
                                                                                        • Figure 32: Key drivers of overall satisfaction with McDonald’s, December 2018
                                                                                      • Burger King story
                                                                                        • Figure 33: Key drivers of overall satisfaction with Burger King, December 2018
                                                                                      • Wallace story
                                                                                        • Figure 34: Key drivers of overall satisfaction with Wallace, December 2018
                                                                                      • Dicos story
                                                                                        • Figure 35: Key drivers of overall satisfaction with Dicos, December 2018
                                                                                    • Meet the Mintropolitans

                                                                                      • Mintropolitans prefer light meals and coffee
                                                                                        • Figure 36: Difference of product penetration between Mintropoilitans and non-Mintropolitans (as benchmark), China, December 2018
                                                                                      • Health and nutrition are top expectations among MinTs
                                                                                        • Figure 37: Expected upgrade, by consumer classification, China, December 2018
                                                                                    • Appendix – Market Size and Forecast

                                                                                        • Figure 38: Total market value of Western-style fast food, China, 2013-23
                                                                                        • Figure 39: Total market volume of Western-style fast food, China, 2013-23
                                                                                    • Appendix – Methodology and Abbreviations

                                                                                      • Methodology
                                                                                        • Fan chart forecast
                                                                                          • Abbreviations