Fast Food - China - May 2014
“Reflected by the anti-corruption policy, domestic fast food restaurants have decisively outperformed full-service restaurants, indicating a confident outlook for the sector’s growth in China. However currently, fast food eaters are anxious about the ongoing food and environmental crisis, which has catalysed the fast food outlets’ transformation into tailor-made healthy dining stores. This has also given multinational foreign players an unfavourable status due to them being perceived as unhealthy and unable to provide menu customisations. Marketing communication tools are the key shapers in driving healthy eating within Chinese society. Three critical elements – access to convenient nutritional information, affordable ‘green’ menus and consumer empowerment must seamlessly merge to revolutionise the current Chinese fast food industry.”
– Esther Lau, Research Analyst
In this fast food industry analysis we answer the key questions:
- What are the key drivers and challenges in the Chinese fast food market?
- What are the common traits of the evolving fast food eaters?
- How can brands customise different daily menus for women and men?
- How can fast food brands use the eco-friendly concept as a marketing differentiator to create a competitive advantage?
- How can brands utilise digital channels more effectively?
- How can brands reach second and third-tier consumers more effectively?
What you get
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