2021
0
China Western-style Casual Dining Market Report 2021
2021-08-13T04:08:25+01:00
OX1046089
3695
141488
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Report
en_GB
“Menu innovations are the key to fuelling growth in the long term. Restaurants can experiment with fusions to differentiate while crossover collaborations with beauty brands can ride on the trend…

China Western-style Casual Dining Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Menu innovations are the key to fuelling growth in the long term. Restaurants can experiment with fusions to differentiate while crossover collaborations with beauty brands can ride on the trend of edible beauty. On top of this, restaurants need to deliver optimal dining experience, making it an inseparable part of consumers’ dining habits and overall lifestyle.”
– Wen Yu, Research Analyst

Key issues covered in this Report

  • What does the market landscape look like and how long will it take to recover to pre-COVID levels, and what does the future competition look like?
  • How often do consumers dine at Western style casual restaurants, and how much do they usually spend?
  • How do consumers perceive Western style casual dining?
  • What are the major innovation opportunities that restaurants need to seize to stay ahead of the competition?
  • How do players in the market address uniqueness and exclusivity that consumers long for?

Table of Contents

  1. Overview

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

            • The market
              • High spending per order cultivates a RMB80-billion market
                • Figure 1: Value sales of Western style casual dining market, China, 2021
                • Figure 2: Volume of Western style dining market, China, 2021
                • Figure 3: Volume of coffee houses and bakery houses market, China, 2021
              • Companies and brands
                • Expand Western style dining as an enjoyable lifestyle
                  • Actively apply edible beauty into product innovations
                    • Redefine Western style dining under the context of abundant Eastern cuisines
                      • The consumer
                        • Overall conservative spending sentiment with occasional splurge
                          • Figure 4: Spending level, 2021
                        • Encourage high spending on less frequent occasions
                          • Figure 5: Dining frequency at different occasions, 2021
                        • Exclusivity best justifies premiumisation
                          • Figure 6: Visitation triggers, by spending level, 2021
                        • Break wine/sparkling wine’s stereotypical boundaries of ‘when to drink’
                          • Figure 7: Drink selection – Wine/sparkling wine, by dining frequency at different occasions
                        • Meat is a must-have in an ideal Western style casual meal
                          • Figure 8: Ideal meal composition, 2021
                        • ‘Sense of ritual’ poses a high bar for quality services
                          • Figure 9: Perception of Western style casual dining, 2021
                        • What we think
                        • Issues and Insights

                          • Uniqueness is key to circumventing uphill battles from multiple sub-categories
                            • The facts
                              • The implications
                                • Menu upgrades respond to consumers’ holistic wellness demand
                                  • The facts
                                    • The implications
                                      • Immersive services position Western style dining as an overall lifestyle
                                        • The facts
                                          • The implications
                                            • Figure 10: Diners’ comments on Alimentari
                                        • Market Size

                                          • Total spending is predicted to exceed RMB80 billion
                                            • Figure 11: Value sales of Western style casual dining market, China, 2021
                                          • Volume size is on par with coffee house market
                                            • Figure 12: Volume of Western style dining market, China, 2021
                                            • Figure 13: Volume of coffee houses and bakery houses market, China, 2021
                                        • Market Factors

                                          • Population migration into megacities spawns demand
                                            • Western style casual dining proves to be a fertile soil to pique avant-garde consumers
                                              • Cautious about competition from adjacent formats
                                                • Young consumers’ perception of Western style casual dining to be low value-for-money brings uncertainty
                                                • Market Share

                                                  • Pizza Hut dominates the fragmented market
                                                    • Figure 14: Store numbers and volume share of the top brands, China, 2021
                                                  • Shanghai and Guangzhou lead the game with abundant offerings
                                                    • Figure 15: Top 10 cities with the most Western style casual dining restaurants, China, 2021
                                                • Marketing Activities

                                                  • Restaurants march in community operations to involve various consumers
                                                    • Figure 16: “Adoption instead of purchase” activities held at a Pizza Hut outlet in Wuhan
                                                    • Figure 17: Pizza Hut’s Pokémon-themed meal set and toys limited on Children’s Day
                                                  • Promote authenticity to duplicate exotic dining experience
                                                    • Figure 18: View of Alimentari’s restaurants
                                                    • Figure 19: Alimentari’s launch of cookbook
                                                  • Meal set discount cards resolve employees’ dining needs
                                                    • Figure 20: Pizza Hut’s Single Meal Plan
                                                • New Product Trends

                                                  • Wagas teams up with cosmetics brands to capitalise on edible beauty
                                                    • Figure 21: Joint launches between Wagas and Shiseido & Elizabeth Arden
                                                  • Fusions of the West and East respond to local appetites
                                                    • Figure 22: Fusion of Italian and Cantonese cuisines from The Press
                                                    • Figure 23: Fusion of Italian and Japanese cuisines from Meiyina
                                                    • Figure 24: Joint launch of cheese steak Daoxiao noodles between Pizza Hut and Liu Wei Zhai
                                                  • Staple alternatives promote healthy eating without compromising on satiety
                                                    • Figure 25: Wagas’ seasonal beef seaweed ramen
                                                • Spending Level

                                                  • RMB60-120 is the main spending range at staple meal occasions
                                                    • Figure 26: Spending level – Workday lunch & dinner, day-off lunch & dinner, 2021
                                                  • Who are the high spenders?
                                                    • Females in the late 20s and 30s showcase generosity
                                                      • Figure 27: Spending level – Above RMB121, by gender and age, 2021
                                                    • Potential for trade-up among pet owners
                                                      • Figure 28: Spending level – Above RMB121, by living situation, 2021
                                                    • Sluggish demand and conservative expenditure at burgeoning meal occasions
                                                      • Figure 29: Spending level – Brunch & afternoon tea, 2021
                                                      • Figure 30: Spending level – Those who haven’t had Western style brunch or afternoon tea in the last six months, by gender and age, 2021
                                                      • Figure 31: Spending level – Those who haven’t had Western style brunch or afternoon tea in the last six months, by marital status, 2021
                                                  • Dining Frequency at Different Occasions

                                                    • Divergent rankings in terms of frequency and penetration
                                                      • Figure 32: Ranking of the most frequently dined occasions & the most penetrated dined occasions, 2021
                                                      • Figure 33: Dining frequency at different occasions, June 2021
                                                    • Observation on dining habits between workdays and days-off
                                                      • Civil servants particularly resort to Western dinner on workdays
                                                        • Figure 34: Dining frequency at different occasions – Workday dinner & day-off dinner, by company type, 2021
                                                      • Parents are the lunch patrons
                                                        • Figure 35: Dining frequency at different occasions – Workday lunch & day-off lunch, by marital status, 2021
                                                      • Females in the 30s pillar the growth of brunch and afternoon tea
                                                        • Figure 36: Dining frequency at different occasions – Brunch & afternoon tea, by gender and age, 2021
                                                    • Visitation Triggers

                                                      • Restaurant ambience matters as much as food itself
                                                        • Figure 37: Visitation triggers, 2021
                                                      • Males and females hold different expectations for ideal menu offerings
                                                        • Figure 38: Visitation triggers, by gender and age, 2021
                                                      • Positioning signature courses to premiumise
                                                        • Figure 39: Visitation triggers, by spending level, 2021
                                                      • Four in five consumers will be attracted to top two triggers
                                                        • Figure 40: TURF Analysis – Visitation triggers
                                                    • Drink Selection

                                                      • Coffee and juice claim the dominance of drink menus
                                                        • Figure 41: Drink selection, 2021
                                                      • Wine/sparkling wine surprisingly prevails at all dining occasions
                                                        • Figure 42: Drink selection – Wine/sparkling wine, by dining frequency at different occasions
                                                      • Differentiated distribution strategies for less popular beverages
                                                        • Figure 43: Drink selection – Sparkling water, flavoured fizzy drinks & smoothie, by gender and age, 2021
                                                    • Ideal Meal Composition

                                                      • Restaurants make sure to incorporate meat in their menu
                                                        • Figure 44: Ideal meal composition, 2021
                                                      • Staple choice varies among consumers of different age groups
                                                        • Figure 45: Ideal meal composition – Pizza & rice/noodle based staple, by age, 2021
                                                      • Consumers from different city tiers perceive ideal menu differently
                                                        • Figure 46: Ideal meal composition – Salad & seafood, by city tier, 2021
                                                    • Perception of Western Style Casual Dining

                                                      • Restaurant services need to address diverse sentimental occasions
                                                        • Figure 47: Perception of Western style casual dining, 2021
                                                        • Figure 48: Perception of Western style casual dining – Suitable for romantic dates, by age & by marital status, 2021
                                                        • Figure 49: Perception of Western style casual dining – Suitable for friend gatherings, by gender and age, 2021
                                                        • Figure 50: Perception of Western style casual dining – Suitable for treating oneself, by city, 2021
                                                      • Degree of maturity varies between southern and northern consumers
                                                        • Figure 51: Perception of Western style casual dining – High-end, suitable for family gathering & trendy, by region, 2021
                                                      • Need to reverse young consumers’ perception as a low value-for-money dining option
                                                        • Figure 52: Perception of Western style casual dining – Expensive & not satiable, by age, 2021
                                                    • Appendix – Methodology and Abbreviations

                                                      • Methodology
                                                        • Abbreviations

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