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Thailand - The Future of Foodservice to 2020

Thailand - The Future of Foodservice to 2020


Although economic growth in Thailand will be weaker than in neighbouring countries such as Vietnam and Thailand, economic growth will still be robust, helping the foodservice sector expand. Continued urbanization will be a crucial factor in the growth of foodservice in Thailand. Bangkok will remain the leading urban center for foodservice operators, but growing populations, affluence, and tourism numbers in other urban centers means future growth will be dependent on the development of provincial cities.

Quick Service Restaurants (QSR) is the largest channel in the Thai foodservice industry, worth THB244 in 2015, and forecast to record a CAGR of 3.3% during 2015-2020. Operators of international franchise brands and “Western” style outlets have the largest market share, though the market is highly fragmented and consumers want a wider variety of cuisines, particularly Asian cuisines.

The channel has also continued to benefit from Thailand’s burgeoning street food scene which, despite some increases in government regulation, has continued to be a crucial aspect of the Thai food scene. However, as operators who have made names for themselves begin to establish more permanent locations, the number of transactions and average transaction values for Quick Service Restaurants (QSR) will continue to rise faster than outlet growth.

Although slightly smaller than the Quick Service Restaurants (QSR) channel in 2015, sales through Full Service Restaurants (QSR) will grow faster than through Quick Service Restaurants (QSR), with a CAGR of 3.8% during 2015-2020. This faster growth rate is due to Full Service Restaurants (QSR)’s ability to target families, offering a quality main meal, often at weekends. While this will ensure strong growth to 2020, Full Service Restaurants (QSR) needs to take steps to counter Quick Service Restaurants (QSR) encroaching on this space by offering more casual dining formats.

“American-style” coffee chains such as Café Amazon, Starbucks, Dunkin Donuts, Black Canyon Coffee and BlueCup Coffee dominate the channel. However, future success will rely on effective localization of menus to local tastes, especially as the channel expands its food options in order to compete more fully with the Quick Service Restaurants (QSR) channel.

The report Thailand - The Future of Foodservice to 2020 provides extensive insight and analysis of the Thai Foodservice market over the next five years (2015-2020) and acts as a vital point of reference for operators or suppliers.

In particular, this report provides the following -

  • Overview of the Thai macro-economic landscape: Detailed analysis of current macro-economic factors and their impact on the Thai foodservice market including GDP per capita, consumer price index, population growth and annual household income distribution.
  • Growth dynamics: In-depth data and forecasts of key channels (Quick Service Restaurants (QSR), Full Service Restaurants (QSR), Coffee & Tea Shops, Pubs, Clubs and Bars) within the Thai foodservice market, including the value of the market, number of transactions, number of outlets and average transaction price.
  • Customer segmentation: Identify the most important demographic groups, buying habits and motivations that drive out-of-home meal occasions among segments of the Thai population.
  • Key players: Overview of market leaders within the four major channels including business descriptions and number of outlets.
  • Case Studies: Learn from examples of recent successes and failures within the Thai foodservice market.
Companies mentioned in this report: Au Bon Pain, Auntie Anne's, Black Canyon Coffee, Blue Cup Coffee, Café Amazon, Central Restaurants Group, CP Foods, Charoen Pokphand Foods, Dunkin' Brands, Dunkin' Donuts, Fuji Group, KFC, McDonald's Corporation, Minor International, Mister Donut, MK Restaurants, Pacific Equity Partners, Pepper Lunch, Pizza Hut, PTT PCL, Restaurant Brands International, S & P Restaurants, Sizzler, Starbucks Corporation, The Pizza Company, Yum! Brands, Zen Restaurant.

  • Consumers are displaying an increased interest in take-out and convenience on-the-go foods, which is driving increased traffic to the QSR and growing coffee & tea channel.
  • Western style outlets dominate the chained parts of these channels, although QSR has a large number of local street stalls and vendors. Consumers in these channels report wanting more Thai food, which is expected to grow in popularity as local players grow in size and gain traction.
  • With increased regulation being imposed on street food, it is expected that growth in chained QSR will experience a boost, filling the demand, with mobile operators also benefitting.
Reasons to buy
  • Specific forecasts of the foodservice market over the next five years (2015-2020) will give readers the ability to make informed business decisions through identifying emerging/declining markets.
  • Consumer segmentation detailing the desires of known consumers among all major foodservice channels (QSR, FSR, Coffee & Tea shops, Pubs, Clubs and Bars) will allow readers understand the wants and needs of their target demographics.
  • Relevant case studies will allow readers to learn from and apply lessons discovered by emerging and major players within the Thai foodservice market.

  • Introduction
    • Report Guide: Main Sections
    • Report Guide: Sub-Sections
    • Executive Summary
    • Executive Summary: Consumer Trends
  • Macroeconomic context
    • Macroeconomic Overview
    • Demographic Overview: Population
    • Demographic Overview: Income Bands
  • Introducing Consumer Segments
    • Introducing Consumer Segments: Constructing the Segments
    • Introducing Consumer Segments
    • Introducing Consumer Segments: Frugal Convenience-Seekers
    • Introducing Consumer Segments: Time-Poor Experimenters
    • Introducing Consumer Segments: Sporadic Splurgers
    • Introducing Consumer Segments: Regimented Routiners
    • Introducing Consumer Segments: Inbetweeners
    • Introducing Consumer Segments: Key Channel Overview
  • Profit sector
    • Profit Sector Metrics
      • Table Transactions and price per transaction will record robust growth
    • Profit Sector: Value and Share by Channel
    • Profit Sector: Value Growth by Channel
    • Profit Sector: Outlets and Growth by Channel
    • Profit Sector: Transactions and Growth by Channel
    • Profit Sector: Operator Buying Volumes and Growth by Channel
    • Profit Sector: Channel Historic Growth Dynamics
    • Profit Sector: Channel Future Growth Dynamics
    • Profit Sector: Restaurant: Outlet-Type Growth Dynamics
      • Table Restaurant outlet types 2015 value growth
    • Profit Sector: Restaurant: Type of Ownership Growth Dynamics
      • Table Restaurant owner types 2015 value growth
  • Quick service restaurants (QSR)
    • QSR: Summary
    • QSR: Metrics: Growth Dynamics
      • Table Rising urbanization and numbers of working women boosts QSR growth
    • QSR: Key Players
    • QSR: Rising Operator
      • Table Numerous brand give CGR wide reach of Thailand's QSR market
    • QSR: Key Consumers: Segment Overview
    • QSR: Key Consumers: Frugal Convenience Seekers
    • QSR: Key Consumers: Time-Poor Experimenters
    • QSR: Key Consumers: Sporadic Splurgers
    • QSR: Key Consumers: Regimented Routiners
    • QSR: Key Consumers: Inbetweeners
    • QSR: Key Consumers: Opportunity Areas
    • QSR: Why?
    • QSR: What?
    • QSR: What?: Food and Drink Splits
      • Table Operator Buying Price value THB million (USD$ million)
    • QSR: Where?
    • QSR: What Next?
  • Full service restaurants (FSR)
    • FSR: Summary
    • FSR: Metrics: Growth Dynamics
      • Table Rising average transaction prices will drive growth in FSRs
    • FSR: Key Players
    • FSR: Key Consumers: Segment Overview
    • FSR: Key Consumers: Frugal Convenience Seekers
    • FSR: Key Consumers: Time-Poor Experimenters
    • FSR: Key Consumers: Sporadic Splurgers
    • FSR: Key Consumers: Regimented Routiners
    • FSR: Key Consumers: Inbetweeners
    • FSR: Key Consumers: Opportunity Areas
    • FSR: Why?
    • FSR: What?
    • FSR: What?: Zen Restaurant Case Study
    • FSR: What?: What trends did the company target?
    • FSR: What?: What did the brand/company do to target this?
    • FSR: What?: Food and Drink Splits
      • Table Operator Buying Price value THB million (USD$ million)
    • FSR: Where?
    • FSR: What Next?
  • Coffee and tea shops
    • Coffee & Tea Shops: Summary
    • Coffee & Tea Shops: Metrics: Growth Dynamics
      • Table Fast growth in coffee & tea shop outlet numbers will pressure QSR sales
    • Coffee & Tea Shops: Key Players
    • Current Strategy
    • Future developments
    • Coffee & Tea Shops: Key Players
    • Coffee & Tea Shops: Important Competitors
    • Coffee & Tea Shops: Key Consumers: Segment Overview
    • Coffee & Tea Shops: Key Consumers: Frugal Convenience Seekers
    • Coffee & Tea Shops: Key Consumers: Time-Poor Experimenters
    • Coffee & Tea Shops: Key Consumers: Sporadic Splurgers
    • Coffee & Tea Shops: Key Consumers: Regimented Routiners
    • Coffee & Tea Shops: Key Consumers: Inbetweeners
    • Coffee & Tea Shops: Key Consumers: Opportunity Areas
    • Coffee & Tea Shops: Why?
    • Coffee & Tea Shops: What?
    • Coffee & Tea Shops: What?: Food and Drink Splits
      • Table Operator Buying Price value THB million (USD$ million)
    • Coffee & Tea Shops: Where?
    • Coffee & Tea Shops: What Next?
  • Cost sector
    • Cost Operator Trends: Historic Growth
    • Cost Operator Trends: Future Growth
    • Cost Operators: Data Breakdown
      • Table The education channel dominates the Thai cost sector
  • Education
    • Education: Growth Dynamics & Drivers
      • Table Education historic and future value growth
    • Education: What Next?
  • Healthcare
    • Healthcare: Growth Dynamics
      • Table Healthcare historic and future value growth
    • Healthcare: What Next?
  • Military and civil defence
    • Military & Civil Defense: Growth Dynamics and Drivers
      • Table Military and civil defense historic and future value growth
    • Military & Civil Defense: What Next?
  • Welfare and services
    • Welfare & Services: Growth Dynamics and Drivers
      • Table Welfare and services historic and future value growth
    • Welfare & Services: What Next?
  • Appendix
    • Trade and Sectors Definitions
    • Channel Definitions
    • Other Definitions
    • Key Components - Market Intelligence

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