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Full Service Restaurants - China - January 2016

Full Service Restaurants - China - January 2016

“A one-size-fits-all approach is no longer compatible with the Chinese foodservice industry. Consumer preferences for a broad spectrum of cuisines, exotic flavours and a mix of experiential consumption have created a new dynamic for the foodservice market.”

- Esther Lau, Research Analyst

This report covers the following areas:

Casual and fine dining restaurants can improve on socialising ambiance and trendy positioning
Demands for healthy dishes versus more adventurous and fusion options
Calorie content and balanced nutrition vs seasonal and organic innovations
Special themed offers and pop-up events to bring surprise to re-energise foodservice industry


OVERVIEW
Definition
Methodology
EXECUTIVE SUMMARY
The market
Figure 1: Total value of full service restaurants in China, 2010-20
The consumer
Figure 2: Target groups, October 2015
Figure 3: Attitude towards full service restaurants, October 2015
Figure 4: The frequency of visiting different types of full service restaurants in the last six months, October 2015
Figure 5: Attributes associated with different types of eating venues, October 2015
Figure 6: Different occasions for eating at full service restaurants in the last six months, October 2015
Figure 7: Attractive venue features at full service restaurants, October 2015
Figure 8: Interest in menu offerings at full service restaurants, October 2015
What we think
ISSUES & INSIGHTS
Casual and fine dining restaurants can improve on socialising ambiance and trendy positioning
Demands for healthy dishes versus more adventurous and fusion options
Calorie content and balanced nutrition vs seasonal and organic innovations
Figure 9: Attitude towards full service restaurants, by demographics October 2015
Special themed offers and pop-up events to bring surprise to re-energise foodservice industry
Figure 10: Attractive venue features at full service restaurants, by target groups of attitude towards full service restaurants, October 2015
THE MARKET
What you need to know
Steadily growth for full service restaurants market
Casual dining sector dominated
The role of digital platform help bolster the overall growth
Market size and forecast
Full services restaurants market maintains healthy growth
Figure 11: Total value and volume of full service restaurants, China, 2010-15
Steady growth in the next five years
Figure 12: Total value sales of full service restaurants in China, 2010-20
Figure 13: Total volume of full service restaurants in China, 2010-20
Market factors
Smaller scale and niche restaurants set to rise
Foodservice industry is growing into granularity
Seasonal and locally sourced inspired menu the rescue plan for fine dining service?
Premium bakery chains and coffee shops steal white-collar diners?
The development of digital platforms
KEY PLAYERS
What you need to know
Casual dining restaurants are focusing on tailored offers
Pop-up and tasting events reflect the growing sphere of cultural influence
Farm-to-table trend continues
Companies and brands
Pizza Hut
Waipojia
Wagas
Who’s innovating?
From pop-up event to fusion trends
Unusual tasting event
Customised meal plan delivery
Farm-to-table, green and sustainable trends continue
Interesting venue features
THE CONSUMER
What you need to know
What are general young diners looking for?
Solutions for fine dining service to regain growth
High earners rate regional specialities over store ambience
Scope for foreign-style restaurants to partner with lifestyle brands
Target groups
Figure 14: Target groups, October 2015
Familiarity and Value Come First
Menu Innovation Seekers
Wealthy International Addicts
Largely Neutral
Attitudes towards full service restaurants
Four key attitudinal indicators
Figure 15: Attitude towards full service restaurants, October 2015
Menu is more important for older men while restaurant environment is more important for diners in their 20s
Figure 16: Attitude towards full service restaurants, by demographics, October 2015
Figure 17: Attitudes towards full service restaurants, by demographics, October 2015
To-go options inspire more snacking varieties
Figure 18: Frequency of order home delivery, November 2014
Figure 19: Attitude towards full service restaurants, by demographics October 2015
Usage behaviour of full service restaurants
Chinese casual dining restaurants top
Figure 20: The frequency of visiting different types of full service restaurants in the last six months, October 2015
Figure 21: The frequency of visiting different types of full service restaurants in the last six months, October 2015
Figure 22: The frequency of visiting different types of full service restaurants in the last six months, by demographics, October 2015
The future for foreign fine dining restaurants
Figure 23: The frequency of visiting different types of full service restaurants in the last six months, by demographics, October 2015
Perceptions towards different eating venues
Correspondence map – Methodology
Figure 24: Attributes associated with different types of eating venues, October 2015
Casual dining restaurants
Figure 25: Attributes associated with different types of eating venues, by demographics, October 2015
Figure 26: Attributes associated with different types of eating venues, by demographics, October 2015
Fine dining restaurants
Figure 27: Attributes associated with different types of eating venues, by demographics, October 2015
Compared to coffee houses, what areas can casual and fine dining restaurants improve?
Eating occasions at full service restaurants
Friends and family gathering
Figure 28: Different occasions for eating at full service restaurants in the last six months, October 2015
Figure 29: Different occasions for eating at full service restaurants in the last six months, October 2015
For business-related activities
Figure 30: Different occasions for eating at full service restaurants in the last six months, by target groups of Attitude towards full service
restaurants, October 2015
Venue enticement
Customised offers to soar
Figure 31: Attractive venue features at full service restaurants, October 2015
Figure 32: Attractive venue features at full service restaurants, by target groups of attitude towards full service restaurants, October 2015
Entertain diners with regular surprises
Figure 33: Attractive venue features at full service restaurants, by target groups of attitude towards full service restaurants, October 2015
Harnessing lifestyle brands to add premium for Wealthy International Addicts
Figure 34: Attractive venue features at full service restaurants, by target groups of attitude towards full service restaurants, October 2015
Menu design
Fusion dishes correlate to innovation
Figure 35: Interested in menu offerings at full service restaurants, October 2015
Figure 36: Interested in menu offerings at full service restaurants, by target groups of attitude towards full service restaurants, October
2015
The new meaning of healthiness
Figure 37: Interested in menu offerings at full service restaurants, by target groups of attitude towards full service restaurants, October
2015
More snacking occasions cater to friends gathering with stylish and casual setting
Figure 38: Interested in menu offerings at full service restaurants, by target groups of attitude towards full service restaurants, October
2015
CHAID analysis
Methodology
Scope for foreign-style restaurants to partner with lifestyle brands
Figure 39: Attitude towards full service restaurants – CHAID – Tree output, October 2015
Figure 40: CHAID analysis of attitude towards full service restaurants, Oct 2016
Meet the Mintropolians
Why Mintropolitans?
Who are they?
Figure 41: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
Figure 42: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
Mintropolitans have a higher likelihood to celebrate special events at full service restaurants
Figure 43: Different occasions for eating at full service restaurants in the last six months, By Mintropolitans vs Non-Mintropolitans,
October 2015
APPENDIX
Market size and forecast
Forecast methodology
RESEARCH METHODOLOGY
China Research Methodology
Confidence levels
Sample sizes by city
Sampling methodology and sampling structure
Our research partner - QQsurvey
QQ’s sampling and Quality control
Further Analysis
Appendix

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