What you need to know

The Western-style fast food market had a great performance in 2018, mainly driven by international brands’ further localisation and local brands’ quick business expansion. The growth in 2018 was about 7.4% in value, though consumers have growing health concerns about eating Western-style fast food. However, the growth rate in value will slow down between 2019 and 2023. The main potential competition comes from other emerging foodservice formats such as fast casual restaurants.

The future opportunities lie in providing more innovative healthy food and drinks during the occasions of workday lunch and afternoon tea. In terms of products, consumers show a high expectation of healthy drinks, light meals and fusion food. In the aspect of consumer satisfaction, food quality and food taste are the key satisfaction drivers, and consumers are stricter on assessing these aspects than services and physical environment.

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.

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