- Contents
- *Introduction
- In this report we answer the key questions:
- Definition
- Inclusions
- Exclusions
- Methodology
- Abbreviations
“Domestic fast food restaurants have decisively outperformed full-service restaurants in 2013, indicating a confident outlook for the sector’s growth in China. Fast food eaters are concerned with environmental and food safety issues, 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 for provides to find success.”
In this report 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?
Definition
This report covers fast food and takeaway restaurants which have a restricted or set menu, limited seating and offer takeaways which account for a significant proportion of turnover. It can include pizzerias, grills & hot dog bars, US-style outlets, food bars, street stalls/kiosks, self-service outlets, takeaway-only outlets and fish and chip shops. Market value is based on expenditure including sales tax in these outlets; market volume is based on numbers of outlets.
Inclusions
Fast food usually has a restricted or set menu; offers takeaway which accounts for a significant proportion of turnover and has limited seating. Full-service restaurants generally have large menus which are changed frequently and have waiter/waitress service.
Exclusions
Coffee houses/shops and other outlets where food sales account for only a small proportion of turnover, vending machines, canteens in institutions (schools, hospitals etc.) and workplaces, bakers, sandwich shops, bagel and doughnut shops.
Methodology
For the purpose of this report, Mintel commissioned a quantitative research survey carried out online to explore consumer usage of and attitudes towards fast food restaurants.
Fieldwork was conducted in February 2014, in four tier one cities and six tier two and three cities of 3000 adults aged 20+. Tier one cities include Shanghai, Beijing, Guangzhou and Chengdu. Tier two cities include Shijiazhuang, Jilin, Wenzhou, Xuzhou, Shenzhen and Chongqing.
