“The Chinese full service restaurant market will see low but stable growth over the five years to 2019. The rise of an experiential consumption culture exemplifies Chinese consumers’ eagerness to chase a lifestyle-driven experience, which can potentially outweigh the effects of anti-extravagance campaigns and the fierce challenge from fast casual operators.”
Key questions answered in this report:
What are the key trends and innovations in the Chinese full service restaurant industry?
What are the common traits of evolving Chinese diners?
How can full service restaurant operators customise through specific occasions and value-added services for different types of diners?
How can foodservice operators, both domestic and foreign, optimise online and offline channels to create a competitive advantage?
Definition
Full service restaurants usually provide food prepared on-site, along with beverages and table service. Full service restaurants may provide a takeaway or home delivery service, but only as a minority part of their business.
The report covers the following types of full service restaurants:
Cafés/bistros/brasseries (not self-service); pubs/clubs/taverns/bars; ethnic, hotel/motel/lodge, lunch and roadside and other restaurants and diners.
Fast food restaurants (eg KFC, McDonald’s), self-service buffet, café, canteens in institutions (eg schools, hospital), sandwich shops are excluded.
Methodology
This is a marketing intelligence report published by Mintel. The consumer research exclusively commissioned for this report was conducted by a Chinese licensed market survey agent (see Research Methodology China for more information).
For the purpose of this report, Mintel commissioned a quantitative research survey carried out online by QQSurvey to explore consumer attitudes towards full service restaurants
Fieldwork was conducted in September 2014, in four tier one cities and six tier two and three cities of 3,000 male and female internet users aged 20-49-years-old. Tier one cities include Shanghai, Beijing, Guangzhou and Chengdu. Tier two and three cities include Jinan, Linyi, Nantong, Hefei Shantou and Changsha.
