Table of Contents
Executive Summary
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- The Market
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- Figure 1: Retail market value of full service restaurants in China, 2009-19
- Who’s Innovating
- Farm-to-table and locally produced are global trends
- From simply eating out to an event
- The consumer
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- Figure 2: Changes in spending at different restaurants in the last six months, September 2014
- Figure 3: Occasions for visiting Chinese and Foreign-style full service restaurants, September 2014
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- Figure 4: Factors influencing food decision in restaurants, September 2014
- No promotional activity has absolute advantage
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- Figure 5: Interest in restaurants' promotional activities, September 2014
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- Figure 6: Attitudes towards service innovations, September 2014
- Nutritional and functional benefit labels
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- Figure 7: Attitudes towards full service restaurants, September 2014
- What we think
Issues and Insights
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- Men vs women – Chinese and foreign-style restaurants
- The facts
- The implications
- Difference between the top tier 1 cities - Beijing, Shanghai and Guangzhou diners
- The facts
- The implications
- Married and Single – how to target them?
- The facts
- The implications
Trend Applications
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- Trend: Extend My Brand
- Trend: Guiding Choice
- Trend: Make it Mine
Market Size and Forecast
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- Key points
- Recovering from anti-extravagance campaign?
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- Figure 8: Retail market value of full service restaurants in China, 2009-19
- Food safety concerns from fast food chains give full service restaurants an competitive edge
- Experiential consumption and rise in overseas travel help to restore growth in full service restaurant market
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- Figure 9: Retail market value of full service restaurants in China, 2009-19
- Multi-tasking could be a solution for the restaurant industry?
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- Figure 10: Retail market volume of full service restaurants in China, 2009-19
- Future - A new burst of O2O in the Chinese restaurant industry
- Challenge – C2C model – a high degree of personalisation
- Forecast methodology
Who’s Innovating?
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- Key points
- Playing with fashion and multi-functional design to raise interaction
- Farm-to-table and locally produced are global trends
- Turning simply eating out into an event
- Embracing with drinking occasions
- Creative mobile applications for diners waiting to be seated
- Beyond online to offline marketing
- Festival inspired menu
Companies & Brands
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- China Quanjude (Group) Co.
- Ajisen (China) Holdings Ltd
- Pizza Hut
- Xiao Fei Yang (Little Sheep)
The Consumer – Spending on Full Service Restaurants
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- Key points
- Consumers continue to spend the same when dining out
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- Figure 11: Changes in spending at different restaurants in the last six months, September 2014
- Who prefers casual dining restaurants?
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- Figure 12: Changes in spending at different restaurants in the last six months – Chinese and foreign casual dining restaurant, costing less than RMB 100 per person, by demographics, September 2014
- Opportunities for fine dining restaurants to bounce back?
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- Figure 13: Changes in spending at different restaurants in the last six months – Foreign and Chinese fine dining restaurants, costing RMB 100 or above per person, by demographics, September 2014
The Consumer – Eating Occasions at Full Service Restaurants
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- Key points
- Occasion overview
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- Figure 14: Occasions at Chinese and Foreign-style full service restaurants, September 2014
- Chinese vs. foreign full service restaurant – gatherings with family and friends
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- Figure 15: Next most popular occasions at Chinese full service restaurants, by demographics, September 2014
- Chinese VS foreign full service restaurants – business-related occasions
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- Figure 16: Next most popular occasions at Chinese full service restaurants, by demographics, September 2014
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- Figure 17: Most popular occasions at foreign-style full service restaurants, by demographics, September 2014
- Chinese vs foreign full service restaurant – dating habits
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- Figure 18: Next most popular occasions at Chinese full service restaurants, by demographics, September 2014
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- Figure 19: Most popular occasions at foreign-style full service restaurants, by city tiers, September 2014
The Consumer – Influential Factors on Choosing Dishes
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- Key points
- Food safety issues are still bothering diners
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- Figure 20: Factors influencing food decision in restaurants, September 2014
- Who is more attracted to additive-free and seasonal ingredients?
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- Figure 21: Factors influencing food decision in restaurants – Fruit/and vegetable-based, by demographics, September 2014
- Endorse locally produced and organic ingredients
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- Figure 22: Factors influencing food decision in restaurants, by gender and age, September 2014
The Consumer – Attitude towards Value-Added Services and Features
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- Key points
- Interested in everything
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- Figure 23: Attitudes towards service innovations, September 2014
- Multi-tasking lifestyle leads restaurant innovation
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- Figure 24: Most popular attitudes towards service innovations, by monthly household income, September 2014
- How to re-energise different types of full service restaurant?
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- Figure 25: Attitudes towards service innovations, by changes in spending at different restaurants in the last six months – Foreign fine dining restaurants, costing RMB 100 or above per person, September 2014
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- Figure 26: Attitudes towards service innovations, by changes in spending at different restaurants in the last six months – Foreign casual dining restaurant, costing less than RMB 100 per person, September 2014
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- Figure 27: Attitudes towards service innovations, by changes in spending at different restaurants in the last six months – Chinese fine dining restaurant, costing RMB 100 or above per person, September 2014
The Consumer – Attitudes towards Promotional Activities
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- Key points
- No promotional activity has absolute advantage
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- Figure 28: Interest in restaurants' promotional activities, September 2014
- Groupon is old fashion?
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- Figure 29: Interest in a variety of groupon campaigns, by demographics, September 2014
- Preferences differ significantly gender and age groups
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- Figure 30: Most popular interest in restaurants' promotional activities, by gender and age, September 2014
- Catering for women
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- Figure 31: Most popular interest in restaurants' promotional activities, by gender and age, September 2014
- Special offers on credit cards and promotions through mobile apps
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- Figure 32: Next most popular interest in restaurants' promotional activities, by demographics, September 2014
- Digital marketing evolution
The Consumer – Attitude towards Full Service Restaurants
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- Key points
- Nutritional and functional benefit labels
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- Figure 33: Attitudes towards full service restaurants, September 2014
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- Figure 34: Most popular attitudes towards full service restaurants, by gender and age, September 2014
- Guiding choice for lower tier consumers
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- Figure 35: Most popular attitudes towards full service restaurants, by city tiers, September 2014
- Older female consumers have more confidence in branded chains?
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- Figure 36: Most popular attitudes towards full service restaurants, by demographics, September 2014
- Significant difference between married and single respondents
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- Figure 37: Most popular attitudes towards full service restaurants, by demographics, September 2014
- Beijing, Shanghai and Guangzhou
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- Figure 38: Most popular attitudes towards full service restaurants, by demographics, September 2014
Appendix – The Consumer – Spending on Full Service Restaurants
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- Figure 39: Changes in spending at different restaurants in the last six months, September 2014
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- Figure 40: Changes in spending at different restaurants in the last six months – Foreign fine dining restaurants, costing RMB 100 or above per person, by demographics, September 2014
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- Figure 41: Changes in spending at different restaurants in the last six months – Foreign casual dining restaurant, costing less than RMB 100 per person, by demographics, September 2014
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- Figure 42: Changes in spending at different restaurants in the last six months – Chinese fine dining restaurant, costing RMB 100 or above per person, by demographics, September 2014
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- Figure 43: Changes in spending at different restaurants in the last six months – Chinese casual dining restaurants, costing less than RMB 100 per person, by demographics, September 2014
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- Figure 44: Attitudes towards service innovations, by changes in spending at different restaurants in the last six months – Foreign fine dining restaurants, costing RMB 100 or above per person, September 2014
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- Figure 45: Attitudes towards service innovations, by changes in spending at different restaurants in the last six months – Foreign casual dining restaurant, costing less than RMB 100 per person, September 2014
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- Figure 46: Attitudes towards service innovations, by changes in spending at different restaurants in the last six months – Chinese fine dining restaurant, costing RMB 100 or above per person, September 2014
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- Figure 47: Attitudes towards service innovations, by changes in spending at different restaurants in the last six months – Chinese casual dining restaurants, costing less than RMB 100 per person, September 2014
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Appendix – The Consumer – Eating Occasions
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- Figure 48: Occasions at Chinese and Foreign-style full service restaurants, September 2014
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- Figure 49: Most popular occasions at Chinese full service restaurants, by demographics, September 2014
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- Figure 50: Next most popular occasions at Chinese full service restaurants, by demographics, September 2014
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- Figure 51: Most popular occasions at foreign-style full service restaurants, by demographics, September 2014
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- Figure 52: Next most popular occasions at foreign-style full service restaurants, by demographics, September 2014
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- Figure 53: Interest in restaurants' promotional activities, by most popular occasions at Chinese full service restaurants, September 2014
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- Figure 54: Interest in restaurants' promotional activities, by next most popular occasions at Chinese full service restaurants, September 2014
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- Figure 55: Interest in restaurants' promotional activities, by most popular occasions at Foreign-style full service restaurants, September 2014
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- Figure 56: Interest in restaurants' promotional activities, by next most popular occasions at Foreign-style full service restaurants, September 2014
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- Figure 57: Attitudes towards service innovations, by most popular occasions at Chinese full service restaurants, September 2014
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- Figure 58: Attitudes towards service innovations, by next most popular occasions at Chinese full service restaurants, September 2014
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- Figure 59: Attitudes towards service innovations, by most popular occasions at Foreign-style full service restaurants, September 2014
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- Figure 60: Attitudes towards service innovations, by next most popular occasions at Foreign-style full service restaurants, September 2014
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Appendix – The Consumer – Influential Factors on Choosing Dishes
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- Figure 61: Factors influencing food decision in restaurants, September 2014
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- Figure 62: Factors influencing food decision in restaurants – Fruit/and vegetable-based, by demographics, September 2014
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- Figure 63: Factors influencing food decision in restaurants – Made from locally sourced ingredients, by demographics, September 2014
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- Figure 64: Factors influencing food decision in restaurants – Made from traceable ingredients, by demographics, September 2014
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- Figure 65: Factors influencing food decision in restaurants – Made from seasonal ingredients, by demographics, September 2014
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- Figure 66: Factors influencing food decision in restaurants – Low calorie, by demographics, September 2014
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- Figure 67: Factors influencing food decision in restaurants – Additive-free, by demographics, September 2014
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- Figure 68: Factors influencing food decision in restaurants – Made from organic ingredients, by demographics, September 2014
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- Figure 69: Factors influencing food decision in restaurants – Assortment/customizable dishes, by demographics, September 2014
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- Figure 70: Factors influencing food decision in restaurants – Cooked by using traditional methods, by demographics, September 2014
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- Figure 71: Factors influencing food decision in restaurants – Using as little sauces/seasonings as possible, by demographics, September 2014
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- Figure 72: Factors influencing food decision in restaurants – Limited-time/limited daily offer, by demographics, September 2014
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- Figure 73: Factors influencing food decision in restaurants – None of the above, by demographics, September 2014
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Appendix – The Consumer – Attitude towards Promotional Activities
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- Figure 74: Interest in restaurants' promotional activities, September 2014
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- Figure 75: Most popular interest in restaurants' promotional activities, by demographics, September 2014
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- Figure 76: Next most popular interest in restaurants' promotional activities, by demographics, September 2014
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Appendix – The Consumer – Attitudes towards Value-Added Services and Features
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- Figure 77: Attitudes towards service innovations, September 2014
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- Figure 78: Most popular attitudes towards service innovations, by demographics, September 2014
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- Figure 79: Next most popular attitudes towards service innovations, by demographics, September 2014
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Appendix – The Consumer – Attitudes towards Full Service Restaurants
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- Figure 80: Attitudes towards full service restaurants, September 2014
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- Figure 81: Most popular attitudes towards full service restaurants, by demographics, September 2014
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- Figure 82: Next most popular attitudes towards full service restaurants, by demographics, September 2014
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