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China Fast Food Research Report - May 2014

Reflected by the anti-corruption policy, domestic fast food restaurants have decisively outperformed full-service restaurants, indicating a confident outlook for the sector’s growth in China. However currently, fast food eaters are anxious about the ongoing food and environmental crisis, 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 to revolutionise the current Chinese fast food industry.

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Table of Content

Introduction

In this report we answer the key questions:

Definition

Inclusions

Exclusions

Methodology

Abbreviations

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Executive Summary

The market

Figure 1: Total China fast food and takeaway market, by value sales, 2008-18

Figure 2: Total China Fast food and takeaway market, by market volume, 2008-18

Companies and brands

Figure 3: Leading chains in the Chinese fast food and takeaway market, by market volume (outlets), 2012-13

The consumer

Chinese-style fast food: Winner in the domestic market

Figure 4: Fast food usage (including eating in and takeaway) in the last six months, February 2014

Busy modern life drives fast food's popularity

Figure 5: Reasons for eating fast food (including eating in and takeaway) in the last six months, February 2014

Organic ingredient and balanced nutrition top consumers’ interests

Figure 6: Levels of interest in product innovation/value-added services in fast food restaurants, February 2014

Eating fast food as a main daily meal is the mainstream

Figure 7: Occasions for eating fast food (including eating in and takeaway) in the last six months, February 2014

Word-of-mouth guides fast food customers' eating decisions

Figure 8: Factors influencing fast food outlet/restaurant choice, February 2014

Chinese fast food is the main stronghold for the health-conscious segment

Figure 9: Attitudes towards fast food, February 2014

Key issues

Chinese fast food market overview

Tailored meal is the new fashion

Eco-friendly brand endorsement as key marketing communication

Tapping the power of rising digital channels

What we think

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