Consumer Foodservice in Malaysia
Euromonitor International's Consumer Foodservice in Malaysia report examine stand-alone restaurants and eating establishments in which the consumer can freely choose to eat. The report looks at market trends by sector (cafes/bars, full-service restaurants, fast food, home delivery and street stalls). It profiles the leading companies in the market and analyses factors influencing eating out patterns. Forecasts illustrate how the market is set to change.
Buy online to access strategic market analysis and an interactive statistical database of foodservice value market size, company and brand shares and number of outlets and transactions.
Tables: 176 | Publication date: Oct 2009
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Executive summary
Consumer foodservice witnessed slower performance in 2008
Consumer foodservice experienced a slowdown in performance in 2008, following the fuel price hikes in mid-year and economic downturn late in the year. Consumer purchasing power was weakened considerably, leading many to seek cheaper dining alternatives or even cook at home. Cheaper dining alternatives such as fast food managed to sustain the performance of consumer foodservice in 2008 as consumers traded down from high-end full-service restaurants. Value-added services such as delivery also helped to attract consumers as they opted to have a pizza delivered to their homes rather than paying extra service taxes at a full-service restaurant.
Economic situation impacts performance
Due to economic downturn and fuel price hikes, it was a challenging time for consumer foodservice players in 2008. Although FSR faced immense challenges as consumers traded down to cheaper alternatives such as fast food, players sought to offer more innovative menu items and promotions to sustain consumer interest. Expansion plans for FSR players were also put on hold as players decided to sit on the fence and monitor the situation. By way of contrast, other cafés/bars and fast food players expanded rapidly in 2008 as they sought to respond to consumer demand for cheap meals.
Domestic players compete with innovative offerings
Although QSR Brands Sdn Bhd (KFC) and Golden Arches Sdn Bhd (McDonald’s) retained their lead in Malaysia’s consumer foodservice market, domestic players were also a factor, with Secret Recipe Cakes & Café Sdn Bhd accounting for third place. Domestic players such as White Café Sdn Bhd also expanded rapidly in 2008, with its affordable menu offerings of local food items and cosy ambience attracting many consumers. That said, there was also an increased presence from domestic players such as Big Apple Donuts and Mr Baoz which aimed to offer novelty to consumers, with Mr Baoz, for example, revolutionising its standard white buns to include attractive coloured and designed buns.
Chained players gain prominence
Independent players continued to dominate Malaysia’s consumer foodservice environment with many street stalls/kiosks scattered around various standalone locations. The popularity of these stalls/kiosks is largely sustained by their economically-priced offerings and tasty local food items. On the other hand, chained foodservice players also gained ground in 2008, with players such as Carl’s Jr entering the scene in 2007. The international brand names coupled with their intensive marketing campaigns attracted consumers to give them a try in 2008. In line with the rapid developments in the retailing landscape, more foodservice players were also making their presence felt in these retail locations, thus underpinning the good performance of retail locations in 2008.
Consumer foodservice performance continues to slow
Consumer foodservice is expected to see weaker performance over the forecast period than during the review period, due to the economic recession that impacted in late 2008 and has continued through 2009. However, consumer foodservice performance is expected to remain positive as consumers’ hectic lifestyles will see them eating out at cheaper outlets and formats. Innovation and continued promotion will also be key drivers for consumer foodservice performance over the forecast period as consumers become more price conscious and wary of the options available.
Table of contents
CONSUMER FOODSERVICE IN MALAYSIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Consumer foodservice witnessed slower performance in 2008
Economic situation impacts performance
Domestic players compete with innovative offerings
Chained players gain prominence
Consumer foodservice performance continues to slow
KEY TRENDS AND DEVELOPMENTS
Economic downturn spurs confidence among foodservice operators
Increased retail locations provide boost to foodservice industry
Government’s full backing spurs local franchise industry
Upgrading of store ambience emerges as a major point of differentiation
MARKET DATA
Table 1 Units, Transactions and Value Sales in Consumer Foodservice: 2003-2008
Table 2 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2003-2008
Table 3 Consumer Foodservice by Independent Vs Chained Outlets: Units/Outlets 2008
Table 4 Consumer Foodservice by Eat in Vs Takeaway 2008
Table 5 Consumer Foodservice by Food Vs Drinks Split 2008
Table 6 Sales in Consumer Foodservice by Location 2003-2008
Table 7 Leading Chained Consumer Foodservice Brands by Number of Units 2008
Table 8 Chained Consumer Foodservice Company Shares 2004-2008
Table 9 Chained Consumer Foodservice Brand Shares 2005-2008
Table 10 Forecast Units, Transactions and Value Sales in Consumer Foodservice: 2008-2013
Table 11 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2008-2013
APPENDIX
Published data comparisons
OPERATING ENVIRONMENT
Franchising
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MALAYSIA
APEX-PAL MALAYSIA SDN BHD - CONSUMER FOODSERVICE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Apex-Pal Malaysia Sdn Bhd: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 3 Apex-Pal Malaysia Sdn Bhd: Competitive Position 2008
BIG APPLE INTERASIA SDN BHD - CONSUMER FOODSERVICE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Big Apple Interasia Sdn Bhd: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
GLOBAL OUTLETS SDN BHD - CONSUMER FOODSERVICE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Global Outlets Sdn Bhd: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
KLUANG STATION F&B SDN BHD - CONSUMER FOODSERVICE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Kluang Station F&B Sdn Bhd: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
NINETEEN O ONE SDN BHD - CONSUMER FOODSERVICE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Nineteen O One Sdn Bhd: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 8 Nineteen O One Sdn Bhd: Competitive Position 2008
CAFéS/BARS IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 12 Cafés/Bars by Subsector: Units/Outlets 2003-2008
Table 13 Cafés/Bars by Subsector: Number of Transactions 2003-2008
Table 14 Cafés/Bars by Subsector: Foodservice Value 2003-2008
Table 15 Cafés/Bars by Subsector: % Units/Outlets Growth 2003-2008
Table 16 Cafés/Bars by Subsector: % Transaction Growth 2003-2008
Table 17 Cafés/Bars by Subsector: % Foodservice Value Growth 2003-2008
Table 18 Global Brand Owner Shares of Chained Cafés/Bars 2004-2008
Table 19 Brand Shares of Chained Cafés/Bars 2005-2008
Table 20 Forecast Sales in Cafés/Bars by Subsector: Units/Outlets 2008-2013
Table 21 Forecast Sales in Cafés/Bars by Subsector: Number of Transactions 2008-2013
Table 22 Forecast Sales in Cafés/Bars by Subsector: Foodservice Value 2008-2013
Table 23 Forecast Sales in Cafés/Bars by Subsector: % Units/Outlets Growth 2008-2013
Table 24 Forecast Sales in Cafés/Bars by Subsector: % Transaction Growth 2008-2013
Table 25 Forecast Sales in Cafés/Bars by Subsector: % Foodservice Value Growth 2008-2013
FULL-SERVICE RESTAURANTS IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 FSR by Subsector: Units/Outlets 2003-2008
Table 27 FSR by Subsector: Number of Transactions 2003-2008
Table 28 FSR by Subsector: Foodservice Value 2003-2008
Table 29 FSR by Subsector: % Units/Outlets Growth 2003-2008
Table 30 FSR by Subsector: % Transaction Growth 2003-2008
Table 31 FSR by Subsector: % Foodservice Value Growth 2003-2008
Table 32 Global Brand Owner Shares of Chained FSR 2004-2008
Table 33 Brand Shares of Chained FSR 2005-2008
Table 34 Forecast Sales in FSR by Subsector: Units/Outlets 2008-2013
Table 35 Forecast Sales in FSR by Subsector: Number of Transactions 2008-2013
Table 36 Forecast Sales in FSR by Subsector: Foodservice Value 2008-2013
Table 37 Forecast Sales in FSR by Subsector: % Units/Outlets Growth 2008-2013
Table 38 Forecast Sales in FSR by Subsector: % Transaction Growth 2008-2013
Table 39 Forecast Sales in FSR by Subsector: % Foodservice Value Growth 2008-2013
FAST FOOD IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Fast Food by Subsector: Units/Outlets 2003-2008
Table 41 Fast Food by Subsector: Number of Transactions 2003-2008
Table 42 Fast Food by Subsector: Foodservice Value 2003-2008
Table 43 Fast Food by Subsector: % Units/Outlets Growth 2003-2008
Table 44 Fast Food by Subsector: % Transaction Growth 2003-2008
Table 45 Fast Food by Subsector: % Foodservice Value Growth 2003-2008
Table 46 Sales of Bakery Products Fast Food by Type 2006-2008
Table 47 Global Brand Owner Shares of Chained Fast Food 2004-2008
Table 48 Brand Shares of Chained Fast Food 2005-2008
Table 49 Forecast Sales in Fast Food by Subsector: Units/Outlets 2008-2013
Table 50 Forecast Sales in Fast Food by Subsector: Number of Transactions 2008-2013
Table 51 Forecast Sales in Fast Food by Subsector: Foodservice Value 2008-2013
Table 52 Forecast Sales in Fast Food by Subsector: % Units/Outlets Growth 2008-2013
Table 53 Forecast Sales in Fast Food by Subsector: % Transaction Growth 2008-2013
Table 54 Forecast Sales in Fast Food by Subsector: % Foodservice Value Growth 2008-2013
100% HOME DELIVERY/TAKEAWAY IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2003-2008
Table 56 100% Home Delivery/Takeaway by Subsector: Number of Transactions 2003-2008
Table 57 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2008
Table 58 100% Home Delivery/Takeaway by Subsector: % Units/Outlets Growth 2003-2008
Table 59 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2003-2008
Table 60 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2003-2008
Table 61 Global Brand Owner Shares of Chained 100% Home Delivery/Takeaway 2004-2008
Table 62 Brand Shares of Chained 100% Home Delivery/Takeaway 2005-2008
Table 63 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2008-2013
Table 64 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Number of Transactions 2008-2013
Table 65 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2008-2013
Table 66 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Units/Outlets Growth 2008-2013
Table 67 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2008-2013
Table 68 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2008-2013
SELF-SERVICE CAFETERIAS IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Self-service Cafeterias: Units/Outlets 2003-2008
Table 70 Self-service Cafeterias: Number of Transactions 2003-2008
Table 71 Self-service Cafeterias: Foodservice Value 2003-2008
Table 72 Self-service Cafeterias: % Units/Outlets Growth 2003-2008
Table 73 Self-service Cafeterias: % Transaction Growth 2003-2008
Table 74 Self-service Cafeterias: % Foodservice Value Growth 2003-2008
Table 75 Global Brand Owner Shares of Chained Self-service Cafeterias 2004-2008
Table 76 Brand Shares of Chained Self-service Cafeterias 2005-2008
Table 77 Forecast Sales in Self-service Cafeterias: Units/Outlets 2008-2013
Table 78 Forecast Sales in Self-service Cafeterias: Number of Transactions 2008-2013
Table 79 Forecast Sales in Self-service Cafeterias: Foodservice Value 2008-2013
Table 80 Forecast Sales in Self-service Cafeterias: % Units/Outlets Growth 2008-2013
Table 81 Forecast Sales in Self-service Cafeterias: % Transaction Growth 2008-2013
Table 82 Forecast Sales in Self-service Cafeterias: % Foodservice Value Growth 2008-2013
STREET STALLS/KIOSKS IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 83 Street Stalls/Kiosks: Units/Outlets 2003-2008
Table 84 Street Stalls/Kiosks: Number of Transactions 2003-2008
Table 85 Street Stalls/Kiosks: Foodservice Value 2003-2008
Table 86 Street Stalls/Kiosks: % Units/Outlets Growth 2003-2008
Table 87 Street Stalls/Kiosks: % Transaction Growth 2003-2008
Table 88 Street Stalls/Kiosks: % Foodservice Value Growth 2003-2008
Table 89 Global Brand Owner Shares of Chained Street Stalls/Kiosks 2004-2008
Table 90 Brand Shares of Chained Street Stalls/Kiosks 2005-2008
Table 91 Forecast Sales in Street Stalls/Kiosks: Units/Outlets 2008-2013
Table 92 Forecast Sales in Street Stalls/Kiosks: Number of Transactions 2008-2013
Table 93 Forecast Sales in Street Stalls/Kiosks: Foodservice Value 2008-2013
Table 94 Forecast Sales in Street Stalls/Kiosks: % Units/Outlets Growth 2008-2013
Table 95 Forecast Sales in Street Stalls/Kiosks: % Transaction Growth 2008-2013
Table 96 Forecast Sales in Street Stalls/Kiosks: % Foodservice Value Growth 2008-2013
CONSUMER FOODSERVICE BY LOCATION IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 97 Consumer Foodservice Sales by Location: Units/Outlets 2003-2008
Table 98 Consumer Foodservice Sales by Location: Number of Transactions 2003-2008
Table 99 Consumer Foodservice Sales by Location: Foodservice Value 2003-2008
Table 100 Consumer Foodservice Sales by Location: % Units/Outlets Growth 2003-2008
Table 101 Consumer Foodservice Sales by Location: % Transaction Growth 2003-2008
Table 102 Consumer Foodservice Sales by Location: % Foodservice Value Growth 2003-2008
Table 103 Consumer Foodservice Sales through Standalone: Units/Outlets 2003-2008
Table 104 Consumer Foodservice Sales through Standalone: Number of Transactions 2003-2008
Table 105 Consumer Foodservice Sales through Standalone: Foodservice Value 2003-2008
Table 106 Consumer Foodservice Sales through Standalone: % Units/Outlets Growth 2003-2008
Table 107 Consumer Foodservice Sales through Standalone: % Transaction Growth 2003-2008
Table 108 Consumer Foodservice Sales through Standalone: % Foodservice Value Growth 2003-2008
Table 109 Consumer Foodservice Sales through Leisure: Units/Outlets 2003-2008
Table 110 Consumer Foodservice Sales through Leisure: Number of Transactions 2003-2008
Table 111 Consumer Foodservice Sales through Leisure: Foodservice Value 2003-2008
Table 112 Consumer Foodservice Sales through Leisure: % Units/Outlets Growth 2003-2008
Table 113 Consumer Foodservice Sales through Leisure: % Transaction Growth 2003-2008
Table 114 Consumer Foodservice Sales through Leisure: % Foodservice Value Growth 2003-2008
Table 115 Consumer Foodservice Sales through Retail: Units/Outlets 2003-2008
Table 116 Consumer Foodservice Sales through Retail: Number of Transactions 2003-2008
Table 117 Consumer Foodservice Sales through Retail: Foodservice Value 2003-2008
Table 118 Consumer Foodservice Sales through Retail: % Units/Outlets Growth 2003-2008
Table 119 Consumer Foodservice Sales through Retail: % Transaction Growth 2003-2008
Table 120 Consumer Foodservice Sales through Retail: % Foodservice Value Growth 2003-2008
Table 121 Consumer Foodservice Sales through Lodging: Units/Outlets 2003-2008
Table 122 Consumer Foodservice Sales through Lodging: Number of Transactions 2003-2008
Table 123 Consumer Foodservice Sales through Lodging: Foodservice Value 2003-2008
Table 124 Consumer Foodservice Sales through Lodging: % Units/Outlets Growth 2003-2008
Table 125 Consumer Foodservice Sales through Lodging: % Transaction Growth 2003-2008
Table 126 Consumer Foodservice Sales through Lodging: % Foodservice Value Growth 2003-2008
Table 127 Consumer Foodservice Sales through Travel: Units/Outlets 2003-2008
Table 128 Consumer Foodservice Sales through Travel: Number of Transactions 2003-2008
Table 129 Consumer Foodservice Sales through Travel: Foodservice Value 2003-2008
Table 130 Consumer Foodservice Sales through Travel: % Units/Outlets Growth 2003-2008
Table 131 Consumer Foodservice Sales through Travel: % Transaction Growth 2003-2008
Table 132 Consumer Foodservice Sales through Travel: % Foodservice Value Growth 2003-2008
Table 133 Forecast Consumer Foodservice Sales by Location: Units/Outlets 2008-2013
Table 134 Forecast Consumer Foodservice Sales by Location: Number of Transactions 2008-2013
Table 135 Forecast Consumer Foodservice Sales by Location: Foodservice Value 2008-2013
Table 136 Forecast Consumer Foodservice Sales by Location: % Units/Outlets Growth 2008-2013
Table 137 Forecast Consumer Foodservice Sales by Location: % Transaction Growth 2008-2013
Table 138 Forecast Consumer Foodservice Sales by Location: % Foodservice Value Growth 2008-2013
Table 139 Forecast Consumer Foodservice Sales through Standalone: Units/Outlets 2008-2013
Table 140 Forecast Consumer Foodservice Sales through Standalone: Number of Transactions 2008-2013
Table 141 Forecast Consumer Foodservice Sales through Standalone: Foodservice Value 2008-2013
Table 142 Forecast Consumer Foodservice Sales through Standalone: % Units/Outlets Growth 2008-2013
Table 143 Forecast Consumer Foodservice Sales through Standalone: % Transaction Growth 2008-2013
Table 144 Forecast Consumer Foodservice Sales through Standalone: % Foodservice Value Growth 2008-2013
Table 145 Forecast Consumer Foodservice Sales through Leisure: Units/Outlets 2008-2013
Table 146 Forecast Consumer Foodservice Sales through Leisure: Number of Transactions 2008-2013
Table 147 Forecast Consumer Foodservice Sales through Leisure: Foodservice Value 2008-2013
Table 148 Forecast Consumer Foodservice Sales through Leisure: % Units/Outlets Growth 2008-2013
Table 149 Forecast Consumer Foodservice Sales through Leisure: % Transaction Growth 2008-2013
Table 150 Forecast Consumer Foodservice Sales through Leisure: % Foodservice Value Growth 2008-2013
Table 151 Forecast Consumer Foodservice Sales through Retail: Units/Outlets 2008-2013
Table 152 Forecast Consumer Foodservice Sales through Retail: Number of Transactions 2008-2013
Table 153 Forecast Consumer Foodservice Sales through Retail: Foodservice Value 2008-2013
Table 154 Forecast Consumer Foodservice Sales through Retail: % Units/Outlets Growth 2008-2013
Table 155 Forecast Consumer Foodservice Sales through Retail: % Transaction Growth 2008-2013
Table 156 Forecast Consumer Foodservice Sales through Retail: % Foodservice Value Growth 2008-2013
Table 157 Forecast Consumer Foodservice Sales through Lodging: Units/Outlets 2008-2013
Table 158 Forecast Consumer Foodservice Sales through Lodging: Number of Transactions 2008-2013
Table 159 Forecast Consumer Foodservice Sales through Lodging: Foodservice Value 2008-2013
Table 160 Forecast Consumer Foodservice Sales through Lodging: % Units/Outlets Growth 2008-2013
Table 161 Forecast Consumer Foodservice Sales through Lodging: % Transaction Growth 2008-2013
Table 162 Forecast Consumer Foodservice Sales through Lodging: % Foodservice Value Growth 2008-2013
Table 163 Forecast Consumer Foodservice Sales through Travel: Units/Outlets 2008-2013
Table 164 Forecast Consumer Foodservice Sales through Travel: Number of Transactions 2008-2013
Table 165 Forecast Consumer Foodservice Sales through Travel: Foodservice Value 2008-2013
Table 166 Forecast Consumer Foodservice Sales through Travel: % Units/Outlets Growth 2008-2013
Table 167 Forecast Consumer Foodservice Sales through Travel: % Transaction Growth 2008-2013
Table 168 Forecast Consumer Foodservice Sales through Travel: % Foodservice Value Growth 2008-2013