Full-Service Restaurants in China

PROSPECTS

Restaurants face rising costs for food delivery

The booming third-party ordering/delivery services provided by such leading players as Ele.me and Meituan.

Robust growth in European type restaurants as demand diversifies

While Asian full-service restaurants remained by far the largest segment in 2018, North-American full-service restaurants saw the fastest value growth, with European restaurants ranking second. Leading players such as Shanghai Saizeriya Co Ltd accelerated their expansion in China, allowing more consumers easy access to chained European full-service restaurants.

Full-service restaurants sees growth slow slightly

As the largest segment in consumer foodservice in China, full-service restaurants accounted for 75% of overall consumer foodservice value in 2018. Most of the channel’s value sales are generated by independent full-service restaurants, which come in various formats, offer a wide range of options from mass to premium cuisines, and are located either in neighbourhood or prime districts.

COMPETITIVE LANDSCAPE

Hai Di Lao opens its first smart restaurant

Hai Di Lao Hot Pot is putting the heat on other hotpot restaurant operators by using robots to replace chefs and waiters. Hai Di Lao has equipped a restaurant in Beijing with an automated cold room with robotic arms and servers.

Domestic players dominate the market

While various types of full-service restaurants are present in China, domestic players serving Asian cuisine dominate the market, occupying eight of the top 10 positions in chained full-service restaurants by value. However, the full-service restaurants is highly fragmented, with the top five players in overall full-service restaurants jointly responsible for less than 1% of total value sales in 2018.

Pizza Hut steps up efforts to court millennials

Late in 2018, Yum! Restaurants China Co Ltd announced a new round of changes at its Pizza Hut chain to try to reinvigorate growth. The revamp of the brand includes: a refreshed logo; new store designs including an open kitchen, bar, indoor garden and family dens; and staff uniforms from New York-based fashion designer, Anna Sui.

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