Fast Food in China

FAST FOOD IN CHINA
Euromonitor International
September 2012
FAST FOOD IN CHINA
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LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 3
Category Data .............................................................................................................................. 4
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9
Table 10
Table 11
Table 12
Table 13
Table 14
Table 15
Fast Food by Category: Units/Outlets 2006-2011 ........................................ 4

Fast Food by Category: Number of Transactions 2006-2011....................... 5
Fast Food by Category: Foodservice Value 2006-2011 ............................... 6
Fast Food by Category: % Units/Outlets Growth 2006-2011........................ 7
Fast Food by Category: % Transaction Growth 2006-2011 ......................... 8
Fast Food by Category: % Foodservice Value Growth 2006-2011 .............. 9
Sales of Bakery Products Fast Food by Type 2008-2011 ............................ 9
Global Brand Owner Shares of Chained Fast Food 2007-2011 ................. 10
Brand Shares of Chained Fast Food 2008-2011 ........................................ 11
Forecast Sales in Fast Food by Category: Units/Outlets 2011-2016 .......... 12
Forecast Sales in Fast Food by Category: Number of Transactions
2011-2016 .................................................................................................. 13
Forecast Sales in Fast Food by Category: Foodservice Value 20112016 ........................................................................................................... 14
Forecast Sales in Fast Food by Category: % Units/Outlets Growth
2011-2016 .................................................................................................. 15
Forecast Sales in Fast Food by Category: % Transaction Growth
2011-2016 .................................................................................................. 16
Forecast Sales in Fast Food by Category: % Foodservice Value
Growth 2011-2016 ..................................................................................... 16
FAST FOOD IN CHINA
FAST FOOD IN CHINA

HEADLINES
Fast food increases 12% in current value terms in 2011, rising to RMB608 billion
Fast food sees 6% growth in outlet number from 2010, to reach 1.3 million establishments in
2011
Fast food sees various promotions implemented in 2011
Chained chicken fast food sees highest value growth in category of 25% in 2011
KFC by Yum! Restaurants China Co Ltd leads fast food with 6% value share in 2011
Fast food expected to see 8% constant value CAGR over forecast period
TRENDS
Major international chained fast food operators such as KFC and McDonalds engaged in
aggressive price promotions in order to gain value share at the end of the review period. Both
McDonalds and KFC launched value programmes, with relatively lower selling prices to
attract consumers. Although operators reduced selling prices, the strategy was successful in
helping them to increase transactions to increase revenue. For example, both McDonalds
and KFC launched RMB6.00 breakfasts, including one hamburger and a beverage. They also
launched a value lunch programme, charging consumers only RMB15.00 for a hamburger,
fries and a beverage. McDonalds even extended its value programme to dinner.
Consequently, these two leading competitors actually gained share from other chained or
independent fast food operators.
In 2011 fast food saw current value terms growth of 12%, which was below the review period
CAGR. However, double-digit growth indicated that the category maintained a healthy growth
trend. With the uncertain economic environment, fast food competed with other types of
foodservice through various methods, such as price promotions, new food and beverage
launched and frequent advertising.
Chained chicken fast food saw the strongest value growth in 2011. The main reason for this
strong value growth was the 29% increase in the number of chicken fast food outlets in 2011.
Chained chicken fast food is largely dominated by KFC, which expanded rapidly in China.
According to Yum! Brands Incs 2011 annual report, it claims that by the end of 2011 KFC had
over 3,700 restaurants in more than 700 cities throughout the country, and continues to
expand into new cities as well as increase its penetration of existing markets. China has
become the main focus of Yum! Brands Inc, which contributed a large proportion of revenue.
Thus, the company invested large cash flows into accelerating new store openings, and at the
same time conveyed a positive brand image to young consumers in China.
Other bakery products fast food including mixed bakery fast food remained the dominant
business type in bakery fast food, accounting for more than 91% of total value sales
according to calculation by Euromonitor data. Sandwich specialists and sweet bakery goods
specialists have developed rapidly in recent years. Sandwich specialists are mainly driven by
Subway, while sweet bakery good specialists are dominated by Dunkin Donuts. Bakery fast
food saw a potential threat from some bread and cake stores, which sell sandwiches and
donuts. In China bread and cake stores are much more popular than bakery fast food stores
because they have a longer history and consumers are used to buying breakfast or afternoon
tea in such outlets.
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Asian fast food was still the most popular type of fast food in 2011, while among Asian fast
food restaurants, independent establishments led. Although chained Asian fast food outlets
have a strong reputation, economies of scale and wide logistical networks, in China the
category remains fragmented. Most Asian fast food restaurants typically specialise in local
Chinese cuisine, such as noodles and rice. In 2011, Ajisen Ramen, a Japanese-style noodle
brand with more than 600 outlets in China at the end of the review period, was met with
mistrust among consumers. Its widely-advertised noodle soup was discovered to be made
from concentrate soup which is produced in Shandong Province, rather than freshly made at
each outlet, as claimed in advertisements.
Eat-in accounted for 83% of fast food sales in 2011, representing a decline over the review
period. However, takeaway continued to increase slowly but steadily in terms of value sales.
This was largely due to the trend of delivery and take-away services that has arisen within
China. The fast-paced lifestyles of urban consumers mean they have limited time to spend on
dining, and consequently they increasingly prefer to call for delivery from fast food operators
such as KFC and McDonalds. For example, McDonalds offers delivery services in some
locations on a 24-hour basis.
Food accounted for 74% of fast food sales at the end of the review period, with a slight
decline over 2010. Increased expenditure on drinks was largely due to the value meals
offered by leading fast food operators. Many fast food outlets introduced much more varied
drink choices, meaning that fast food consumers are now purchasing more drinks than
previously. Furthermore, as leading fast food operators promote their set meals, this leads to
an increased proportion held by beverages.
COMPETITIVE LANDSCAPE
Yum! Restaurants China Co Ltd continued to dominate fast food in 2011, with a value share
of almost 39% in chained fast food. This was largely due to the opening of new stores and
frequent price promotions. According to trade sources, Yum! views China as the best
restaurant growth opportunity of the 21st century. Yum! also saw robust growth in value sales
in chained fast food during 2011. KFC is the clear leader of chained chicken fast food, while it
is also building East Dawning to be the premier mainstream Asian fast food brand.
Chained convenience store Quick by Brilliance Group Co Ltd saw a decline in value share
over 2010-2011 to just over 10%. It continued to suffer from intense competition from other
players such as Family Mart and 7-Eleven, which constantly and regularly update their menus
with new items, or even launch fresh-made lunches which Quick does not offer.
Franchising is very popular in fast food in China and the majority of chained domestic fast
food players in China operate a higher proportion of their outlets under franchise. Franchising
was the key strategy used by local chained fast food operators to expand their networks. For
example, cnHLS, Dicos and CSC all launched low-threshold franchising plans to attract
various investors to open franchising stores with nationwide coverage under standardised
management.
After the introduction of porridge, fried dough sticks and sesame seed cakes at breakfast
time, the global fast-food giant KFC is speeding up efforts of going local in the Chinese
market. KFC, a traditional chicken fast food players, now offers some rice recipes, for
example, bacon mushroom chicken rice, Italian vegetable chicken rice and curry pork rice.
The rice recipes are welcomed by local consumers, due to their reasonable price and
appealing taste. In 2012 KFC extended its value-added plan from breakfast and lunch to
dinner. In order to attract more consumers it adopted the strategy of introducing different
menu sets at three periods.
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FAST FOOD IN CHINA
McDonalds decorated some of its outlets in 2011 in order to create a more comfortable,
modern atmosphere. It hopes to widen its potential consumer base and prolong their stay in
outlets. Thus, in most McDonalds outlets it provides technological features, such as free WiFi.
KFC and McDonalds invested lots of money on advertisements in many channels. Over the
review period the two giants competed with advertisements mainly related to their various
promotions. For example, in the summer holiday KFC launched a new ad which conveyed the
concept that KFCs value-added lunch set and delivery service represented a good choice for
students. According to trade sources, KFC invested more than RMB1 billion in China in 2011.
In order to increase transactions to boost outlet revenue many fast food operators focused on
non-traditional times of day. Apart from breakfast items, they also launched afternoon tea and
late supper sets. For example, KFC has late supper sets from 22:45hrs to 05:44hrs, and
provides a main course, snacks, soft and hot drinks which are similar to the sets offered in the
daytime.
PROSPECTS
The number of fast food outlets in China is expected to increase at a CAGR of 5% over the
forecast period, while constant value sales are also set to increase at a CAGR of 8%, which is
faster than that of full-service restaurants. The main reason for this will be the increase in the
number of chained fast food outlets. Fast food operators will continue to invest in various
campaigns and advertising to strengthen their brands within China. Leading international
brands such as KFC and McDonalds will continue to expand into new and underdeveloped
cities, while increasing their penetration of existing markets. In addition, considering the
uncertain economic environment, consumers are estimated to choose fast food due to its
convenience and the fact that it is relatively cheaper than patronising full-service restaurants.
Fast food is expected to see lower value growth over the forecast period than that recorded
over the review period. Fast food in China is currently rather saturated, especially in first- and
second-tier cities, and there is currently a much greater degree of competition in fast food in
comparison with the start of the review period. Thus, fast food outlets will increasingly
compete on unit price and innovation rather than through the number and favourable
positioning of outlets, leading to a slowdown in value growth.
The main potential threat to fast food is the growing health consciousness trend in China over
the forecast period. Hamburgers, fried chicken and French fries are usually regarded as
unhealthy, containing high levels of fat and oil. The on-going rise in awareness of health and
wellness issues among Chinese consumers will lead them to look for healthier food options
more than over the review period. Thus, leading fast food outlets are continuously introducing
healthier menu items to overcome the threat posed by the health trend. For example, in
November 2011 McDonalds launched chicken snack wrap, which consists of high quality
wheat spinach pie, wrapped in lettuce, carrots, cabbage, tomatoes and other vegetables,
together with grilled chicken. It aims to provide a balanced diet and high energy levels to
consumers in pursuit of health.
Chained ice cream fast food is expected to perform the best over the forecast period, with an
18% CAGR in constant value terms. Chained ice cream fast food usually emphasises its
fresh-made nature and imported raw materials. According to trade sources, lots of
international chained ice cream outlets have entered China in recent years, which indicates
that this niche still has plenty of room for growth due to its immaturity. Most leading
international chained ice cream fast food operators have already built a high-end image and
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FAST FOOD IN CHINA
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wide coverage in first- and second-tier cities, while players such as Hagen-Dazs and Dairy
Queen aim to penetrate lower tier cities over the forecast period.
KFC will continue to expand into new cities as well as increase its penetration of existing
markets. It will also stick to its localisation strategy, by introducing more Chinese traditional
food to cater to local consumers tastes. McDonalds aims to reach 2,000 restaurants by the
end of 2013. It will also further its appeal by extending operating hours, increasing delivery
service and sticking to its Value Breakfast, Lunch and Dinner Programme.
CATEGORY DATA
Table 1
Fast Food by Category: Units/Outlets 2006-2011
'000 outlets
Asian Fast Food

- Chained Asian Fast Food
- Independent Asian
Fast Food
Bakery Products Fast Food
- Chained Bakery
Products Fast Food
- Independent Bakery
Products Fast Food
Burger Fast Food
- Chained Burger Fast
Food
- Independent Burger
Fast Food
Chicken Fast Food
- Chained Chicken Fast
Food
- Independent Chicken
Fast Food
Convenience Stores Fast
Food
- Chained Convenience
Stores Fast Food
- Independent
Food
Fish Fast Food
- Chained Fish Fast Food
- Independent Fish Fast
Food
Ice Cream Fast Food
- Chained Ice Cream
Fast Food
- Independent Ice Cream
Fast Food
Latin American Fast Food
- Chained Latin
American Fast Food
- Independent Latin
American Fast Food
Middle Eastern Fast Food
- Chained Middle
2006
2007
2008
2009
2010
2011
959.5
3.4
956.1
1,017.2
3.7
1,013.5
1,073.3
4.1
1,069.3
1,127.1
4.4
1,122.7
1,194.9
4.9
1,190.1
1,264.5
5.4
1,259.1
6.4
0.6
6.8
0.7
7.3
0.8
7.6
0.8
7.9
0.9
8.1
1.0
5.8
6.2
6.5
6.8
7.0
7.1
0.9
0.9
1.1
1.1
1.2
1.2
1.4
1.4
1.6
1.6
1.8
1.8
3.9
3.1
4.6
3.8
5.6
4.7
6.7
5.8
8.0
7.0
10.3
9.2
0.8
0.9
0.9
1.0
1.0
1.0
11.5
12.8
14.2
15.1
16.4
17.8
11.5
12.8
14.2
15.1
16.4
17.8
0.6
0.6
0.8
0.8
1.1
1.1
1.5
1.5
2.0
2.0
2.4
2.4
FAST FOOD IN CHINA
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Eastern Fast Food

- Independent Middle
Eastern Fast Food
Pizza Fast Food
- Chained Pizza Fast Food
- Independent Pizza
Fast Food
Other Fast Food
- Chained Other Fast Food
- Independent Other
Fast Food
Fast Casual Dining
Chained Fast Food
Independent Fast Food
Fast Food
Source:
20.1
962.8
982.9
22.9
1,020.5
1,043.4
26.1
1,076.7
1,102.8
28.9
1,130.4
1,159.4
32.8
1,198.0
1,230.8
37.7
1,267.2
1,304.9
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Table 2
Fast Food by Category: Number of Transactions 2006-2011
Mn transactions
Asian Fast Food

- Independent Asian
Fast Food
- Chained Bakery
Products Fast Food
Products Fast Food
Burger Fast Food
Food
Fast Food
Chicken Fast Food
Food
Fast Food
Food
Stores Fast Food
- Independent
Food
Fish Fast Food
Food
Ice Cream Fast Food
- Chained Ice Cream
Fast Food
Fast Food
2006
2007
2008
2009
2010
2011
52,777.8
429.1
52,348.8
56,480.9
467.7
56,013.2
60,719.3
505.1
60,214.2
64,377.6
550.5
63,827.0
68,592.4
616.6
67,975.8
72,877.8
687.5
72,190.3
120.8
22.3
129.8
24.4
139.8
28.1
147.3
31.8
153.7
35.3
160.4
40.2
98.5
105.4
111.7
115.6
118.5
120.2
306.8
306.8
348.3
348.3
400.5
400.5
452.6
452.6
515.9
515.9
611.4
611.4
884.1
815.0
1,076.1
1,002.5
1,255.9
1,177.9
1,449.9
1,368.8
1,672.5
1,587.8
2,010.2
1,921.2
69.1
73.6
78.0
81.1
84.8
89.0
151.3
168.0
184.8
194.9
211.5
228.4
151.3
168.0
184.8
194.9
211.5
228.4
23.8
23.8
30.9
30.9
41.8
41.8
55.6
55.6
70.6
70.6
84.8
84.8
FAST FOOD IN CHINA
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- Chained Latin
American Fast Food
- Independent Latin
American Fast Food
- Chained Middle
Eastern Fast Food
Eastern Fast Food
Pizza Fast Food
- Independent Pizza
Fast Food
Other Fast Food
- Independent Other
Fast Food
Fast Casual Dining
Chained Fast Food
Fast Food
Source:
Table 3
1,748.4
52,516.3
54,264.7
2,041.8
56,192.1
58,233.9
2,338.2
60,403.9
62,742.1
2,654.2
64,023.7
66,677.9
3,037.7
68,179.0
71,216.7
3,573.5
72,399.5
75,973.0
Fast Food by Category: Foodservice Value 2006-2011
RMB bn
Asian Fast Food

- Independent Asian
Fast Food
- Chained Bakery
Products Fast Food
Products Fast Food
Burger Fast Food
Food
Fast Food
Chicken Fast Food
Food
Fast Food
Food
Stores Fast Food
- Independent
Food
Fish Fast Food
Food
2006
2007
2008
2009
2010
2011
280.0
5.3
274.7
316.8
6.4
310.4
374.4
8.1
366.3
415.9
9.3
406.6
478.9
11.3
467.6
529.8
13.1
516.7
2.4
0.6
2.8
0.7
3.2
0.9
3.4
1.0
3.7
1.1
4.1
1.3
1.8
2.0
2.3
2.5
2.6
2.7
8.6
8.6
9.6
9.6
10.7
10.7
11.0
11.0
12.8
12.8
15.8
15.8
20.6
19.4
25.7
24.5
32.8
31.4
37.3
35.7
43.6
41.9
54.3
52.4
1.2
1.2
1.4
1.5
1.7
1.9
0.6
0.7
0.8
0.9
1.0
1.2
0.6
0.7
0.8
0.9
1.0
1.2
FAST FOOD IN CHINA
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Ice Cream Fast Food

- Chained Ice Cream
Fast Food
Fast Food
- Chained Latin
American Fast Food
- Independent Latin
American Fast Food
- Chained Middle
Eastern Fast Food
Eastern Fast Food
Pizza Fast Food
- Independent Pizza
Fast Food
Other Fast Food
- Independent Other
Fast Food
Fast Casual Dining
Chained Fast Food
Fast Food
Source:
Table 4
1.0
1.0
1.2
1.2
1.6
1.6
2.0
2.0
2.6
2.6
3.2
3.2
35.5
277.7
313.2
43.1
313.7
356.9
53.4
370.0
423.4
59.9
410.6
470.5
70.7
471.9
542.6
86.9
521.4
608.3
Fast Food by Category: % Units/Outlets Growth 2006-2011
% Units/Outlets growth
Asian Fast Food

- Independent Asian Fast Food
- Chained Bakery Products Fast Food
- Independent Bakery Products Fast Food
Burger Fast Food
- Chained Burger Fast Food
- Independent Burger Fast Food
Chicken Fast Food
- Chained Chicken Fast Food
- Independent Chicken Fast Food
Convenience Stores Fast Food
- Chained Convenience Stores Fast Food
- Independent Convenience Stores Fast
Food
Fish Fast Food
- Independent Fish Fast Food
Ice Cream Fast Food
- Chained Ice Cream Fast Food
- Independent Ice Cream Fast Food
- Chained Latin American Fast Food
2010/11
2006-11 CAGR
2006/11 Total
5.8
11.0
5.8
3.3
13.5
2.0
16.0
16.0
28.6
32.0
4.4
8.5
8.5
-
5.7
9.7
5.7
4.8
10.7
4.1
14.0
14.0
21.4
24.7
4.7
9.2
9.2
-
31.8
58.8
31.7
26.5
66.3
22.2
92.3
92.3
163.9
201.1
25.8
55.6
55.6
-
19.5
19.5
-
30.6
30.6
-
279.5
279.5
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FAST FOOD IN CHINA
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- Independent Latin American Fast Food

- Chained Middle Eastern Fast Food
- Independent Middle Eastern Fast Food
Pizza Fast Food
- Independent Pizza Fast Food
Other Fast Food
- Independent Other Fast Food
Fast Casual Dining
Chained Fast Food
Fast Food
Source:
Table 5
15.1
5.8
6.0
13.4
5.6
5.8
87.3
31.6
32.8
Fast Food by Category: % Transaction Growth 2006-2011
% transaction growth
Asian Fast Food

Burger Fast Food
Chicken Fast Food
Food
Fish Fast Food
Ice Cream Fast Food
Pizza Fast Food
Other Fast Food
Fast Casual Dining
Chained Fast Food
2010/11
2006-11 CAGR
2006/11 Total
6.2
11.5
6.2
4.4
14.0
1.5
18.5
18.5
20.2
21.0
5.0
8.0
8.0
-
6.7
9.9
6.6
5.8
12.5
4.1
14.8
14.8
17.9
18.7
5.2
8.6
8.6
-
38.1
60.2
37.9
32.8
80.1
22.1
99.2
99.2
127.4
135.7
28.8
50.9
50.9
-
20.0
20.0
17.6
6.2
28.9
28.9
15.4
6.6
256.5
256.5
104.4
37.9
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Fast Food
6.7
7.0
Source:
Table 6
Fast Food by Category: % Foodservice Value Growth 2006-2011
40.0
% value growth
Asian Fast Food

Burger Fast Food
Chicken Fast Food
Food
Fish Fast Food
Ice Cream Fast Food
Pizza Fast Food
Other Fast Food
Fast Casual Dining
Chained Fast Food
Fast Food
Source:
Table 7
2010/11
2006-11 CAGR
2006/11 Total
10.6
16.0
10.5
9.4
17.0
6.0
23.3
23.3
24.5
25.0
12.8
14.0
14.0
-
13.6
19.8
13.5
10.7
16.2
8.6
12.9
12.9
21.4
21.9
10.3
14.0
14.0
-
89.2
147.1
88.1
66.5
111.7
50.7
83.0
83.0
163.4
169.4
63.6
92.5
92.5
-
24.1
24.1
22.9
10.5
12.1
27.5
27.5
19.6
13.4
14.2
236.5
236.5
144.6
87.7
94.2
Sales of Bakery Products Fast Food by Type 2008-2011
% value
Sandwich Specialists
Sweet Bakery Goods Specialists
2008
2009
2010
2011
2.5
3.0
3.0
3.5
3.5
3.7
4.5
3.9
FAST FOOD IN CHINA
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Other Including Mixed Bakery

Fast Food
Total
Source:
94.5
93.5
92.8
91.6
100.0
100.0
100.0
100.0
store checks, trade interviews, trade sources
Table 8
Global Brand Owner Shares of Chained Fast Food 2007-2011
% value
Company
Yum! Brands Inc
McDonald's Corp
Ting Hsin International
Group
Hua Lai Shi Catering
Management and Service
Co Ltd
Shigemitsu Industry Co
Ltd
Kungfu Catering
Management Co Ltd
Country Style Cooking
Restaurant Chain Co Ltd
Jiangshu Grand Mother
Dumplings
Yoshinoya Holdings Co Ltd
International Dairy
Queen Inc
Jollibee Foods Corp
Caf de Coral Holdings
Ltd
General Mills Inc
Shenzhen Mian Dian Wang
Foodservice Co Ltd
Malan Lamian Fast Food
Chain Co Ltd
Doctor's Associates Inc
Burger King Holdings Inc
Bright Food (Group) Co
Ltd
Shanghai Xinya Dabao Co
Ltd
Dunkin' Brands Inc
Brilliance Group Co Ltd
Shenyang Laobian
Dumplings Co Ltd
Itochu Group
Seven & I Holdings Co Ltd
California Beef Noodle
King Co Ltd
Shanghai Zhending
Chicken Industry
Development Co Ltd
Kahala Corp
Mrs Fields' Original
Cookies Inc
Lawson Inc
MOS Food Services Inc
2007
2008
2009
2010
2011
40.7
19.1
9.1
41.1
17.4
9.3
40.3
15.7
9.6
39.6
15.4
9.0
39.0
15.6
8.7
1.4
2.2
3.0
3.9
5.5
1.9
2.8
2.9
3.3
3.1
1.7
1.8
2.0
2.2
2.2
0.4
0.4
0.8
1.1
1.3
1.0
1.3
1.2
1.2
1.0
0.6
0.3
0.9
0.4
0.9
0.5
1.0
0.7
1.0
0.8
0.4
0.6
0.5
0.6
0.6
0.6
0.6
0.7
0.7
0.6
0.5
0.7
0.5
0.7
0.5
0.6
0.6
0.6
0.5
0.5
1.1
1.0
0.7
0.6
0.4
0.1
0.1
0.4
0.2
0.2
0.4
0.3
0.3
0.4
0.3
0.4
0.4
0.4
0.4
0.4
0.4
0.3
0.3
0.2
0.2
0.2
0.8
0.0
0.2
0.2
0.1
0.2
0.2
0.2
0.2
0.1
0.2
0.1
0.1
0.0
0.1
0.1
0.0
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.0
0.1
0.1
0.0
0.1
0.0
0.1
0.0
0.1
0.0
0.0
0.0
0.0
-
0.0
-
0.0
-
0.0
-
10
FAST FOOD IN CHINA
Passport
Others
Total
Source:
18.1
100.0
17.3
100.0
18.0
100.0
17.4
100.0
16.6
100.0
Table 9
Brand Shares of Chained Fast Food 2008-2011
% value
Brand
Global Brand Owner
2008
2009
2010
2011
Yum! Brands Inc

McDonald's Corp
Group
Hua Lai Shi Catering
Management and Service
Co Ltd
Shigemitsu Industry Co Ltd
Kungfu Catering
Management Co Ltd
Country Style Cooking
Restaurant Chain Co Ltd
Jiangshu Grand Mother
Dumplings
Yoshinoya Holdings Co Ltd
International Dairy
Queen Inc
Jollibee Foods Corp
Caf de Coral Holdings Ltd
General Mills Inc
Shenzhen Mian Dian Wang
Foodservice Co Ltd
Malan Lamian Fast Food
Chain Co Ltd
Doctor's Associates Inc
Burger King Holdings Inc
Group
Shanghai Xinya Dabao Co
Ltd
Bright Food (Group) Co Ltd
Brilliance Group Co Ltd
Shenyang Laobian
Dumplings Co Ltd
Itochu Group
Dunkin' Brands Inc
Seven & I Holdings Co Ltd
California Beef Noodle
King Co Ltd
Dunkin' Brands Inc
Shanghai Zhending
Chicken Industry
Development Co Ltd
41.0
17.4
9.1
40.2
15.7
9.2
39.6
15.4
8.5
38.9
15.6
8.3
2.2
3.0
3.9
5.5
2.8
1.8
2.9
2.0
3.3
2.2
3.1
2.2
0.4
0.8
1.1
1.3
1.3
1.2
1.2
1.0
0.9
0.4
0.9
0.5
1.0
0.7
1.0
0.8
0.5
0.6
0.5
0.7
0.6
0.6
0.5
0.6
0.6
0.7
0.6
0.6
0.7
0.6
0.5
0.5
1.0
0.7
0.6
0.4
0.2
0.2
0.2
0.3
0.3
0.4
0.3
0.4
0.5
0.4
0.4
0.4
0.3
0.3
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.1
0.2
0.1
0.1
0.0
0.0
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.0
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
17.5
100.0
18.2
100.0
17.6
100.0
16.8
100.0
KFC
McDonald's
Dicos
cnHLS
Ajisen Ramen
Kungfu
CSC
Daniang Dumpling
Yoshinoya
Dairy Queen
Yonghe King
Caf de Coral
Hagen-Dazs
Mian Dian Wang
Malan Lamian
Subway
Burger King
Master Kong Chef's
Table
New Asia Snack
HD/Alldays
Quick
Laobian Dumplings
Family Mart
Dunkin' Donuts
7-Eleven
California Beef
Noodle King
Kedi
Iceason
Baskin-Robbins
Zhen Ding Chicken
Others
Total
Source:
11
FAST FOOD IN CHINA
Table 10
Passport
Forecast Sales in Fast Food by Category: Units/Outlets 2011-2016
'000 outlets
Asian Fast Food

- Independent Asian
Fast Food
- Chained Bakery
Products Fast Food
Products Fast Food
Burger Fast Food
Food
Fast Food
Chicken Fast Food
Food
Fast Food
Food
Stores Fast Food
- Independent
Food
Fish Fast Food
Food
Ice Cream Fast Food
- Chained Ice Cream
Fast Food
Fast Food
- Chained Latin
American Fast Food
- Independent Latin
American Fast Food
- Chained Middle
Eastern Fast Food
Eastern Fast Food
Pizza Fast Food
- Independent Pizza
Fast Food
Other Fast Food
- Independent Other
Fast Food
2011
2012
2013
2014
2015
2016
1,264.5
5.4
1,259.1
1,335.6
6.0
1,329.6
1,407.9
6.5
1,401.4
1,481.3
7.0
1,474.3
1,555.4
7.4
1,548.0
1,630.2
7.8
1,622.3
8.1
1.0
8.2
1.2
8.1
1.3
8.2
1.4
8.3
1.6
8.4
1.7
7.1
7.1
6.7
6.7
6.7
6.7
1.8
1.8
2.1
2.1
2.3
2.3
2.5
2.5
2.7
2.7
2.9
2.9
10.3
9.2
11.8
10.7
13.3
12.2
14.8
13.7
16.2
15.0
17.5
16.3
1.0
1.1
1.1
1.1
1.2
1.2
17.8
19.3
20.7
22.2
23.6
25.0
17.8
19.3
20.7
22.2
23.6
25.0
2.4
2.4
2.8
2.8
3.3
3.3
3.9
3.9
4.6
4.6
5.3
5.3
12
FAST FOOD IN CHINA
Passport
Fast Casual Dining

Chained Fast Food
Fast Food
Source:
37.7
1,267.2
1,304.9
42.0
1,337.8
1,379.8
46.4
1,409.3
1,455.6
50.7
1,482.1
1,532.9
55.0
1,555.9
1,610.9
59.0
1,630.2
1,689.2
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 11
Forecast Sales in Fast Food by Category: Number of Transactions 2011-2016
Mn transactions
Asian Fast Food

- Independent Asian
Fast Food
- Chained Bakery
Products Fast Food
Products Fast Food
Burger Fast Food
Food
Fast Food
Chicken Fast Food
Food
Fast Food
Food
Stores Fast Food
- Independent
Food
Fish Fast Food
Food
Ice Cream Fast Food
- Chained Ice Cream
Fast Food
Fast Food
- Chained Latin
American Fast Food
- Independent Latin
American Fast Food
- Chained Middle
Eastern Fast Food
Eastern Fast Food
Pizza Fast Food
2011
2012
2013
2014
2015
2016
72,877.8
687.5
72,190.3
77,718.0
763.1
76,954.8
82,719.4
839.4
81,880.0
87,867.3
910.8
86,956.5
93,153.0
979.1
92,173.9
98,562.7
1,042.8
97,520.0
160.4
40.2
164.7
45.6
164.4
51.3
169.2
57.2
174.6
63.2
179.7
68.6
120.2
119.0
113.1
112.0
111.4
111.1
611.4
611.4
700.0
700.0
787.6
787.6
870.2
870.2
944.2
944.2
1,005.6
1,005.6
2,010.2
1,921.2
2,330.8
2,238.2
2,658.6
2,562.7
2,982.0
2,883.1
3,287.6
3,185.8
3,561.3
3,456.6
89.0
92.6
95.8
98.9
101.8
104.7
228.4
245.5
262.7
279.8
296.6
312.9
228.4
245.5
262.7
279.8
296.6
312.9
84.8
84.8
101.3
101.3
120.0
120.0
141.6
141.6
165.7
165.7
193.1
193.1
13
FAST FOOD IN CHINA
Passport
- Independent Pizza
Fast Food
Other Fast Food
- Independent Other
Fast Food
Fast Casual Dining
Chained Fast Food
Fast Food
Source:
Table 12
3,573.5
72,399.5
75,973.0
4,093.8
77,166.5
81,260.3
4,623.8
82,088.9
86,712.7
5,142.8
87,167.4
92,310.1
5,634.7
92,387.1
98,021.8
6,079.5
97,735.8
103,815.3
trade sources
Forecast Sales in Fast Food by Category: Foodservice Value 2011-2016
RMB bn
Asian Fast Food

- Independent Asian
Fast Food
- Chained Bakery
Products Fast Food
Products Fast Food
Burger Fast Food
Food
Fast Food
Chicken Fast Food
Food
Fast Food
Food
Stores Fast Food
- Independent
Food
Fish Fast Food
Food
Ice Cream Fast Food
- Chained Ice Cream
Fast Food
Fast Food
- Chained Latin
American Fast Food
- Independent Latin
American Fast Food
2011
2012
2013
2014
2015
2016
529.8
13.1
516.7
570.2
14.8
555.5
612.4
16.4
596.0
656.3
17.9
638.3
701.9
19.5
682.4
749.0
20.9
728.1
4.1
1.3
4.3
1.5
4.4
1.7
4.6
1.9
4.9
2.1
5.1
2.3
2.7
2.8
2.7
2.7
2.7
2.8
15.8
15.8
18.1
18.1
20.5
20.5
22.7
22.7
24.8
24.8
26.5
26.5
54.3
52.4
63.3
61.3
72.6
70.5
81.9
79.6
90.7
88.4
98.8
96.3
1.9
2.0
2.1
2.2
2.3
2.4
1.2
1.3
1.4
1.6
1.7
1.8
1.2
1.3
1.4
1.6
1.7
1.8
3.2
3.2
3.8
3.8
4.6
4.6
5.4
5.4
6.4
6.4
7.5
7.5
14
FAST FOOD IN CHINA
Passport
- Chained Middle
Eastern Fast Food
Eastern Fast Food
Pizza Fast Food
- Independent Pizza
Fast Food
Other Fast Food
- Independent Other
Fast Food
Fast Casual Dining
Chained Fast Food
Fast Food
Source:
Table 13
86.9
521.4
608.3
100.8
560.3
661.1
115.1
600.8
715.9
129.2
643.3
772.5
142.8
687.5
830.3
155.4
733.3
888.7
trade sources
Forecast Sales in Fast Food by Category: % Units/Outlets Growth 2011-2016
% Units/Outlets growth
Asian Fast Food

Burger Fast Food
Chicken Fast Food
- Independent Convenience Stores Fast Food
Fish Fast Food
Ice Cream Fast Food
Pizza Fast Food
Other Fast Food
Fast Casual Dining
Chained Fast Food
2011-16 CAGR
2011/16 TOTAL
5.2
7.8
5.2
0.7
10.7
-1.2
10.0
10.0
11.2
12.0
3.0
7.0
7.0
17.4
17.4
9.4
28.9
45.5
28.8
3.4
66.1
-5.7
60.8
60.8
69.9
75.9
15.8
40.2
40.2
123.0
123.0
56.7
15
FAST FOOD IN CHINA
Passport

Fast Food
Source:
5.2
5.3
28.6
29.5
trade sources
Table 14
Forecast Sales in Fast Food by Category: % Transaction Growth 2011-2016
% transaction growth
Asian Fast Food

Burger Fast Food
Chicken Fast Food
Fish Fast Food
Ice Cream Fast Food
Pizza Fast Food
Other Fast Food
Fast Casual Dining
Chained Fast Food
Fast Food
Source:
2011-16 CAGR
2011/16 TOTAL
6.2
8.7
6.2
2.3
11.3
-1.6
10.5
10.5
12.1
12.5
3.3
6.5
6.5
17.9
17.9
11.2
6.2
6.4
35.2
51.7
35.1
12.0
70.7
-7.6
64.5
64.5
77.2
79.9
17.6
37.0
37.0
127.8
127.8
70.1
35.0
36.6
trade sources
Table 15
Forecast Sales in Fast Food by Category: % Foodservice Value Growth 20112016
% value growth
Asian Fast Food
2011-16 CAGR
2011/16 TOTAL
7.2
41.4
16
FAST FOOD IN CHINA

Burger Fast Food
Chicken Fast Food
Fish Fast Food
Ice Cream Fast Food
Pizza Fast Food
Other Fast Food
Fast Casual Dining
Chained Fast Food
Fast Food
Source:
Passport
9.9
7.1
4.7
11.8
0.5
11.0
11.0
12.7
13.0
5.0
9.5
9.5
18.4
18.4
12.3
7.1
7.9
trade sources
60.2
40.9
26.1
74.6
2.4
68.2
68.2
82.0
84.0
27.6
57.4
57.4
132.6
132.6
78.8
40.7
46.1
17

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