Asian Foodservice Research
Asian Foodservice Research October 2012
2
Consumer Top of Mind Thoughts of Asian Food
Word cloud: larger font = more mentions
Q: What are the first thoughts, words, or phrases that come to mind when you think about ASIAN FOOD?
n=3102
3
Food Service Asian Cuisine Key Findings
Nearly all operators offer at least some Asian or Asian-inspired items on occasions. Asian kiosks (or “stations”) are quite prevalent across multiple food service channels. The number one reason operators cite for offering Asian dishes is "to add variety to menu”. Operators are interested in fully-prepared frozen formats for appetizers, but would prefer components for entrées. Asian cuisine is primarily considered a lunch / dinner option for consumers. Takeout is more popular than delivery of AFH Asian food. Two-thirds of Asian consumers ordered Asian food during 5+ of their last 10 meals out. Panda Express and P.F. Chang’s are by far the most top of mind Asian chains. Among Asian consumption.
cuisines,
Chinese
is
where
consumers
most
expect
to
increase
For consumers, flavor, freshness, quality and value are the most desirable AFH Asian attributes.
4
Asian Cuisine Types Being Offered by Food Service Operators “Asian-inspired”food
53%
Traditional Chinese food
48%
Americanized Chinese food
38%
Thai food
26%
Asian-fusion
26%
Japanese sushi
23%
Korean BBQ
15%
Vietnamese food
13%
Korean food, excluding BBQ
11%
Japanese hibachi
6%
Filipino food
4%
Q: What types of ASIAN CUISINE do you currently serve?
Operators’ offerings generally line up with customers’ expectations, with both Traditional Chinese and Americanized Chinese being highly penetrated.
Asian Items Being Offered by Food Service Operators 72% 65%
Starters/appetizers
66% 64%
Meat & poultry entrées
61% 59%
Rice dishes
54% 47%
Noodle dishes
48%
Salads
37% 36%
Seafood entrées
17% 33%
Soups
22%
26%
Side dishes
17% 16%
Sandwiches / burgers Desserts
•
9% 9%
2%
Serve PRIMARILY or SOME PERMANENT Asian items
•
•
The most commonly served Asian items are starters, meat-based entrées, and rice dishes. Both noodle dishes and Asian salads are more common among operators who menu at least some Asian items permanently. Moreover, many of the less commonly available items overall (such as seafood entrées, soups, side dishes, sandwiches & burgers, and desserts) are far less common at places that only offer Asian items occasionally and represent an opportunity in the market.
Serve ROTATIONAL/DAILY SPECIAL/LTO Asian items
Q: Which of the following types of ASIAN FOODS does your operation currently serve?
5
6
Consumer’s Visitation of Food Service Outlets (all cuisine types) Frequent AFH dining is most common at QSR and Asian family restaurants. Predictably, some of the more specialized non-commercial segments (C&U, hotels, healthcare facilities) have lower overall visitation rates. At least once/month 84%
At least once/week
80% 68%
70%
68%
61% 55%
53% 47%
44% 29%
44% 28%
27%
21%
21%
NONASIAN ASIAN QSR NONC-Stores ASIAN QSR Family ASIAN Fast Rest. Casual
23%
24% 10%
17%
17%
17%
16%
16%
14%
14%
NONASIAN Casual
B&I
ASIAN Buffet
ASIAN Casual Rest.
NONASIAN Family
NONASIAN Buffet
C&U
Q: Approximately how often do you DINE at each of the following types of places?
18% 9%
Lodging Healthcare
2
Consumer Top of Mind Thoughts of Asian Food
Word cloud: larger font = more mentions
Q: What are the first thoughts, words, or phrases that come to mind when you think about ASIAN FOOD?
n=3102
3
Food Service Asian Cuisine Key Findings
Nearly all operators offer at least some Asian or Asian-inspired items on occasions. Asian kiosks (or “stations”) are quite prevalent across multiple food service channels. The number one reason operators cite for offering Asian dishes is "to add variety to menu”. Operators are interested in fully-prepared frozen formats for appetizers, but would prefer components for entrées. Asian cuisine is primarily considered a lunch / dinner option for consumers. Takeout is more popular than delivery of AFH Asian food. Two-thirds of Asian consumers ordered Asian food during 5+ of their last 10 meals out. Panda Express and P.F. Chang’s are by far the most top of mind Asian chains. Among Asian consumption.
cuisines,
Chinese
is
where
consumers
most
expect
to
increase
For consumers, flavor, freshness, quality and value are the most desirable AFH Asian attributes.
4
Asian Cuisine Types Being Offered by Food Service Operators “Asian-inspired”food
53%
Traditional Chinese food
48%
Americanized Chinese food
38%
Thai food
26%
Asian-fusion
26%
Japanese sushi
23%
Korean BBQ
15%
Vietnamese food
13%
Korean food, excluding BBQ
11%
Japanese hibachi
6%
Filipino food
4%
Q: What types of ASIAN CUISINE do you currently serve?
Operators’ offerings generally line up with customers’ expectations, with both Traditional Chinese and Americanized Chinese being highly penetrated.
Asian Items Being Offered by Food Service Operators 72% 65%
Starters/appetizers
66% 64%
Meat & poultry entrées
61% 59%
Rice dishes
54% 47%
Noodle dishes
48%
Salads
37% 36%
Seafood entrées
17% 33%
Soups
22%
26%
Side dishes
17% 16%
Sandwiches / burgers Desserts
•
9% 9%
2%
Serve PRIMARILY or SOME PERMANENT Asian items
•
•
The most commonly served Asian items are starters, meat-based entrées, and rice dishes. Both noodle dishes and Asian salads are more common among operators who menu at least some Asian items permanently. Moreover, many of the less commonly available items overall (such as seafood entrées, soups, side dishes, sandwiches & burgers, and desserts) are far less common at places that only offer Asian items occasionally and represent an opportunity in the market.
Serve ROTATIONAL/DAILY SPECIAL/LTO Asian items
Q: Which of the following types of ASIAN FOODS does your operation currently serve?
5
6
Consumer’s Visitation of Food Service Outlets (all cuisine types) Frequent AFH dining is most common at QSR and Asian family restaurants. Predictably, some of the more specialized non-commercial segments (C&U, hotels, healthcare facilities) have lower overall visitation rates. At least once/month 84%
At least once/week
80% 68%
70%
68%
61% 55%
53% 47%
44% 29%
44% 28%
27%
21%
21%
NONASIAN ASIAN QSR NONC-Stores ASIAN QSR Family ASIAN Fast Rest. Casual
23%
24% 10%
17%
17%
17%
16%
16%
14%
14%
NONASIAN Casual
B&I
ASIAN Buffet
ASIAN Casual Rest.
NONASIAN Family
NONASIAN Buffet
C&U
Q: Approximately how often do you DINE at each of the following types of places?
18% 9%
Lodging Healthcare
