Full-Service Restaurants in The Philippines

FULL-SERVICE RESTAURANTS
IN THE PHILIPPINES
Euromonitor International
November 2013

F UL L - S E RV I CE RE S T A URA NT S I N T HE P HI L I P P I NE S P a s s p o r t I
E u r o mo n i t o r I n t e r n a t i o n a l
LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 4
Category Data .............................................................................................................................. 5
Table 1 Full-Service Restaurants by Category: Units/Outlets 2007-2012 ................. 5
Table 2 Sales in Full-Service Restaurants by Category: Number of
Transactions 2007-2012 .............................................................................. 6
Table 3 Sales in Full-Service Restaurants by Category: Foodservice Value
2007-2012 .................................................................................................... 7
Table 4 Full-Service Restaurants by Category: % Units/Outlets Growth 2007-
2012 ............................................................................................................. 8
Table 5 Sales in Full-Service Restaurants by Category: % Transaction Growth
2007-2012 .................................................................................................... 8
Table 6 Sales in Full-Service Restaurants by Category: % Foodservice Value
Growth 2007-2012 ....................................................................................... 9
Table 7 Full-Service Restaurants by Casual vs Non-Casual: Units/Outlets
2007-2012 .................................................................................................. 10
Table 8 Sales in Full-Service Restaurants by Casual vs Non-Casual: Number
of Transactions 2007-2012 ........................................................................ 10
Table 9 Sales in Full-Service Restaurants by Casual vs Non-Casual:
Foodservice Value 2007-2012 ................................................................... 11
Table 10 Full-Service Restaurants by Casual vs Non-Casual: % Units/Outlets
Growth 2007-2012 ..................................................................................... 11
Table 11 Sales in Full-Service Restaurants by Casual vs Non-Casual: %
Transaction Growth 2007-2012 .................................................................. 11
Table 12 Sales in Full-Service Restaurants by Casual vs Non-Casual: %
Foodservice Value Growth 2007-2012 ....................................................... 12
Table 13 GBO Company Shares in Chained Full-Service Restaurants: %
Table 14 GBN Brand Shares in Chained Full-Service Restaurants: %
Table 15 Forecast Full-Service Restaurants by Category: Units/Outlets 2012-
2017 ........................................................................................................... 14
Table 16 Forecast Sales in Full-Service Restaurants by Category: Number of
Transactions 2012-2017 ............................................................................ 15
Table 17 Forecast Sales in Full-Service Restaurants by Category: Foodservice
Value 2012-2017 ........................................................................................ 16
Table 18 Forecast Full-Service Restaurants by Category: % Units/Outlets
Growth 2012-2017 ..................................................................................... 17
Table 19 Forecast Sales in Full-Service Restaurants by Category: %
Transaction Growth 2012-2017 .................................................................. 17
Table 20 Forecast Sales in Full-Service Restaurants by Category: %
Foodservice Value Growth 2012-2017 ....................................................... 18
Table 21 Forecast Full-Service Restaurants by Casual vs Non-Casual:
Units/Outlets 2012-2017 ............................................................................ 19
F UL L - S E RV I CE RE S T A URA NT S I N T HE P HI L I P P I NE S P a s s p o r t I I
Table 22 Forecast Sales in Full-Service Restaurants by Casual vs Non-Casual:
Number of Transactions 2012-2017 ........................................................... 19
Table 24 Forecast Full-Service Restaurants by Casual vs Non-Casual: %
Units/Outlets Growth 2012-2017 ................................................................ 20
% Transaction Growth 2012-2017 .............................................................. 20
% Foodservice Value Growth 2012-2017 ................................................... 21

F UL L - S E RV I CE RE S T A URA NT S I N T HE P HI L I P P I NE S P a s s p o r t 1
FULL-SERVICE RESTAURANTS IN
THE PHILIPPINES

HEADLINES
Full-service restaurants rebounds with 3% value sales growth in 2012
The category welcomes the entry of international brands
Pizza full-service restaurants is the brightest spot in 2012 with sales jumping by 6%
Value sales per outlet increases by 3%
Maxs Inc sustains its lead with a value share of 2%
Full-service restaurants is expected to see challenges ahead; its constant value CAGR is
negligible for the forecast period

TRENDS
After reporting a flat performance in 2011, full-service restaurants rebounded in 2012 as the
upbeat economy encouraged more chained players to open up more outlets in promising
locations. There is also an emerging demand for upscale dining, which boosts overall sales.
The growing disposable income level in the metropolis as well as greater exposure to higher-
quality food are instrumental in the recovery of full-service restaurants. There has also been
an improvement in value sales per outlet as Filipinos are willing to spend more per
transaction. Operators launches of group meals have also been well-received by value-
conscious diners. In 2012, full-service restaurants value sales grew by 3% and reached
Ps100.3 billion.
Filipinos growing interest in foreign cuisine is being satisfied by the launch of international
full-service restaurants brands in the Philippine market. Instead of local companies building
their own restaurants featuring foreign cuisine, companies are bringing foreign brands into the
country to create the image of authenticity, which is very important to more affluent buyers. As
more upscale buyers are exposed to food during their travels abroad, a more discriminating
palate is developed. This niche is often willing to pay a premium for authentic, high-quality
products. A number of international brands entered the Philippine market in 2012 including PF
Chang, Yomenya Goemon, Boon Tong Kee, and Sariwons Bulgogi and Galbi Korean
Barbecue.
The new product innovations undertaken by players in pizza full-service restaurants have
been instrumental in sustaining moderate growth in value sales. The category reported the
most vibrant performance in 2012 with value sales growing by 6%. Filipinos have been
excited by the new flavours launched by players including Pizza Hut and Shakeys. These two
players have been keen on maximising same-store sales by beefing up their menu with new
flavours, overloaded toppings and cheesier pizzas. Appealing to a larger base of diners, more
alternatives for group meals are also offered by players.
Compared with fast food outlets, full-service restaurants in the Philippines are perceived to
offer higher-quality products, which enables operators to charge higher prices. Full-service
restaurants primarily serve more affluent consumers who are willing to pay for better food and
ambiance. Operators in the category also invest in more spacious, well-organised and air-
conditioned restaurants in order to provide a better experience to patrons.
The casual dining full-service restaurants category in the Philippines is led Philippine Pizza
Inc, the operator of Pizza Hut brand in the country. The brand has been able to establish loyal
clientele in the local market through its wide network of outlets and regular advertising
campaigns. During the recent years, Pizza Hut invested in research and development in order
to bring more innovative products to the market which provides more alternatives to diners.
The review period saw Filipinos emerging interest in the cuisine of its neighbouring countries.
The growing number of Koreans living and studying in the country facilitated the opening up of
Korean full-service restaurants, which initially gave Filipinos a taste of kimchi, bulgogi, kalbi
chim and other cuisine. In 2012, Filipinos grew more interested in Korean cuisine,
encouraging the entry of more players serving Korean food. Japanese food also remains very
popular in the local market as Filipinos gain interest in ramen, katsudon and other dishes. In
European full-service restaurants, Filipinos are rediscovering their love for French cuisine
especially for pastries such as macaroons.
Other full-service restaurants in the Philippines are often focused on food type instead of
cuisine. For instance, Maxs is a local brand known for its fried chicken while Via Mare is
known for its seafood offerings. Different other full-service restaurants offer buffets for a flat
price. In 2012, these types of outlets remained very popular with city diners who want to
sample a wide range of products from a single venue. Successful buffet restaurants include
Kamayan, Sambo-Kojin and Yakimix. A luxury buffet outlet introduced in 2012 is Vikings,
which focuses on high-quality food, good ambiance and excellent customer service.
Operators in the local market continue to improve value sales by targeting important parts of
the day. Maxs offers more alternatives for afternoon snacks through its Merienda Mixed,
which are priced at Ps95. On the other hand, Outback Steakhouse hopes to increase
lunchtime transactions through its Weekday Lunch promotions.
A huge portion of value sales in full-service restaurants is spent on eat-in transactions. It
should be noted that most customers often dine with friends and families in full-service
restaurants as a social activity. It is estimated that 83% of value sales in 2012 was accounted
for by eat-in transactions, while the take-away share was 14%. Delivery remains very small at
3%. Companies also try to offer delivery services through a consumer foodservice logistics
company called CityDelivery. Open to both chained and independent players, this delivery
service enables operators to conveniently deliver products to clients without investing in
additional manpower and other resources.
Value sales in full-service restaurants are mostly contributed by food expenditure, which is
estimated to take 68% of total spending. Most players in full-service restaurants offer generic
beverages, the most popular of which are carbonated drinks, mineral water and iced tea. In
recent years, there has been a growing number of operators that offers alcoholic drinks. A
large number of full-service restaurants focuses on improving its food offerings, and
beverages are not used as a differentiating factor in competition.

COMPETITIVE LANDSCAPE
Full-service restaurants in the Philippines is dominated by independent players, which
accounted for an 84% value share of total sales in 2012. Among chained players, local player
Maxs Inc contributed the largest portion of sales at 2%. With its tagline The house that fried
chicken built, the Maxs brand has developed a patron base that is loyal to its home-cooked
fried chicken. Pancake House Inc, the biggest casual full-service restaurants dining operator
in the country, follows Maxs Inc with a value share of 2%. Philippine Pizza Inc, the operator of
Pizza Hut restaurants, occupies the third spot with 2%.
Despite the increasing number of international brands in the local market, foreign players
account for only a small proportion of outlets, transactions and value sales in the country.
Among the popular international brands include Shakeys, Pizza Hut, Kenny Rogers Roasters,
Italiannis and TGI Fridays. It should be noted that other multinational brands have fewer than
10 stores. Expansion of multinationals is often limited by the general level of disposable
income in a location. As foreign brands operate at higher price points, they cater to a niche of
wealthy customers.
Racks Inc registered the most vibrant performance among full-service restaurants brands in
2012. During the year, the business organisation opened five more outlets of its Racks
steakhouse, bringing its total network to 15 nationwide. The opening up of more branches is
buoyed by Filipinos new-found love for premium steaks and ribs. It should be noted that the
popularity of new steak options such as Angus continues to attract more customers. In the
local market, Racks is considered to be one of the best places offering steaks.
Franchising has been instrumental in the expansion strategies of both local and international
full-service restaurants. Most companies offer franchising options especially when trying to
expand in cities outside Metro Manila. In smaller chains, franchising is not a popular option.
For instance, chains such as Savory, Gloria Maris, Cabalen, and Barrio Fiesta are all
company-owned yet these are family businesses where different branches are operated and
owned by different family members.
In 2012, the demand for value-oriented family dining was more prevalent in the local market.
While customers of full-service restaurants are typically more willing to pay for the experience,
they are also evaluating the value offered by brands, by assessing the food quality, the
ambiance and the customer service offered by players. Some operators such as Maxs, Pizza
Hut and Shakeys try to market themselves as value-oriented by offering value meals. Other
players such TGI Fridays, Fish and Co, and Cibo continue to exude an upscale image by
focusing on higher-quality ingredients and outlet improvements.
In a bid to attract customers to try out their offerings, full-service restaurants operators are
offering discounts through group-buying sites. Most players employing this strategy are
independents that want to improve transaction rates, and introduce their products to
customers. The most popular group-buying sites are provided by Ensogo, Cash Cash Pinoy
and Metro Deal, which offer 30-50% discount for customers.
Full-service restaurants operators are keen on improving their delivery sales by providing
more convenient ordering options to customers. During 2012, Maxs Inc launched online
ordering for its stores within Metro Manila. Pizza full-service restaurants brand Shakeys has
taken one step forward by introducing the first-ever mobile ordering application, which clients
can install in their smartphones. These ordering facilities are companies responses to the
faster-paced lifestyle and technology-driven life of urban dwellers. These are strategically
launched to improve out-of-store transaction numbers and value sales.
The players in full-service restaurants have taken advantage of the establishment of shopping
centres in order to widen their network of outlets. Such outlets are often located in shopping
destinations both in Metro Manila and in key provincial cities, which secures them of high
footfall and a wide market base. During 2012, operators focused on building outlets that
impart a pleasant dining experience to customers. Ambiance has been a very critical
differentiating factor in recent years, in both value-oriented and upscale restaurants.
Customers are often attracted to themed settings and their on-the-go lifestyle makes a homely
and relaxed atmosphere more preferable.

PROSPECTS
Full-service restaurants will see a challenging forecast period with dismal growth prospects.
This category will witness the closure of more outlets especially among provincial
independent players. The entry of more chained fast food restaurants in provincial areas
could potentially lead to the closure of more independent outlets. It should be noted that
provincial consumers gravitate to newly opened popular chained fast food brands, and dining
out in these outlets is a good treat for their children. Over the next five years, the constant
value CAGR is set to be marginal, with total revenue inching up to Ps100.9 billion in 2017.
As the number of chained players in full-service restaurants escalates, rivalry among
operators and brands will be more intense. Operators will continue to launch strategies in
order to differentiate themselves from the competition. For instance, chained players could
continue to beef up their lines of value meals to attract price-conscious customers while also
maintaining their commitment to offering more innovative dishes, in order to keep customers
excited.
Filipinos will continue to take an interest in foreign cuisine, which will support the entry of
more foreign brands in the local market. Players are keen on bringing in international brands,
not only to enable domestic diners to try their food offerings, but to allow them to have new
experiences with familiar food. For instance, IHOP opened in Manila in 2013, allowing
customers to have breakfast all day. Although this is not a new concept, Filipinos are thrilled
with the prospect of enjoying the brands famous huge pancake with unlimited signature
sauces. Other brands scheduled to open in the Philippines include Mad for Garlic, Gyu-Kaku
and Saboten, among others.
The upbeat economic prospects in the Philippines will encourage Filipinos to dine out more
often. In Metro Manila, there is an emerging consumer base of higher-income young and
middle-aged professionals with more discriminating palates, which could stimulate value
growth for full-service restaurants. Even though customers are willing to order and pay more
for each transaction, they are expected to remain very value-conscious and will expect
players to deliver what they are paying for. Thus, aside from consistent offerings of delicious
food, customers will look for good ambiance, good customer service and even free internet
access.
Dining in groups could become more prevalent in the forecast period as Filipinos continue to
perceive dining out as a social activity. This can be responded to by players through the
launch of value-oriented group meals. Group meals could also be a means to acquaint
customers with lower-selling yet highly potentially popular items on restaurants menus.
Filipinos will have better and more frequent access to internet technology, which could affect
their choice of restaurant. The popularity of food blogs maintained by diners is a double-
edged sword for consumer foodservice players. While these blogs often help in disseminating
information about new offerings, the influence of bloggers could be detrimental to players that
are unable to meet their expectations. Filipino consumers are seen to increasingly consult
consumer reviews and blogs, and will be strongly influenced by the information that they get
online, especially when trying out new restaurants. Operators could benefit from organising
blogger events, but being consistent with the delivery of their dining experience will become
very important in the forecast period.
Pizza full-service restaurants will remain the brightest spot within full-service restaurants in
the forecast period. This category is projected to post a constant value CAGR of 2% from
2012 to 2017. Major players such as Pizza Hut and Shakeys are expected to be keen on
penetrating more locations nationwide. Committed to offering more innovative products, group
meals and value meals, these players will continue to attract Filipino customers to their
restaurants.

CATEGORY DATA

Table 1 Full-Service Restaurants by Category: Units/Outlets 2007-2012

outlets
2007 2008 2009 2010 2011 2012

Asian Full-Service 13,218 12,967 12,590 12,446 12,339 12,256
Restaurants
- Chained Asian Full- 320 327 329 308 310 311
Service Restaurants
- Independent Asian 12,898 12,640 12,261 12,138 12,029 11,945
Full-Service Restaurants
European Full-Service 888 866 855 854 847 842
Restaurants
- Chained European Full- 68 62 63 70 73 75
Service Restaurants
- Independent European 820 804 792 784 774 767
Latin American Full- - - - - - -
Service Restaurants
- Chained Latin - - - - - -
American Full-Service
Restaurants
- Independent Latin - - - - - -
Restaurants
Middle Eastern Full- - - - - - -
Service Restaurants
- Chained Middle - - - - - -
Eastern Full-Service
Restaurants
- Independent Middle - - - - - -
Restaurants
North American Full- 2,666 2,716 2,746 2,793 2,830 2,865
Service Restaurants
- Chained North 181 194 191 207 218 230
Restaurants
- Independent North 2,485 2,522 2,555 2,586 2,612 2,635
Restaurants
Pizza Full-Service 486 493 494 531 564 568
Restaurants
- Chained Pizza Full- 216 220 218 250 278 279
Service Restaurants
- Independent Pizza 270 273 276 281 286 289
Other Full-Service 1,615 1,636 1,616 1,611 1,609 1,625
Restaurants
- Chained Other Full- 207 214 223 232 237 252
Service Restaurants
- Independent Other 1,408 1,422 1,393 1,379 1,372 1,373
Full-Service Restaurants 18,873 18,678 18,301 18,235 18,189 18,156
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Table 2 Sales in Full-Service Restaurants by Category: Number of Transactions 2007-
2012

Mn transactions
2007 2008 2009 2010 2011 2012

Asian Full-Service 297.1 288.1 276.9 270.9 266.4 262.3
Restaurants
- Chained Asian Full- 13.6 13.1 12.9 12.2 12.3 12.3
Service Restaurants
- Independent Asian 283.5 275.0 264.0 258.7 254.1 250.0
European Full-Service 12.0 11.4 11.1 11.1 10.9 10.8
Restaurants
- Chained European Full- 2.0 1.8 1.8 1.9 2.0 2.0
Service Restaurants
- Independent European 10.0 9.6 9.3 9.1 8.9 8.8
Service Restaurants
Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
North American Full- 41.2 41.9 42.0 42.6 44.1 44.7
Service Restaurants
- Chained North 6.1 6.4 6.1 6.5 7.8 8.1
Restaurants
- Independent North 35.1 35.5 35.9 36.1 36.3 36.5
Restaurants
Pizza Full-Service 11.1 10.9 10.7 11.0 11.6 11.8
Restaurants
- Chained Pizza Full- 8.5 8.3 8.0 8.4 8.9 9.1
Service Restaurants
- Independent Pizza 2.6 2.6 2.6 2.6 2.7 2.7
Other Full-Service 27.2 27.5 27.4 27.5 27.4 27.7
Restaurants
- Chained Other Full- 8.9 9.0 9.4 9.8 10.0 10.6
Service Restaurants
- Independent Other 18.3 18.5 18.0 17.6 17.4 17.2
Full-Service Restaurants 388.6 379.8 368.1 363.1 360.4 357.3

Table 3 Sales in Full-Service Restaurants by Category: Foodservice Value 2007-2012

Ps million
2007 2008 2009 2010 2011 2012

Asian Full-Service 63,573.7 66,036.9 66,723.1 68,277.3 67,212.6 68,294.1
Restaurants
- Chained Asian Full- 3,625.2 3,690.5 3,753.2 3,832.0 4,056.2 4,250.9
Service Restaurants
- Independent Asian 59,948.5 62,346.4 62,969.9 64,445.3 63,156.4 64,043.2
European Full-Service 6,720.0 6,711.6 6,913.0 7,170.6 7,254.1 7,416.9
Restaurants
- Chained European Full- 1,350.2 1,288.1 1,326.7 1,472.6 1,499.2 1,575.6
Service Restaurants
- Independent European 5,369.8 5,423.5 5,586.2 5,698.0 5,754.9 5,841.3
Service Restaurants
Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
North American Full- 10,039.1 10,654.6 10,330.8 10,790.1 11,479.9 12,079.2
Service Restaurants
- Chained North 2,131.7 2,430.9 2,436.0 2,658.5 3,145.0 3,436.0
Restaurants
- Independent North 7,907.4 8,223.7 7,894.7 8,131.6 8,334.9 8,643.2
Restaurants
Pizza Full-Service 3,380.9 3,469.0 3,491.5 3,736.8 4,125.0 4,390.5
Restaurants
- Chained Pizza Full- 2,854.0 2,928.9 2,935.2 3,152.7 3,517.5 3,754.4
Service Restaurants
Other Full-Service 6,503.8 6,877.7 7,081.3 7,415.4 7,721.5 8,133.5
Restaurants
- Chained Other Full- 2,328.2 2,451.6 2,610.9 2,788.5 2,955.8 3,201.1
Service Restaurants
- Independent Other 4,175.6 4,426.1 4,470.4 4,626.9 4,765.7 4,932.5
Full-Service Restaurants 90,217.5 93,749.8 94,539.6 97,390.1 97,793.0 100,314.2

Table 4 Full-Service Restaurants by Category: % Units/Outlets Growth 2007-2012

% Units/Outlets growth
2011/12 2007-12 CAGR 2007/12 Total

Asian Full-Service Restaurants -0.7 -1.5 -7.3
- Chained Asian Full-Service Restaurants 0.3 -0.6 -2.8
- Independent Asian Full-Service -0.7 -1.5 -7.4
Restaurants
European Full-Service Restaurants -0.6 -1.1 -5.2
- Chained European Full-Service 2.7 2.0 10.3
Restaurants
- Independent European Full-Service -0.9 -1.3 -6.5
Restaurants
Latin American Full-Service Restaurants - - -
- Chained Latin American Full-Service - - -
Restaurants
- Independent Latin American Full- - - -
Service Restaurants
Middle Eastern Full-Service Restaurants - - -
- Chained Middle Eastern Full-Service - - -
Restaurants
- Independent Middle Eastern Full- - - -
Service Restaurants
North American Full-Service Restaurants 1.2 1.5 7.5
- Chained North American Full-Service 5.5 4.9 27.1
Restaurants
- Independent North American Full- 0.9 1.2 6.0
Service Restaurants
Pizza Full-Service Restaurants 0.7 3.2 16.9
- Chained Pizza Full-Service Restaurants 0.4 5.3 29.2
- Independent Pizza Full-Service 1.0 1.4 7.0
Restaurants
Other Full-Service Restaurants 1.0 0.1 0.6
- Chained Other Full-Service Restaurants 6.3 4.0 21.7
- Independent Other Full-Service 0.1 -0.5 -2.5
Restaurants
Full-Service Restaurants -0.2 -0.8 -3.8

Table 5 Sales in Full-Service Restaurants by Category: % Transaction Growth 2007-
2012

% transaction growth
2011/12 2007-12 CAGR 2007/12 Total

Asian Full-Service Restaurants -1.5 -2.5 -11.7
- Chained Asian Full-Service Restaurants 0.3 -1.9 -9.2
- Independent Asian Full-Service -1.6 -2.5 -11.8
Restaurants
European Full-Service Restaurants -1.1 -2.1 -10.1
- Chained European Full-Service 2.1 -0.2 -0.9
Restaurants
- Independent European Full-Service -1.8 -2.5 -12.0
Restaurants
Restaurants
Service Restaurants
Restaurants
Service Restaurants
Restaurants
Service Restaurants
Restaurants
- Independent Other Full-Service -1.3 -1.3 -6.4
Restaurants

Table 6 Sales in Full-Service Restaurants by Category: % Foodservice Value Growth
2007-2012

% value growth
2011/12 2007-12 CAGR 2007/12 Total

Asian Full-Service Restaurants 1.6 1.4 7.4
- Chained Asian Full-Service Restaurants 4.8 3.2 17.3
- Independent Asian Full-Service 1.4 1.3 6.8
Restaurants
European Full-Service Restaurants 2.2 2.0 10.4
- Chained European Full-Service 5.1 3.1 16.7
Restaurants
- Independent European Full-Service 1.5 1.7 8.8
Restaurants
Restaurants
Service Restaurants
Restaurants
Service Restaurants
Restaurants
Service Restaurants
Restaurants
- Independent Other Full-Service 3.5 3.4 18.1
Restaurants
Full-Service Restaurants 2.6 2.1 11.2

Table 7 Full-Service Restaurants by Casual vs Non-Casual: Units/Outlets 2007-2012

outlets
2007 2008 2009 2010 2011 2012

Casual Dining Full- 710 725 716 755 780 787
Service Restaurants
- Chained Casual Dining 584 612 601 625 652 665
- Independent Casual 126 113 115 130 128 122
Dining Full-Service
Restaurants
Non-Casual Dining Full- 18,163 17,953 17,585 17,480 17,409 17,369
Service Restaurants
- Chained Non-Casual 408 405 423 442 464 482
Dining Full-Service
Restaurants
- Independent Non- 17,755 17,548 17,162 17,038 16,945 16,887
Casual Dining Full-
Service Restaurants

Table 8 Sales in Full-Service Restaurants by Casual vs Non-Casual: Number of
Transactions 2007-2012

Mn transactions
2007 2008 2009 2010 2011 2012

Casual Dining Full- 42.3 42.3 38.9 40.8 42.5 42.7
Service Restaurants
- Chained Casual Dining 27.8 28.2 26.6 27.4 29.0 29.3
- Independent Casual 14.6 14.1 12.4 13.5 13.4 13.3
Dining Full-Service
Restaurants
Non-Casual Dining Full- 346.3 337.5 329.2 322.2 317.9 314.7
Service Restaurants
- Chained Non-Casual 11.4 10.4 11.6 11.5 12.0 12.8
Dining Full-Service
Restaurants
- Independent Non- 334.9 327.1 317.5 310.7 305.9 301.9
Casual Dining Full-
Service Restaurants

Table 9 Sales in Full-Service Restaurants by Casual vs Non-Casual: Foodservice
Value 2007-2012

Ps million
2007 2008 2009 2010 2011 2012

Casual Dining Full- 11,692.8 12,160.5 11,393.9 12,382.9 12,984.6 13,475.2
Service Restaurants
- Chained Casual Dining 8,458.6 9,004.8 8,772.5 9,451.0 10,226.0 10,686.1
- Independent Casual 3,234.2 3,155.7 2,621.5 2,931.9 2,758.7 2,789.0
Dining Full-Service
Restaurants
Non-Casual Dining Full- 78,524.7 81,589.3 83,145.7 85,007.2 84,808.3 86,839.1
Service Restaurants
- Chained Non-Casual 3,830.7 3,785.2 4,289.6 4,453.3 4,947.7 5,531.9
Dining Full-Service
Restaurants
- Independent Non- 74,694.0 77,804.2 78,856.1 80,553.8 79,860.6 81,307.2
Casual Dining Full-
Service Restaurants

Table 10 Full-Service Restaurants by Casual vs Non-Casual: % Units/Outlets Growth
2007-2012

2011/12 2007-12 CAGR 2007/12 Total

Casual Dining Full-Service Restaurants 0.9 2.1 10.8
- Chained Casual Dining Full-Service 2.0 2.6 13.9
Restaurants
- Independent Casual Dining Full- -4.7 -0.6 -3.2
Service Restaurants
Non-Casual Dining Full-Service -0.2 -0.9 -4.4
Restaurants
- Chained Non-Casual Dining Full- 3.9 3.4 18.1
Service Restaurants
- Independent Non-Casual Dining Full- -0.3 -1.0 -4.9
Service Restaurants

Table 11 Sales in Full-Service Restaurants by Casual vs Non-Casual: % Transaction
Growth 2007-2012

2011/12 2007-12 CAGR 2007/12 Total

Restaurants
- Independent Casual Dining Full- -1.0 -1.8 -8.7
Service Restaurants
Non-Casual Dining Full-Service -1.0 -1.9 -9.1
Restaurants
Service Restaurants
- Independent Non-Casual Dining Full- -1.3 -2.1 -9.9
Service Restaurants

Table 12 Sales in Full-Service Restaurants by Casual vs Non-Casual: % Foodservice
Value Growth 2007-2012

% value growth
2011/12 2007-12 CAGR 2007/12 Total

Restaurants
- Independent Casual Dining Full- 1.1 -2.9 -13.8
Service Restaurants
Non-Casual Dining Full-Service 2.4 2.0 10.6
Restaurants
Service Restaurants
- Independent Non-Casual Dining Full- 1.8 1.7 8.9
Service Restaurants
Full-Service Restaurants 2.6 2.1 11.2

Table 13 GBO Company Shares in Chained Full-Service Restaurants: % Foodservice
Value 2008-2012

% value
Company 2008 2009 2010 2011 2012

Max's Inc 13.8 14.7 14.7 14.3 14.6
Pancake House Inc 13.3 12.8 12.6 13.1 13.2
Yum! Brands Inc 11.6 11.5 12.0 11.7 11.6
Shakey's International 10.2 9.8 9.5 9.3 9.1
Inc
Nathan's Famous Inc 7.4 7.5 7.6 7.5 7.7
Gerry's Grill Group of 4.1 4.6 4.8 4.8 4.9
Restaurants Inc
Carlson Cos Inc 3.7 3.8 4.0 3.8 3.9
Lydia's Lechon Inc 2.7 2.7 2.6 3.4 2.6
Aureflam Corp 1.2 1.2 1.3 1.3 1.4
La Dulcinea Restaurant 0.8 0.8 1.5 1.4 1.3
Inc
Don Henrico's Pizza 1.5 1.6 1.5 1.4 1.3
Foods Corp
Papa John's - - 0.0 0.9 1.1
International Inc
Cabalen Corp 1.0 1.0 1.0 1.0 1.0
Big Buddha Restaurants 1.3 1.1 1.1 1.1 1.0
Inc
Bacolod Chicken Inasal 0.7 0.8 0.8 0.8 0.8
Inc
Barrio Fiesta Inc 0.8 0.7 0.7 0.7 0.8
Cibo Inc 0.8 0.8 0.8 0.8 0.8
Via Mare Inc 0.9 0.8 0.8 0.7 0.8
Rack's Inc 0.4 0.4 0.6 0.6 0.7
California Pizza 0.5 0.5 0.5 0.6 0.7
Kitchen Inc
Benson International 0.6 0.8 0.6 0.6 0.6
Holdings Corp
OSI Restaurant Partners 0.6 0.6 0.6 0.6 0.5
Inc
Cravings Group, The 0.6 0.5 0.5 0.5 0.5
Savory Inc 0.4 0.4 0.3 0.4 0.5
Brinker International Inc 0.4 0.4 0.5 0.4 0.5
Aristocrat Inc 0.5 0.5 0.5 0.5 0.5
La Paz Foods Inc 0.6 0.7 0.6 0.6 0.5
Specialty Restaurant Inc 0.4 0.4 0.4 0.4 0.4
OB Singapore Operations 0.6 0.6 0.8 0.7 0.4
Pte Ltd
LJC Restaurant Group, The 0.3 0.3 0.3 0.3 0.4
Others 18.3 17.5 16.2 15.8 15.9
Total 100.0 100.0 100.0 100.0 100.0

Table 14 GBN Brand Shares in Chained Full-Service Restaurants: % Foodservice
Value 2009-2012

% value
Brand Global Brand Owner 2009 2010 2011 2012

Max's Max's Inc 14.7 14.7 14.3 14.6
Pizza Hut Yum! Brands Inc 11.5 12.0 11.7 11.6
Shakey's Shakey's International Inc 9.8 9.5 9.3 9.1
Kenny Rogers Roasters Nathan's Famous Inc 7.5 7.6 7.5 7.7
Pancake House Pancake House Inc 5.2 5.4 7.5 7.5
Gerry's Grill Gerry's Grill Group of 4.6 4.8 4.8 4.9
Restaurants Inc
Teriyaki Boy Pancake House Inc 5.2 4.9 3.9 4.0
Lydia's Lechon Lydia's Lechon Inc 2.7 2.6 3.4 2.6
Italianni's Carlson Cos Inc 2.1 2.4 2.2 2.1
TGI Friday's Carlson Cos Inc 1.7 1.7 1.6 1.8
Dencio's Pancake House Inc 2.4 2.4 1.7 1.6
Pho Hoa Aureflam Corp 1.2 1.3 1.3 1.4
Dulcinea La Dulcinea Restaurant Inc 0.8 1.5 1.4 1.3
Don Henrico's Don Henrico's Pizza 1.6 1.5 1.4 1.3
Foods Corp
Papa John's Papa John's - 0.0 0.9 1.1
International Inc
Cabalen Cabalen Corp 1.0 1.0 1.0 1.0
Superbowl of China Big Buddha Restaurants Inc 1.1 1.1 1.1 1.0
Bacolod Chicken Bacolod Chicken Inasal 0.8 0.8 0.8 0.8
Inasal Inc
Barrio Fiesta Barrio Fiesta Inc 0.7 0.7 0.7 0.8
Cibo Cibo Inc 0.8 0.8 0.8 0.8
Via Mare Via Mare Inc 0.8 0.8 0.7 0.8
Rack's Rack's Inc 0.4 0.6 0.6 0.7
California Pizza California Pizza 0.5 0.5 0.6 0.7
Kitchen Kitchen Inc
Gloria Maris Benson International 0.8 0.6 0.6 0.6
Holdings Corp
Outback Steakhouse OSI Restaurant Partners 0.6 0.6 0.6 0.5
Inc
Savory Savory Inc 0.4 0.3 0.4 0.5
Chili's Grill & Bar Brinker International Inc 0.4 0.5 0.4 0.5
Aristocrat Aristocrat Inc 0.5 0.5 0.5 0.5
Restaurant, The
Ilonggo Grill La Paz Foods Inc 0.7 0.6 0.6 0.5
Burgoo Specialty Restaurant Inc 0.4 0.4 0.4 0.4
Tang City Guido Group Co 1.1 0.3 - -
Saisaki Triple V Food Services Inc 0.4 - - -
Others 17.5 17.4 17.3 17.2
Total 100.0 100.0 100.0 100.0

Table 15 Forecast Full-Service Restaurants by Category: Units/Outlets 2012-2017

outlets
2012 2013 2014 2015 2016 2017

Asian Full-Service 12,256 12,186 12,129 12,084 12,039 11,993
Restaurants
- Chained Asian Full- 311 313 315 317 319 320
Service Restaurants
- Independent Asian 11,945 11,873 11,814 11,767 11,720 11,673
European Full-Service 842 833 827 823 820 818
Restaurants
- Chained European Full- 75 76 78 80 81 82
Service Restaurants
- Independent European 767 757 749 743 739 736
Service Restaurants
Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
North American Full- 2,865 2,895 2,922 2,945 2,965 2,984
Service Restaurants
- Chained North 230 239 247 254 260 265
Restaurants
- Independent North 2,635 2,656 2,675 2,691 2,705 2,719
Restaurants
Pizza Full-Service 568 575 581 587 594 602
Restaurants
- Chained Pizza Full- 279 282 286 290 295 301
Service Restaurants
- Independent Pizza 289 293 295 297 299 301
Other Full-Service 1,625 1,633 1,643 1,655 1,669 1,685
Restaurants
- Chained Other Full- 252 258 263 267 270 273
Service Restaurants
- Independent Other 1,373 1,375 1,380 1,388 1,399 1,412
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 16 Forecast Sales in Full-Service Restaurants by Category: Number of
Transactions 2012-2017

Mn transactions
2012 2013 2014 2015 2016 2017

Asian Full-Service 262.3 258.6 255.2 252.1 249.2 246.7
Restaurants
- Chained Asian Full- 12.3 12.3 12.4 12.4 12.5 12.5
Service Restaurants
- Independent Asian 250.0 246.2 242.8 239.6 236.8 234.2
European Full-Service 10.8 10.7 10.6 10.5 10.4 10.3
Restaurants
- Chained European Full- 2.0 2.0 2.0 2.0 2.1 2.1
Service Restaurants
- Independent European 8.8 8.7 8.5 8.4 8.3 8.3
Service Restaurants
Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
North American Full- 44.7 45.2 45.7 46.3 46.9 47.5
Service Restaurants
- Chained North 8.1 8.3 8.6 8.7 8.9 9.1
Restaurants
- Independent North 36.5 36.8 37.2 37.5 38.0 38.4
Restaurants
Pizza Full-Service 11.8 11.9 11.9 12.0 12.0 12.0
Restaurants
- Chained Pizza Full- 9.1 9.2 9.2 9.2 9.3 9.3
Service Restaurants
Other Full-Service 27.7 27.7 27.7 27.8 27.9 28.1
Restaurants
- Chained Other Full- 10.6 10.8 10.9 11.1 11.2 11.3
Service Restaurants
- Independent Other 17.2 17.0 16.8 16.7 16.7 16.8
trade sources

Table 17 Forecast Sales in Full-Service Restaurants by Category: Foodservice Value
2012-2017

Ps million
2012 2013 2014 2015 2016 2017

Asian Full-Service 68,294.1 67,815.8 67,413.9 67,091.6 66,843.9 66,674.4
Restaurants
- Chained Asian Full- 4,250.9 4,284.9 4,327.8 4,384.0 4,449.8 4,529.9
Service Restaurants
- Independent Asian 64,043.2 63,530.9 63,086.2 62,707.6 62,394.1 62,144.5
European Full-Service 7,416.9 7,390.0 7,372.7 7,362.8 7,361.6 7,367.0
Restaurants
- Chained European Full- 1,575.6 1,607.1 1,636.1 1,660.6 1,682.2 1,699.0
Service Restaurants
- Independent European 5,841.3 5,782.9 5,736.6 5,702.2 5,679.4 5,668.0
Service Restaurants
Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
North American Full- 12,079.2 12,234.4 12,411.0 12,606.0 12,823.8 13,061.8
Service Restaurants
- Chained North 3,436.0 3,504.7 3,567.8 3,621.3 3,668.4 3,705.1
Restaurants
- Independent North 8,643.2 8,729.7 8,843.2 8,984.7 9,155.4 9,356.8
Restaurants
Pizza Full-Service 4,390.5 4,497.0 4,597.2 4,685.9 4,766.9 4,835.0
Restaurants
- Chained Pizza Full- 3,754.4 3,848.3 3,936.8 4,015.5 4,087.8 4,149.1
Service Restaurants
Other Full-Service 8,133.5 8,254.2 8,396.1 8,555.9 8,737.5 8,938.2
Restaurants
- Chained Other Full- 3,201.1 3,297.1 3,389.4 3,474.1 3,554.1 3,625.1
Service Restaurants
- Independent Other 4,932.5 4,957.1 5,006.7 5,081.8 5,183.4 5,313.0
trade sources

Table 18 Forecast Full-Service Restaurants by Category: % Units/Outlets Growth 2012-
2017

2012-17 CAGR 2012/17 TOTAL

Asian Full-Service Restaurants -0.4 -2.1
- Chained Asian Full-Service Restaurants 0.6 2.9
- Independent Asian Full-Service Restaurants -0.5 -2.3
European Full-Service Restaurants -0.6 -2.9
- Chained European Full-Service Restaurants 1.8 9.3
- Independent European Full-Service Restaurants -0.8 -4.0
Latin American Full-Service Restaurants - -
- Chained Latin American Full-Service Restaurants - -
- Independent Latin American Full-Service - -
Restaurants
Middle Eastern Full-Service Restaurants - -
- Chained Middle Eastern Full-Service Restaurants - -
- Independent Middle Eastern Full-Service - -
Restaurants
North American Full-Service Restaurants 0.8 4.2
- Chained North American Full-Service Restaurants 2.9 15.2
- Independent North American Full-Service 0.6 3.2
Restaurants
Pizza Full-Service Restaurants 1.2 6.0
- Chained Pizza Full-Service Restaurants 1.5 7.9
- Independent Pizza Full-Service Restaurants 0.8 4.2
Other Full-Service Restaurants 0.7 3.7
- Chained Other Full-Service Restaurants 1.6 8.3
- Independent Other Full-Service Restaurants 0.6 2.8
Full-Service Restaurants -0.1 -0.4
trade sources

Table 19 Forecast Sales in Full-Service Restaurants by Category: % Transaction
Growth 2012-2017

2012-17 CAGR 2012/17 TOTAL

Restaurants
Restaurants
Restaurants
- Independent Other Full-Service Restaurants -0.4 -1.9
trade sources

Table 20 Forecast Sales in Full-Service Restaurants by Category: % Foodservice
Value Growth 2012-2017

% value growth
2012-17 CAGR 2012/17 TOTAL

Restaurants
Restaurants
Restaurants
- Independent Other Full-Service Restaurants 1.5 7.7
Full-Service Restaurants 0.1 0.6
trade sources

Table 21 Forecast Full-Service Restaurants by Casual vs Non-Casual: Units/Outlets
2012-2017

outlets
2012 2013 2014 2015 2016 2017

Casual Dining Full- 787 795 806 820 836 856
Service Restaurants
- Chained Casual Dining 665 678 693 710 728 749
- Independent Casual 122 117 113 110 108 107
Dining Full-Service
Restaurants
Non-Casual Dining Full- 17,369 17,327 17,296 17,274 17,251 17,226
Service Restaurants
- Chained Non-Casual 482 490 496 498 497 492
Dining Full-Service
Restaurants
- Independent Non- 16,887 16,837 16,800 16,776 16,754 16,734
Casual Dining Full-
Service Restaurants

Number of Transactions 2012-2017

Mn transactions
2012 2013 2014 2015 2016 2017

Casual Dining Full- 42.7 42.8 43.0 43.1 43.1 43.2
Service Restaurants
- Chained Casual Dining 29.3 29.6 29.9 30.1 30.2 30.2
- Independent Casual 13.3 13.2 13.1 13.0 13.0 12.9
Dining Full-Service
Restaurants
Non-Casual Dining Full- 314.7 311.2 308.1 305.5 303.3 301.5
Service Restaurants
- Chained Non-Casual 12.8 13.0 13.2 13.4 13.7 14.0
Dining Full-Service
Restaurants
- Independent Non- 301.9 298.2 294.9 292.0 289.6 287.5
Casual Dining Full-
Service Restaurants

Foodservice Value 2012-2017

Ps million
2012 2013 2014 2015 2016 2017

Casual Dining Full- 13,475.2 13,604.8 13,718.2 13,803.5 13,870.6 13,918.9
Service Restaurants
- Chained Casual Dining 10,686.1 10,846.4 10,987.4 11,097.3 11,186.1 11,253.2
- Independent Casual 2,789.0 2,758.4 2,730.8 2,706.2 2,684.5 2,665.8
Dining Full-Service
Restaurants
Non-Casual Dining Full- 86,839.1 86,586.6 86,472.7 86,498.7 86,662.9 86,957.4
Service Restaurants
- Chained Non-Casual 5,531.9 5,695.7 5,870.4 6,058.3 6,256.1 6,455.0
Dining Full-Service
Restaurants
- Independent Non- 81,307.2 80,890.9 80,602.3 80,440.4 80,406.8 80,502.4
Casual Dining Full-
Service Restaurants

Table 24 Forecast Full-Service Restaurants by Casual vs Non-Casual: % Units/Outlets
Growth 2012-2017

2012-17 CAGR 2012/17 TOTAL

Casual Dining Full-Service Restaurants 1.7 8.8
- Chained Casual Dining Full-Service Restaurants 2.4 12.6
- Independent Casual Dining Full-Service -2.6 -12.3
Restaurants
Non-Casual Dining Full-Service Restaurants -0.2 -0.8
- Chained Non-Casual Dining Full-Service 0.4 2.1
Restaurants
- Independent Non-Casual Dining Full-Service -0.2 -0.9
Restaurants

Table 25 Forecast Sales in Full-Service Restaurants by Casual vs Non-Casual: %
Transaction Growth 2012-2017

2012-17 CAGR 2012/17 TOTAL

Restaurants
Non-Casual Dining Full-Service Restaurants -0.9 -4.2
Restaurants
Restaurants

Table 26 Forecast Sales in Full-Service Restaurants by Casual vs Non-Casual: %
Foodservice Value Growth 2012-2017

% value growth
2012-17 CAGR 2012/17 TOTAL

Restaurants
Non-Casual Dining Full-Service Restaurants 0.0 0.1
Restaurants
Restaurants
Full-Service Restaurants 0.1 0.6

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FULL-SERVICE RESTAURANTS

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