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FULL-SERVICE RESTAURANTS IN THE PHILIPPINES Euromonitor International November 2013

FULL-SERVICE RESTAURANTS IN THE PHILIPPINES

Euromonitor International November 2013

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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: %

Foodservice Value 2008-2012

12

Table 14

GBN Brand Shares in Chained Full-Service Restaurants: %

Foodservice Value 2009-2012

13

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

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Table 22

Forecast Sales in Full-Service Restaurants by Casual vs Non-Casual:

 

Table 23

Number of Transactions 2012-2017 Forecast Sales in Full-Service Restaurants by Casual vs Non-Casual:

19

Foodservice Value 2012-2017

20

Table 24

Forecast Full-Service Restaurants by Casual vs Non-Casual: %

Units/Outlets Growth 2012-2017

20

Table 25

Forecast Sales in Full-Service Restaurants by Casual vs Non-Casual:

%

Transaction Growth 2012-2017

20

Table 26

Forecast Sales in Full-Service Restaurants by Casual vs Non-Casual:

%

Foodservice Value Growth 2012-2017

21

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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%

Max’s 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 Sariwon’s 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 Shakey’s. 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.

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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, Max’s 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. Max’s 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 Max’s Inc contributed the largest portion of sales at 2%. With its tagline ‘The house that fried chicken built’, the Max’s 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 Max’s Inc with a value share of 2%. Philippine Pizza Inc, the operator of Pizza Hut restaurants, occupies the third spot with 2%.

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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 Shakey’s, Pizza Hut, Kenny Rogers Roasters, Italianni’s and TGI Friday’s. 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.

Rack’s 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 Rack’s 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, Rack’s 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 Max’s, Pizza Hut and Shakey’s try to market themselves as value-oriented by offering value meals. Other players such TGI Friday’s, 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, Max’s Inc launched online ordering for its stores within Metro Manila. Pizza full-service restaurants brand Shakey’s 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.

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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 brand’s 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 Shakey’s 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.

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CATEGORY DATA

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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 Full-Service Restaurants

820

804

792

784

774

767

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-

2,666

2,716

2,746

2,793

2,830

2,865

Service Restaurants - Chained North

181

194

191

207

218

230

American Full-Service Restaurants - Independent North

2,485

2,522

2,555

2,586

2,612

2,635

American Full-Service 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

Full-Service Restaurants Other Full-Service

1,615

1,636

1,616

1,611

1,609

1,625

Restaurants - Chained Other Full- Service Restaurants

207

214

223

232

237

252

- Independent Other

1,408

1,422

1,393

1,379

1,372

1,373

Full-Service Restaurants Full-Service Restaurants

18,873

18,678

18,301

18,235

18,189

18,156

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Source:

Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources

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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- Service Restaurants

13.6

13.1

12.9

12.2

12.3

12.3

- Independent Asian

283.5

275.0

264.0

258.7

254.1

250.0

Full-Service Restaurants European Full-Service Restaurants

12.0

11.4

11.1

11.1

10.9

10.8

- 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

Full-Service 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

41.2

41.9

42.0

42.6

44.1

44.7

- Chained North

6.1

6.4

6.1

6.5

7.8

8.1

American Full-Service Restaurants - Independent North

35.1

35.5

35.9

36.1

36.3

36.5

American Full-Service Restaurants Pizza Full-Service Restaurants

11.1

10.9

10.7

11.0

11.6

11.8

- Chained Pizza Full-

8.5

8.3

8.0

8.4

8.9

9.1

Service Restaurants - Independent Pizza Full-Service Restaurants

2.6

2.6

2.6

2.6

2.7

2.7

Other Full-Service Restaurants

27.2

27.5

27.4

27.5

27.4

27.7

- Chained Other Full-

8.9

9.0

9.4

9.8

10.0

10.6

Service Restaurants - Independent Other Full-Service Restaurants

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

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Source:

Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources

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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

Full-Service Restaurants 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

Full-Service 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-

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

American Full-Service Restaurants - Independent North

7,907.4

8,223.7

7,894.7

8,131.6

8,334.9

8,643.2

American Full-Service 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 - Independent Pizza

526.9

540.1

556.3

584.1

607.5

636.1

Full-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 Full-Service Restaurants

90,217.5

93,749.8

94,539.6

97,390.1

97,793.0

100,314.2

Source:

Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources

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Table 4

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

% Units/Outlets growth

P a s s p o r t

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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 Restaurants

-0.7

-1.5

-7.4

European Full-Service Restaurants

-0.6

-1.1

-5.2

- Chained European Full-Service Restaurants

2.7

2.0

10.3

- Independent European Full-Service Restaurants

-0.9

-1.3

-6.5

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 Restaurants

5.5

4.9

27.1

-

Independent North American Full- Service Restaurants

0.9

1.2

6.0

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 Restaurants

1.0

1.4

7.0

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 Restaurants

0.1

-0.5

-2.5

Full-Service Restaurants

-0.2

-0.8

-3.8

Source:

Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources

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 Restaurants

-1.6

-2.5

-11.8

European Full-Service Restaurants

-1.1

-2.1

-10.1

- Chained European Full-Service Restaurants

2.1

-0.2

-0.9

- Independent European Full-Service Restaurants

-1.8

-2.5

-12.0

©

E u r o m o n i t o r

I n t e r n a t i o n a l

F U L L - S E R V I C E

R E S T A U R A N T S

I N

T H E

P H I L I P P I N E S

P a s s p o r t

9

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

1.3

1.6

8.5

- Chained North American Full-Service Restaurants

4.1

5.9

33.2

- Independent North American Full- Service Restaurants

0.7

0.8

4.2

Pizza Full-Service Restaurants

1.9

1.2

6.3

-

Chained Pizza Full-Service Restaurants

2.2

1.4

7.1

-

Independent Pizza Full-Service Restaurants

0.8

0.7

3.8

Other Full-Service Restaurants

1.1

0.4

1.9

-

Chained Other Full-Service Restaurants

5.3

3.5

18.8

-

Independent Other Full-Service Restaurants

-1.3

-1.3

-6.4

Full-Service Restaurants

-0.8

-1.7

-8.0

Source:

Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources

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 Restaurants

1.4

1.3

6.8

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 Restaurants

1.5

1.7

8.8

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

5.2

3.8

20.3

-

Chained North American Full-Service Restaurants

9.3

10.0

61.2

-

Independent North American Full- Service Restaurants

3.7

1.8

9.3

Pizza Full-Service Restaurants

6.4

5.4

29.9

- Chained Pizza Full-Service Restaurants

6.7

5.6

31.6

©

E u r o m o n i t o r

I n t e r n a t i o n a l

F U L L - S E R V I C E

R E S T A U R A N T S

I N

T H E

P H I L I P P I N E S

P a s s p o r t

10

- Independent Pizza Full-Service Restaurants

 

4.7

3.8

20.7

Other Full-Service Restaurants

5.3

4.6

25.1

- Chained Other Full-Service Restaurants

8.3

6.6

37.5

- Independent Other Full-Service

3.5

3.4

18.1

Restaurants Full-Service Restaurants

2.6

2.1

11.2

Source:

Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources

 

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

Full-Service Restaurants - Independent Casual Dining Full-Service Restaurants

126

113

115

130

128

122

Non-Casual Dining Full-

18,163

17,953

17,585

17,480

17,409

17,369

Service Restaurants - Chained Non-Casual Dining Full-Service Restaurants

408

405

423

442

464

482

- Independent Non-

17,755

17,548

17,162

17,038

16,945

16,887

Casual Dining Full- Service Restaurants 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 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- Service Restaurants

42.3

42.3

38.9

40.8

42.5

42.7

- Chained Casual Dining Full-Service Restaurants

27.8

28.2

26.6

27.4

29.0

29.3

- Independent Casual Dining Full-Service Restaurants

14.6

14.1

12.4

13.5

13.4

13.3

Non-Casual Dining Full-

346.3

337.5

329.2

322.2

317.9

314.7

Service Restaurants - Chained Non-Casual Dining Full-Service Restaurants

11.4

10.4

11.6

11.5

12.0

12.8

- Independent Non-

334.9

327.1

317.5

310.7

305.9

301.9

Casual Dining Full- Service Restaurants Full-Service Restaurants

388.6

379.8

368.1

363.1

360.4

357.3

©

E u r o m o n i t o r

I n t e r n a t i o n a l

F U L L - S E R V I C E

R E S T A U R A N T S

I N

T H E

P H I L I P P I N E S

Source:

Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources

P a s s p o r t

11

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

Full-Service Restaurants - 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 Full-Service Restaurants

90,217.5

93,749.8

94,539.6

97,390.1

97,793.0

100,314.2

Source:

Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources

Table 10

Full-Service Restaurants by Casual vs Non-Casual: % Units/Outlets Growth

2007-2012

% Units/Outlets growth

 

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- Service Restaurants

-4.7

-0.6

-3.2

Non-Casual Dining Full-Service Restaurants

-0.2

-0.9

-4.4

- 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 Full-Service Restaurants

-0.2

-0.8

-3.8

Source:

Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources

Table 11

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

%

transaction growth

 

2011/12

2007-12 CAGR

2007/12 Total

Casual Dining Full-Service Restaurants

0.4

0.2

0.8

©

E u r o m o n i t o r

I n t e r n a t i o n a l

F U L L - S E R V I C E

R E S T A U R A N T S

I N

T H E

P H I L I P P I N E S

P a s s p o r t

12

-

Chained Casual Dining Full-Service Restaurants

1.1

1.1

5.7

-

Independent Casual Dining Full- Service Restaurants

-1.0

-1.0

-1.8

-8.7

Non-Casual Dining Full-Service Restaurants

-1.9

-9.1

-

Chained Non-Casual Dining Full- Service Restaurants

6.7

2.4

12.7

-

Independent Non-Casual Dining Full- Service Restaurants

-1.3

-0.8

-2.1

-9.9

Full-Service Restaurants

-1.7

-8.0

Source:

Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources

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

Casual Dining Full-Service Restaurants

3.8

2.9

15.2

-

Chained Casual Dining Full-Service Restaurants

4.5

4.8

26.3

-

Independent Casual Dining Full- Service Restaurants

1.1

2.4

-2.9

-13.8

Non-Casual Dining Full-Service Restaurants

2.0

10.6

-

Chained Non-Casual Dining Full- Service Restaurants

11.8

7.6

44.4

-

Independent Non-Casual Dining Full- Service Restaurants

1.8

2.6

1.7

8.9

Full-Service Restaurants

2.1

11.2

Source:

Table 13

% value

Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources

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

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 Restaurants Inc

4.1

4.6

4.8

4.8

4.9

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 Inc

0.8

0.8

1.5

1.4

1.3

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

©

E u r o m o n i t o r

I n t e r n a t i o n a l

F U L L - S E R V I C E

R E S T A U R A N T S

I N

T H E

P H I L I P P I N E S

P a s s p o r t

13

International Inc Cabalen Corp

1.0

1.0

1.0

1.0

1.0

Big Buddha Restaurants Inc

1.3

1.1

1.1

1.1

1.0

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

Source:

Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources

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 Restaurants Inc

4.6

4.8

4.8

4.9

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

Papa John's

Foods Corp Papa John's

-

0.0

0.9

1.1

Cabalen

International Inc 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 Barrio Fiesta

Inc Barrio Fiesta Inc

0.7

0.7

0.7

0.8

©

E u r o m o n i t o r

I n t e r n a t i o n a l

F U L L - S E R V I C E

R E S T A U R A N T S

I N

T H E

P H I L I P P I N E S

P a s s p o r t

14

Cibo

Via Mare

Rack's

California Pizza

Kitchen

Gloria Maris

Outback Steakhouse

Savory

Cibo Inc

La Paz Foods Inc

0.8

0.8

0.8

0.8

Via Mare Inc

0.8

0.8

0.7

0.8

Rack's Inc

0.4

0.6

0.6

0.7

California Pizza

0.5

0.5

0.6

0.7

Kitchen Inc

 

Benson International

0.8

0.6

0.6

0.6

Holdings Corp OSI Restaurant Partners

0.6

0.6

0.6

0.5

Inc 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

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

-

-

Triple V Food Services Inc

0.4

-

-

-

Saisaki Others

17.5

17.4

17.3

17.2

Total

100.0

100.0

100.0

100.0

Source:

Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources

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

Full-Service Restaurants European Full-Service

842

833

827

823

820

818

Restaurants - Chained European Full-

75

76

78