full-service restaurants in the philippines

FULL-SERVICE RESTAURANTS IN THE PHILIPPINES

Euromonitor International

November 2013

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 I

E u r o m o 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: %

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

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 I I


Table 22 Forecast Sales in Full-Service Restaurants by Casual vs Non-Casual: Number of Transactions 2012-2017 ........................................................... 19

Table 23 Forecast Sales in Full-Service Restaurants by Casual vs Non-Casual: 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

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 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 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- 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- 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 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 Full-Service Restaurants 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 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- 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 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 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 Full-Service Restaurants 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 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 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




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



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 4.1 5.9 33.2 Restaurants - Independent North American Full- 0.7 0.8 4.2 Service Restaurants 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 0.8 0.7 3.8 Restaurants 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 -1.3 -1.3 -6.4 Restaurants Full-Service Restaurants -0.8 -1.7 -8.0


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 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 9.3 10.0 61.2 Restaurants - Independent North American Full- 3.7 1.8 9.3 Service Restaurants Pizza Full-Service Restaurants 6.4 5.4 29.9 - Chained Pizza Full-Service Restaurants 6.7 5.6 31.6



- Independent Pizza Full-Service 4.7 3.8 20.7 Restaurants 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


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 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 Full-Service Restaurants 18,873 18,678 18,301 18,235 18,189 18,156


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 Full-Service Restaurants - 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 Full-Service Restaurants 388.6 379.8 368.1 363.1 360.4 357.3




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


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- -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 Full-Service Restaurants -0.2 -0.8 -3.8


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



- Chained Casual Dining Full-Service 1.1 1.1 5.7 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 - Chained Non-Casual Dining Full- 6.7 2.4 12.7 Service Restaurants - Independent Non-Casual Dining Full- -1.3 -2.1 -9.9 Service Restaurants Full-Service Restaurants -0.8 -1.7 -8.0


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 4.5 4.8 26.3 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 - Chained Non-Casual Dining Full- 11.8 7.6 44.4 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 Full-Service Restaurants 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 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- 2,865 2,895 2,922 2,945 2,965 2,984 Service Restaurants - Chained North 230 239 247 254 260 265 American Full-Service



Restaurants - Independent North 2,635 2,656 2,675 2,691 2,705 2,719 American Full-Service 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 Full-Service Restaurants 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 Full-Service Restaurants Full-Service Restaurants 18,156 18,122 18,102 18,094 18,087 18,082

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 Full-Service Restaurants 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 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- 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 American Full-Service Restaurants



- Independent North 36.5 36.8 37.2 37.5 38.0 38.4 American Full-Service 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 - Independent Pizza 2.7 2.7 2.7 2.7 2.7 2.7 Full-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 Full-Service Restaurants Full-Service Restaurants 357.3 354.0 351.1 348.6 346.4 344.7


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 Full-Service Restaurants 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 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- 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 American Full-Service Restaurants - Independent North 8,643.2 8,729.7 8,843.2 8,984.7 9,155.4 9,356.8



American Full-Service 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 - Independent Pizza 636.1 648.8 660.4 670.4 679.1 685.9 Full-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 Full-Service Restaurants Full-Service Restaurants 100,314.2 100,191.4 100,190.9 100,302.2 100,533.5 100,876.4


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

% Units/Outlets growth 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


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

% transaction growth 2012-17 CAGR 2012/17 TOTAL



Asian Full-Service Restaurants -1.2 -6.0 - Chained Asian Full-Service Restaurants 0.3 1.5 - Independent Asian Full-Service Restaurants -1.3 -6.3 European Full-Service Restaurants -0.8 -4.1 - Chained European Full-Service Restaurants 0.8 4.1 - Independent European Full-Service Restaurants -1.2 -6.0 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 1.2 6.3 - Chained North American Full-Service Restaurants 2.3 11.9 - Independent North American Full-Service 1.0 5.1 Restaurants Pizza Full-Service Restaurants 0.3 1.6 - Chained Pizza Full-Service Restaurants 0.3 1.5 - Independent Pizza Full-Service Restaurants 0.4 2.0 Other Full-Service Restaurants 0.3 1.4 - Chained Other Full-Service Restaurants 1.3 6.9 - Independent Other Full-Service Restaurants -0.4 -1.9 Full-Service Restaurants -0.7 -3.5


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

% value growth 2012-17 CAGR 2012/17 TOTAL Asian Full-Service Restaurants -0.5 -2.4 - Chained Asian Full-Service Restaurants 1.3 6.6 - Independent Asian Full-Service Restaurants -0.6 -3.0 European Full-Service Restaurants -0.1 -0.7 - Chained European Full-Service Restaurants 1.5 7.8 - Independent European Full-Service Restaurants -0.6 -3.0 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 1.6 8.1 - Chained North American Full-Service Restaurants 1.5 7.8 - Independent North American Full-Service 1.6 8.3 Restaurants Pizza Full-Service Restaurants 1.9 10.1 - Chained Pizza Full-Service Restaurants 2.0 10.5 - Independent Pizza Full-Service Restaurants 1.5 7.8 Other Full-Service Restaurants 1.9 9.9 - Chained Other Full-Service Restaurants 2.5 13.2 - Independent Other Full-Service Restaurants 1.5 7.7



Full-Service Restaurants 0.1 0.6


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 Full-Service Restaurants - 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 Full-Service Restaurants 18,156 18,122 18,102 18,094 18,087 18,082


Table 22 Forecast Sales in Full-Service Restaurants by Casual vs Non-Casual: 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 Full-Service Restaurants - 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 Full-Service Restaurants 357.3 354.0 351.1 348.6 346.4 344.7




Table 23 Forecast Sales in Full-Service Restaurants by Casual vs Non-Casual: 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 Full-Service Restaurants - 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 Full-Service Restaurants 100,314.2 100,191.4 100,190.9 100,302.2 100,533.5 100,876.4


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

% Units/Outlets growth 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 Full-Service Restaurants -0.1 -0.4


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

% transaction growth 2012-17 CAGR 2012/17 TOTAL Casual Dining Full-Service Restaurants 0.2 1.2 - Chained Casual Dining Full-Service Restaurants 0.6 3.0 - Independent Casual Dining Full-Service -0.6 -3.0 Restaurants Non-Casual Dining Full-Service Restaurants -0.9 -4.2 - Chained Non-Casual Dining Full-Service 1.8 9.5 Restaurants



- Independent Non-Casual Dining Full-Service -1.0 -4.8 Restaurants Full-Service Restaurants -0.7 -3.5


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 Casual Dining Full-Service Restaurants 0.7 3.3 - Chained Casual Dining Full-Service Restaurants 1.0 5.3 - Independent Casual Dining Full-Service -0.9 -4.4 Restaurants Non-Casual Dining Full-Service Restaurants 0.0 0.1 - Chained Non-Casual Dining Full-Service 3.1 16.7 Restaurants - Independent Non-Casual Dining Full-Service -0.2 -1.0 Restaurants Full-Service Restaurants 0.1 0.6


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