fast food in the philippines 2013

FAST FOOD IN THE PHILIPPINES

Euromonitor International

November 2013

F A S T F O O D 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 Fast Food by Category: Units/Outlets 2007-2012 ........................................ 5 Table 2 Sales in Fast Food by Category: Number of Transactions 2007-2012 ......... 6 Table 3 Sales in Fast Food by Category: Foodservice Value 2007-2012 ................. 7 Table 4 Fast Food by Category: % Units/Outlets Growth 2007-2012 ........................ 8 Table 5 Sales in Fast Food by Category: % Transaction Growth 2007-2012 ............ 9 Table 6 Sales in Fast Food by Category: % Foodservice Value Growth 2007-

2012 ............................................................................................................. 9 Table 7 Fast Food by Casual vs Non-Casual: Units/Outlets 2007-2012 ................. 10 Table 8 Sales in Fast Food by Casual vs Non-Casual: Number of

Transactions 2007-2012 ............................................................................ 10 Table 9 Sales in Fast Food by Casual vs Non-Casual: Foodservice Value

2007-2012 .................................................................................................. 10 Table 10 Fast Food by Casual vs Non-Casual: % Units/Outlets Growth 2007-

2012 ........................................................................................................... 11 Table 11 Sales in Fast Food by Casual vs Non-Casual: % Transaction Growth

2007-2012 .................................................................................................. 11 Table 12 Sales in Fast Food by Casual vs Non-Casual: % Foodservice Value

Growth 2007-2012 ..................................................................................... 11 Table 13 Sales of Fast Food by Bakery Products Type 2007-2012 .......................... 11 Table 14 GBO Company Shares in Chained Fast Food: % Foodservice Value

2008-2012 .................................................................................................. 12 Table 15 GBN Brand Shares in Chained Fast Food: % Foodservice Value

2009-2012 .................................................................................................. 12 Table 16 Forecast Fast Food by Category: Units/Outlets 2012-2017 ....................... 13 Table 17 Forecast Sales in Fast Food by Category: Number of Transactions

2012-2017 .................................................................................................. 14 Table 18 Forecast Sales in Fast Food by Category: Foodservice Value 2012-

2017 ........................................................................................................... 15 Table 19 Forecast Fast Food by Category: % Units/Outlets Growth 2012-2017 ....... 16 Table 20 Forecast Sales in Fast Food by Category: % Transaction Growth

2012-2017 .................................................................................................. 17 Table 21 Forecast Sales in Fast Food by Category: % Foodservice Value

Growth 2012-2017 ..................................................................................... 18 Table 22 Forecast Fast Food by Casual vs Non-Casual: Units/Outlets 2012-

2017 ........................................................................................................... 19 Table 23 Forecast Sales in Fast Food by Casual vs Non-Casual: Number of

Transactions 2012-2017 ............................................................................ 19 Table 24 Forecast Sales in Fast Food by Casual vs Non-Casual: Foodservice

Value 2012-2017 ........................................................................................ 19 Table 25 Forecast Fast Food by Casual vs Non-Casual: % Units/Outlets

Growth 2012-2017 ..................................................................................... 19

F A S T F O O D 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 26 Forecast Sales in Fast Food by Casual vs Non-Casual: %

Transaction Growth 2012-2017 .................................................................. 20 Table 27 Forecast Sales in Fast Food by Casual vs Non-Casual: %

Foodservice Value Growth 2012-2017 ....................................................... 20

F A S T F O O D 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


FAST FOOD IN THE PHILIPPINES

HEADLINES Fast food reports double-digit sales growth of 11% in 2012; the category reaches Ps121.9

billion

Operators focus on delivering customer value

Chicken fast food is the fastest-growing category at 25%

Value sales per outlet increases by 3%

Jollibee Foods Corp maintains category leadership with a 19% value share

Fast food will see moderate growth in the medium term; 2012-2017 constant value CAGR is

set at 3%

TRENDS Fast food retains its position as the largest and the fastest-growing category in the Philippine

consumer foodservice industry. During 2012, this category reported total foodservice revenue

of Ps121.9 billion, taking 30% of total value sales in consumer foodservice. Growth in terms of

outlets, transactions and value sales remains vibrant. Outlet openings have been supported

by the increasing number of shopping centres and small community supermarkets in Metro

Manila and key cities nationwide. Outlet growth was estimated to be at 8% in 2012 while

transactions and value sales ballooned by 9% and 11% respectively.

Fast food continued to accelerate in 2012. The upbeat economy encouraged more chained

players to open up outlets and penetrate fast-growing cities in provincial areas. Armed with

higher disposable incomes, busy urban dwellers are dining out more often and are taking

advantage of the wider line of value meals offered by chained players.

Chicken fast food experienced the most robust value growth in the category in 2012.

Foodservice sales rose by 25% while outlets ballooned by 21%. Filipino diners continue to

flock to chained chicken fast food restaurants such as Chic-Boy and Mang Inasal to take

advantage of their value meal packages. Priced at Ps99, these meals include a choice of

roasted chicken breast or thighs or roasted pork belly served with unlimited rice. The value

growth in chicken fast food is also driven by the phenomenal growth of Korean fried chicken

brand BonChon Chicken, which opened 29 outlets during the year. Korean fried chicken

doused in sweet and spicy sauce is a hit among Filipino diners.

Filipinos are known to be fond of sweet items such as pastries and cakes, which justifies the

dominance of sweet bakery goods specialists among bakery products fast food players.

Sweet bakery goods specialists brands such as Mister Donut, Dunkin’ Donuts, Krispy Kreme

and Mrs Fields accounted for 95% of total outlets in 2012. On the other hand, sandwich

specialists such as Subway accounted for 3% of total outlets. It should be noted that the

prevalence of burger fast food deters the success of sandwich specialists in the country.

Burger fast food is the most popular fast food type in the Philippines. Players in this category

accounted for 59% of total value sales in fast food in 2012. With the invasion of Americans in

the early 20th century and with the wide exposure to Western culture, Filipinos have

developed an affinity for American food especially burgers. Burger fast food also appeals to

the predominantly rice-eating diners in the Philippines by offering fried chicken and rice

meals.



The fast-emerging fast food categories in the Philippines include ice cream fast food and

convenience stores fast food. The entry of Dairy Queen in the Philippines in recent years has

introduced Filipinos to ice cream fast food and they have developed a penchant for these

sweet and cold products. In 2012, ice cream fast food value sales rose by 11% and are

largely accounted for by Dairy Queen. Convenience stores fast food is also gaining ground in

the local market. Players in the category are rapidly penetrating the Metro Manila

neighbourhoods and cities in the provinces. Consumers welcome the affordable meal

offerings from convenience stores. Convenience stores fast food value sales jumped by 10%

in 2012.

Players in fast food have been focused on offering value to customers by beefing up their

menus with a longer list of more affordable items. Brands such as Jollibee and Chowking

have been keen on providing customers with value meals whose prices range from Ps39 to

Ps49. Noting that dining out in fast food is a social activity pursued by families and friends,

fast food brands are also providing more group meals. Delivery services via a centralised

hotline is also offered by most players in this category.

Chained players dominate local fast food. In 2012, it is estimated that chained players

accounted for 92% of outlets, 97% of transactions and 97% of revenue in fast food. Chained

players have an advantage over independents because of their stronger financial muscle,

which enables them to launch aggressive advertising campaigns that feature high-profile

celebrities. Filipinos are often thrilled to welcome newly opened chained players in their cities.

With advertisements captivating children, middle-income consumers often view dining out in

fast food restaurants as a treat for their children.

Most transactions in fast food are eat-in even though take-away and home delivery are

improving. Eat-in transactions took 62% of total value sales in 2012 while take-away and

home delivery shares were 21% and 17%, respectively. The faster-paced lifestyle in the

metropolis remains very instrumental in pushing up the contribution of take-away and home

delivery.

In terms of food/drink split, food items accounted for 75% of value sales in 2012. Most

customers in the Philippines prefer to order drinks with their meals, which include beverages

such as carbonated drinks, juice drinks and iced tea. In 2012, major players such as Jollibee

and McDonald’s continued to launch beverages especially during the summer months where

demand for these products peaks. Milkshakes, smoothies and floats are very popular in the

Philippines as refreshments. However, most Filipinos still go to fast food restaurants primarily

for the food items.

COMPETITIVE LANDSCAPE Including revenue from its various franchisees and other brands under the whole company,

Jollibee Foods Corp dominates the local fast food category. The business organisation has

grown its portfolio to include Jollibee, Greenwich, Chowking, Burger King, Mang Inasal and

Red Ribbon, most of which are sub-category leaders. The company takes advantage of its

deeper knowledge on the local palate, aggressive advertising campaigns, commitment to

product innovation and brand acquisition in order to cement its category leadership in the

Philippines. Other important players in fast food include Golden Arches Dev Corp

(McDonald’s), Ramcar Inc (KFC and Mister Donut) and Philippine Seven Corp (7-Eleven).

San Miguel Corp, the operator of San Mig Food Ave, registered the most vibrant growth in

fast food. In 2012, the company’s foodservice sales increased by almost five times. It should

be noted that San Mig Corp acquired Petron Treats outlets in 2011 and transformed these



stores into its own brand San Mig Food Ave. This strategy allowed the brand to grow its outlet

network from four in 2011, to 62 in 2012.

Scottland Inc, the operator of BonChon Chicken in the Philippines, registered the one of the

most vibrant growth in fast food. Offering sweet and spicy Korean twice-fried chicken, the

brand continues to gain more clientele in the Philippines. Despite the number of brands

offering fried chicken in the country, BonChon Chicken gains patronage because it offers a

new way of experiencing fried chicken with its unique sweet and spicy sauce. Aside from this,

the chain also offers other Korean favourites such as chap jae and kimchi. BonChon Chicken

opened 29 outlets in 2012 bringing its total restaurant count to 41. The company’s value sales

ballooned by 320% in its fourth year of operation.

Fast casual dining is relatively new yet widely accepted in the Philippines. It is estimated that

fast casual dining value sales are still low – Ps17.1 billion in 2012 – compared with non-

casual fast food. Players such as Greenwich and Chowking have turned their operations to

fast casual dining in order to target the growing group of more discriminating middle-aged

diners. Outlet renovation and upgrade, re-training of employees, and streamlining ordering

processes are among the key focus areas of these transformations.

Franchising has been instrumental in the expansion strategies of both local and international

brands. Franchising is often offered to individual entrepreneurs who often share a role in the

management of the outlets. It should be noted that multinational companies often offer

licences for the franchise of their brands to business organisations such as Ramcar Inc and

Golden Arches Dev Corp. These local partners are then tasked to open company-owned

outlets and screen potential franchisees. A fast food franchise in the Philippines could cost

from Ps5 million to Ps15 million.

One of the most talked about promotions in 2012 was launched by international brand KFC to

promote its breakfast meals. KFC’s branch in Vito Cruz Manila set up a comfortable bed

inside the store and allowed customers to use it while they had their ‘breakfast in bed’. This

much talked about promotion drew wide attention, increased transactions and drew KFC’s

breakfast meals into the spotlight. Another promotion that became viral is McDonald’s

Session Road’s eat-all-you-can buffet launched on 26 March 2012. For the price of Ps149,

customers were able to have as many cheeseburgers, fries, chicken nuggets and spaghetti as

they wanted.

Players in fast food continue to improve their menus by offering new and more exciting

products. Category brand leader Jollibee launched a wider line of floats in appealing to the

teen demographic. One of the most notable products is the Flip Float, which is assembled

upside down by having sundae at the bottom, chocolate or coffee in the middle, and chunky

cookie crumble on top. For the first time in the local market, McDonald’s introduced its group

meals through its Happy Bundles, which are available for delivery only. Greenwich, on the

other hand, launched its Greenwich Overload Pizza, which boasts of 13 different toppings.

After the introduction of its highly indulgent burgers in 2011, KFC remained very keen on

launching innovative products. The chain brought into the local market KFC Double Decker,

marketed as a burger that satisfies a man’s appetite through its two fried chicken fillets,

bacon, cheese and lettuce. Other interesting KFC products include KFC Mac and Cheese

Bites and KFC Cheese Topped Burger.

J. Co Donuts and Coffee, an Indonesian bakery products fast food brand, opened its first

outlet in the Philippines in January 2012, and has since captured the heart of many Filipinos

with its line of speciality doughnuts and coffee. Despite its higher-priced products, compared

with other donut brands, J. Co continues to serve long lines of customers as its products are

perceived to have better quality. The warm acceptance of J. Co and BonChon Chicken



signifies the growing base of Filipino consumers who are willing to pay a premium for higher-

quality products.

PROSPECTS Fast food will continue to enjoy moderate in growth in the forecast. Amid more market

saturation and maturity, fast food constant value CAGR is set at 3% which is the same rate

recorded in the review period. In order to grow sales, operators will continue to grow their

outlets via franchising. The opening up of shopping centres and community supermarkets

both in Metro Manila and in key provincial cities will provide lucrative venues for fast food.

This category is expected to remain the biggest in the Philippine consumer foodservice

industry by the end of 2017.

The positive economic prospects in the Philippines for the next five years will be a major

driver in the performance of fast food. It should be noted that the rise in disposable incomes

among both rural and urban dwellers pushes both transactions and value sales in fast food

outlets. For rural customers, dining in fast food restaurants is a treat and is a means of

celebrating important dates for the family. Even though some urban diners also conduct social

activities with families and friends inside fast food restaurants, most prefer them for serving

quick, filling and affordable food.

Fast food constant value growth in the forecast period will be moderate as the category is

increasingly penetrated and saturated. The expansion of outlets is expected to result in a

CAGR of 4%, nearly half of that reported for the review period. Operators, especially those in

convenience stores fast food, will focus on areas outside the Luzon and Visayas and

Mindanao cities. Compared with Metro Manila restaurants, outlets opened in the provinces

will bring in fewer transactions and less value sales per outlet due to lower disposable

incomes in these areas.

The growing number of players in fast food will intensify category competition in the forecast

period. Leading operator Jollibee Foods Corp is expected to build customer loyalty through

loyalty cards and aggressive advertising campaigns. The business organisation is seen to be

re-imaging itself to be the choice of the growing number of teens and 20s through the

modernisation of its outlets, the launching of more beverage products, and the turning of

some outlets to fast casual dining. Capturing the growing niche of young consumers could

enable it to sustain its momentum and strengthen its position in fast food.

Filipinos will continue to be very concerned with value, which will warrant the success of value

meals. The entry of more players in provincial areas, and the price-consciousness of middle-

income patrons in the metropolis, would necessitate the addition of more value meals on the

menus of operators, to respond to this development.

There is, however, a growing niche of adventurous young professionals who are willing to pay

a premium for higher-quality products. This niche is expected to widen in the forecast period

as disposable incomes in Metro Manila rise. The 8% growth of BPO in 2012 assures the

increasing number of young professionals who are paid higher than average. This

demographic is always willing to try new brands in the category, and is willing to spend on

indulgent products.

Chicken fast food will continue to enjoy the most robust value growth in fast food over the next

five years. The constant value CAGR for chicken fast food is projected at 7% while outlet

CAGR will remain high at 6%. Chicken fast food growth will be buoyed by the expansion of

major brands such as Mang Inasal, Chic-Boy and BonChon Chicken. Mang Inasal and Chic-

Boy will continue to capitalise on the healthier image of roasted chicken compared with fried

chicken. The offering of unlimited rice is seen as boosting the value proposition of these



brands, and maintains customer loyalty. KFC, on the other hand, is expected to compete

head-on with burger fast food as it continues to launch new and exciting burger products. This

move is strategic as it is losing value share in chicken fast food.

CATEGORY DATA

Table 1 Fast Food by Category: Units/Outlets 2007-2012

outlets 2007 2008 2009 2010 2011 2012 Asian Fast Food 783 799 745 722 724 725 - Chained Asian Fast Food 690 710 659 639 642 644 - Independent Asian 93 89 86 83 82 81 Fast Food Bakery Products Fast Food 715 742 798 757 778 780 - Chained Bakery 637 662 716 674 694 695 Products Fast Food - Independent Bakery 78 80 82 83 84 85 Products Fast Food Burger Fast Food 1,138 1,184 1,234 1,265 1,314 1,385 - Chained Burger Fast 1,071 1,114 1,161 1,191 1,238 1,307 Food - Independent Burger 67 70 73 74 76 78 Fast Food Chicken Fast Food 271 327 476 644 789 954 - Chained Chicken Fast 242 295 440 603 744 905 Food - Independent Chicken 29 32 36 41 45 49 Fast Food Convenience Stores Fast 953 1,078 1,230 1,380 1,518 1,668 Food - Chained Convenience 953 1,078 1,230 1,380 1,518 1,668 Stores Fast Food - Independent - - - - - - Convenience Stores Fast Food Fish Fast Food - - - - - - - Chained Fish Fast Food - - - - - - - Independent Fish Fast - - - - - - Food Ice Cream Fast Food 175 190 212 218 222 254 - Chained Ice Cream 38 42 52 50 47 73 Fast Food - Independent Ice Cream 137 148 160 168 175 181 Fast Food Latin American Fast Food 16 15 17 13 18 16 - Chained Latin 16 15 17 13 18 16 American Fast Food - Independent Latin - - - - - - American Fast Food Middle Eastern Fast Food - - - - - - - Chained Middle - - - - - - Eastern Fast Food - Independent Middle - - - - - - Eastern Fast Food Pizza Fast Food 475 454 474 466 465 488 - Chained Pizza Fast Food 408 390 412 406 408 433



- Independent Pizza 67 64 62 60 57 55 Fast Food Other Fast Food - - - - - - - Chained Other Fast Food - - - - - - - Independent Other - - - - - - Fast Food Fast Food 4,526 4,789 5,186 5,465 5,828 6,270

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

Table 2 Sales in Fast Food by Category: Number of Transactions 2007-2012

Mn transactions 2007 2008 2009 2010 2011 2012 Asian Fast Food 92.0 92.5 89.6 88.7 89.6 92.9 - Chained Asian Fast Food 86.1 87.0 84.4 83.7 84.8 88.1 - Independent Asian 5.9 5.5 5.2 5.0 4.9 4.7 Fast Food Bakery Products Fast Food 68.9 68.6 71.0 67.4 68.7 70.4 - Chained Bakery 65.6 65.2 67.6 64.0 65.2 66.9 Products Fast Food - Independent Bakery 3.3 3.4 3.4 3.4 3.5 3.5 Products Fast Food Burger Fast Food 373.5 382.2 387.8 423.1 439.8 486.2 - Chained Burger Fast 366.9 375.5 381.0 416.2 432.8 479.2 Food - Independent Burger 6.5 6.7 6.8 6.9 6.9 7.0 Fast Food Chicken Fast Food 31.3 37.3 46.0 58.5 73.0 88.1 - Chained Chicken Fast 28.3 34.1 42.6 55.0 69.4 84.4 Food - Independent Chicken 3.0 3.2 3.3 3.5 3.6 3.7 Fast Food Convenience Stores Fast 24.6 29.2 34.2 38.1 41.7 44.2 Food - Chained Convenience 24.6 29.2 34.2 38.1 41.7 44.2 Stores Fast Food - Independent - - - - - - Convenience Stores Fast Food Fish Fast Food - - - - - - - Chained Fish Fast Food - - - - - - - Independent Fish Fast - - - - - - Food Ice Cream Fast Food 6.0 6.4 6.9 7.1 7.0 7.7 - Chained Ice Cream 1.6 1.7 1.9 2.0 1.9 2.4 Fast Food - Independent Ice Cream 4.5 4.7 5.0 5.1 5.2 5.2 Fast Food Latin American Fast Food 1.8 1.7 1.8 1.6 1.7 1.6 - Chained Latin 1.8 1.7 1.8 1.6 1.7 1.6 American Fast Food - Independent Latin - - - - - - American Fast Food Middle Eastern Fast Food - - - - - - - Chained Middle - - - - - - Eastern Fast Food - Independent Middle - - - - - -



Eastern Fast Food Pizza Fast Food 43.1 40.1 39.5 39.8 39.7 41.1 - Chained Pizza Fast Food 37.7 35.1 34.8 35.2 35.4 37.0 - Independent Pizza 5.4 5.0 4.8 4.6 4.3 4.1 Fast Food Other Fast Food - - - - - - - Chained Other Fast Food - - - - - - - Independent Other - - - - - - Fast Food Fast Food 641.0 657.9 676.8 724.2 761.2 832.2


Table 3 Sales in Fast Food by Category: Foodservice Value 2007-2012

Ps million 2007 2008 2009 2010 2011 2012 Asian Fast Food 14,108.9 14,782.3 14,372.1 14,374.9 14,797.8 15,647.9 - Chained Asian Fast Food 13,305.8 13,971.0 13,551.9 13,534.3 13,940.3 14,776.7 - Independent Asian 803.2 811.2 820.1 840.6 857.5 871.2 Fast Food Bakery Products Fast Food 4,224.6 4,351.0 4,684.8 4,274.5 4,481.9 4,713.4 - Chained Bakery 4,040.1 4,157.3 4,482.3 4,061.0 4,264.0 4,485.8 Products Fast Food - Independent Bakery 184.5 193.7 202.4 213.6 217.8 227.6 Products Fast Food Burger Fast Food 50,014.1 53,661.5 56,064.7 60,979.2 64,996.1 71,798.9 - Chained Burger Fast 49,363.6 52,978.5 55,357.7 60,236.9 64,231.5 71,007.6 Food - Independent Burger 650.5 683.0 706.9 742.3 764.6 791.3 Fast Food Chicken Fast Food 4,317.8 5,528.2 7,007.4 9,088.5 11,802.7 14,774.2 - Chained Chicken Fast 4,026.8 5,212.4 6,669.6 8,723.7 11,419.6 14,361.2 Food - Independent Chicken 291.0 315.7 337.8 364.9 383.1 413.0 Fast Food Convenience Stores Fast 1,547.2 1,805.0 2,223.4 2,595.7 2,893.3 3,178.2 Food - Chained Convenience 1,547.2 1,805.0 2,223.4 2,595.7 2,893.3 3,178.2 Stores Fast Food - Independent - - - - - - Convenience Stores Fast Food Fish Fast Food - - - - - - - Chained Fish Fast Food - - - - - - - Independent Fish Fast - - - - - - Food Ice Cream Fast Food 803.7 882.3 990.0 1,046.0 1,058.0 1,175.2 - Chained Ice Cream 271.1 307.1 371.6 387.4 379.6 461.6 Fast Food - Independent Ice Cream 532.6 575.2 618.4 658.6 678.3 713.6 Fast Food Latin American Fast Food 413.8 442.1 496.6 454.8 500.3 482.7 - Chained Latin 413.8 442.1 496.6 454.8 500.3 482.7 American Fast Food - Independent Latin - - - - - - American Fast Food Middle Eastern Fast Food - - - - - -



- Chained Middle - - - - - - Eastern Fast Food - Independent Middle - - - - - - Eastern Fast Food Pizza Fast Food 7,756.1 7,799.8 8,326.9 9,023.9 9,448.9 10,109.1 - Chained Pizza Fast Food 6,855.6 6,917.3 7,470.9 8,150.7 8,558.3 9,208.7 - Independent Pizza 900.5 882.5 856.0 873.1 890.6 900.4 Fast Food Other Fast Food - - - - - - - Chained Other Fast Food - - - - - - - Independent Other - - - - - - Fast Food Fast Food 83,186.3 89,252.3 94,165.8 101,837.6 109,978.9 121,879.6


Table 4 Fast Food by Category: % Units/Outlets Growth 2007-2012

% Units/Outlets growth 2011/12 2007-12 CAGR 2007/12 Total Asian Fast Food 0.1 -1.5 -7.4 - Chained Asian Fast Food 0.3 -1.4 -6.7 - Independent Asian Fast Food -1.2 -2.7 -12.9 Bakery Products Fast Food 0.3 1.8 9.1 - Chained Bakery Products Fast Food 0.1 1.8 9.1 - Independent Bakery Products Fast Food 1.2 1.7 9.0 Burger Fast Food 5.4 4.0 21.7 - Chained Burger Fast Food 5.6 4.1 22.0 - Independent Burger Fast Food 2.6 3.1 16.4 Chicken Fast Food 20.9 28.6 252.0 - Chained Chicken Fast Food 21.6 30.2 274.0 - Independent Chicken Fast Food 8.9 11.1 69.0 Convenience Stores Fast Food 9.9 11.8 75.0 - Chained Convenience Stores Fast Food 9.9 11.8 75.0 - Independent Convenience Stores Fast - - - Food Fish Fast Food - - - - Chained Fish Fast Food - - - - Independent Fish Fast Food - - - Ice Cream Fast Food 14.4 7.7 45.1 - Chained Ice Cream Fast Food 55.3 13.9 92.1 - Independent Ice Cream Fast Food 3.4 5.7 32.1 Latin American Fast Food -11.1 0.0 0.0 - Chained Latin American Fast Food -11.1 0.0 0.0 - Independent Latin American Fast Food - - - Middle Eastern Fast Food - - - - Chained Middle Eastern Fast Food - - - - Independent Middle Eastern Fast Food - - - Pizza Fast Food 4.9 0.5 2.7 - Chained Pizza Fast Food 6.1 1.2 6.1 - Independent Pizza Fast Food -3.5 -3.9 -17.9 Other Fast Food - - - - Chained Other Fast Food - - - - Independent Other Fast Food - - - Fast Food 7.6 6.7 38.5




Table 5 Sales in Fast Food by Category: % Transaction Growth 2007-2012

% transaction growth 2011/12 2007-12 CAGR 2007/12 Total Asian Fast Food 3.6 0.2 1.0 - Chained Asian Fast Food 4.0 0.5 2.3 - Independent Asian Fast Food -2.8 -4.2 -19.2 Bakery Products Fast Food 2.4 0.4 2.2 - Chained Bakery Products Fast Food 2.5 0.4 2.0 - Independent Bakery Products Fast Food 0.8 1.2 6.1 Burger Fast Food 10.6 5.4 30.2 - Chained Burger Fast Food 10.7 5.5 30.6 - Independent Burger Fast Food 0.8 1.4 7.3 Chicken Fast Food 20.7 23.0 182.0 - Chained Chicken Fast Food 21.6 24.4 198.4 - Independent Chicken Fast Food 3.8 4.7 25.6 Convenience Stores Fast Food 6.1 12.5 79.8 - Chained Convenience Stores Fast Food 6.1 12.5 79.8 - Independent Convenience Stores Fast - - - Food Fish Fast Food - - - - Chained Fish Fast Food - - - - Independent Fish Fast Food - - - Ice Cream Fast Food 9.0 4.9 27.0 - Chained Ice Cream Fast Food 30.1 9.5 57.2 - Independent Ice Cream Fast Food 1.3 3.1 16.5 Latin American Fast Food -6.6 -2.2 -10.4 - Chained Latin American Fast Food -6.6 -2.2 -10.4 - Independent Latin American Fast Food - - - Middle Eastern Fast Food - - - - Chained Middle Eastern Fast Food - - - - Independent Middle Eastern Fast Food - - - Pizza Fast Food 3.5 -0.9 -4.6 - Chained Pizza Fast Food 4.5 -0.4 -2.0 - Independent Pizza Fast Food -4.5 -5.0 -22.6 Other Fast Food - - - - Chained Other Fast Food - - - - Independent Other Fast Food - - - Fast Food 9.3 5.4 29.8


Table 6 Sales in Fast Food by Category: % Foodservice Value Growth 2007-2012

% value growth 2011/12 2007-12 CAGR 2007/12 Total Asian Fast Food 5.7 2.1 10.9 - Chained Asian Fast Food 6.0 2.1 11.1 - Independent Asian Fast Food 1.6 1.6 8.5 Bakery Products Fast Food 5.2 2.2 11.6 - Chained Bakery Products Fast Food 5.2 2.1 11.0 - Independent Bakery Products Fast Food 4.5 4.3 23.4 Burger Fast Food 10.5 7.5 43.6 - Chained Burger Fast Food 10.5 7.5 43.8



- Independent Burger Fast Food 3.5 4.0 21.6 Chicken Fast Food 25.2 27.9 242.2 - Chained Chicken Fast Food 25.8 29.0 256.6 - Independent Chicken Fast Food 7.8 7.3 41.9 Convenience Stores Fast Food 9.8 15.5 105.4 - Chained Convenience Stores Fast Food 9.8 15.5 105.4 - Independent Convenience Stores Fast - - - Food Fish Fast Food - - - - Chained Fish Fast Food - - - - Independent Fish Fast Food - - - Ice Cream Fast Food 11.1 7.9 46.2 - Chained Ice Cream Fast Food 21.6 11.2 70.3 - Independent Ice Cream Fast Food 5.2 6.0 34.0 Latin American Fast Food -3.5 3.1 16.6 - Chained Latin American Fast Food -3.5 3.1 16.6 - Independent Latin American Fast Food - - - Middle Eastern Fast Food - - - - Chained Middle Eastern Fast Food - - - - Independent Middle Eastern Fast Food - - - Pizza Fast Food 7.0 5.4 30.3 - Chained Pizza Fast Food 7.6 6.1 34.3 - Independent Pizza Fast Food 1.1 0.0 0.0 Other Fast Food - - - - Chained Other Fast Food - - - - Independent Other Fast Food - - - Fast Food 10.8 7.9 46.5


Table 7 Fast Food by Casual vs Non-Casual: Units/Outlets 2007-2012

outlets 2007 2008 2009 2010 2011 2012 Fast Casual Dining 520 544 572 568 630 791 Non-Casual Fast Food 4,006 4,245 4,614 4,897 5,198 5,479 Fast Food 4,526 4,789 5,186 5,465 5,828 6,270


Table 8 Sales in Fast Food by Casual vs Non-Casual: Number of Transactions 2007-2012

Mn transactions 2007 2008 2009 2010 2011 2012 Fast Casual Dining 75.3 77.3 78.4 79.2 83.0 96.0 Non-Casual Fast Food 565.8 580.7 598.4 645.0 678.2 736.2 Fast Food 641.0 657.9 676.8 724.2 761.2 832.2


Table 9 Sales in Fast Food by Casual vs Non-Casual: Foodservice Value 2007-2012



Ps million 2007 2008 2009 2010 2011 2012 Fast Casual Dining 12,164.5 12,944.7 13,138.9 13,401.7 14,433.6 17,103.8 Non-Casual Fast Food 71,021.8 76,307.5 81,026.9 88,435.9 95,545.3 104,775.8 Fast Food 83,186.3 89,252.3 94,165.8 101,837.6 109,978.9 121,879.6


Table 10 Fast Food by Casual vs Non-Casual: % Units/Outlets Growth 2007-2012

% Units/Outlets growth 2011/12 2007-12 CAGR 2007/12 Total Fast Casual Dining 25.6 8.8 52.1 Non-Casual Fast Food 5.4 6.5 36.8 Fast Food 7.6 6.7 38.5


Table 11 Sales in Fast Food by Casual vs Non-Casual: % Transaction Growth 2007-2012

% transaction growth 2011/12 2007-12 CAGR 2007/12 Total Fast Casual Dining 15.7 5.0 27.6 Non-Casual Fast Food 8.5 5.4 30.1 Fast Food 9.3 5.4 29.8


Table 12 Sales in Fast Food by Casual vs Non-Casual: % Foodservice Value Growth 2007-2012

% value growth 2011/12 2007-12 CAGR 2007/12 Total Fast Casual Dining 18.5 7.1 40.6 Non-Casual Fast Food 9.7 8.1 47.5 Fast Food 10.8 7.9 46.5


Table 13 Sales of Fast Food by Bakery Products Type 2007-2012

% value 2007 2008 2009 2010 2011 2012 Sandwich Specialists 4.1 4.3 4.3 4.4 4.4 3.2 Sweet Bakery Goods 90.1 93.3 93.2 93.4 93.4 94.6 Specialists Other Including Mixed 5.9 2.4 2.5 2.2 2.2 2.2



Bakery Fast Food Total 100.0 100.0 100.0 100.0 100.0 100.0

Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 14 GBO Company Shares in Chained Fast Food: % Foodservice Value 2008-2012

% value Company 2008 2009 2010 2011 2012 Jollibee Foods Corp 57.4 56.4 60.9 60.5 60.1 McDonald's Corp 19.2 18.9 18.4 18.4 19.1 Yum! Brands Inc 3.8 4.1 4.4 4.7 4.6 Seven & I Holdings Co Ltd 1.5 1.8 2.0 2.1 2.1 Pancake House Inc - - - 1.6 1.6 Pier One Bar & Grill - - 0.0 0.4 1.1 Holdings Corp Goldilocks Bake Shop Inc 1.7 1.8 1.1 1.0 1.0 Burger King Holdings Inc 0.8 0.7 0.7 0.8 0.9 Wendy's Co, The - - - 0.9 0.8 Duskin Co Ltd 0.9 0.9 0.9 0.9 0.8 Bon Chon Inc - - 0.0 0.2 0.6 Sbarro Inc 0.4 0.4 0.5 0.5 0.5 Tropical Hut Food 0.9 0.8 0.8 0.7 0.4 Market Inc Pancit ng Taga Malabon 0.5 0.4 0.4 0.4 0.3 Inc Mexicali Foods Corp 0.4 0.4 0.4 0.4 0.3 Dunkin' Brands Group Inc 0.5 0.4 0.4 0.4 0.3 Tokyo Tokyo Inc 0.4 0.4 0.4 0.4 0.3 International Dairy 0.1 0.1 0.2 0.1 0.3 Queen Inc Brothers Burgers Inc 0.3 0.3 0.3 0.3 0.3 French Baker Inc 0.2 0.2 0.2 0.2 0.2 Koninklijke Shell Groep/ 0.2 0.2 0.1 0.1 0.1 Royal Dutch Shell Group Chef d' Angelo Group 0.3 0.3 0.2 0.2 0.1 AEON Group 0.1 0.1 0.1 0.1 0.1 Krispy Kreme Doughnut 0.1 0.1 0.1 0.1 0.1 Corp Kitaro Corp 0.4 0.3 0.2 0.2 0.1 3M Pizza Inc 0.1 0.2 0.1 0.1 0.1 Ultimate Burgers Inc 0.3 0.4 0.2 0.1 0.1 Magoo's Pizza Inc 0.1 0.1 0.1 0.1 0.1 M&H Food Corp 0.4 0.1 0.1 0.1 0.1 Doctor's Associates Inc 0.1 0.1 0.1 0.1 0.1 Others 9.0 9.9 6.5 4.0 3.4 Total 100.0 100.0 100.0 100.0 100.0


Table 15 GBN Brand Shares in Chained Fast Food: % Foodservice Value 2009-2012

% value Brand Global Brand Owner 2009 2010 2011 2012



Jollibee Jollibee Foods Corp 38.7 39.7 39.0 38.4 McDonald's McDonald's Corp 18.9 18.4 18.4 19.1 Chowking Jollibee Foods Corp 11.2 10.4 9.8 9.7 Mang Inasal Jollibee Foods Corp - 4.1 5.3 5.7 Greenwich Jollibee Foods Corp 5.6 5.7 5.4 5.2 KFC Yum! Brands Inc 4.0 4.3 4.6 4.6 7-Eleven Seven & I Holdings Co Ltd 1.8 2.0 2.1 2.1 Yellow Cab Pizza Pancake House Inc - - 1.6 1.6 Chic-Boy Pier One Bar & Grill - 0.0 0.4 1.1 Holdings Corp Red Ribbon Jollibee Foods Corp 1.0 1.0 1.0 1.0 Goldilocks Foodshop Goldilocks Bake Shop Inc 1.8 1.1 1.0 1.0 Burger King Burger King Holdings Inc 0.7 0.7 0.8 0.9 Wendy's Wendy's Co, The - - 0.9 0.8 Mister Donut Duskin Co Ltd 0.9 0.9 0.9 0.8 BonChon Chicken Bon Chon Inc - 0.0 0.2 0.6 Sbarro Sbarro Inc 0.4 0.5 0.5 0.5 Tropical Hut Tropical Hut Food 0.8 0.8 0.7 0.4 Market Inc Pancit ng Taga Pancit ng Taga Malabon 0.4 0.4 0.4 0.3 Malabon Inc Mexicali Mexicali Foods Corp 0.4 0.4 0.4 0.3 Dunkin' Donuts Dunkin' Brands Group Inc 0.4 0.4 0.4 0.3 Tokyo Tokyo Tokyo Tokyo Inc 0.4 0.4 0.4 0.3 Dairy Queen International Dairy 0.1 0.2 0.1 0.3 Queen Inc Brothers Burgers Brothers Burgers Inc 0.3 0.3 0.3 0.3 French Baker, The French Baker Inc 0.2 0.2 0.2 0.2 Shell Select Koninklijke Shell Groep/ 0.2 0.1 0.1 0.1 Royal Dutch Shell Group Chef d' Angelo Chef d' Angelo Group 0.3 0.2 0.2 0.1 Ministop AEON Group 0.1 0.1 0.1 0.1 Krispy Kreme Krispy Kreme Doughnut Corp 0.1 0.1 0.1 0.1 Kitaro Sushi Kitaro Corp 0.3 0.2 0.2 0.1 Japanese-to-go 3M Pizza 3M Pizza Inc 0.2 0.1 0.1 0.1 Häagen-Dazs General Mills Inc 0.2 0.1 0.1 - Yellow Cab Pizza Yellow Cab Pizza Co 1.5 1.5 - - Wendy's Wendy's/Arby's Group 0.9 0.9 - - Mang Inasal Mang Inasal Phils Inc 2.8 - - - Others 5.4 4.6 4.3 3.8 Total 100.0 100.0 100.0 100.0


Table 16 Forecast Fast Food by Category: Units/Outlets 2012-2017

outlets 2012 2013 2014 2015 2016 2017 Asian Fast Food 725 742 754 769 784 803 - Chained Asian Fast Food 644 662 675 691 708 728 - Independent Asian 81 80 79 78 76 75 Fast Food Bakery Products Fast Food 780 783 787 792 797 804 - Chained Bakery 695 697 700 704 708 714 Products Fast Food - Independent Bakery 85 86 87 88 89 90 Products Fast Food



Burger Fast Food 1,385 1,418 1,450 1,478 1,504 1,527 - Chained Burger Fast 1,307 1,339 1,370 1,397 1,422 1,443 Food - Independent Burger 78 79 80 81 82 84 Fast Food Chicken Fast Food 954 1,048 1,131 1,198 1,246 1,272 - Chained Chicken Fast 905 995 1,074 1,138 1,183 1,207 Food - Independent Chicken 49 53 57 60 63 65 Fast Food Convenience Stores Fast 1,668 1,848 1,977 2,096 2,200 2,299 Food - Chained Convenience 1,668 1,848 1,977 2,096 2,200 2,299 Stores Fast Food - Independent - - - - - - Convenience Stores Fast Food Fish Fast Food - - - - - - - Chained Fish Fast Food - - - - - - - Independent Fish Fast - - - - - - Food Ice Cream Fast Food 254 266 278 289 299 308 - Chained Ice Cream 73 80 87 94 101 107 Fast Food - Independent Ice Cream 181 186 191 195 198 201 Fast Food Latin American Fast Food 16 17 18 20 22 24 - Chained Latin 16 17 18 20 22 24 American Fast Food - Independent Latin - - - - - - American Fast Food Middle Eastern Fast Food - - - - - - - Chained Middle - - - - - - Eastern Fast Food - Independent Middle - - - - - - Eastern Fast Food Pizza Fast Food 488 502 516 529 542 554 - Chained Pizza Fast Food 433 448 463 477 491 504 - Independent Pizza 55 54 53 52 51 50 Fast Food Other Fast Food - - - - - - - Chained Other Fast Food - - - - - - - Independent Other - - - - - - Fast Food Fast Food 6,270 6,624 6,911 7,171 7,394 7,591

Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources

Table 17 Forecast Sales in Fast Food by Category: Number of Transactions 2012-2017

Mn transactions 2012 2013 2014 2015 2016 2017 Asian Fast Food 92.9 93.9 95.1 96.7 98.4 100.5 - Chained Asian Fast Food 88.1 89.3 90.6 92.3 94.1 96.3 - Independent Asian 4.7 4.6 4.5 4.4 4.3 4.2 Fast Food Bakery Products Fast Food 70.4 70.8 71.1 71.4 71.6 71.8 - Chained Bakery 66.9 67.3 67.6 67.9 68.1 68.2



Products Fast Food - Independent Bakery 3.5 3.5 3.5 3.6 3.6 3.6 Products Fast Food Burger Fast Food 486.2 500.7 514.5 527.2 539.2 549.9 - Chained Burger Fast 479.2 493.6 507.4 520.1 532.1 542.7 Food - Independent Burger 7.0 7.0 7.1 7.1 7.1 7.1 Fast Food Chicken Fast Food 88.1 96.7 104.2 110.4 114.7 117.0 - Chained Chicken Fast 84.4 92.8 100.2 106.2 110.5 112.7 Food - Independent Chicken 3.7 3.9 4.0 4.1 4.2 4.3 Fast Food Convenience Stores Fast 44.2 46.4 48.5 50.5 52.2 53.8 Food - Chained Convenience 44.2 46.4 48.5 50.5 52.2 53.8 Stores Fast Food - Independent - - - - - - Convenience Stores Fast Food Fish Fast Food - - - - - - - Chained Fish Fast Food - - - - - - - Independent Fish Fast - - - - - - Food Ice Cream Fast Food 7.7 8.1 8.4 8.6 8.9 9.1 - Chained Ice Cream 2.4 2.8 3.0 3.2 3.4 3.6 Fast Food - Independent Ice Cream 5.2 5.3 5.3 5.4 5.5 5.5 Fast Food Latin American Fast Food 1.6 1.6 1.7 1.8 1.9 2.0 - Chained Latin 1.6 1.6 1.7 1.8 1.9 2.0 American Fast Food - Independent Latin - - - - - - American Fast Food Middle Eastern Fast Food - - - - - - - Chained Middle - - - - - - Eastern Fast Food - Independent Middle - - - - - - Eastern Fast Food Pizza Fast Food 41.1 42.1 43.0 43.8 44.7 45.4 - Chained Pizza Fast Food 37.0 38.1 39.1 40.1 41.0 41.9 - Independent Pizza 4.1 4.0 3.8 3.7 3.6 3.6 Fast Food Other Fast Food - - - - - - - Chained Other Fast Food - - - - - - - Independent Other - - - - - - Fast Food Fast Food 832.2 860.3 886.6 910.4 931.7 949.5


Table 18 Forecast Sales in Fast Food by Category: Foodservice Value 2012-2017

Ps million 2012 2013 2014 2015 2016 2017 Asian Fast Food 15,647.9 15,791.3 15,981.9 16,206.1 16,480.6 16,792.1 - Chained Asian Fast Food 14,776.7 14,924.5 15,118.5 15,345.3 15,621.5 15,933.9 - Independent Asian 871.2 866.8 863.4 860.8 859.0 858.2



Fast Food Bakery Products Fast Food 4,713.4 4,776.3 4,825.9 4,866.2 4,897.0 4,918.1 - Chained Bakery 4,485.8 4,544.1 4,589.5 4,626.3 4,654.0 4,672.6 Products Fast Food - Independent Bakery 227.6 232.2 236.4 239.9 243.0 245.5 Products Fast Food Burger Fast Food 71,798.9 73,796.7 75,629.5 77,356.9 78,892.6 80,301.2 - Chained Burger Fast 71,007.6 72,995.8 74,820.7 76,541.6 78,072.4 79,477.7 Food - Independent Burger 791.3 800.8 808.8 815.3 820.2 823.5 Fast Food Chicken Fast Food 14,774.2 16,085.3 17,354.8 18,554.0 19,653.3 20,623.9 - Chained Chicken Fast 14,361.2 15,653.7 16,906.0 18,089.4 19,174.8 20,133.5 Food - Independent Chicken 413.0 431.6 448.8 464.5 478.5 490.4 Fast Food Convenience Stores Fast 3,178.2 3,384.8 3,587.9 3,785.2 3,974.4 4,153.3 Food - Chained Convenience 3,178.2 3,384.8 3,587.9 3,785.2 3,974.4 4,153.3 Stores Fast Food - Independent - - - - - - Convenience Stores Fast Food Fish Fast Food - - - - - - - Chained Fish Fast Food - - - - - - - Independent Fish Fast - - - - - - Food Ice Cream Fast Food 1,175.2 1,263.4 1,324.6 1,383.2 1,437.9 1,488.3 - Chained Ice Cream 461.6 535.5 583.7 630.4 674.5 714.9 Fast Food - Independent Ice Cream 713.6 727.9 741.0 752.8 763.4 773.3 Fast Food Latin American Fast Food 482.7 506.8 534.7 566.8 603.6 645.9 - Chained Latin 482.7 506.8 534.7 566.8 603.6 645.9 American Fast Food - Independent Latin - - - - - - American Fast Food Middle Eastern Fast Food - - - - - - - Chained Middle - - - - - - Eastern Fast Food - Independent Middle - - - - - - Eastern Fast Food Pizza Fast Food 10,109.1 10,510.0 10,914.9 11,312.0 11,706.9 12,085.3 - Chained Pizza Fast Food 9,208.7 9,623.1 10,036.9 10,438.4 10,835.0 11,214.3 - Independent Pizza 900.4 886.9 878.0 873.6 871.9 871.0 Fast Food Other Fast Food - - - - - - - Chained Other Fast Food - - - - - - - Independent Other - - - - - - Fast Food Fast Food 121,879.6 126,114.4 130,154.3 134,030.2 137,646.3 141,008.0


Table 19 Forecast Fast Food by Category: % Units/Outlets Growth 2012-2017

% Units/Outlets growth 2012-17 CAGR 2012/17 TOTAL



Asian Fast Food 2.1 10.8 - Chained Asian Fast Food 2.5 13.0 - Independent Asian Fast Food -1.5 -7.4 Bakery Products Fast Food 0.6 3.1 - Chained Bakery Products Fast Food 0.5 2.7 - Independent Bakery Products Fast Food 1.1 5.9 Burger Fast Food 2.0 10.3 - Chained Burger Fast Food 2.0 10.4 - Independent Burger Fast Food 1.5 7.7 Chicken Fast Food 5.9 33.3 - Chained Chicken Fast Food 5.9 33.4 - Independent Chicken Fast Food 5.8 32.7 Convenience Stores Fast Food 6.6 37.8 - Chained Convenience Stores Fast Food 6.6 37.8 - Independent Convenience Stores Fast Food - - Fish Fast Food - - - Chained Fish Fast Food - - - Independent Fish Fast Food - - Ice Cream Fast Food 3.9 21.3 - Chained Ice Cream Fast Food 7.9 46.6 - Independent Ice Cream Fast Food 2.1 11.0 Latin American Fast Food 8.4 50.0 - Chained Latin American Fast Food 8.4 50.0 - Independent Latin American Fast Food - - Middle Eastern Fast Food - - - Chained Middle Eastern Fast Food - - - Independent Middle Eastern Fast Food - - Pizza Fast Food 2.6 13.5 - Chained Pizza Fast Food 3.1 16.4 - Independent Pizza Fast Food -1.9 -9.1 Other Fast Food - - - Chained Other Fast Food - - - Independent Other Fast Food - - Fast Food 3.9 21.1


Table 20 Forecast Sales in Fast Food by Category: % Transaction Growth 2012-2017

% transaction growth 2012-17 CAGR 2012/17 TOTAL Asian Fast Food 1.6 8.2 - Chained Asian Fast Food 1.8 9.2 - Independent Asian Fast Food -2.1 -10.3 Bakery Products Fast Food 0.4 2.0 - Chained Bakery Products Fast Food 0.4 2.0 - Independent Bakery Products Fast Food 0.3 1.5 Burger Fast Food 2.5 13.1 - Chained Burger Fast Food 2.5 13.2 - Independent Burger Fast Food 0.4 2.0 Chicken Fast Food 5.8 32.8 - Chained Chicken Fast Food 6.0 33.6 - Independent Chicken Fast Food 3.0 16.0 Convenience Stores Fast Food 4.0 21.7 - Chained Convenience Stores Fast Food 4.0 21.7 - Independent Convenience Stores Fast Food - - Fish Fast Food - - - Chained Fish Fast Food - -



- Independent Fish Fast Food - - Ice Cream Fast Food 3.5 18.7 - Chained Ice Cream Fast Food 8.1 47.9 - Independent Ice Cream Fast Food 1.0 5.1 Latin American Fast Food 5.0 27.6 - Chained Latin American Fast Food 5.0 27.6 - Independent Latin American Fast Food - - Middle Eastern Fast Food - - - Chained Middle Eastern Fast Food - - - Independent Middle Eastern Fast Food - - Pizza Fast Food 2.0 10.5 - Chained Pizza Fast Food 2.5 13.2 - Independent Pizza Fast Food -3.0 -14.1 Other Fast Food - - - Chained Other Fast Food - - - Independent Other Fast Food - - Fast Food 2.7 14.1


Table 21 Forecast Sales in Fast Food by Category: % Foodservice Value Growth 2012-2017

% value growth 2012-17 CAGR 2012/17 TOTAL Asian Fast Food 1.4 7.3 - Chained Asian Fast Food 1.5 7.8 - Independent Asian Fast Food -0.3 -1.5 Bakery Products Fast Food 0.9 4.3 - Chained Bakery Products Fast Food 0.8 4.2 - Independent Bakery Products Fast Food 1.5 7.8 Burger Fast Food 2.3 11.8 - Chained Burger Fast Food 2.3 11.9 - Independent Burger Fast Food 0.8 4.1 Chicken Fast Food 6.9 39.6 - Chained Chicken Fast Food 7.0 40.2 - Independent Chicken Fast Food 3.5 18.8 Convenience Stores Fast Food 5.5 30.7 - Chained Convenience Stores Fast Food 5.5 30.7 - Independent Convenience Stores Fast Food - - Fish Fast Food - - - Chained Fish Fast Food - - - Independent Fish Fast Food - - Ice Cream Fast Food 4.8 26.6 - Chained Ice Cream Fast Food 9.1 54.9 - Independent Ice Cream Fast Food 1.6 8.4 Latin American Fast Food 6.0 33.8 - Chained Latin American Fast Food 6.0 33.8 - Independent Latin American Fast Food - - Middle Eastern Fast Food - - - Chained Middle Eastern Fast Food - - - Independent Middle Eastern Fast Food - - Pizza Fast Food 3.6 19.5 - Chained Pizza Fast Food 4.0 21.8 - Independent Pizza Fast Food -0.7 -3.3 Other Fast Food - - - Chained Other Fast Food - - - Independent Other Fast Food - -



Fast Food 3.0 15.7


Table 22 Forecast Fast Food by Casual vs Non-Casual: Units/Outlets 2012-2017

outlets 2012 2013 2014 2015 2016 2017 Fast Casual Dining 791 807 826 846 870 896 Non-Casual Fast Food 5,479 5,817 6,085 6,325 6,524 6,695 Fast Food 6,270 6,624 6,911 7,171 7,394 7,591


Table 23 Forecast Sales in Fast Food by Casual vs Non-Casual: Number of Transactions 2012-2017

Mn transactions 2012 2013 2014 2015 2016 2017 Fast Casual Dining 96.0 97.8 99.7 101.9 104.3 107.1 Non-Casual Fast Food 736.2 762.5 786.9 808.5 827.4 842.5 Fast Food 832.2 860.3 886.6 910.4 931.7 949.5


Table 24 Forecast Sales in Fast Food by Casual vs Non-Casual: Foodservice Value 2012-2017

Ps million 2012 2013 2014 2015 2016 2017 Fast Casual Dining 17,103.8 17,531.4 18,057.3 18,689.3 19,436.9 20,311.6 Non-Casual Fast Food 104,775.8 108,583.0 112,096.9 115,340.9 118,209.4 120,696.5 Fast Food 121,879.6 126,114.4 130,154.3 134,030.2 137,646.3 141,008.0


Table 25 Forecast Fast Food by Casual vs Non-Casual: % Units/Outlets Growth 2012-2017

% Units/Outlets growth 2012-17 CAGR 2012/17 TOTAL Fast Casual Dining 2.5 13.3 Non-Casual Fast Food 4.1 22.2 Fast Food 3.9 21.1




Table 26 Forecast Sales in Fast Food by Casual vs Non-Casual: % Transaction Growth 2012-2017

% transaction growth 2012-17 CAGR 2012/17 TOTAL Fast Casual Dining 2.2 11.5 Non-Casual Fast Food 2.7 14.4 Fast Food 2.7 14.1


Table 27 Forecast Sales in Fast Food by Casual vs Non-Casual: % Foodservice Value Growth 2012-2017

% value growth 2012-17 CAGR 2012/17 TOTAL Fast Casual Dining 3.5 18.8 Non-Casual Fast Food 2.9 15.2 Fast Food 3.0 15.7


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