Full-Service_Restaurants_in_the_Philippines.pdf

FULL-SERVICE RESTAURANTS IN THE PHILIPPINES

Euromonitor International

August 2015

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 .............................................................................................................................. 4

Table 1 Full-Service Restaurants by Category: Units/Outlets 2009-2014 ................. 4 Table 2 Sales in Full-Service Restaurants by Category: Number of

Transactions 2009-2014 .............................................................................. 5 Table 3 Sales in Full-Service Restaurants by Category: Foodservice Value

2009-2014 .................................................................................................... 6 Table 4 Full-Service Restaurants by Category: % Units/Outlets Growth 2009-

2014 ............................................................................................................. 7 Table 5 Sales in Full-Service Restaurants by Category: % Transaction Growth

2009-2014 .................................................................................................... 8 Table 6 Sales in Full-Service Restaurants by Category: % Foodservice Value

Growth 2009-2014 ....................................................................................... 9 Table 7 Full-Service Restaurants by Casual vs Non-Casual: Units/Outlets

2009-2014 .................................................................................................... 9 Table 8 Sales in Full-Service Restaurants by Casual vs Non-Casual: Number

of Transactions 2009-2014 ........................................................................ 10 Table 9 Sales in Full-Service Restaurants by Casual vs Non-Casual:

Foodservice Value 2009-2014 ................................................................... 10 Table 10 Full-Service Restaurants by Casual vs Non-Casual: % Units/Outlets

Growth 2009-2014 ..................................................................................... 11 Table 11 Sales in Full-Service Restaurants by Casual vs Non-Casual: %

Transaction Growth 2009-2014 .................................................................. 11 Table 12 Sales in Full-Service Restaurants by Casual vs Non-Casual: %

Foodservice Value Growth 2009-2014 ....................................................... 12 Table 13 GBO Company Shares in Chained Full-Service Restaurants: %

Foodservice Value 2010-2014 ................................................................... 12 Table 14 GBN Brand Shares in Chained Full-Service Restaurants: %

Foodservice Value 2011-2014 ................................................................... 13 Table 15 Forecast Full-Service Restaurants by Category: Units/Outlets 2014-

2019 ........................................................................................................... 14 Table 16 Forecast Sales in Full-Service Restaurants by Category: Number of

Transactions 2014-2019 ............................................................................ 15 Table 17 Forecast Sales in Full-Service Restaurants by Category: Foodservice

Value 2014-2019 ........................................................................................ 16 Table 18 Forecast Full-Service Res taurants by Category: % Units/Outlets

Growth 2014-2019 ..................................................................................... 17 Table 19 Forecast Sales in Full-Service Restaurants by Category: %

Transaction Growth 2014-2019 .................................................................. 17 Table 20 Forecast Sales in Full-Service Restaurants by Category: %

Foodservice Value Growth 2014-2019 ....................................................... 18 Table 21 Forecast Full-Service Restaurants by Casual vs Non-Casual:

Units/Outlets 2014-2019 ............................................................................ 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 2014-2019 ........................................................... 19 Table 23 Forecast Sales in Full-Service Restaurants by Casual vs Non-Casual:

Foodservice Value 2014-2019 ................................................................... 20 Table 24 Forecast Full-Service Restaurants by Casual vs Non-Casual: %

Units/Outlets Growth 2014-2019 ................................................................ 20 Table 25 Forecast Sales in Full-Service Restaurants by Casual vs Non-Casual:

% Transaction Growth 2014-2019 .............................................................. 21 Table 26 Forecast Sales in Full-Service Restaurants by Casual vs Non-Casual:

% Foodservice Value Growth 2014-2019 ................................................... 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 increases by 5% in current value, reaching PHP114.8 billion in 2014

Competition tightens with the entry of foreign brands

Pizza full-service restaurants record the highest current value growth of 23% in 2014

Max's Group Inc leads full-service restaurants with a value share of 5% in 2014

Full-service restaurants is set to increase in value at a CAGR of 1% at constant 2014 prices

over the forecast period, rising to PHP124.3 billion in 2019, while the number of outlets is set

to increase very marginally to 18,155 in 2019

TRENDS The continuous expansion of shopping centres in the Philippines is opening up more space

for the operators of full-service restaurants to expand their existing brands and introduce new

ones. Building one’s own brand, however, is becoming a less popular option as franchising,

licensing and entering into joint ventures to bring in an international brand into the country is

more commonly undertaken by entrepreneurs in full-service restaurants. Among the new

foreign brands that were introduced into the channel in 2014 were Hong-Kong based brand

Tim Ho Wan, Canadian brand Steveston Pizza and American brand Todd English Food Hall.

It also seems that the ramen craze shows no signs of slowing down as new additions were

introduced in 2014 such as Ippudo, Ramen Iroha and Ramen Sora.

Growth in full-service restaurants slowed down marginally in 2014 compared to 2013 as it

registered 4% current value growth. The slight slowdown recorded in growth can be traced to

the increasingly wide range of brand options overall in consumer foodservice, which makes it

more challenging for full-service restaurants to sustain consistent acceleration in growth.

Overall, the performance of full-service restaurants in 2014 was on par with 2013 as

improvements in the country’s economy allowed consumers to eat out in full-service

restaurants as well and not just in cheaper fast food outlets when visiting shopping centres to

unwind during weekends. Although the wider range of brand options on offer presented

challenges for some players, it was nevertheless beneficial to consumers as it gave them

more variety in terms of menu choices and price ranges.

Growth in pizza full-service restaurants outpaced growth in all other-service restaurants

categories in 2014 as it generated current value growth of 23% in 2014. The versatility of

pizza, which can be consumed as a snack or as a main meal, is one of the major factors

behind the category’s dynamism in 2014. Since pizza can also be eaten without cutlery, it is

also a convenient take-away option which can be consumed even while on the road. The

leading players in pizza full-service restaurants also offer value meals, which enable it to

attract price-conscious diners. They are likewise more active in using famous personalities as

brand endorsers. Pizza Hut, for instance, commissioned the Philippines’ world-renowned

boxing champion Manny Pacquiao to promote its new barbecue chicken and cream cheese

stuffed pan pizza in 2014 as well as its new value meal called the big variety box. Shakey’s,

meanwhile, is actively marketing its brand through sports with the Shakey’s V-League

volleyball tournament participated in by major universities.



The prices charged at full-service restaurants tend to vary, with fine dining establishments in

the minority. As only a handful of consumers can afford the high prices charged by fine dining

restaurants, these are generally located in upmarket hotels. Most of the full-service

restaurants located in shopping centres, meanwhile, are priced mid-range establishments and

they are affordable even for middle-income consumers. Some brands also include set meals

in their menus in addition to their regular a-la-carte offerings.

Independent players dominate full-service restaurants, accounting for 82% of total value sales

in the channel during 2014. The price range and menu offerings of independent players,

meanwhile, are as varied as that of chained brands such that both types of full-service

restaurants cater to various consumer segments depending on their positioning. Neither

chained nor independent players are focused solely on serving one consumer group.

Other full-service restaurants contributed 8% of total value sales to the channel during 2014.

Brands operating in this category have different formats and varied menus. The biggest

brand, however, is Max’s, which serves Filipino dishes and is well-known for its whole fried

chicken. Another brand focused on serving chicken is Savory. Fish & Co, meanwhile, caters

to seafood lovers. Via Mare and Aristocrat, on the other hand, offer mainly popular Filipino

dishes. Dad’s offers a buffet featuring dishes from various types of cuisines such as Chinese,

Thai, Indian, Italian and North American, among others.

Different strategies are being implemented by various full-service restaurants brands to

improve their competitiveness. Foreign brands iHop and California Pizza Kitchen, for

instance, both added popular Filipino dishes to their menus during 2014 in order to better

serve local consumers. iHop has five new Filipino breakfast items, including garlic rice meals

with fried egg and meat. California Pizza Kitchen, meanwhile, added Green Mango Salad,

Green Mango Pie and Halo2 which is its version of the popular Filipino dessert, halo-halo,

which involves shaved iced mixed with evaporated milk and various sweet ingredients. Papa

John’s, meanwhile, focused on developing its range of snacks by offering a 50% discount

between 14.00hrs and 18.00hrs. Outback Steakhouse, on the other hand, beefed up its

beverages menu with the addition of a wider selection of cocktails.

Filipinos are still more accustomed to using the telephone when placing orders for food

delivery. As such, even third-party online ordering and delivery sites such as twoanyone.com

and citydelivery.ph provide an option to order food to be delivered from full-service

restaurants over the telephone. Only foodpanda.ph, which was launched in 2014, is purely an

online ordering site.

COMPETITIVE LANDSCAPE Independent players dominate full-service restaurants, combined accounting for 78% of total

value sales in the channel during 2014. Among chained players, Max’s Group Inc was the

leader in 2014 with a value share of 5%. Max’s Group Inc is a newly formed entity after Max’s

Inc acquired Pancake House Inc. The merging of these two companies resulted in the

formation of a company with a much wider portfolio of brands including Max’s, Pancake

House, Teriyaki Boy and Dencio’s. Among its brands, Max’s and Pancake House are strong

performers, being the leaders in their respective categories. In 2014, Max’s Group Inc made

known its plan to expand its business interest to include the operation of the food and

beverage operations of various holiday resorts in the Philippines.

Philippine Pizza Inc, owner of Pizza Hut, ranked second in the category full-service

restaurants in 2014 with a value share of 3%. The company’s efforts to continuously innovate

its menu and service levels helped it to gain an edge over the other players in the channel. In

2014, for instance, it introduced the big variety box, which includes best-selling items such as



the supreme pizza, pasta, chicken wings or fried chicken, garlic bread and rice packed into

one box. It also introduced a line of pizzas called flavours of the world, including variants such

as Japanese crab maki pizza which were developed to offer various different cuisines in pizza

format. It was also the first company to use a one-number delivery system as well as oven-

pouch and hot dot technology to ensure that its deliveries are on time, fresh and hot.

2014 also saw the entry of several foreign brands into full-service restaurants in the

Philippines. Among them the high-end restaurant Nobu Manila, which had its soft opening

towards the end of 2014. The restaurant, which can seat 335 guests and is located at the City

of Dreams, will have its grand opening in early 2015. Todd English Food Hall, located in SM

Aura Premier, meanwhile, was brought into the country by the Food Link group and is only the

second outlet of the original restaurant located at The Plaza in New York. This outlet occupies

900 square metres of space and has nine live kitchens. The price range of its menu,

meanwhile, is very broad as a pasta dish can be ordered for as low as PHP220, with pricier

items such as a steak costing PHP3,800.

Another new foreign player in full-service restaurants in the Philippines is Hong Kong-based

Tim Ho Wan, which opened its first outlet at SM Mega Fashion Hall in May 2014. This is said

to be the cheapest Michelin-starred restaurant at global and it has attracted the attention of

Filipinos such that it is common to find queues of diners waiting to for a table during peak

hours. Canadian brand Steveston Pizza, meanwhile, is another newcomer, offering pizza with

unique toppings such as salmon, blue cheese and wasabi-scented teriyaki chicken, among

others. Steveson Pizza opened two Philippines during outlets in 2014, with one located on

Tomas Morato and another at UP Town Center. Another new entrant is Korean brand

Kyochon, which specialises in fried chicken and opened its first outlet at SM Megamall.

The number of full-service restaurants serving ramen also increased in the Philippines during

2014. Japanese restaurant chain Ippudo opened a 79-seater outlet at the SM Mega Fashion

Hall in 2014 and is expected to open eight more outlets in the country over the next three

years. Ramen Iroha, meanwhile, entered the country through a joint venture with Global

Restaurant Concepts Inc. It opened its first outlet at W Global Center in Taguig City, with a

second one to be opened at Rockwell Business Center. Prime Pacific Grill Corp, meanwhile,

opened the first outlet of Ramen Sora in Subic in 2014 and plans to open more in other

locations such as Cebu, Makati, Alabang and Quezon City. Yakitori is another addition to its

brand portfolio, which had opened its first outlet in Cebu by January 2015. Yakitori is

differentiated by its use of white charcoal, which is smoke-free and gives off high heat to bring

out the full flavour of food.

Gerry’s Grill was rebranded to Gerry’s in 2014 as it broadened its target audience beyond

groups of friends who want to spend time together. In addition to the rebranding is the

creation of various sections within the restaurant, namely, a bar/smoking area, a function

room and a dining area. Other major brands in the channel, meanwhile, offer value meals not

only to attract price-conscious diners but also families and those eating out in groups. Brands

which have value meals or set meals include Max’s, Pizza Hut and Shakey’s. Those with a

more upscale positioning, on the other hand, include Italianni’s, TGI Friday’s and California

Pizza Kitchen and these are generally located in upscale shopping centres frequented by

affluent consumers.

Chained brands generally have a higher recall due to their wide networks of outlets. This

makes it more challenging for independent players to carve a niche in the channel. Some

independent brands which are owned by popular personalities and chefs, meanwhile, are able

to generate a buzz, either because of the good food they serve or the publicity they receive

due to being owned by a celebrity.



PROSPECTS More foreign brands are expected to enter full-service restaurants in the Philippines over the

forecast period. American brand Applebee’s is already among those that should be watched

out for as Global Restaurant Concepts Inc confirmed its launch in the country during the first

quarter of 2015. The company is also reported to be in talks with four other international

companies, including one which owns a burger restaurant. The excitement that foreign brands

generate among consumers who are looking for variety is likely to encourage more

companies to bring in more international foodservice brands rather than create a home-grown

one. International brands are also perceived as providing a more authentic rendition of a

particular cuisine, which makes them the go-to places for consumers craving a particular dish.

Full-service restaurants is expected to increase in value at a CAGR of 2% in constant 2014

terms over the forecast period, which is set to be superior to the marginally negative value

CAGR generated in constant 2014 terms over the review period. Sales per outlet are also

expected to increase at a CAGR of 2% in constant 2014 terms over the forecast period,

commensurate with the growth recorded in this measure over the review period. The

continuous introduction of new brands and concepts is among the factors that expected to

bring major improvements to channel over the forecast period. New brands usually arouse

consumer interest and stimulate trial purchases. The active posting of Filipino diners of their

food adventures online is also set to assist growth as this serves as motivation for others to

try out a particular foodservice brand for themselves. Given that parks and recreational

centres are not available for those who want to unwind, shopping centres are set to remain

popular weekend destinations for families and friends who usually eat out as well during such

trips. Dining out or having food delivered to one’s home from a full-service restaurants is also

set to remain as a convenient alternative for busy urban dwellers.

Rising demand for competing consumer foodservice channels such as fast food is expected

to be the only major threat to full-service restaurants during the forecast period. Imported fast

food brands are expected to pose challenges especially to full-service restaurants targeted

towards middle-income consumer groups. Full-service restaurants catering to upper-income

consumers, meanwhile, are unlikely to be significantly affected by these fast food brands as

they cater to less price-sensitive diners who place a higher priority on quality over cost.

Independent brands, meanwhile, are expected to face tough times ahead as more imported

brands enter the channel. With more brand options available, it is likely that diners will move

from one brand to another whenever they eat out instead of remaining loyal to one brand,

even if the quality of the food on offer is satisfactory.

Companies are expected to become more creative in terms of finding ways to differentiate

themselves against the growing number of brands emerging in the channel. The trend in fast

food which allows for the customisation of dishes is likely to influence the creation of full-

service restaurants which change menus at more frequent intervals so as to increase the

number of repeat customers. Smaller serving sizes, meanwhile, could be used by some to

allow diners to sample different dishes in one sitting, thereby improving variety.

CATEGORY DATA

Table 1 Full-Service Restaurants by Category: Units/Outlets 2009-2014

outlets 2009 2010 2011 2012 2013 2014



Asian Full-Service 12,590 12,446 12,339 12,256 12,196 12,141 Restaurants - Chained Asian Full- 329 308 310 311 323 327 Service Restaurants - Independent Asian 12,261 12,138 12,029 11,945 11,873 11,814 Full-Service Restaurants European Full-Service 855 854 847 842 836 827 Restaurants - Chained European Full- 63 70 73 75 79 78 Service Restaurants - Independent European 792 784 774 767 757 749 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- 2,746 2,793 2,830 2,875 2,908 2,937 Service Restaurants - Chained North 191 207 218 240 252 260 American Full-Service Restaurants - Independent North 2,555 2,586 2,612 2,635 2,656 2,677 American Full-Service Restaurants Pizza Full-Service 494 531 564 568 583 600 Restaurants - Chained Pizza Full- 218 250 278 279 290 304 Service Restaurants - Independent Pizza 276 281 286 289 293 296 Full-Service Restaurants Other Full-Service 1,616 1,611 1,609 1,625 1,635 1,644 Restaurants - Chained Other Full- 223 232 237 252 260 265 Service Restaurants - Independent Other 1,393 1,379 1,372 1,373 1,375 1,379 Full-Service Restaurants Full-Service Restaurants 18,301 18,235 18,189 18,166 18,158 18,149

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 2009-2014

'000 transactions 2009 2010 2011 2012 2013 2014 Asian Full-Service 276,886.2 270,929.6 266,358.1 262,330.1 260,274.2 258,174.5



Restaurants - Chained Asian Full- 12,889.4 12,212.7 12,298.2 12,335.1 12,779.2 12,907.0 Service Restaurants - Independent Asian 263,996.8 258,716.8 254,059.9 249,995.0 247,495.0 245,267.6 Full-Service Restaurants European Full-Service 11,141.8 11,059.6 10,900.0 10,780.9 10,762.6 10,654.2 Restaurants - Chained European Full- 1,794.2 1,927.0 1,950.1 1,992.0 2,105.6 2,109.8 Service Restaurants - Independent European 9,347.6 9,132.6 8,950.0 8,788.9 8,657.0 8,544.5 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- 41,992.9 42,585.5 44,090.4 45,057.3 45,936.8 46,532.6 Service Restaurants - Chained North 6,094.0 6,507.1 7,795.5 8,508.4 9,095.4 9,322.8 American Full-Service Restaurants - Independent North 35,898.9 36,078.4 36,294.9 36,549.0 36,841.3 37,209.8 American Full-Service Restaurants Pizza Full-Service 13,567.1 16,243.4 18,056.8 19,709.4 22,752.2 26,548.3 Restaurants - Chained Pizza Full- 10,941.6 13,602.1 15,389.1 17,020.4 20,039.0 23,818.8 Service Restaurants - Independent Pizza 2,625.5 2,641.3 2,667.7 2,689.1 2,713.3 2,729.5 Full-Service Restaurants Other Full-Service 27,401.4 27,463.9 27,424.9 27,727.3 28,176.7 28,427.6 Restaurants - Chained Other Full- 9,392.5 9,815.1 10,040.9 10,569.3 11,224.6 11,729.7 Service Restaurants - Independent Other 18,008.9 17,648.8 17,384.0 17,158.0 16,952.1 16,697.9 Full-Service Restaurants Full-Service Restaurants 370,989.4 368,281.9 366,830.3 365,605.0 367,902.5 370,337.2


Table 3 Sales in Full-Service Restaurants by Category: Foodservice Value 2009-2014

PHP million 2009 2010 2011 2012 2013 2014 Asian Full-Service 66,723.1 68,277.3 67,212.6 68,294.1 70,277.8 72,365.2 Restaurants - Chained Asian Full- 3,753.2 3,832.0 4,056.2 4,250.9 4,633.5 4,948.6



Service Restaurants - Independent Asian 62,969.9 64,445.3 63,156.4 64,043.2 65,644.3 67,416.7 Full-Service Restaurants European Full-Service 6,913.0 7,170.6 7,254.1 7,416.9 7,693.0 7,894.0 Restaurants - Chained European Full- 1,326.7 1,472.6 1,499.2 1,575.6 1,717.4 1,768.9 Service Restaurants - Independent European 5,586.2 5,698.0 5,754.9 5,841.3 5,975.6 6,125.0 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- 10,330.8 10,790.1 11,479.9 12,210.3 12,956.0 13,644.6 Service Restaurants - Chained North 2,436.0 2,658.5 3,145.0 3,567.1 3,923.8 4,178.8 American Full-Service Restaurants - Independent North 7,894.7 8,131.6 8,334.9 8,643.2 9,032.2 9,465.7 American Full-Service Restaurants Pizza Full-Service 4,592.7 5,868.8 6,791.8 7,760.7 9,531.3 11,764.2 Restaurants - Chained Pizza Full- 4,036.4 5,284.7 6,184.3 7,124.6 8,866.7 11,071.6 Service Restaurants - Independent Pizza 556.3 584.1 607.5 636.1 664.7 692.6 Full-Service Restaurants Other Full-Service 7,081.3 7,415.4 7,721.5 8,133.5 8,634.9 9,098.4 Restaurants - Chained Other Full- 2,610.9 2,788.5 2,955.8 3,201.1 3,505.2 3,789.1 Service Restaurants - Independent Other 4,470.4 4,626.9 4,765.7 4,932.5 5,129.8 5,309.3 Full-Service Restaurants Full-Service Restaurants 95,640.9 99,522.2 100,459.8 103,815.5 109,093.1 114,766.3


Table 4 Full-Service Restaurants by Category: % Units/Outlets Growth 2009-2014

% Units/Outlets growth 2013/14 2009-14 CAGR 2009/14 Total Asian Full-Service Restaurants -0.5 -0.7 -3.6 - Chained Asian Full-Service Restaurants 1.2 -0.1 -0.6 - Independent Asian Full-Service -0.5 -0.7 -3.6 Restaurants European Full-Service Restaurants -1.1 -0.7 -3.3



- Chained European Full-Service -1.3 4.4 23.8 Restaurants - Independent European Full-Service -1.1 -1.1 -5.4 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 1.0 1.4 7.0 - Chained North American Full-Service 3.2 6.4 36.1 Restaurants - Independent North American Full- 0.8 0.9 4.8 Service Restaurants Pizza Full-Service Restaurants 2.9 4.0 21.5 - Chained Pizza Full-Service Restaurants 4.8 6.9 39.4 - Independent Pizza Full-Service 1.0 1.4 7.2 Restaurants Other Full-Service Restaurants 0.6 0.3 1.7 - Chained Other Full-Service Restaurants 1.9 3.5 18.8 - Independent Other Full-Service 0.3 -0.2 -1.0 Restaurants Full-Service Restaurants 0.0 -0.2 -0.8


Table 5 Sales in Full-Service Restaurants by Category: % Transaction Growth 2009-2014

% transaction growth 2013/14 2009-14 CAGR 2009/14 Total Asian Full-Service Restaurants -0.8 -1.4 -6.8 - Chained Asian Full-Service Restaurants 1.0 0.0 0.1 - Independent Asian Full-Service -0.9 -1.5 -7.1 Restaurants European Full-Service Restaurants -1.0 -0.9 -4.4 - Chained European Full-Service 0.2 3.3 17.6 Restaurants - Independent European Full-Service -1.3 -1.8 -8.6 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 2.1 10.8 - Chained North American Full-Service 2.5 8.9 53.0 Restaurants



- Independent North American Full- 1.0 0.7 3.7 Service Restaurants Pizza Full-Service Restaurants 16.7 14.4 95.7 - Chained Pizza Full-Service Restaurants 18.9 16.8 117.7 - Independent Pizza Full-Service 0.6 0.8 4.0 Restaurants Other Full-Service Restaurants 0.9 0.7 3.7 - Chained Other Full-Service Restaurants 4.5 4.5 24.9 - Independent Other Full-Service -1.5 -1.5 -7.3 Restaurants Full-Service Restaurants 0.7 0.0 -0.2


Table 6 Sales in Full-Service Restaurants by Category: % Foodservice Value Growth 2009-2014

% value growth 2013/14 2009-14 CAGR 2009/14 Total Asian Full-Service Restaurants 3.0 1.6 8.5 - Chained Asian Full-Service Restaurants 6.8 5.7 31.8 - Independent Asian Full-Service 2.7 1.4 7.1 Restaurants European Full-Service Restaurants 2.6 2.7 14.2 - Chained European Full-Service 3.0 5.9 33.3 Restaurants - Independent European Full-Service 2.5 1.9 9.6 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 5.3 5.7 32.1 - Chained North American Full-Service 6.5 11.4 71.5 Restaurants - Independent North American Full- 4.8 3.7 19.9 Service Restaurants Pizza Full-Service Restaurants 23.4 20.7 156.1 - Chained Pizza Full-Service Restaurants 24.9 22.4 174.3 - Independent Pizza Full-Service 4.2 4.5 24.5 Restaurants Other Full-Service Restaurants 5.4 5.1 28.5 - Chained Other Full-Service Restaurants 8.1 7.7 45.1 - Independent Other Full-Service 3.5 3.5 18.8 Restaurants Full-Service Restaurants 5.2 3.7 20.0


Table 7 Full-Service Restaurants by Casual vs Non-Casual: Units/Outlets 2009-2014



outlets 2009 2010 2011 2012 2013 2014 Casual Dining Full- 946 1,000 1,034 1,065 1,096 1,129 Service Restaurants - Chained Casual Dining 831 870 906 943 979 1,016 Full-Service Restaurants - Independent Casual 115 130 128 122 117 113 Dining Full-Service Restaurants Non-Casual Dining Full- 17,355 17,235 17,155 17,101 17,062 17,020 Service Restaurants - Chained Non-Casual 193 197 210 214 225 218 Dining Full-Service Restaurants - Independent Non- 17,162 17,038 16,945 16,887 16,837 16,802 Casual Dining Full- Service Restaurants Full-Service Restaurants 18,301 18,235 18,189 18,166 18,158 18,149


Table 8 Sales in Full-Service Restaurants by Casual vs Non-Casual: Number of Transactions 2009-2014

'000 transactions 2009 2010 2011 2012 2013 2014 Casual Dining Full- 45,525.0 49,433.1 52,457.1 55,257.2 59,759.6 64,442.9 Service Restaurants - Chained Casual Dining 33,171.0 35,963.2 39,018.2 41,952.7 46,561.6 51,337.3 Full-Service Restaurants - Independent Casual 12,354.0 13,469.9 13,438.8 13,304.4 13,198.0 13,105.6 Dining Full-Service Restaurants Non-Casual Dining Full- 325,464.4 318,848.8 314,373.2 310,347.9 308,142.9 305,894.3 Service Restaurants - Chained Non-Casual 7,940.6 8,100.8 8,455.6 8,472.4 8,682.1 8,550.7 Dining Full-Service Restaurants - Independent Non- 317,523.8 310,748.0 305,917.7 301,875.4 299,460.8 297,343.6 Casual Dining Full- Service Restaurants Full-Service Restaurants 370,989.4 368,281.9 366,830.3 365,605.0 367,902.5 370,337.2


Table 9 Sales in Full-Service Restaurants by Casual vs Non-Casual: Foodservice Value 2009-2014

PHP million 2009 2010 2011 2012 2013 2014 Casual Dining Full- 14,629.5 16,667.2 18,064.5 19,864.4 22,622.0 25,571.1 Service Restaurants - Chained Casual Dining 12,008.1 13,735.2 15,305.8 17,075.4 19,785.5 22,677.9



Full-Service Restaurants - Independent Casual 2,621.5 2,931.9 2,758.7 2,789.0 2,836.4 2,893.2 Dining Full-Service Restaurants Non-Casual Dining Full- 81,011.3 82,855.0 82,395.3 83,951.1 86,471.1 89,195.2 Service Restaurants - Chained Non-Casual 2,155.3 2,301.1 2,534.7 2,643.9 2,861.0 3,079.0 Dining Full-Service Restaurants - Independent Non- 78,856.1 80,553.8 79,860.6 81,307.2 83,610.1 86,116.1 Casual Dining Full- Service Restaurants Full-Service Restaurants 95,640.9 99,522.2 100,459.8 103,815.5 109,093.1 114,766.3


Table 10 Full-Service Restaurants by Casual vs Non-Casual: % Units/Outlets Growth 2009-2014

% Units/Outlets growth 2013/14 2009-14 CAGR 2009/14 Total Casual Dining Full-Service Restaurants 3.0 3.6 19.3 - Chained Casual Dining Full-Service 3.8 4.1 22.3 Restaurants - Independent Casual Dining Full- -3.4 -0.4 -1.7 Service Restaurants Non-Casual Dining Full-Service -0.2 -0.4 -1.9 Restaurants - Chained Non-Casual Dining Full- -3.1 2.5 13.0 Service Restaurants - Independent Non-Casual Dining Full- -0.2 -0.4 -2.1 Service Restaurants Full-Service Restaurants 0.0 -0.2 -0.8


Table 11 Sales in Full-Service Restaurants by Casual vs Non-Casual: % Transaction Growth 2009-2014

% transaction growth 2013/14 2009-14 CAGR 2009/14 Total Casual Dining Full-Service Restaurants 7.8 7.2 41.6 - Chained Casual Dining Full-Service 10.3 9.1 54.8 Restaurants - Independent Casual Dining Full- -0.7 1.2 6.1 Service Restaurants Non-Casual Dining Full-Service -0.7 -1.2 -6.0 Restaurants - Chained Non-Casual Dining Full- -1.5 1.5 7.7 Service Restaurants - Independent Non-Casual Dining Full- -0.7 -1.3 -6.4 Service Restaurants Full-Service Restaurants 0.7 0.0 -0.2




Table 12 Sales in Full-Service Restaurants by Casual vs Non-Casual: % Foodservice Value Growth 2009-2014

% value growth 2013/14 2009-14 CAGR 2009/14 Total Casual Dining Full-Service Restaurants 13.0 11.8 74.8 - Chained Casual Dining Full-Service 14.6 13.6 88.9 Restaurants - Independent Casual Dining Full- 2.0 2.0 10.4 Service Restaurants Non-Casual Dining Full-Service 3.2 1.9 10.1 Restaurants - Chained Non-Casual Dining Full- 7.6 7.4 42.9 Service Restaurants - Independent Non-Casual Dining Full- 3.0 1.8 9.2 Service Restaurants Full-Service Restaurants 5.2 3.7 20.0


Table 13 GBO Company Shares in Chained Full-Service Restaurants: % Foodservice Value 2010-2014

% value Company 2010 2011 2012 2013 2014 Shakey's International 15.2 16.7 18.3 21.1 24.2 Inc Max's Group Inc - - - - 20.5 Yum! Brands Inc 15.9 15.2 14.6 14.6 14.8 Nathan's Famous Inc 6.6 6.3 6.3 6.1 5.6 Prime Pacific Grill Corp 4.2 4.1 4.0 4.5 5.1 Remigio S de RL 2.0 1.9 1.7 1.8 1.6 California Pizza 0.8 0.8 1.2 1.2 1.4 Kitchen Inc Carlson Cos Inc 1.4 1.4 1.5 1.3 1.2 Papa John's 0.0 0.8 0.9 1.0 1.2 International Inc Aureflam Corp 1.1 1.1 1.2 1.1 1.1 Don Henrico's Pizza 1.3 1.2 1.0 1.0 0.9 Foods Corp Lydia's Lechon Inc 2.3 2.9 2.1 1.0 0.9 Cabalen Corp 0.9 0.9 0.9 0.9 0.8 La Dulcinea Restaurant 1.3 1.2 1.1 0.8 0.6 Inc Bacolod Chicken Inasal 0.7 0.7 0.7 0.6 0.6 Inc Benson International 0.5 0.5 0.5 0.5 0.5 Holdings Corp Bloomin' Brands Inc 0.5 0.5 0.4 0.4 0.5 Cibo Inc 0.7 0.7 0.7 0.6 0.5 Barrio Fiesta Inc 0.6 0.6 0.7 0.5 0.5 Savory Inc 0.3 0.4 0.4 0.5 0.4 OB Singapore Operations 0.7 0.6 0.3 0.3 0.4 Pte Ltd



Aristocrat Inc 0.4 0.4 0.4 0.5 0.4 Via Mare Inc 0.7 0.6 0.6 0.4 0.4 Brinker International Inc 0.4 0.4 0.4 0.4 0.4 Rack's Inc 0.5 0.5 0.6 0.4 0.4 Big Buddha Restaurants 1.0 0.9 0.8 0.7 0.4 Inc Cravings Group, The 0.5 0.4 0.4 0.4 0.3 Bee Yum Foods Corp 0.3 0.3 0.1 0.1 0.3 Specialty Restaurant Inc 0.3 0.3 0.3 0.3 0.3 LJC Restaurant Group, The 0.3 0.3 0.3 0.3 0.3 Others 38.5 37.5 37.5 36.7 13.3 Total 100.0 100.0 100.0 100.0 100.0


Table 14 GBN Brand Shares in Chained Full-Service Restaurants: % Foodservice Value 2011-2014

% value Brand Global Brand Owner 2011 2012 2013 2014 Shakey's Shakey's International Inc 16.7 18.3 21.1 24.2 Pizza Hut Yum! Brands Inc 15.2 14.6 14.6 14.8 Max's Max's Group Inc - - - 11.0 Pancake House Max's Group Inc - - - 6.3 Kenny Rogers Roasters Nathan's Famous Inc 6.3 6.3 6.1 5.6 Gerry's Prime Pacific Grill Corp - - - 5.1 Teriyaki Boy Max's Group Inc - - - 2.5 Italianni's Remigio S de RL 1.9 1.7 1.8 1.6 California Pizza California Pizza 0.8 1.2 1.2 1.4 Kitchen Kitchen Inc TGI Friday's Carlson Cos Inc 1.4 1.5 1.3 1.2 Papa John's Papa John's 0.8 0.9 1.0 1.2 International Inc Pho Hoa Aureflam Corp 1.1 1.2 1.1 1.1 Don Henrico's Don Henrico's Pizza 1.2 1.0 1.0 0.9 Foods Corp Lydia's Lechon Lydia's Lechon Inc 2.9 2.1 1.0 0.9 Dencio's Max's Group Inc - - - 0.8 Cabalen Cabalen Corp 0.9 0.9 0.9 0.8 Dulcinea La Dulcinea Restaurant Inc 1.2 1.1 0.8 0.6 Bacolod Chicken Bacolod Chicken Inasal 0.7 0.7 0.6 0.6 Inasal Inc Gloria Maris Benson International 0.5 0.5 0.5 0.5 Holdings Corp Outback Steakhouse Bloomin' Brands Inc 0.5 0.4 0.4 0.5 Cibo Cibo Inc 0.7 0.7 0.6 0.5 Barrio Fiesta Barrio Fiesta Inc 0.6 0.7 0.5 0.5 Savory Savory Inc 0.4 0.4 0.5 0.4 Fish & Co OB Singapore Operations 0.6 0.3 0.3 0.4 Pte Ltd Aristocrat Aristocrat Inc 0.4 0.4 0.5 0.4 Restaurant, The Via Mare Via Mare Inc 0.6 0.6 0.4 0.4 Chili's Grill & Bar Brinker International Inc 0.4 0.4 0.4 0.4 Rack's Rack's Inc 0.5 0.6 0.4 0.4 Superbowl of China Big Buddha Restaurants Inc 0.9 0.8 0.7 0.4 Maxim's Teahouse Bee Yum Foods Corp 0.3 0.1 0.1 0.3 Max's Max's Inc 12.1 12.0 11.4 -



Pancake House Pancake House Inc 6.4 6.8 6.8 - Gerry's Grill Prime Pacific Grill Corp 4.1 4.0 4.5 - Teriyaki Boy Pancake House Inc 3.3 3.3 3.1 - Dencio's Pancake House Inc 1.5 1.3 1.2 - Others 15.2 15.0 15.2 14.2 Total 100.0 100.0 100.0 100.0


Table 15 Forecast Full-Service Restaurants by Category: Units/Outlets 2014-2019

outlets 2014 2015 2016 2017 2018 2019 Asian Full-Service 12,141 12,097 12,052 12,006 11,972 11,938 Restaurants - Chained Asian Full- 327 330 332 333 334 335 Service Restaurants - Independent Asian 11,814 11,767 11,720 11,673 11,638 11,603 Full-Service Restaurants European Full-Service 827 825 824 822 821 821 Restaurants - Chained European Full- 78 82 85 86 87 88 Service Restaurants - Independent European 749 743 739 736 734 733 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- 2,937 2,964 2,990 3,014 3,036 3,055 Service Restaurants - Chained North 260 267 274 280 286 291 American Full-Service Restaurants - Independent North 2,677 2,697 2,716 2,734 2,750 2,764 American Full-Service Restaurants Pizza Full-Service 600 605 611 618 626 635 Restaurants - Chained Pizza Full- 304 307 311 316 322 329 Service Restaurants - Independent Pizza 296 298 300 302 304 306 Full-Service Restaurants Other Full-Service 1,644 1,655 1,666 1,678 1,691 1,706 Restaurants - Chained Other Full- 265 270 274 278 281 284



Service Restaurants - Independent Other 1,379 1,385 1,392 1,400 1,410 1,422 Full-Service Restaurants Full-Service Restaurants 18,149 18,146 18,143 18,138 18,146 18,155

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 2014-2019

'000 transactions 2014 2015 2016 2017 2018 2019 Asian Full-Service 258,174.5 256,315.6 254,677.6 253,267.2 252,092.6 251,150.0 Restaurants - Chained Asian Full- 12,907.0 13,010.2 13,075.3 13,114.5 13,140.7 13,153.9 Service Restaurants - Independent Asian 245,267.6 243,305.4 241,602.3 240,152.7 238,951.9 237,996.1 Full-Service Restaurants European Full-Service 10,654.2 10,572.8 10,497.0 10,426.4 10,362.8 10,306.0 Restaurants - Chained European Full- 2,109.8 2,130.9 2,147.9 2,160.8 2,171.6 2,180.3 Service Restaurants - Independent European 8,544.5 8,442.0 8,349.1 8,265.6 8,191.2 8,125.7 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- 46,532.6 47,156.3 47,798.5 48,468.5 49,157.0 49,874.2 Service Restaurants - Chained North 9,322.8 9,537.3 9,728.0 9,903.1 10,051.7 10,182.3 American Full-Service Restaurants - Independent North 37,209.8 37,619.1 38,070.5 38,565.4 39,105.3 39,691.9 American Full-Service Restaurants Pizza Full-Service 26,548.3 29,896.6 32,351.3 34,135.4 35,395.9 36,377.5 Restaurants - Chained Pizza Full- 23,818.8 27,153.4 29,597.2 31,373.0 32,627.9 33,606.8 Service Restaurants - Independent Pizza 2,729.5 2,743.2 2,754.2 2,762.4 2,767.9 2,770.7 Full-Service Restaurants Other Full-Service 28,427.6 28,631.9 28,832.2 29,027.5 29,284.1 29,552.3 Restaurants - Chained Other Full- 11,729.7 11,917.4 12,084.2 12,229.2 12,351.5 12,450.3 Service Restaurants



- Independent Other 16,697.9 16,714.6 16,748.0 16,798.2 16,932.6 17,101.9 Full-Service Restaurants Full-Service Restaurants 370,337.2 372,573.3 374,156.6 375,325.0 376,292.4 377,259.9


Table 17 Forecast Sales in Full-Service Restaurants by Category: Foodservice Value 2014-2019

PHP million 2014 2015 2016 2017 2018 2019 Asian Full-Service 72,365.2 72,531.6 72,757.5 73,037.4 73,444.3 73,974.3 Restaurants - Chained Asian Full- 4,948.6 5,047.5 5,138.4 5,215.5 5,283.3 5,336.1 Service Restaurants - Independent Asian 67,416.7 67,484.1 67,619.1 67,821.9 68,161.0 68,638.2 Full-Service Restaurants European Full-Service 7,894.0 7,885.6 7,891.5 7,900.5 7,910.6 7,923.4 Restaurants - Chained European Full- 1,768.9 1,809.6 1,845.8 1,879.0 1,907.2 1,932.0 Service Restaurants - Independent European 6,125.0 6,076.0 6,045.6 6,021.4 6,003.4 5,991.4 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- 13,644.6 13,898.5 14,168.0 14,459.1 14,767.8 15,101.0 Service Restaurants - Chained North 4,178.8 4,262.4 4,339.1 4,404.2 4,461.5 4,506.1 American Full-Service Restaurants - Independent North 9,465.7 9,636.1 9,828.8 10,054.9 10,306.3 10,594.8 American Full-Service Restaurants Pizza Full-Service 11,764.2 13,438.7 14,724.7 15,715.9 16,474.6 16,954.1 Restaurants - Chained Pizza Full- 11,071.6 12,732.3 14,005.5 14,985.9 15,735.2 16,207.3 Service Restaurants - Independent Pizza 692.6 706.4 719.2 729.9 739.4 746.8 Full-Service Restaurants Other Full-Service 9,098.4 9,303.1 9,528.3 9,778.6 10,051.2 10,352.0 Restaurants - Chained Other Full- 3,789.1 3,914.1 4,031.5 4,144.4 4,248.0 4,345.7 Service Restaurants - Independent Other 5,309.3 5,389.0 5,496.7 5,634.1 5,803.2 6,006.3



Full-Service Restaurants Full-Service Restaurants 114,766.3 117,057.6 119,069.8 120,891.4 122,648.5 124,304.7


Table 18 Forecast Full-Service Res taurants by Category: % Units/Outlets Growth 2014-2019

% Units/Outlets growth 2014/2015 2014-19 CAGR 2014/19 TOTAL Asian Full-Service Restaurants -0.3 -0.3 -1.7 - Chained Asian Full-Service Restaurants 0.3 0.5 2.4 - Independent Asian Full-Service -0.3 -0.4 -1.8 Restaurants European Full-Service Restaurants 0.0 -0.1 -0.7 - Chained European Full-Service 1.1 2.4 12.8 Restaurants - Independent European Full-Service -0.1 -0.4 -2.1 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 0.6 0.8 4.0 - Chained North American Full-Service 1.7 2.3 11.9 Restaurants - Independent North American Full- 0.5 0.6 3.2 Service Restaurants Pizza Full-Service Restaurants 1.4 1.1 5.8 - Chained Pizza Full-Service Restaurants 2.2 1.6 8.2 - Independent Pizza Full-Service 0.7 0.7 3.4 Restaurants Other Full-Service Restaurants 0.9 0.7 3.8 - Chained Other Full-Service Restaurants 1.1 1.4 7.2 - Independent Other Full-Service 0.9 0.6 3.1 Restaurants Full-Service Restaurants 0.0 0.0 0.0


Table 19 Forecast Sales in Full-Service Restaurants by Category: % Transaction Growth 2014-2019

% transaction growth 2014/2015 2014-19 CAGR 2014/19 TOTAL Asian Full-Service Restaurants -0.4 -0.6 -2.7 - Chained Asian Full-Service Restaurants 0.1 0.4 1.9 - Independent Asian Full-Service -0.4 -0.6 -3.0 Restaurants



European Full-Service Restaurants -0.5 -0.7 -3.3 - Chained European Full-Service 0.4 0.7 3.3 Restaurants - Independent European Full-Service -0.8 -1.0 -4.9 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 1.5 1.4 7.2 - Chained North American Full-Service 1.3 1.8 9.2 Restaurants - Independent North American Full- 1.5 1.3 6.7 Service Restaurants Pizza Full-Service Restaurants 2.8 6.5 37.0 - Chained Pizza Full-Service Restaurants 3.0 7.1 41.1 - Independent Pizza Full-Service 0.1 0.3 1.5 Restaurants Other Full-Service Restaurants 0.9 0.8 4.0 - Chained Other Full-Service Restaurants 0.8 1.2 6.1 - Independent Other Full-Service 1.0 0.5 2.4 Restaurants Full-Service Restaurants 0.3 0.4 1.9


Table 20 Forecast Sales in Full-Service Restaurants by Category: % Foodservice Value Growth 2014-2019

% value growth 2014/2015 2014-19 CAGR 2014/19 TOTAL Asian Full-Service Restaurants 0.7 0.4 2.2 - Chained Asian Full-Service Restaurants 1.0 1.5 7.8 - Independent Asian Full-Service 0.7 0.4 1.8 Restaurants European Full-Service Restaurants 0.2 0.1 0.4 - Chained European Full-Service 1.3 1.8 9.2 Restaurants - Independent European Full-Service -0.2 -0.4 -2.2 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 2.3 2.0 10.7 - Chained North American Full-Service 1.0 1.5 7.8



Restaurants - Independent North American Full- 2.8 2.3 11.9 Service Restaurants Pizza Full-Service Restaurants 2.9 7.6 44.1 - Chained Pizza Full-Service Restaurants 3.0 7.9 46.4 - Independent Pizza Full-Service 1.0 1.5 7.8 Restaurants Other Full-Service Restaurants 3.0 2.6 13.8 - Chained Other Full-Service Restaurants 2.3 2.8 14.7 - Independent Other Full-Service 3.5 2.5 13.1 Restaurants Full-Service Restaurants 1.4 1.6 8.3


Table 21 Forecast Full-Service Restaurants by Casual vs Non-Casual: Units/Outlets 2014-2019

outlets 2014 2015 2016 2017 2018 2019 Casual Dining Full- 1,129 1,149 1,170 1,192 1,214 1,236 Service Restaurants - Chained Casual Dining 1,016 1,039 1,062 1,085 1,108 1,131 Full-Service Restaurants - Independent Casual 113 110 108 107 106 105 Dining Full-Service Restaurants Non-Casual Dining Full- 17,020 16,997 16,973 16,946 16,932 16,919 Service Restaurants - Chained Non-Casual 218 217 214 208 202 196 Dining Full-Service Restaurants - Independent Non- 16,802 16,780 16,759 16,738 16,730 16,723 Casual Dining Full- Service Restaurants Full-Service Restaurants 18,149 18,146 18,143 18,138 18,146 18,155


Table 22 Forecast Sales in Full-Service Restaurants by Casual vs Non-Casual: Number of Transactions 2014-2019

'000 transactions 2014 2015 2016 2017 2018 2019 Casual Dining Full- 64,442.9 68,214.6 71,184.8 73,578.3 75,541.6 77,208.0 Service Restaurants - Chained Casual Dining 51,337.3 55,187.6 58,222.9 60,668.3 62,670.4 64,362.5 Full-Service Restaurants - Independent Casual 13,105.6 13,027.0 12,961.8 12,910.0 12,871.3 12,845.5 Dining Full-Service Restaurants Non-Casual Dining Full- 305,894.3 304,358.7 302,971.8 301,746.7 300,750.8 300,051.9 Service Restaurants - Chained Non-Casual 8,550.7 8,561.5 8,409.7 8,112.4 7,673.1 7,211.2 Dining Full-Service



Restaurants - Independent Non- 297,343.6 295,797.2 294,562.1 293,634.3 293,077.7 292,840.8 Casual Dining Full- Service Restaurants Full-Service Restaurants 370,337.2 372,573.3 374,156.6 375,325.0 376,292.4 377,259.9


Table 23 Forecast Sales in Full-Service Restaurants by Casual vs Non-Casual: Foodservice Value 2014-2019

PHP million 2014 2015 2016 2017 2018 2019 Casual Dining Full- 25,571.1 27,427.3 28,927.1 30,159.2 31,181.0 31,933.0 Service Restaurants - Chained Casual Dining 22,677.9 24,560.2 26,082.9 27,334.9 28,373.7 29,139.7 Full-Service Restaurants - Independent Casual 2,893.2 2,867.1 2,844.2 2,824.3 2,807.3 2,793.3 Dining Full-Service Restaurants Non-Casual Dining Full- 89,195.2 89,630.3 90,142.7 90,732.2 91,467.5 92,371.7 Service Restaurants - Chained Non-Casual 3,079.0 3,205.8 3,277.5 3,294.2 3,261.6 3,187.5 Dining Full-Service Restaurants - Independent Non- 86,116.1 86,424.5 86,865.2 87,438.1 88,206.0 89,184.2 Casual Dining Full- Service Restaurants Full-Service Restaurants 114,766.3 117,057.6 119,069.8 120,891.4 122,648.5 124,304.7


Table 24 Forecast Full-Service Restaurants by Casual vs Non-Casual: % Units/Outlets Growth 2014-2019

% Units/Outlets growth 2014/2015 2014-19 CAGR 2014/19 TOTAL Casual Dining Full-Service Restaurants 1.8 1.8 9.5 - Chained Casual Dining Full-Service 2.1 2.2 11.3 Restaurants - Independent Casual Dining Full- -0.9 -1.5 -7.1 Service Restaurants Non-Casual Dining Full-Service -0.1 -0.1 -0.6 Restaurants - Chained Non-Casual Dining Full- -3.0 -2.1 -10.1 Service Restaurants - Independent Non-Casual Dining Full- 0.0 -0.1 -0.5 Service Restaurants Full-Service Restaurants 0.0 0.0 0.0




Table 25 Forecast Sales in Full-Service Restaurants by Casual vs Non-Casual: % Transaction Growth 2014-2019

% transaction growth 2014/2015 2014-19 CAGR 2014/19 TOTAL Casual Dining Full-Service Restaurants 2.2 3.7 19.8 - Chained Casual Dining Full-Service 2.7 4.6 25.4 Restaurants - Independent Casual Dining Full- -0.2 -0.4 -2.0 Service Restaurants Non-Casual Dining Full-Service -0.2 -0.4 -1.9 Restaurants - Chained Non-Casual Dining Full- -6.0 -3.4 -15.7 Service Restaurants - Independent Non-Casual Dining Full- -0.1 -0.3 -1.5 Service Restaurants Full-Service Restaurants 0.3 0.4 1.9


Table 26 Forecast Sales in Full-Service Restaurants by Casual vs Non-Casual: % Foodservice Value Growth 2014-2019

% value growth 2014/2015 2014-19 CAGR 2014/19 TOTAL Casual Dining Full-Service Restaurants 2.4 4.5 24.9 - Chained Casual Dining Full-Service 2.7 5.1 28.5 Restaurants - Independent Casual Dining Full- -0.5 -0.7 -3.5 Service Restaurants Non-Casual Dining Full-Service 1.0 0.7 3.6 Restaurants - Chained Non-Casual Dining Full- -2.3 0.7 3.5 Service Restaurants - Independent Non-Casual Dining Full- 1.1 0.7 3.6 Service Restaurants Full-Service Restaurants 1.4 1.6 8.3


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