On-trade data firm CGA spoke to 2,000 consumers in Beijing, Shanghai, Chengdu and Wuhan earlier this month to see how consumers are reacting to the re-opening of restaurants and bars
It paints a picture of polarised attitudes with a 48/52 split between those who have returned to eating and drinking out and those that have not. Of the 48% of those that had been back out to eat and drink, however, the majority have done so multiple times, the research shows.
Confidence in the sector isn’t equal across the board, with mainstream and fine dining restaurants the outlets people are most comfortable visiting. These are followed by cafes and fast food outlets and, at the other end of the scale, the venues people were least comfortable visiting were nightclubs and leisure outlets.
Of the number who felt eating and drinking out still represented a significant risk, two-thirds are not planning to do so in the next month, with the risks of a secondary wave of most concern.
In fact, 60% of those surveyed said that some or all of the venues that they would typically visit had re-opened post-lockdown, only to have to close again.
‘With so many variables and unknown factors in markets yet to fully re-open, navigating a path to recovery and building a strategy is an undoubted challenge,’ said Phil Tate, CGA’s CEO.
‘However, understanding a consumer perspective from an advanced market provides a glimpse into the future and allows for insight into how target consumers will react and, therefore how strategies can be tweaked for success.’
The research took place between 7 and 11 May in Beijing, Shanghai, Chengdu and Wuhan. The full report is available from CGA.