상품 DB - KOTRA 해외시장뉴스 상품·산업

홍콩 피자 시장동향(2013.11)

상품DB

홍콩

홍콩무역관 허운해

2015-09-03

출처 : KOTRA

작성일자: 2013.11.11

작성자: 홍콩 무역관 이범희(bhlee@kotra.org.hk)

1. Market Data

Table 1 Units, Transactions and Value Sales in Consumer Foodservice: 2006~2011년

Table 2 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2006~2011년

Table 3 Consumer Foodservice by Independent Vs Chained Outlets: Units/Outlets 2011년

Table 4 Consumer Foodservice by Eat in Vs Takeaway 2011년

Table 5 Consumer Foodservice by Food Vs Drinks Split 2011년

Table 6 Sales in Consumer Foodservice by Location 2006~2011년

Table 7 Leading Chained Consumer Foodservice Brands by Number of Units 2011년

Table 8 Chained Consumer Foodservice Company Shares 2007~2011년

Table 9 Chained Consumer Foodservice Brand Shares 2008~2011년

Table 10 Forecast Units, Transactions and Value Sales in Consumer Foodservice: 2011~2016년

Table 11 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2011~2016년

Table 12 Market Size of Consumer Foodservice; HK$ mn, Current Prices

Table 13 Pizza Consumer Foodservice Company Shares(by Global Brand Owner) Value RSP %

Note: Pizza consumer foodservice is the aggregate of three sub-sectors, Pizza fast food, Pizza full-service restaurants and Pizza 100% home delivery/takeaway. These three pizza sub-sectors are also included within the Fast food, Full-service restaurants and 100% home delivery takeaway sectors.

2. 경쟁동향

Table 3에서 확인할 수 있듯이, 홍콩 내 Pizza Consumer Foodservice 관련 매장의 총 개수는 129개로 Yum! Brands Inc에서 운영하는 Pizza Hut의 매장이 97개, Pizza Box HK가 운영하는 Pizza Box의 매장이 17개 및 Tricon Global Restaurants Inc에서 운영하는 PhD의 매장이 15개로 확인됨.

Tabel 13에서 PhD의 통계가 빠진 이유는 PhD는 Chained Pizza 100% Home Delivery/Takeaway의 카테고리에 속해있기 때문임.

□ Yum! Brands Inc

○ Yum! Brands Inc is one of the leaders in US consumer foodservice, operating through three different brands in a variety of restaurant segments. In 2011, the company streamlined its operations through the sale of two underperforming brands, Long John Silver’s and A&W. The company bounced back in 2012 after a rough 2011, growing its sales through positive sales at all of its flagship brands and successful new product development.

○ In the wake of some bad press for Taco Bell in 2011, Yum! Brands improved comparable-store sales at the brand, by launching the first ever breakfast menu and extending hours at outlets to include mornings and, in some cases, 24-hour service. In addition to this, 2012 witnessed the release of two new hit offerings, the Doritos Locos Taco and the Cantina Bell burritos and burrito bowls. The company also implemented an aggressive refranchising strategy across all of its brands in order to maximize profitability. Moving forward, Yum! Brands plans to focus on everyday value, menu innovation and improving operational efficiency, in addition to adding healthier options to its menu.

○ Yum! Brands is a publicly-traded company that operates multiple restaurant concepts. The company was formerly known as Tricon Restaurants, a subsidiary of PepsiCo Inc, until it was spun off before going public in 1997. The company acquired Long John Silver’s and A &W from Yorkshire Global Restaurants Inc in 2002, though both were sold to franchisees in 2011.

○ Yum! Brands is the second-largest consumer foodservice company in the US in both value and outlet terms. Until 2008, it had the most outlets of any US foodservice company, but Subway (owned by Doctor’s Associates) surpassed the company in 2008. Yum! Brands operates within fast food, full-service restaurants and 100% home delivery takeaway through three major brands: Pizza Hut, Taco Bell and KFC. Its US expansion strategy used to include both single-brand units and multi-brand units (for example, an outlet that houses both a Pizza Hut and a Taco Bell) though the company has backed away from these kinds of dual outlets since the 2009. Since then, the company has returned to opening new outlets as solo-branded franchises.

○ Yum! Brands also operates a fried chicken wing brand-within-a-brand called WingStreet that launched in 2003. The brand can only be found within multi-branded Pizza Hut units, and is largely targeted toward consumers of 100% home delivery/takeaway. In the US, chicken wings are a popular side dish to order with delivery pizza, especially for parties or smaller home entertaining events. WingStreet was developed to cater to this demand. The brand was carried in approximately 3,000 US Pizza Hut outlets at the end of the review period. In the autumn of 2012, Yum!Brands opened up a standalone WingStreet pilot in Texas, but the unit was quickly closed in 2013 after failure to drum up enough sales.

○ While many fast food brands underwent drastic changes over the review period, Yum! Brands focused instead on strengthening the positioning of its brands with a heavy focus on low prices and everyday value. This strategy included menu innovation which met with much success. In 2011, Pizza Hut introduced the Big Dinner Box, a promotion that pairs a large amount of pizza with a large amount of breadsticks and a side of choice, offering value in quantity. In 2012, Taco Bell released two successful items; the Doritos Locos Taco and the Cantina burrito and Cantina burrito bowl. The former was a fusion of an original taco with FritoLay’s Dorito as the hard shell, while the latter line uses fresh ingredients and vegetables based around a recipe by famous chef Lorena Garcia. Finally, in early 2013, Taco Bell released the follow up to the Doritos Locos Taco by introducing a ranch flavour to pair alongside the original nacho cheese, and KFC refreshed one of its items as well, rolling out a boneless variety of its original recipe chicken. This slew of menu innovations has served to reconnect with core customers and encourage new ones through the door.

○ Yum! Brands Inc 는 홍콩 내 Pizza Hut과 KFC를 운영하고 있으며, 각각 97개 및 68개의 매장을 운영하고 있음.

□ Tricon Global Restaurants Inc

○ Much of PepsiCo’s modern history has been marked by strategic acquisitions and divestments. PepsiCo pursued an interest in the foodservice business from the late-1970s through to the late-1990s, with its triad of fast food restaurants. The company acquired Pizza Hut in 1977, Taco Bell in 1978 and KFC in 1986. However, PepsiCo discovered that its ownership of major fast food chains limited its ability to sell its soft drinks in other foodservice outlets, which viewed the company as a competitor. As a remedy, PepsiCo spun off its US$10 billion fast food unit as Tricon Global Restaurants in 1997. This move left the company free to concentrate on its core soft drinks and savoury snacks markets.

○ Tricon Global Restaurants Inc는 PepsiCo의 계열사이며 2002년 Yum! Brands Inc이 분리된 것으로 확인 됨.

○ 홍콩 내 PhD라는 Local Brand 의 Chained Pizza 100% Home Delivery/Takeaway를 운영 중.

□ Pizza Box HK

○ 도미노 피자의 홍콩 및 마카오 독점 마스터 프랜차이즈로 1985년 설립되었으나 2003년 도미노와의 계약이 종료됨에 따라 자체 브랜드인 Pizza Box로 새로 오픈함.

□ 기타 업체

○ 12개의 Pizza Express가 운영되고 있으며 2~3개로 운영되는 소규모 Pizza Shop 및 Independent Pizza Shop가 다수 존재하고 있음.

○ Pizza에 대한 수요가 충분히 있으나 대형 업체에서 운영 중인 Pizza Hut, Pizza Box, PhD가 시장을 선도하고 있기에 피자마루의 성공적인 홍콩 진출을 위해서는 Flag Shop 개설 및 광고 홍보 등으로 충분한 Brand Building이 우선되어야 할 것이며 각 지방에 흩어져있는 Independent Pizza Shop에 대한 가맹활동이 중요하다 사료됨.

3. 소매가격동향

□ Pizza Hut