Foreign Fast Food Outlets Need To Work Harder To Interest Urban Chinese In Breakfast

Market research from Mintel finds an untapped fast food breakfast market in China. Foreign fast food outlets need to work on such key factors as flavor and affordability to boost Chinese interest in fast food breakfasts. Currently, only 21 percent of Chinese city dwellers eat breakfast in fast food restaurants, though 75 percent eat lunch there. Foreign fast food outlets continue to grow – from 36,000 in 2006 to more than 50,000 now – but to break the breakfast barrier they may need to add more local items to the menu.