Future Breakfast Routines in China

Future Breakfast Routines in China

Reintroducing healthy eating routines to workers in China

Research shows that 60% of office workers have only 5-10 minutes to eat breakfast and 26% do not have breakfast in major cities in China. To understand the issue, design future forecasting and design thinking are paramount to help turn extreme complexities into legitimate opportunities for the future.

To begin, design thinking was applied to a PEST analysis, the results showed that many Chinese breakfast fast-food restaurants lack sufficient design inputs to link technologies and businesses. Both hard data and soft trends around the issue were collected; the international and local fast-food brands market share in China showed that KFC holds 36% while Kungfu only has 11%. Food habits have seen enormous permanence over the past 100 years in China, so how can Chinese brands like Kungfu, which integrate healthy Chinese-food tradition and Western fast-food service into business, gain more market share? They may be the solution to improve Chinese office workers’ breakfast routine in the future.

Delphi Forecasting was used with a panel of eight experts in order to capture the key words about future developments in fast-food restaurants, which are eco-friendly, technologically connected, healthful, sustainable and quick serve. Based on research and group workshops, application of The Competitive Analysis of Chinese and international fast-food brands helped to visually and theoretically forecast the possibilities of design for the future of Kungfu. The result showed that Kungfu is highly recognised by Chinese consumers as a brand that provides healthy Chinese food but, compared with its biggest competitor, KFC, it lacks sufficient application of design to build a convenient environment for consumption.

The project outcome displays the future environment for consumption of a Kungfu Client. A central kitchen cooks food following the customer’s order. The packed meal is then delivered to a collection point. The client collects his meal in a vending machine with his consumption data in the system. The purchasing activity will be as easy as touching a smart phone. After enjoying the meal, the client recycles the packaging into the vending machine.

In the future, the application of design will provide Chinese fast food brands with a highly efficient operating system which ensures both high quality and quick customer service. Wally Olins says Chinese brands should believe in that being an original Chinese brand is good enough. Chinese brand owners should take advantage of employing design-driven innovation to build strong brands.