Branded restaurants fast gaining in popularity

When it comes to eating out, the Chinese public is increasingly turning to branded chains. New research from the Industry Development Department of China Cuisine Association, or CCA, shows that consumers are paying growing attention to food and service quality, and consumption has become more brand-oriented than price-oriented.

Nothing exemplifies this better than the serpentine queues of customers waiting patiently to enter a Western restaurant in WF Central, a high-end shopping mall in Beijing at 2 pm on any given working day.

Much of that rush was centered on hungry customers wanting to enter Cafe Landmark, Jade Garden and The Cheesecake Factory, the three restaurants launched simultaneously by Hong Kong-based food and beverage company Maxim's Group in Beijing. Incidentally Maxim's is also popular for its Maxim's mooncakes.