Revenue of 2.0996 trillion yuan in the first 11 months of catering increased by 13.4%.

As China’s dining scene continues its slow climb back from the pandemic, industry leaders gathered to take stock of the numbers—and the road ahead. With the country’s major restaurant groups implementing tech upgrades, efficiency drives, and customer experience overhauls, one key figure stood out: total national dining revenue for the first 11 months of the year.

The country’s restaurants brought in 2.0996 trillion yuan in revenue over the first 11 months of the year, marking a 13.4% increase and showing a continued gentle recovery trend since August. But experts warn full-year growth is unlikely to top 14%.

National Dining Revenue Hits 2.0996 Trillion Yuan

According to Su Qiucheng, President of the China Cuisine Association, national dining revenue reached 2.0996 trillion yuan in the first 11 months of the year—a 13.4% year-on-year rise. This upward trend, which has been gently building since August, suggests a slow but steady recovery for the sector. However, Su cautioned that despite the positive movement, the industry is not expected to surpass a 14% growth rate for the full year.

Transformation Summit Highlights Industry Shifts

From December 15–16, Beijing hosted the National Key Enterprises Catering Industry Transformation and Upgrading Experience Exchange Conference. Organized by the China Cuisine Association and supported by multiple provincial and municipal hospitality industry groups, the event aimed to align efforts with the spirit of the 18th National Congress, review progress on transformation initiatives, and chart a course for the industry’s future.

The conference brought together leading figures from across China’s dining landscape to exchange insights on upgrading strategies. Topics included leveraging integrity for brand-building, using information technology to boost efficiency, enhancing service quality, cutting waste for better profitability, and applying scientific management principles. The event was backed by industry bodies including the Beijing Catering Association, Chongqing Food Industry Association, Guangdong Catering Services Association, and Yunnan Cuisine and Food Association.

Leaders Share Proven Upgrade Strategies

Throughout the conference, a range of industry veterans presented their firsthand experiences with successful transformation initiatives:

• Dogwood Group Chairman Zhang Yansen discussed how the time-honored brand has blended tradition with innovation to evolve its business model.
• Quanjude Deputy General Manager Shi Bingfeng and Xi’an Food Group General Manager Wu Wenhua detailed their companies’ use of information technology to elevate brand value.
• Dio Coffee Deputy General Manager Yang Huasheng shared how new media channels have become central to modern marketing efforts.
• Jin Baiwan Chairman Deng Chao unveiled plans for a community-focused, five-kilometer digital dining (business circle) model.
• Tourist Abode Chairwoman Yan Qi introduced the “One Core, Five Reforms” approach—dubbed the “Tourist Abode Model”—to harmonize urban and rural development.

Other speakers included:

• Cross-Strait Coffee President Jin Meiyang and Shunhe Hotel Vice President Guo Youyu, who explained cost-control and operational optimization tactics.
• Ajisen Ramen Vice President Shu Jianqun, who highlighted how central kitchens deliver energy savings and operational gains.
• Heyi Valley Chairman Zhao Shen, whose company has achieved industrial-scale efficiency in Chinese fast food through mass production techniques.
• Shanghai Min President Kang Jie, who described how internal process improvements drove performance gains even during challenging times.

Industry Unites Behind Beijing Declaration

Toward the end of the conference, a group of leading entrepreneurs issued the Beijing Declaration. This joint statement underscored the urgent need for dining sector transformation. It called for creating an eco-friendly future, improving the market environment, boosting customer satisfaction, and expressing collective confidence in a brighter future for China’s restaurants.

Frequently Asked Questions

What was China’s total restaurant revenue for the first 11 months of the year?

China’s national dining revenue reached 2.0996 trillion yuan over the first 11 months of the year.

How much did restaurant revenue grow in that period?

Revenue grew by 13.4% compared to the same period the previous year.

Is full-year growth expected to exceed 14%?

No, industry leaders do not expect the annual growth rate to surpass 14%.

Where was the transformation summit held?

The National Key Enterprises Catering Industry Transformation and Upgrading Experience Exchange Conference took place in Beijing on December 15–16.

Which companies shared their transformation experiences at the conference?

Companies such as Dogwood Group, Quanjude, Xi’an Food Group, Dio Coffee, Jin Baiwan, Tourist Abode, Cross-Strait Coffee, Shunhe Hotel, Ajisen Ramen, Heyi Valley, and Shanghai Min all presented their successful upgrade strategies.

What was the Beijing Declaration about?

The Beijing Declaration was a joint statement by leading entrepreneurs emphasizing the urgency of transformation, calling for an eco-friendly future, better market conditions, higher customer satisfaction, and optimism for the industry’s future.