A. Hong KongA1. Consumer CharacteristicsA1.1. Dining Habits In Hong Kong, dining out is the main way people socialize. Due to the busy lifestyle and lack of space in most people's apartments (due to high population density and absurdly high housing costs), social gatherings at home are limited. Therefore, Hong Kong consumers have a high tendency to dine out. According to Euromonitor, dine-in consumption accounted for 93% of sales by value, while takeaway accounted for only 7% (2009). In fact, office workers are dining out more. Most of them dine out 5 times a week because this is often the most convenient and economical option; as for dinner, since many of them need to work overtime until at least 8pm, they cannot return home in time for dinner, dinner out in the evening often follows work. In a survey I sent to Hong Kongers at Cornell, more than 70% of respondents said they dine out more than 7 times a week when in Hong Kong.A1.2. Concern for the environment and lifestyle Hong Kong has always been known to be a highly fashionable and image-conscious society. Coupled with the Hong Kong market becoming increasingly affluent, “premiumization” has become a trend driving the consumer foodservice industry in Hong Kong. Consumers have begun to seek premium dining experiences and demand more in terms of restaurant ambiance and lifestyle branding. A trendy and trendy restaurant environment is very attractive to Hong Kong consumers. In the last decade, fast-food restaurants have also started to revitalize their old image to adapt to the trend. For example, a popular self-service coffee shop chain, Fairwood Holdings, recently rebranded its restaurant so that t...... half of paper...... Service in Hong Kong, China 07 09 2010. page no. Passport GMID Web. 21 April 2011. "Consumer Lifestyles in Taiwan." .Passport GMID Web. 20 April 2011. "Full-Service Restaurants in Hong Kong, China." 07092010 . page ,2010. Web. 20 April 2011. "Hong Kong hungry for premium dining experiences." 04302007. page. GMID.Web 14 April 2011. Li, Chris Agricultural Information Network (2010): 2011..