A lot of this also had to do with the anti-corruption drive so government officials and tycoon are holding less banquet than they used to. Same deal with Maotai wine, trips to Macau and general luxury goods sales in Hong Kong.

Of course, change in perception and available of food that doesn't taste of... nothing obviously help. Honest to god, Chinese banquet is one of the most torturous exercise I have endured. Numerous small courses that lasts for hours! Jesus! Give me one big serving FFS!!111 >:(