Comparative report on Fast Food
study in Thailand, Indonesia and
Vietnam in 2015
2015
Table of content
A. Research Design
(P.3)
B. Respondent profile
(P.4)
C. Key Findings
(P.5)
D. Detail Findings
(P.9)
E. Conclusions
(P.44)
2
A. Research design
Research Method
Online research
Fieldwork Period
February 2015
Research Area
Vietnam (HCM), Indonesia (Greater Jakarta), Thailand (Greater Bangkok)
Respondent Criteria
Male / Female, 16 years old and above
Vietnam (n=400)
Sample Size
Thailand (n=200)
Indonesia (n=400)
Number of Questions
20 Main Questions
Survey Content
Fast Food Brand Awareness
Fast Food Brands Preferences
Fast food consumption habits
Concerns on Fast Food Restaurant Product and Service Performance
Fast Food Brand Recognition
3
B. Respondent profile
■Gender
■Age
20.8
50.0
50.0
50.0
45.5
30 years old and above
54.3
31.3
Female
25 - 29 years old
Male
28.0
19 - 24 years old
50.0
50.0
46.8
50.0
21.0
22.5
1.3
5.5
2.3
Vietnam
(n=400)
Thailand
(n=200)
Indonesia
(n=400)
16 - 18 years old
Vietnam
(n=400)
Thailand
(n=200)
21.0
Indonesia
(n=400)
■Monthly household income
40.3
57.5
74.7
Class B
Class A
59.8
Vietnam
(n=400)
42.5
Thailand
(n=200)
SEC
Class
Definition
Vietnam
Thailand
Indonesia
Class A
> 686.7 USD
> 2,401 USD
> 625.5 USD
Class B
343.3 – 686.7 1,401 – 2,400 257.5 – 625.5
USD
USD
USD
25.2
Indonesia
(n=400)
(Unit: %)
4
C. Key findings
■ Fast Food Brand Awareness
TOP OF MIND
•
KFC gains the highest level of share of mind in three countries (66% in Vietnam, 67% in Thailand and 55.5% in Indonesia). The
top 2 fast food brands dominate almost 80% – 91% share of mind. In Vietnam, top 2 is KFC and Lotteria; KFC and McDonald’s
are in Thailand & Indonesia.
BRAND AWARENESS
•
•
•
In Vietnam, the chart shows the dominance of KFC, Lotteria and Mc Donald’s in terms of brand awareness without being
prompted. KFC & Loteria are awared of by almost respondents at up to 100.0%, while Mc Donald’s stays at 86%.
In Thailand, KFC has the strongest impression registered in the mind of the surveyed respondents when unaided, followed by Mc
Donald’s. It can also be highlighted that the level of aided awareness of Pizza Hut, The Pizza Company, Chester’s Grill and S&P
Restaurant bringing total brand awareness to about 85% - 94.5%.
In Indonesia, in term of unaided awareness, KFC leaves the most impression on consumers’ mind, followed by Mc Donald’s. KFC,
Pizza Hut, Mc Donald’s are awared of by all consumers when aided.
■ Fast Food Brand Preferences
•
•
•
•
•
Consistent to Top of mind, consumers in all three countries are often consume fast food under KFC brand (80% - 88%). Lotteria
takes the second place in Vietnam (76%), whereas McDonald’s ranks the second in both Thailand and Indonesia (67.0% vs.
61.0%, respectively). Pizza Hut is the third fast food brand consumed in Vietnam, while The Pizza company and Hoka – Hoka
Bento is among Thai people and Indonesian, respectively.
The top 2 key brands account for up to 86.5%, 80.5% and 66.8 % of the market share in Vietnam, Thailand and Indonesia,
respectively.
In Vietnam, the people who eat Lotteria fast food most often are in the 16 – 24 age group, while the older group aged 25 and
above more consumes fast food under KFC than under Lotteria. KFC more attracts people Class A than Lotteria.
KFC is dominant among any sub – group in Thailand.
KFC is the leader in the market among any sub – group in Indonesia.
■ Fast Food Brand Consumption Habit
CONSIDERATIONS FOR CHOOSING FAST FOOD RESTAURANT
•
“Affordable price” belongs to top 3 considerations when choosing their favourite fast food restaurant among Vietnamese, Thai
people and Indonesian. Besides that, “Convenient location” is the more popular reason for Vietnamese, “Good taste” is for both
Thai people and Indonesian. “Have many stores” and “Be used to using this brand” is also the reason for Thai people and
Indonesian to choose fast food restaurant to most often visit, respectively.
5
C. Key findings
■ Fast Food Brand Consumption Habit
SPENDING AMOUNT FOR EATING
• Eating out for fast food, 61.8% of Vietnamese consumers spend 50,000 – 110,000 VND for one person per time. Meanwhile
62.5% of Thai respondents spend 101 – 400 THB, compared to 70.3% of Indonesian who spend IDR 20,001 – 60,000 for
single fast food-purchase.
OCCASIONS FOR CONSUMING
• “When I have appetite for fast food” and “When I feel like eating fast food” are the top occasions for consumers in the threes
countries. In addition, “When invited by someone else” is also one of the key occasion for eating fast food for Vietnamese and
Thai people, whereas “At weekend” occasion is for Indonesian.
TYPES OF ORDER
• Order as combo / set menu is the most favourite order type when eating at fast food restaurant among three countries. The
percentage of those who usually order individual dishes is much higher with 44.5% in Vietnam, while the percentage is rather
low in Thailand and Indonesia (11.5% vs. 24.5% , respectively).
ORDERING METHOD
• ‘Come to stores and eat in’ is the most favourite order method among the respondents in Vietnam, Thailand and Indonesia.
Besides that, in Thailand, there are more respondents who order online and buying take away than compared to in Vietnam
and Indonesia.
FREQUENCY OF ORDERING SIDE DISHES/ DESSERT/ BEVERAGES
• The result shows a considerably high frequency of ordering side dishes / desserts/ beverages among the respondents in three
countries listed. Among the respondents who have higher frequency of ordering side dishes/ dessert in fast food restaurants,
French fries is the most-ordered side dish menu in the three countries listed. In addition, while soft drinks is the most popular
beverage ordered by Vietnamese and Thai people, Ice Cream is preferred for majority of respondents in Indonesia.
WHEN TO EAT
• There is a slight difference among the time for eating out at fast food restaurant in three countries. Respondents in Thailand
are mostly eating out at fast food restaurant at early afternoon (1 – 3 pm) with 31.5%, while respondents in Vietnam and
Indonesia are mostly having fast food in the evening (after 6 pm).
WHO TO EAT WITH
• Friends/colleagues, partners/spouse and family members are the top 3 favourite companion for the respondents in three
countries when eating fast food. In which, friends/colleagues are the top companion for the surveyed respondents in Vietnam,
Family members for Thai respondents and Partner / Spouse is the main companion for most of the Indonesian respondents to
eat fast food with.
6
C. Key findings
■ Concerns on Fast Food Restaurant Product and Service Performance
PRODUCT:
• The top concerned factors in 3 countries are quality of food, the taste and the hygienic food.
• Meanwhile, the factors that the surveyed people less concerned mostly are quite similar among 3 countries, with the side
dishes, dessert and beverages variety, and the spices used.
PRICE:
• In term of products pricing, the surveyed people in three countries are concerned most on the Affordable price.
•
The surveyed respondents in the three countries listed are all agree that they are less concerned with the discount for large
purchases and voucher offering when eating out at fast food restaurant.
PLACE:
•
The respondents in three countries are all agree that “easy-to-find and convenient location” and “have many stores” are the
main considerations when choosing fast food restaurant.
PROMOTION:
• Across 3 countries, the respondents care most on the loyalty program a fast food restaurant can offer and store – related
information is easy to find.
•
The respondents in three countries have same opinion in term of Promotion activities a fast food restaurant has. They are less
interested in the presence of fast food brand advertisements on medias and its popularity.
PHYSICAL EVIDENCE:
•
“Wide and cool space” is the top concern on physical evidence across 3 countries.
•
While surveyed people in Thailand are concerned most on the convenient fast food restaurant for meeting/party, “big/clean
furnitures” is in Vietnam and Indonesia.
PEOPLE:
•
The chart below shows that generally respondents of all countries are all concerned about the performance of the workers at
fast food restaurant they use. Polite, kind, agile staff is the top similar concerns in three countries.
PROCESS:
•
Quick food serving is the main concern for respondents in three countries when eating at fast food restaurants. Meanwhile,
respondents do not care much about the self-service during the purchase.
7
C. Key findings
■ Fast Food Brand Imagery
VIETNAM
•
•
KFC performs the best, followed by Lotteria. However, Lotteria is more associated to affordable price and nicer store decoration than KFC.
The next players in the market including Pizza Hut, Domino and Jolibee have not much strong brand imagery.
THAILAND
•
•
In Thailand, KFC has the strongest brand association than other brands listed. The next mentioned player is McDonald’s.
Then, Pizza Hut, The Pizza company and Chester’s Grill perform quite similarly on each attribute.
INDONESIA
•
•
In Indonesia, KFC is more related to more many attributes, followed by Mc Donald’s and Pizza hut.
Domino’s Pizza receives weakness brand imagery, especially “have many store” compared to other brands.
8
D. Detail findings
1.
2.
3.
4.
5.
Fast Food Brand Awareness
Fast Food Brands Preferences
Fast food consumption habits
Concerns on Fast Food Restaurant Product and Service
Performance
Fast Food Brand Imagery
9
Brand Awareness (Top of Mind)
Q2. When mentioning about Fast food in Vietnam, Indonesia or Thailand, which brands that come first to your mind? [FA]
• KFC gains the highest level of share of mind in three countries (66% in Vietnam, 67% in Thailand and 55.5% in Indonesia)
• The top 2 fast food brands dominate almost 80% – 91% share of mind. In Vietnam, top 2 is KFC and Lotteria; KFC and MsDonald’s in
Thailand & Indonesia.
Vietnam
(n=400)
KFC
66.0
Lotteria
Mc Donald's
Indonesia
(n=400)
Thailand
(n=200)
KFC
67.0
21.3
6.3
Pizza Hut
2.5
Jollibee
1.5
Burger King
1.0
Domino
.3
Popeyes
.3
Five Star
.3
Family Mart
.3
Circle K
.3
Del Taco
.3
KFC
55.5
Mc Donald's
McDonald's
Chester’s Grill
The Pizza Company
Burger King
Pizza Hut
Mos Buger
24.0
3.5
3.0
1.0
1.0
.5
27.0
Hoka-Hoka Bento
5.8
Pizza Hut
4.8
Others
2.3
A&W
2.0
Burger King
1.3
CFC (California Fried Chicken)
.8
Lotteria
.3
Domino's Pizza
.3
Yoshinoya
.3
(Unit: %)
10
VIETNAM – Total Brand Awareness
Q2. When mentioning about Fast food in Vietnam, Indonesia or Thailand, which brands that come first to your mind? [FA]
• The chart shows the dominance of KFC, Lotteria and Mc Donald’s in terms of brand awareness without being prompted.
• KFC & Loteria are awared of by almost respondents at up to 100.0%, while Mc Donald’s stays at 86%.
Aided Awareness
100.0
99.0
1.5
90.0
14.0
Unaided Awareness
85.8
71.0
68.8
Total Awareness
62.3
42.5
66.7
51.3
39.7
98.5
34.8
51.8
85.0
53.3
48.3
43.3
23.3
25.8
31.3
17.0
9.0
3.0
9.0
31.8
17.5
15.3
16.7
0.8
15.0
0.3
30.3
1.5
12.0
11.7
0.3
6.8
6.3
0.5
(Unit: %)
11
THAILAND – Total Brand Awareness
Q2. When mentioning about Fast food in Vietnam, Indonesia or Thailand, which brands that come first to your mind? [FA]
• KFC has the strongest impression registered in the mind of the surveyed respondents when unaided in Thailand, followed by Mc
Donald’s.
• It can also be highlighted that the level of aided awareness of Pizza Hut, The Pizza Company, Chester’s Grill and S&P Restaurant bringing
total brand awareness to about 85% - 94.5%.
Aided Awareness
98.0
Unaided Awareness
95.0
94.5
4.5
93.5
91.5
86.0
16.0
Total Awareness
83.0
61.5
56.5
66.0
77.5
57.5
56.5
93.5
38.0
83.5
79.0
55.5
26.5
16.0
2.5
6.0
30.0
28.5
36.0
26.5
27.5
25.5
0.0
3.5
1.0
0.5
54.0
38.0
35.0
28.5
36.0
3.5
0.0
26.0
13.0
10.5
13.0
0.0
10.0
0.5
(Unit: %)
12
INDONESIA – Total Brand Awareness
Q2. When mentioning about Fast food in Vietnam, Indonesia or Thailand, which brands that come first to your mind? [FA]
• In term of unaided awareness, KFC leaves the most impression on consumers’ mind, followed by Mc Donald’s.
• KFC, Pizza Hut, Mc Donald’s are awared of by all consumers when aided.
Aided Awareness
100.0
100.0
100.0
Unaided Awareness
99.8
91.8
4.2
20.5
Total Awareness
87.0
78.3
71.3
57.5
60.2
61.5
61.0
56.2
57.5
87.0
95.8
42.0
51.5
79.5
57.0
39.8
29.3
53.7
38.0
42.3
30.8
4.8
20.8
40.5
36.5
29.0
19.8
4.5
7.3
4.0
4.0
.3
19.5
18.3
18.7
17.5
.8
.8
(Unit: %)
13
D. Detail findings
1.
2.
3.
4.
5.
Fast Food Brand Awareness
Fast Food Brands Preferences
Fast food consumption habits
Concerns on Fast Food Restaurant Product and Service
Performance
Fast Food Brand Imagery
14
Fast Food brands often used
Q4. Please tell us which Fast food brand do you often use? [MA]
• Consistent to Top of mind, consumers in all three countries are often consume fast food under KFC brand (80% - 88%).
• Lotteria takes the second place in Vietnam (76%), McDonald’s ranks the second in both Thailand and Indonesia (67.0% vs. 61.0%,
respectively).
• Pizza Hut is the third fast food brand consumed in Vietnam, while The Pizza company and Hoka – Hoka Bento is among Thai people and
Indonesian, respectively.
Vietnam
(n=400)
KFC
80.0
Lotteria
76.0
Pizza Hut
37.5
Mc Donald's
24.0
Domino
17.0
Jollibee
16.8
Burger King
Thailand
(n=200)
8.5
Indonesia
(n=400)
KFC
88.0
McDonald's
67.0
The Pizza Company
54.0
KFC
Mc Donald's
53.8
53.0
43.5
Pizza Hut
Pizza Hut
42.5
A&W
30.5
Burger King
Subway
Pizza Inn
4.3
Pepper Lunch
9.5
Alfresco
3.8
Eat Am Are
9.0
Lotteria
A&W
8.5
Texas Chicken
Others
4.7
Others
24.5
Domino's Pizza
18.0
5.3
1.8
30.8
Burger King
Popeyes
BBQ Chicken
61.0
Hoka-Hoka Bento
Chester’s Grill
S&P Restaurant
82.5
Yoshinoya
16.0
CFC (California Fried…
33.5
Others
15.5
11.8
10.5
8.0
5.5
13.3
(Unit: %)
15
The most frequently visited/used Fast Food restaurant
Q5. Please tell us which Fast food brand do you use THE MOST often? [SA]
• The same picture observed as fast food brand often used
• The top 2 key brands account for up to 86.5%, 80.5% and 66.8 % of the market share in Vietnam, Thailand and Indonesia, respectively.
Vietnam
(n=400)
KFC
Thailand
(n=200)
45.5
Lotteria
41.0
Pizza Hut
5.3
KFC
61.0
McDonald's
The Pizza Company
Indonesia
(n=400)
19.5
6.5
KFC
46.3
Mc Donald's
20.5
Hoka-Hoka Bento
10.0
10.0
Mc Donald's
2.0
Chester’s Grill
4.0
Pizza Hut
Jollibee
1.5
Pizza Hut
2.5
A&W
Domino
1.5
Buddy Boys' Dinner
1.0
Burger King
2.3
Burger King
1.0
Eat Am Are
1.0
Domino's Pizza
2.0
Popeyes
1.0
Subway
1.0
Yoshinoya
1.8
Alfresco
0.8
1.0
Lotteria
1.3
Pizza Inn
0.3
Sukiya
0.5
CFC (California Fried
Chicken)
0.8
Others
0.3
Others
2.0
Others
1.3
S&P Restaurant
4.0
(Unit: %)
16
VIETNAM - Top 3 Most frequently used Fast Food restaurants
Q5. Please tell us which Fast food brand do you use THE MOST often? [SA]
• The people who eat Lotteria fast food most often are in the 16 – 24 age group, while the older group aged 25 and above more
consumes fast food under KFC than under Lotteria.
• KFC more attracts people Class A than Lotteria.
KFC
(n=182)
Male
46.0
Female
45.0
16 - 18 years old
19 - 24 years old
Lotteria
(n=164)
Pizza Hut
(n=21)*
39.0
4.5
43.0
20.0
6.0
80.0
40.6
25 - 29 years old
51.2
30 years old and
above
49.4
Class B
44.1
Class A
46.4
48.7
36.0
28.9
46.0
37.7
0.0
4.8
4.8
7.2
4.3
5.9
Note: * Small sample size for reference only
(Unit: %)
17
THAILAND- Top 3 Most frequently used Fast Food restaurants
Q5. Please tell us which Fast food brand do you use THE MOST often? [SA]
• KFC is dominant among any sub – group in Thailand.
KFC
(n=122)
Mc Donald’s
(n=39)
Male
60.0
Female
62.0
16 - 18 years old
81.0
51.8
30 years old and
above
56.0
Class B
56.5
Class A
23.0
72.7
19 - 24 years old
25 - 29 years old
16.0
64.3
18.2
4.8
The Pizza Company
(n=13)*
7.0
6.0
0.0
4.8
23.2
7.1
24.2
7.7
20.0
5.9
19.1
7.0
Note: * Small sample size for reference only (Unit: %)
18
INDONESIA - Top 3 Most frequently used Fast Food restaurants
Q5. Please tell us which Fast food brand do you use THE MOST often? [SA]
• KFC is the leader in the market among any sub – group in Indonesia.
KFC
(n=185)
Male
Female
16 - 18 years old
19 - 24 years old
25 - 29 years old
30 years old and
above
Class B
Class A
Mc Donald’s
(n=82)
49.5
43.0
55.6
45.6
54.8
42.9
48.9
44.0
Pizza Hut
(n=40)
21.0
8.0
20.0
12.0
11.1
0.0
24.4
8.9
17.9
4.8
20.3
12.9
22.5
6.0
18.8
13.3
(Unit: %)
19
D. Detail findings
1.
2.
3.
4.
5.
Fast Food Brand Awareness
Fast Food Brands Preferences
Fast food consumption habits
Concerns on Fast Food Restaurant Product and Service
Performance
Fast Food Brand Imagery
20
Frequency of eating at Fast Food Restaurant
Q1. Please tell us how often do you go to fast food restaurant? [SA]
•
Thailand people and Vietnamese more frequently go to fast food restaurant than those living in Indonesia with 58.0% and 53.6% vs.
9.5% of respondents eating at Fast food restaurant 1 time or more per week.
1 time and Less than 1
more / week times / week
Vietnam
0.3
(n=400)
Thailand
(n=200)
15.8
5.5
37.5
15.5
Indonesia
0.0
3.0 6.5
(n=400)
32.3
37.0
67.5
10.0
29.0
4.3
53.6
46.5
10.0 3.0
58.0
42.0
9.5
90.5
15.5
7.5
Every day
3 - 6 times/ week
1 -2 times/week
2 - 3 times / month
once per month
2 - 5 times / 6 months
(Unit: %)
21
The consideration of choosing the most often visited Fast Food
brand
Q6. Please tell us the reason why you use this fast food brand the most often? [MA]
• “Affordable price” belongs to top 3 considerations when choosing their favourite fast food restaurant among Vietnamese, Thai people
and Indonesian.
• Besides that, “Convenient location” is the more popular reason for Vietnamese, “Good taste” is for both Thai people and Indonesian.
• “Have many stores” and “Be used to using this brand” is also the reason for Thai people and Indonesian to choose fast food restaurant
to most often visit, respectively.
Vietnam
(n=400)
Thailand
(n=200)
Affordable price
64.0
Convenient location
57.3
Near my house
55.0
Good taste
54.3
Be used to using this brand
47.8
Have many stores
46.8
Have many promotions
Various menu
14.8
Delicious desserts
14.8
Have kids playground
Others
9.3
0.8
57.5
Have many stores
55.0
Good taste
60.0
Be used to using this brand
56.0
Affordable price
54.5
Fast service
50.0
Have many stores
45.3
Near my house
50.0
Fast service
44.5
43.8
Various menu
40.0
Near my house
38.5
42.3 Family/ friends love to eat here
39.5
Family/ friends love to eat here
37.8
28.8
Have dishes that other brands don’t have
Affordable price
Convenient location
31.8
Nice and wide space
66.0
41.0
34.8
Family/ friends love to eat here
Good taste
Be used to using this brand
43.3
Fast service
Indonesia
(n=400)
Have many promotions
37.5
Various menu
Convenient location
36.0
Have many promotions
22.8
Have dishes that other brands don’t have
20.0
Have kids playground
19.8
Nice and wide space
18.8
Nice and wide space
22.0
Have dishes that other brands…
17.0
Delicious desserts
6.0
Have kids playground
6.0
Others
1.5
Delicious desserts
Others
26.5
8.5
0.8
(Unit: %)
22
Level of Agreement towards Fast food eating experience
Q17. Please tell us your agreement regarding the following factors of the restaurant you visit the most often? [Slider]
• However, the respondents in three countries are all agree that their preferred fast food restaurants are offering good services and
hygienic food.
• The top three disagreement toward the fast food restaurant they visit the most often are quite similar for Vietnam and Indonesia. They
admitted that they do not find it cheap, quite and more added service when eating out at their favourite fast food restaurant.
Thailand
(n=200)
Vietnam
(n=400)
Hygienic
50.3
43.5
Indonesia
(n=400)
Service
50.5
47.5
Tasteful
48.0
47.5
46.0
Service
55.5
40.8
55.5
39.5
Service
60.8
32.5
Hygienic
53.5
Tasteful
60.0
32.0
Quiet
38.5
53.5
Hygienic
24.8
More added services
39.0
55.5
Familiar feelings
62.0
28.3
Various dishes
57.8
Interior design
67.0
15.8
Cheap
43.0
54.0
Various dishes
63.0
27.5
Commodious
57.5
17.5
Familiar feelings
38.0
56.5
Commodious
62.3
25.0
Familiar feelings
60.8
13.8
Tasteful
46.0
53.0
Interior design
69.8
18.5
More added services
56.0
13.8
Commodious
37.0
58.0
More added services
60.3
16.3
Quiet
49.5 10.5
Interior design
33.5
60.5
Cheap
54.0
17.8
Cheap
46.5 8.3
Various dishes
37.0
59.0
Quiet
52.8
17.5
Totally disagree
Disagree
Neutral
Agree
Totally agree
(Unit: %)
38
The spending amount for eating fast food
Q8. Please tell us how much do you often spend for one person per time at the fast food restaurant you visit the most often. [FA]
• Eating out for fast food, 61.8% of Vietnamese consumers spend 50,000 – 110,000 VND for one person per time. Meanwhile 62.5% of
Thai respondents spend 101 – 400 THB, compared to 70.3% of Indonesian who spend IDR 20,001 – 60,000 for single fast foodpurchase.
Vietnam
(n=400)
Above 250,000 VND
200,001 - 250,000 VND
150,001 - 200,000 VND
1.0
2.3
5.0
110,001 - 150,000 VND
20.8
19.0
50,000 - 70,000 VND
Below 40.000 VND
22.0
15.3
4.0
3.5
Above IDR 140,000
1.8
701 - 800 THB
3.0
IDR 120,001 - 140,000
1.8
4.0
501 - 600 THB
90,001 - 110,000 VND
40,000 - 50,000 VND
> 800 THB
601 - 700 THB
10.8
70,001 - 90,000 VND
Indonesia
(n=400)
Thailand
(n=200)
10.0
401 - 500 THB
25.0
101 - 200 THB
< 100 THB
19.5
0.5
IDR 80,001 - 100,000
7.3
11.3
IDR 40,001 - 60,000
18.0
201 - 300 THB
6.5
IDR 60,001 - 80,000
16.5
301 - 400 THB
IDR 100,001 - 120,000
29.3
IDR 30,001 - 40,000
22.5
IDR 20,001 - 30,000
Below IDR 20,000
18.5
1.3
(Unit: %)
24
Occasion for eating fast food
Q9. Please tell us in which occasion do you usually use Fast food? [MA]
• “ When I have appetite for fast food” and “When I feel like eating fast food” are the top occasions for consumers in the threes countries
• In addition, “When invited by someone else” is also one of the key occasion for eating fast food for Vietnamese and Thai people,
whereas “At weekend” occasion is for Indonesian.
Vietnam
(n=400)
When invited by
someone else
59.0
When I feel like eating
fastfood
When I have appetite for
fastfood
52.8
When I have appetite for
fastfood
When I feel like eating
fastfood
51.0
When invited by
someone else
At weekend
44.8
60.0
45.0
When I feel like eating
fastfood
37.5
On pay day/ when I
have money.
In big occasion/ holidays
24.3
At weekend
When I'm hungry
20.0
On pay day/ when I have
money.
Others (please specify)
34.0
23.0
1.5
51.5
At weekend
In big occasion/
holidays
When I'm hungry
69.8
When I have appetite
for fastfood
38.5
26.0
0.8
66.5
In big occasion/ holidays
On pay day/ when I have
money.
Others
Indonesia
(n=400)
Thailand
(n=200)
When invited by
someone else
When I'm hungry
Others
48.5
44.3
36.8
29.5
21.0
2.8
(Unit: %)
25
Type of fast food order
Q10. Please tell us how do you usually order when eating at fast food restaurant? [SA]
• Order as combo / set menu is the most favourite order type when eating at fast food restaurant among three countries.
• The percentage of those who usually order individual dishes is much higher with 44.5% in Vietnam, while the percentage is rather low
in Thailand and Indonesia (11.5% vs. 24.5% , respectively).
Vietnam
(n=400)
Thailand
(n=200)
Indonesia
(n=400)
44.5
11.5
55.5
1.0
87.5
24.5
Order individual dishes
0.0
74.5
Order as combo / set menu
1.0
Others
(Unit: %)
26
Fast food ordering method
Q11. Please tell us how do you usually use fast food? [SA]
• ‘Come to stores and eat in’ is the most favourite order method among the respondents in Vietnam, Thailand and Indonesia.
• Besides that, in Thailand, there are more respondents who order online and buying take away than compared to in Vietnam and
Indonesia.
Vietnam
(n=400)
6.8
Thailand
(n=200)
86.8
19.0
Indonesia
4.0
(n=400)
6.50.0
60.5
20.0
84.3
0.5
11.5 .3
Order online and ask for home delivery
Come to stores and eat in
Come to stores and take away
Others
(Unit: %)
27
Frequency of ordering side dishes/desserts/beverages
Q12. Besides the main dishes, please tell us do you usually order side dishes/ desserts/ beverage? [SA]
• The chart below shows a considerably high frequency of ordering side dishes / desserts/ beverages among the respondents in three
countries listed.
High
Low
frequency frequency
Vietnam
(n=400)
Thailand
(n=200)
Indonesia
(n=400)
13.3
16.0
8.8
43.0
40.3
29.0
44.5
35.5
Usually
Sometimes
Seldom
56.3
3.5
1.0
45.0
10.5
.5
44.3
8.3
9.5
47.5
Often
3.5 0.0
7.8
Never
(Unit: %)
28
Side dishes/desserts/beverages orders
Q13. Please tell us which side dishes/ desserts/ beverages that you often order? [MA]
• Among the respondents who have higher frequency of ordering side dishes/ dessert in fast food restaurants, French fries is the mostordered side dish menu in the three countries listed.
• In addition, while soft drinks is the most popular beverage ordered by Vietnamese and Thai people, Ice Cream is preferred for majority
of respondents in Indonesia.
Side Dishes
Beverages
Vietnam
(n=386)
Thailand
(n=179)
Indonesia
(n=367)
Vietnam
(n=386)
Thailand
(n=179)
Indonesia
(n=367)
Sweet pastry/ cake
29.3
41.3
9.3
Ice cream
71.6
43.6
76.8
Salted pastry/ cake
13.8
11.2
5.7
Coffee
19.1
27.4
16.3
Soup
32.9
13.4
49.3
Mineral water
14.2
11.7
36.8
French fries
83.1
75.4
80.1
Fruit juice
24.0
28.5
32.2
Cheese stick
37.8
20.1
17.2
Soft drinks
72.9
74.3
43.9
Salad
52.9
48.0
34.9
Tea / Lemon tea
23.1
29.6
37.6
Others
0.0
1.1
25.9
Others
1.3
0.6
0.8
(Unit: %)
29
Time of eating fast food
Q14. Please tell us when do you usually use fast food? [SA]
• There is a slight difference among the time for eating out at fast food restaurant in three countries. Respondents in Thailand are mostly
eating out at fast food restaurant at early afternoon (1 – 3 pm) with 31.5%, while respondents in Vietnam and Indonesia are mostly
having fast food in the evening (after 6 pm).
Vietnam
Thailand
Indonesia
Morning (8AM 10AM)
Noon (11AM 12AM)
Early afternoon
(1PM - 3 PM)
Afternoon (4PM 6PM)
Evening (after
6PM)
Others
2.5
3.5
.3
17.0
12.5
16.8
6.5
31.5
22.8
16.0
22.5
21.8
57.5
30.0
37.0
0.5
0.0
1.5
(Unit: %)
30
Companion for eating fast food
Q15. Please tell us who do usually go with to fast food restaurants. [MA]
• Friends/colleagues, partners/spouse and family members are the top 3 favourite companion for the respondents in three countries
when eating fast food.
• In which, friends/colleagues are the top companion for the surveyed respondents in Vietnam, Family members for Thai respondents
and Partner / Spouse is the main companion for most of the Indonesian respondents to eat fast food with.
Vietnam
(n=400)
Thailand
(n=200)
Friends/ Colleagues
78.5
Partners / Spouse
51.0
Family members
43.5
Family members
Parents
Children
14.0
Children
2.3
52.0
Partners / Spouse
15.5
Others
56.5
Friends/ Colleagues
Parents
Others
Indonesia
(n=400)
47.5
26.0
Partners / Spouse
58.0
Family members
56.8
Friends/ Colleagues
48.3
Children
21.0
Parents
3.0
Others
36.5
25.5
2.5
(Unit: %)
31
D. Detail findings
1.
2.
3.
4.
5.
Fast Food Brand Awareness
Fast Food Brands Preferences
Fast food consumption habits
Concerns on Fast Food Restaurant Product and Service
Performance
Fast Food Brand Imagery
32
Level of Concern – FAST FOOD PRODUCTS
Q16. Please tell us to what extend do you concern about the following factors when choosing a fast food restaurant? [MSA]
• The top concerned factors in 3 countries are quality of food, the taste and the hygienic food.
• Meanwhile, the factors that the surveyed people less concerned mostly are quite similar, with the side dishes, dessert and beverages
variety, and the spices used.
Vietnam
(n=400)
Thailand
(n=200)
Indonesia
(n=400)
Hygienic food 4.3
19.5
75.8
Hygienic food 3.526.5
70.0
Hygienic food 3.8
21.0
Delicious food 5.5
18.0
76.3
High food quality 3.533.5
63.0
Delicious food 6.829.8
High food quality 5.521.3
72.3
Variety in main dishes
25.3 39.3
Unique recipes
Delicious food 4.0 43.5
33.3
26.8 36.3 31.5
Variety in main dishes 11.0 58.0
62.8
High food quality 10.338.5
52.5
29.0
74.5
Variety in main dishes 17.3 53.3
Nice food decoration/… 23.5 47.5 28.0
49.3
27.0
Unique spices
23.8 43.5 27.5
Variety in beverages
34.3
39.8 21.8
Unique recipes
25.0 47.0 25.5
Unique recipes
23.5 44.8 26.8
Nice food decoration/…
35.5
41.0 19.8
Variety in side dishes
23.5 52.0 20.0
Variety in beverages
29.3 40.8 24.5
Variety in desserts
34.3
38.5 21.5
Unique spices
31.5 41.0 23.5
Variety in side dishes
35.5 39.3 19.5
Unique spices
32.8
41.0 18.5
Variety in beverages
38.5 37.5 17.0
Variety in desserts
37.8 35.3 17.3
Variety in side dishes
34.0
40.0 18.0
Variety in desserts
38.0 37.0 15.0
Totally don’t concern
Don’t concern
Neutral
Nice food decoration/…
Concern
40.8 34.513.8
Totally concern
(Unit: %)
33
Level of Concern – FAST FOOD PRICE
Q16. Please tell us to what extend do you concern about the following factors when choosing a fast food restaurant? [MSA]
• In term of products pricing, the surveyed people in three countries are concerned most on the Affordable price.
• The surveyed respondents in the three countries listed are all agree that they are less concerned with the discount for large purchases
and voucher offering when eating out at fast food restaurant.
Vietnam
(n=400)
Affordable price 8.328.0
Thailand
(n=200)
Indonesia
(n=400)
Affordable price 9.0 51.0
39.5
Affordable price
49.5
Variety promotions/
8.5 51.0
discounts
39.5
Discount for combo/ set
menu
39.5 45.8
Discount for combo/ set
17.033.8 47.0
menu
Discount for combo/ set
11.0 51.5
menu
36.5
Variety promotions/
discounts
40.8 41.3
Discount when
pruchase in large
quantity
38.3 41.0
Giving voucher when
purchasing
36.5 32.8
Variety promotions/
13.834.3
discounts
63.5
Giving voucher when
purchasing
27.5 32.8 33.8
Discount when purchase
in large quantity
24.5 31.5 35.8
Totally don’t concern
Don’t concern
Discount when
pruchase in large 20.5 45.0 33.5
quantity
Giving voucher when
purchasing
Neutral
21.0 45.5 29.0
Concern
33.3
56.3
Totally concern
(Unit: %)
34
Level of Concern – FAST FOOD PLACE
Q16. Please tell us to what extend do you concern about the following factors when choosing a fast food restaurant? [MSA]
• The respondents in three countries are all agree that “easy-to-find and convenient location” and “have many stores” are the main
considerations when choosing fast food restaurant.
Vietnam
(n=400)
Easy to find, convenient
location
Thailand
(n=200)
21.3 42.0 33.5
Have many stores
30.0 38.5 25.0
Home delivery
27.3 39.3 24.8
In shopping centers
Totally don’t concern
41.3 32.510.3
Don’t concern
Easy to find, convenient
9.0 52.0
location
Have many stores 15.5 48.0
Indonesia
(n=400)
39.0
Easy to find,
9.8 48.0
convenient location
41.5
33.5
Have many stores
21.3 42.8 31.5
Home delivery
20.0 43.0 32.5
Home delivery
26.3 41.8 27.0
In shopping centers
30.5 38.5 25.0
In shopping centers
31.3 43.8 21.0
Neutral
Concern
Totally concern
(Unit: %)
35
Level of Concern – FAST FOOD PROMOTION
Q16. Please tell us to what extend do you concern about the following factors when choosing a fast food restaurant? [MSA]
• Across 3 countries, the respondents care most on the loyalty program a fast food restaurant can offer and store – related information is
easy to find.
• The respondents in three countries have same opinion in term of Promotion activities a fast food restaurant has. They are less
interested in the presence of fast food brand advertisements on medias and its popularity.
Vietnam
(n=400)
Have many promotion
programmes for loyal 17.8 36.0
customers.
Thailand
(n=200)
42.5
Have many promotion
programmes for loyal 16.5 46.0
customers.
Store-related
information is easy to
find
27.3 40.5 26.3
Store-related
information is easy to
find
Well-known
36.3 35.8 19.5
Well-known
47.8 23.85.5
Have many
advertisements (on
newspaper, tv,..)
Have many
advertisements (on
newspaper, tv,..)
Totally don’t concern
Indonesia
(n=400)
Don’t concern
Have many promotion
programmes for loyal
customers.
25.3 40.5 29.5
23.0
Store-related
information is easy to
find
26.5 46.5 22.5
46.0 21.5
Well-known
28.5 45.3 18.0
41.5 30.016.0
Have many
advertisements (on
newspaper, tv,..)
43.5 24.5
10.8
19.0 54.5
30.0
Neutral
35.0
Concern
Totally concern
(Unit: %)
36
Level of Concern – FAST FOOD PHYSICAL EVIDENCE
Q16. Please tell us to what extend do you concern about the following factors when choosing a fast food restaurant? [MSA]
• “Wide and cool space” is the top concern on physical evidence across 3 countries.
• While surveyed people in Thailand are concerned most on the convenient fast food restaurant for meeting/party, “big/clean furnitures”
is in Vietnam and Indonesia.
Vietnam
(n=400)
Big / clean furnitures 12.536.8
Thailand
(n=200)
49.5
Wide and cool space 16.5 45.0 37.0
Nice decoration
31.8 44.0 19.5
Modern design
32.5 40.8 18.8
Convenient for meeting /
party
34.0 35.0 21.3
Totally don’t concern
Don’t concern
Indonesia
(n=400)
Convenient for meeting /
19.0 54.5 24.5
party
Wide and cool space 16.0 49.0 34.8
Wide and cool space
26.5 48.5 23.0
Big / clean furnitures
22.0 53.5 19.5
Modern design
32.0 50.0 14.5
Nice decoration 19.5 51.3 25.0
Nice decoration
33.5 48.0 15.0
Modern design
Neutral
Big / clean furnitures 19.8 46.5 31.5
Convenient for meeting
/ party
Concern
21.0 43.0 30.8
32.5 42.0 19.8
Totally concern
(Unit: %)
37
Level of Concern – PEOPLE
Q16. Please tell us to what extend do you concern about the following factors when choosing a fast food restaurant? [MSA]
• The chart below shows that generally respondents of all countries are all concerned about the performance of the workers at fast food
restaurant they use. Polite, kind, agile staff is the top similar concerns in three countries.
Vietnam
(n=400)
Thailand
(n=200)
Indonesia
(n=400)
Kind staff 12.838.3
48.5
Polite staff 5.033.5
61.5
Polite staff 6.333.8
59.5
Polite staff 12.337.3
48.5
Agile staff 5.033.0
61.5
Kind staff 6.0 36.8
56.5
Professional service staff 18.0 40.5 40.3
Kind staff 8.0 41.5
50.5
Professional service
7.5 36.8
staff
54.8
Agile staff 18.5 44.0 35.5
Professional service staff 9.0 40.5
50.0
Agile staff 8.5 39.8
50.8
Totally don’t concern
Don’t concern
Neutral
Concern
Totally concern
(Unit: %)
38
Level of Concern – FAST FOOD PROCESS
Q16. Please tell us to what extend do you concern about the following factors when choosing a fast food restaurant? [MSA]
• Quick food serving is the main concern for respondents in three countries when eating at fast food restaurants. Meanwhile,
respondents do not care much about the self-service during the purchase.
Vietnam
(n=400)
Quick food serving 12.8 37.3
Simple food ordering
process
19.3 43.0
Self-service
Totally don’t concern
47.8
Thailand
(n=200)
Quick food serving 3.0 53.0
49.5
Simple food ordering
7.5 56.0
process
34.5
28.512.5
Don’t concern
Self-service
Neutral
57.0
Indonesia
(n=400)
Quick food serving 7.3 41.8
44.0
36.0
Simple food ordering
17.3 46.3
process
Self-service
24.0 8.5
Concern
50.5
35.8
39.0 37.5 20.3
Totally concern
(Unit: %)
39
D. Detail findings
1.
2.
3.
4.
5.
Fast Food Brand Awareness
Fast Food Brands Preferences
Fast food consumption habits
Concerns on Fast Food Restaurant Product and Service
Performance
Fast Food Brand Imagery
40
VIETNAM – Brand imagery
Q19. Please choose the fast food brands which are suitable with the listed attributes. [MMA]
• KFC performs the best, followed by Lotteria. However, Lotteria is more associated to affordable price and nicer store decoration than
KFC.
• The next players in the market including Pizza Hut, Domino and Jolibee have not much strong brand imagery.
Well-known
brand
Popular
brand
Have many
Tasteful food
stores
KFC
94.5
82.0
70.5
Lotteria
80.8
72.8
Pizza Hut
69.5
Domino
Jollibee
Favourite of Have many
friends
promotions
Nice / eyecatching I don’t know
store
this brand
decoration
Various
dishes
Affordable
price
85.3
70.3
54.0
66.3
66.5
55.5
0.0
68.0
83.5
72.3
69.0
65.8
68.3
63.0
1.0
48.3
54.3
41.3
43.8
24.5
43.3
34.5
56.5
10.0
34.3
20.5
26.5
22.3
25.8
26.3
21.5
28.0
28.8
37.8
36.8
19.5
24.8
28.3
34.8
33.3
16.5
22.5
27.3
29.0
(Unit: %)
40
THAILAND - Brand imagery
Q19. Please choose the fast food brands which are suitable with the listed attributes. [MMA]
• In Thailand, KFC has the strongest brand association than other brands listed. The next mentioned player is McDonald’s.
• Then, Pizza Hut, The Pizza company and Chester’s Grill perform quite similarly on each attribute.
Wellknown
brand
Popular
brand
Tasteful
food
Have many
stores
Various
dishes
Affordable
price
Favourite
of friends
Have many
promotions
Nice / eyecatching
store
decoration
I don’t
know this
brand
KFC
86.5
77.5
64.5
75.5
55.0
54.0
52.5
46.5
26.5
0.0
Mc Donalds
80.5
72.0
59.0
64.5
54.5
46.0
41.5
48.5
37.0
0.0
Pizza Hut
79.0
53.5
47.5
56.0
41.0
32.5
34.5
40.0
31.0
0.5
The Pizza Company
78.5
63.5
59.0
59.0
53.0
34.5
42.5
41.5
33.5
0.0
Chester's Grill
76.0
46.5
46.0
45.5
43.5
37.5
19.5
19.0
14.0
0.0
(Unit: %)
41
INDONESIA - Brand imagery
Q19. Please choose the fast food brands which are suitable with the listed attributes. [MMA]
• In Indonesia, KFC is more related to more many attributes, followed by Mc Donald’s and Pizza hut.
• Domino’s Pizza receives weakness brand imagery, especially “have many store” compared to other brands.
Well-known
brand
Popular
brand
Tasteful
food
Have many
stores
Various
dishes
Affordable
price
Favourite of
friends
Have many
promotions
Nice / eyecatching
store
decoration
I don’t
know this
brand
KFC
77.0
67.5
64.3
75.8
43.5
70.0
35.5
44.8
30.0
0.0
Mc Donalds
75.3
68.5
52.8
67.5
41.5
50.0
29.8
31.5
30.0
0.0
Pizza Hut
72.5
63.3
61.5
57.3
54.5
28.5
35.0
38.8
41.0
0.0
Domino's Pizza
43.3
29.0
41.5
19.0
23.8
34.8
18.5
21.5
17.5
8.3
Hoka-hoka bento
68.5
59.0
62.8
52.5
52.5
39.5
26.5
16.0
21.3
.3
(Unit: %)
42
E. Conclusion (1)
Key insights about Fast Food Consumption of respondents from 3 countries:
 BRANDS PRESENCE
Top 2 Brands
Top Of Mind
Total Awareness
Market share
KFC
66.0%
100.0%
45.5%
Lotteria
21.3%
99.0%
41.0%
KFC
67.0%
98.0%
61.0%
Mc Donald’s
24.0%
95.0%
19.5%
KFC
55.5%
100.0%
46.3%
Mc Donald’s
27.0%
100.0%
20.5%
VIETNAM
THAILAND
INDONESIA
 HABIT CONSUMPTION
 Vietnam:
• 53.6% of Vietnamese eat fast food restaurant once per week and more.
• “Affordable price” and “Convenient location” is the most popular reason for Vietnamese to choose fast food brand. The preferred
fast food restaurants are offering hygienic food, good services and tasteful food.
• “Eating out for fast food, 61.8% of Vietnamese consumers spend 50,000 – 100,000 VND for one person per time.
• “ When I have appetite for fast food” and “When I feel like eating fast food” and “When invited by someone else” are the top
occasions for Vietnamese consumers.
• Order as combo / set menu is the most favourite order type when eating at fast food restaurant.
• ‘Come to stores and eat in’ is the most favourite order method among the respondents.
• 56.3% of Vietnamese consumers order side dishes/desserts/beverages together with main dishes. In which, French fries and soft
drink are the most-ordered side dish menu.
• Vietnamese are mostly having fast food in the evening (after 6 pm).
• Friends/colleagues, partners/spouse and family members are the top 3 favourite companion.
44
E. Conclusion (2)
 HABIT CONSUMPTION
 Thailand:
• 58.0% of Thai people eat fast food restaurant once per week and more.
• “Good taste”, “Affordable price” and “Have many stores” are the top reason for Thai people to choose fast food brand to most
often visit. The preferred fast food restaurants are offering good services, hygienic food, and quiet restaurant.
• 62.5% of Thai respondents spend 101 – 400 THB for each purchase.
• “When I feel like eating fast food”, “ When I have appetite for fast food” and “When invited by someone else” are the top occasions
for Thai people.
• Order as combo / set menu is the most favourite order type when eating at fast food restaurant
• ‘Come to stores and eat in’ is the most favourite order method among the respondents, followed by ordering online and buying take
away
• 45.0% of Thai consumers order side dishes/desserts/beverages together with main dishes. In which, French fries and soft drink are
the most-ordered side dish menu.
• Thai people are mostly eating out at fast food restaurant at early afternoon (1 – 3 pm)
• Family members, Friends/colleagues and Partner/Spouse are the top 3 favourite companion
 Indonesia:
• Only 9.5% of Indonesian eat fast food restaurant once per week and more.
• For Indonesian, the top consideration on choosing fast food brand is including “Good taste”, “familiar with the brand” and
“Affordable price”. The preferred fast food restaurants are offering tasteful food, good services and hygienic food.
• 70.3% of Indonesian who spend IDR 20,001 – 60,000 for single fast food-purchase.
• “ When I have appetite for fast food” and “When I feel like eating fast food” and “At weekend” are the top occasions for Indonesian.
• Order as combo / set menu is the most favourite order type when eating at fast food restaurant.
• ‘Come to stores and eat in’ is the most favourite order method among the respondents.
• 44.3% of Indonesia consumers order side dishes/desserts/beverages together with main dishes. In which, French fries and Ice cream
are the most-ordered side dish menu.
• Indonesian are mostly having fast food in the evening (after 6 pm).
• Friends/colleagues, partners/spouse and family members are the top 3 favourite companion.
45
E. Conclusion (3)
 CONCERNS ON FAST FOOD PRODUCTS & SERVICES
VIETNAM
PRODUCT
PRICE
PLACE
PROMOTION
PHYSICAL
EVIDENCE
PEOPLE
PROCESS
THAILAND
INDONESIA
Hygienic food
Hygienic food
Hygienic food
Delicious taste
High quality of food
Delicious taste
High quality of food
Delicious taste
High quality of food
Affordable price
Affordable price
Affordable price
Variety promotions/ discounts
Variety promotions/ discounts
Discount for combo/ set menu
Easy-to-find and convenient
location
Easy-to-find and convenient
location
Easy-to-find and convenient
location
Have many stores
Have many stores
Have many stores
Have many promotion programes
for loyal customers
Have many promotion programes
for loyal customers
Have many promotion programes
for loyal customers
Store-related information is easy
to find
Store-related information is easy
to find
Store-related information is easy
to find
Big/clean furnitures
Convenient for meeting/party
Wide and cool space
Wide and cool space
Wide and cool space
Big/clean furnitures
Kind staff
Polite staff
Polite staff
Polite staff
Agile staff
Kind staff
Quick food serving
Quick food serving
Quick food serving
Simple food ordering process
Simple food ordering process
Simple food ordering process
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E. Conclusion (4)
 BRAND IMAGERY
 Vietnam:
• KFC performs the best, followed by Lotteria. However, Lotteria is more associated to affordable price and nicer store decoration
than KFC.
• The next players in the market including Pizza Hut, Domino and Jolibee have not much strong brand imagery.
 Thailand:
• In Thailand, KFC has the strongest brand association than other brands listed. The next mentioned player is McDonald’s.
• Then, Pizza Hut, The Pizza company and Chester’s Grill perform quite similarly on each attribute.
 Indonesia:
• In Indonesia, KFC is more related to more many attributes, followed by Mc Donald’s and Pizza hut.
• Domino’s Pizza receives weakness brand imagery, especially “have many store” compared to other brands.
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