Brand Name KFC Lotteria Jollibee Burger King Subway
USA Korea Phillippines USA USA
32,500 1,577 720 12,000 38,000
First come to
July 1994 May 1998 March 1997 October
# of stores in
62 67 11 5 3
Hamburger Fried chicken Combo Sandwich
Drink Partner Pepsi Pepsi Pepsi Coca Cola
fans by Mar
285,000 228,000 2,415 46,100 41,600
Competitors in VietNam
The challenge 1:
the material sources still can not
satisfy the demand of the company :
The challenge 2:
the special taste of vietnam consumers.
The challenge 3:
have to compete with the other fast food
giants , with the take- away shops on
pavements - the favorite style of
Largest fast food market share in the world.
Locally adapted food menus.
Partnerships with best brands.
Targeting for children and young people.
Motto: QSC&V (Quality, Service,
Cleanliness and Value).
Unhealthy food menu.
Slow in VietNam.
Yet found a source of fresh local
Home meal delivery.
Full adaptation of its new practices.
Changing consumer habits and new
Saturated fast food markets in the developed
Trend towards healthy eating.
Local fast food restaurant chains.
Target of McDonald’s in VietNam
Short-term: 1 year
Level of brand awareness: 60%
Market share: 15%
Open 4 stores in HCMC.
Long-term: 3 years
Level of brand awareness: 80%
Market share: 30%
Has 10 stores in HCMC and extended to Hanoi market
Strategy of McDonald’s
food is made
fast and clean
Main colors’re Red
Friendly, clean and
- Burger is main product of
McDonald with uniform
- Development added the
products suitable local taste.
- Higher prices (5-10%) than competitors.
- Open more promotions and cheap
- Shop divided into 3 regions: Grab & Go, Linger
Zone, Flexible Zone.
- Expanded stores in the downtown area,
Transmit messages around
global brand positioning.