Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Comparative report on fast food study in thailand, indonesia and vietnam in 2015

18,644 views

Published on

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

Sample Size:
Vietnam (n=400)
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

Published in: Food

Comparative report on fast food study in thailand, indonesia and vietnam in 2015

  1. 1. Comparative report on Fast Food study in Thailand, Indonesia and Vietnam in 2015 2015
  2. 2. Table of content 2 A. Research Design (P.3) B. Respondent profile (P.4) C. Key Findings (P.5) D. Detail Findings (P.9) E. Conclusions (P.44)
  3. 3. A. Research design 3 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 Sample Size Vietnam (n=400) 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
  4. 4. 1.3 5.5 2.3 46.8 21.0 22.5 31.3 28.0 21.0 20.8 45.5 54.3 Vietnam (n=400) Thailand (n=200) Indonesia (n=400) 30 years old and above 25 - 29 years old 19 - 24 years old 16 - 18 years old 50.0 50.0 50.0 50.0 50.0 50.0 Vietnam (n=400) Thailand (n=200) Indonesia (n=400) Female Male 4 ■Gender ■Age ■Monthly household income B. Respondent profile 59.8 42.5 25.2 40.3 57.5 74.7 Vietnam (n=400) Thailand (n=200) Indonesia (n=400) Class B Class A SEC Class Definition Vietnam Thailand Indonesia Class A > 686.7 USD (>15 mil VND) > 2,401 USD (>85,000 THB) > 625.5 USD (>8.5 mil IDR) Class B 343.3 – 686.7 USD (7.5 mil – 15 mil VND) 1,401 – 2,400 USD (50,001 – 85,000 THB) 257.5 – 625.5 USD (3.5 mil – 8.5 mil IDR) (Unit: %)
  5. 5. ■ 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
  6. 6. ■ 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
  7. 7. ■ 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
  8. 8. 8 ■ 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. C. Key findings
  9. 9. 9 1. Fast Food Brand Awareness 2. Fast Food Brands Preferences 3. Fast food consumption habits 4. Concerns on Fast Food Restaurant Product and Service Performance 5. Fast Food Brand Imagery D. Detail findings
  10. 10. 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 MsDonald’s in Thailand & Indonesia. Q2. When mentioning about Fast food in Vietnam, Indonesia or Thailand, which brands that come first to your mind? [FA] 66.0 21.3 6.3 2.5 1.5 1.0 .3 .3 .3 .3 .3 .3 KFC Lotteria Mc Donald's Pizza Hut Jollibee Burger King Domino Popeyes Five Star Family Mart Circle K Del Taco Vietnam (n=400) 10 67.0 24.0 3.5 3.0 1.0 1.0 .5 KFC McDonald's Chester’s Grill The Pizza Company Burger King Pizza Hut Mos Buger Thailand (n=200) 55.5 27.0 5.8 4.8 2.3 2.0 1.3 .8 .3 .3 .3 KFC Mc Donald's Hoka-Hoka Bento Pizza Hut Others A&W Burger King CFC (California Fried Chicken) Lotteria Domino's Pizza Yoshinoya Indonesia (n=400) (Unit: %)
  11. 11. VIETNAM – Total Brand Awareness • 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%. Q2. When mentioning about Fast food in Vietnam, Indonesia or Thailand, which brands that come first to your mind? [FA] 11 98.5 85.0 23.3 43.3 31.3 17.0 9.0 3.0 9.0 1.5 0.8 0.3 0.3 0.5 1.5 14.0 66.7 42.5 39.7 51.8 53.3 48.3 25.8 30.3 16.7 15.0 11.7 6.3 100.0 99.0 90.0 85.8 71.0 68.8 62.3 51.3 34.8 31.8 17.5 15.3 12.0 6.8 Aided Awareness Unaided Awareness Total Awareness (Unit: %)
  12. 12. THAILAND – Total Brand Awareness • 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%. Q2. When mentioning about Fast food in Vietnam, Indonesia or Thailand, which brands that come first to your mind? [FA] 12 93.5 79.0 28.5 16.0 35.0 2.5 26.5 6.0 3.5 0.0 0.0 3.5 1.0 0.5 0.0 0.5 4.5 16.0 66.0 77.5 56.5 83.5 56.5 55.5 54.0 38.0 36.0 26.5 27.5 25.5 13.0 10.0 98.0 95.0 94.5 93.5 91.5 86.0 83.0 61.5 57.5 38.0 36.0 30.0 28.5 26.0 13.0 10.5 Aided Awareness Unaided Awareness Total Awareness (Unit: %)
  13. 13. INDONESIA – Total Brand Awareness • 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. Q2. When mentioning about Fast food in Vietnam, Indonesia or Thailand, which brands that come first to your mind? [FA] 13 95.8 39.8 79.5 42.3 4.8 30.8 20.8 19.8 4.5 7.3 4.0 4.0 .3 .8 .8 4.2 60.2 20.5 57.5 87.0 56.2 57.5 51.5 57.0 53.7 38.0 36.5 29.0 18.7 17.5 100.0 100.0 100.0 99.8 91.8 87.0 78.3 71.3 61.5 61.0 42.0 40.5 29.3 19.5 18.3 Aided Awareness Unaided Awareness Total Awareness (Unit: %)
  14. 14. 14 D. Detail findings 1. Fast Food Brand Awareness 2. Fast Food Brands Preferences 3. Fast food consumption habits 4. Concerns on Fast Food Restaurant Product and Service Performance 5. Fast Food Brand Imagery
  15. 15. • 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. Fast Food brands often used Q4. Please tell us which Fast food brand do you often use? [MA] 80.0 76.0 37.5 24.0 17.0 16.8 8.5 5.3 4.3 3.8 1.8 4.7 KFC Lotteria Pizza Hut Mc Donald's Domino Jollibee Burger King Popeyes Pizza Inn Alfresco BBQ Chicken Others Vietnam (n=400) 88.0 67.0 54.0 43.5 42.5 30.5 18.0 16.0 9.5 9.0 8.5 33.5 KFC McDonald's The Pizza Company Chester’s Grill Pizza Hut S&P Restaurant Burger King Subway Pepper Lunch Eat Am Are A&W Others Thailand (n=200) 82.5 61.0 53.8 53.0 30.8 24.5 15.5 11.8 10.5 8.0 5.5 13.3 KFC Mc Donald's Hoka-Hoka Bento Pizza Hut A&W Burger King Domino's Pizza Yoshinoya CFC (California Fried… Lotteria Texas Chicken Others Indonesia (n=400) 15 (Unit: %)
  16. 16. • 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. The most frequently visited/used Fast Food restaurant Q5. Please tell us which Fast food brand do you use THE MOST often? [SA] 45.5 41.0 5.3 2.0 1.5 1.5 1.0 1.0 0.8 0.3 0.3 KFC Lotteria Pizza Hut Mc Donald's Jollibee Domino Burger King Popeyes Alfresco Pizza Inn Others Vietnam (n=400) 61.0 19.5 6.5 4.0 2.5 1.0 1.0 1.0 1.0 0.5 2.0 KFC McDonald's The Pizza Company Chester’s Grill Pizza Hut Buddy Boys' Dinner Eat Am Are Subway S&P Restaurant Sukiya Others Thailand (n=200) 46.3 20.5 10.0 10.0 4.0 2.3 2.0 1.8 1.3 0.8 1.3 KFC Mc Donald's Hoka-Hoka Bento Pizza Hut A&W Burger King Domino's Pizza Yoshinoya Lotteria CFC (California Fried Chicken) Others Indonesia (n=400) 16 (Unit: %)
  17. 17. • 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. VIETNAM - Top 3 Most frequently used Fast Food restaurants Q5. Please tell us which Fast food brand do you use THE MOST often? [SA] 46.0 45.0 20.0 40.6 51.2 49.4 44.1 46.4 Male Female 16 - 18 years old 19 - 24 years old 25 - 29 years old 30 years old and above Class B Class A KFC (n=182) 39.0 43.0 80.0 48.7 36.0 28.9 46.0 37.7 Lotteria (n=164) 4.5 6.0 0.0 4.8 4.8 7.2 4.3 5.9 Pizza Hut (n=21)* 17 Note: * Small sample size for reference only (Unit: %)
  18. 18. • KFC is dominant among any sub – group in Thailand. THAILAND- Top 3 Most frequently used Fast Food restaurants Q5. Please tell us which Fast food brand do you use THE MOST often? [SA] 60.0 62.0 72.7 81.0 51.8 56.0 56.5 64.3 Male Female 16 - 18 years old 19 - 24 years old 25 - 29 years old 30 years old and above Class B Class A KFC (n=122) 16.0 23.0 18.2 4.8 23.2 24.2 20.0 19.1 Mc Donald’s (n=39) 7.0 6.0 0.0 4.8 7.1 7.7 5.9 7.0 The Pizza Company (n=13)* 18 Note: * Small sample size for reference only (Unit: %)
  19. 19. • KFC is the leader in the market among any sub – group in Indonesia. INDONESIA - Top 3 Most frequently used Fast Food restaurants Q5. Please tell us which Fast food brand do you use THE MOST often? [SA] 49.5 43.0 55.6 45.6 54.8 42.9 48.9 44.0 Male Female 16 - 18 years old 19 - 24 years old 25 - 29 years old 30 years old and above Class B Class A KFC (n=185) 21.0 20.0 11.1 24.4 17.9 20.3 22.5 18.8 Mc Donald’s (n=82) 8.0 12.0 0.0 8.9 4.8 12.9 6.0 13.3 Pizza Hut (n=40) 19 (Unit: %)
  20. 20. 20 D. Detail findings 1. Fast Food Brand Awareness 2. Fast Food Brands Preferences 3. Fast food consumption habits 4. Concerns on Fast Food Restaurant Product and Service Performance 5. Fast Food Brand Imagery
  21. 21. Frequency of eating at Fast Food Restaurant • 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. Q1. Please tell us how often do you go to fast food restaurant? [SA] 21 0.3 5.5 0.0 15.8 15.5 3.0 37.5 37.0 6.5 32.3 29.0 67.5 10.0 10.0 15.5 4.3 3.0 7.5 Vietnam (n=400) Thailand (n=200) Indonesia (n=400) Every day 3 - 6 times/ week 1 -2 times/week 2 - 3 times / month once per month 2 - 5 times / 6 months 1 time and more / week Less than 1 times / week 53.6 46.5 58.0 42.0 9.5 90.5 (Unit: %)
  22. 22. 60.0 56.0 54.5 45.3 44.5 43.8 38.5 37.8 26.5 22.8 20.0 19.8 18.8 8.5 0.8 Good taste Be used to using this brand Affordable price Have many stores Fast service Convenient location Near my house Family/ friends love to eat here Various menu Have many promotions Have dishes that other brands don’t have Have kids playground Nice and wide space Delicious desserts Others Indonesia (n=400) 66.0 57.5 55.0 50.0 50.0 41.0 40.0 39.5 37.5 36.0 22.0 17.0 6.0 6.0 1.5 Good taste Affordable price Have many stores Fast service Near my house Be used to using this brand Various menu Family/ friends love to eat here Have many promotions Convenient location Nice and wide space Have dishes that other brands… Delicious desserts Have kids playground Others Thailand (n=200) 64.0 57.3 55.0 54.3 47.8 46.8 43.3 42.3 34.8 31.8 28.8 14.8 14.8 9.3 0.8 Affordable price Convenient location Near my house Good taste Be used to using this brand Have many stores Have many promotions Fast service Various menu Family/ friends love to eat here Nice and wide space Have dishes that other brands don’t have Delicious desserts Have kids playground Others Vietnam (n=400) • “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. 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] 22 (Unit: %)
  23. 23. • 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. 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] 50.3 60.8 60.0 57.8 67.0 57.5 60.8 56.0 49.5 46.5 43.5 32.5 32.0 24.8 15.8 17.5 13.8 13.8 10.5 8.3 Hygienic Service Tasteful Various dishes Interior design Commodious Familiar feelings More added services Quiet Cheap Vietnam (n=400) Totally disagree Disagree Neutral Agree Totally agree 48.0 55.5 55.5 62.0 63.0 62.3 69.8 60.3 54.0 52.8 47.5 40.8 39.5 28.3 27.5 25.0 18.5 16.3 17.8 17.5 Tasteful Service Hygienic Familiar feelings Various dishes Commodious Interior design More added services Cheap Quiet Indonesia (n=400) 50.5 53.5 38.5 39.0 43.0 38.0 46.0 37.0 33.5 37.0 47.5 46.0 53.5 55.5 54.0 56.5 53.0 58.0 60.5 59.0 Service Hygienic Quiet More added services Cheap Familiar feelings Tasteful Commodious Interior design Various dishes Thailand (n=200) 38 (Unit: %)
  24. 24. • 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. 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] 24 4.0 15.3 22.0 19.0 20.8 10.8 5.0 2.3 1.0 Below 40.000 VND 40,000 - 50,000 VND 50,000 - 70,000 VND 70,001 - 90,000 VND 90,001 - 110,000 VND 110,001 - 150,000 VND 150,001 - 200,000 VND 200,001 - 250,000 VND Above 250,000 VND Vietnam (n=400) 0.5 19.5 25.0 18.0 16.5 10.0 4.0 3.0 3.5 < 100 THB 101 - 200 THB 201 - 300 THB 301 - 400 THB 401 - 500 THB 501 - 600 THB 601 - 700 THB 701 - 800 THB > 800 THB Thailand (n=200) 1.3 18.5 22.5 29.3 11.3 7.3 6.5 1.8 1.8 Below IDR 20,000 IDR 20,001 - 30,000 IDR 30,001 - 40,000 IDR 40,001 - 60,000 IDR 60,001 - 80,000 IDR 80,001 - 100,000 IDR 100,001 - 120,000 IDR 120,001 - 140,000 Above IDR 140,000 Indonesia (n=400) (Unit: %)
  25. 25. • “ 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. Occasion for eating fast food Q9. Please tell us in which occasion do you usually use Fast food? [MA] 25 59.0 52.8 51.0 44.8 26.0 24.3 20.0 0.8 When invited by someone else When I have appetite for fastfood When I feel like eating fastfood At weekend On pay day/ when I have money. In big occasion/ holidays When I'm hungry Others Vietnam (n=400) 66.5 60.0 45.0 38.5 37.5 34.0 23.0 1.5 When I feel like eating fastfood When I have appetite for fastfood When invited by someone else In big occasion/ holidays When I'm hungry At weekend On pay day/ when I have money. Others (please specify) Thailand (n=200) 69.8 51.5 48.5 44.3 36.8 29.5 21.0 2.8 When I feel like eating fastfood When I have appetite for fastfood At weekend In big occasion/ holidays On pay day/ when I have money. When invited by someone else When I'm hungry Others Indonesia (n=400) (Unit: %)
  26. 26. • 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). Type of fast food order Q10. Please tell us how do you usually order when eating at fast food restaurant? [SA] 26 44.5 11.5 24.5 55.5 87.5 74.5 0.0 1.0 1.0 Vietnam (n=400) Thailand (n=200) Indonesia (n=400) Order individual dishes Order as combo / set menu Others (Unit: %)
  27. 27. • ‘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. Fast food ordering method Q11. Please tell us how do you usually use fast food? [SA] 27 6.8 19.0 4.0 86.8 60.5 84.3 6.5 20.0 11.5 0.0 0.5 .3 Vietnam (n=400) Thailand (n=200) Indonesia (n=400) Order online and ask for home delivery Come to stores and eat in Come to stores and take away Others (Unit: %)
  28. 28. • The chart below shows a considerably high frequency of ordering side dishes / desserts/ beverages among the respondents in three countries listed. Frequency of ordering side dishes/desserts/beverages Q12. Besides the main dishes, please tell us do you usually order side dishes/ desserts/ beverage? [SA] 28 13.3 16.0 8.8 43.0 29.0 35.5 40.3 44.5 47.5 3.5 9.5 7.8 0.0 1.0 .5 Vietnam (n=400) Thailand (n=200) Indonesia (n=400) Usually Often Sometimes Seldom Never High frequency Low frequency 56.3 3.5 45.0 10.5 44.3 8.3 (Unit: %)
  29. 29. • 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. Side dishes/desserts/beverages orders Q13. Please tell us which side dishes/ desserts/ beverages that you often order? [MA] 29 Vietnam (n=386) Thailand (n=179) Indonesia (n=367) Sweet pastry/ cake 29.3 41.3 9.3 Salted pastry/ cake 13.8 11.2 5.7 Soup 32.9 13.4 49.3 French fries 83.1 75.4 80.1 Cheese stick 37.8 20.1 17.2 Salad 52.9 48.0 34.9 Others 0.0 1.1 25.9 Side Dishes Vietnam (n=386) Thailand (n=179) Indonesia (n=367) Ice cream 71.6 43.6 76.8 Coffee 19.1 27.4 16.3 Mineral water 14.2 11.7 36.8 Fruit juice 24.0 28.5 32.2 Soft drinks 72.9 74.3 43.9 Tea / Lemon tea 23.1 29.6 37.6 Others 1.3 0.6 0.8 Beverages (Unit: %)
  30. 30. • 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). Time of eating fast food Q14. Please tell us when do you usually use fast food? [SA] 30 Morning (8AM - 10AM) Noon (11AM - 12AM) Early afternoon (1PM - 3 PM) Afternoon (4PM - 6PM) Evening (after 6PM) Others Vietnam 2.5 17.0 6.5 16.0 57.5 0.5 Thailand 3.5 12.5 31.5 22.5 30.0 0.0 Indonesia .3 16.8 22.8 21.8 37.0 1.5 (Unit: %)
  31. 31. • 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. Companion for eating fast food Q15. Please tell us who do usually go with to fast food restaurants. [MA] 31 78.5 51.0 43.5 15.5 14.0 2.3 Friends/ Colleagues Partners / Spouse Family members Parents Children Others Vietnam (n=400) 56.5 52.0 47.5 26.0 21.0 3.0 Family members Friends/ Colleagues Partners / Spouse Parents Children Others Thailand (n=200) 58.0 56.8 48.3 36.5 25.5 2.5 Partners / Spouse Family members Friends/ Colleagues Children Parents Others Indonesia (n=400) (Unit: %)
  32. 32. 32 D. Detail findings 1. Fast Food Brand Awareness 2. Fast Food Brands Preferences 3. Fast food consumption habits 4. Concerns on Fast Food Restaurant Product and Service Performance 5. Fast Food Brand Imagery
  33. 33. • 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. 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] 33 4.3 5.5 5.5 25.3 26.8 34.3 35.5 34.3 32.8 34.0 19.5 18.0 21.3 39.3 36.3 39.8 41.0 38.5 41.0 40.0 75.8 76.3 72.3 33.3 31.5 21.8 19.8 21.5 18.5 18.0 Hygienic food Delicious food High food quality Variety in main dishes Unique recipes Variety in beverages Nice food decoration/… Variety in desserts Unique spices Variety in side dishes Vietnam (n=400) 3.5 3.5 4.0 11.0 23.5 25.0 23.5 31.5 38.5 38.0 26.5 33.5 43.5 58.0 47.5 47.0 52.0 41.0 37.5 37.0 70.0 63.0 52.5 29.0 28.0 25.5 20.0 23.5 17.0 15.0 Hygienic food High food quality Delicious food Variety in main dishes Nice food decoration/… Unique recipes Variety in side dishes Unique spices Variety in beverages Variety in desserts Thailand (n=200) 3.8 6.8 10.3 17.3 23.8 23.5 29.3 35.5 37.8 40.8 21.0 29.8 38.5 53.3 43.5 44.8 40.8 39.3 35.3 34.5 74.5 62.8 49.3 27.0 27.5 26.8 24.5 19.5 17.3 13.8 Hygienic food Delicious food High food quality Variety in main dishes Unique spices Unique recipes Variety in beverages Variety in side dishes Variety in desserts Nice food decoration/… Indonesia (n=400) Totally don’t concern Don’t concern Neutral Concern Totally concern (Unit: %)
  34. 34. Level of Concern – FAST FOOD 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. Q16. Please tell us to what extend do you concern about the following factors when choosing a fast food restaurant? [MSA] 34 8.3 13.8 17.0 27.5 24.5 28.0 34.3 33.8 32.8 31.5 63.5 49.5 47.0 33.8 35.8 Affordable price Variety promotions/ discounts Discount for combo/ set menu Giving voucher when purchasing Discount when purchase in large quantity Vietnam (n=400) 9.0 8.5 11.0 20.5 21.0 51.0 51.0 51.5 45.0 45.5 39.5 39.5 36.5 33.5 29.0 Affordable price Variety promotions/ discounts Discount for combo/ set menu Discount when pruchase in large quantity Giving voucher when purchasing Thailand (n=200) 33.3 39.5 40.8 38.3 36.5 56.3 45.8 41.3 41.0 32.8 Affordable price Discount for combo/ set menu Variety promotions/ discounts Discount when pruchase in large quantity Giving voucher when purchasing Indonesia (n=400) Totally don’t concern Don’t concern Neutral Concern Totally concern (Unit: %)
  35. 35. Level of Concern – FAST FOOD 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. Q16. Please tell us to what extend do you concern about the following factors when choosing a fast food restaurant? [MSA] 35 21.3 30.0 27.3 41.3 42.0 38.5 39.3 32.5 33.5 25.0 24.8 10.3 Easy to find, convenient location Have many stores Home delivery In shopping centers Vietnam (n=400) 9.0 15.5 20.0 30.5 52.0 48.0 43.0 38.5 39.0 33.5 32.5 25.0 Easy to find, convenient location Have many stores Home delivery In shopping centers Thailand (n=200) 9.8 21.3 26.3 31.3 48.0 42.8 41.8 43.8 41.5 31.5 27.0 21.0 Easy to find, convenient location Have many stores Home delivery In shopping centers Indonesia (n=400) Totally don’t concern Don’t concern Neutral Concern Totally concern (Unit: %)
  36. 36. Level of Concern – FAST FOOD 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. Q16. Please tell us to what extend do you concern about the following factors when choosing a fast food restaurant? [MSA] 36 17.8 27.3 36.3 47.8 36.0 40.5 35.8 23.8 42.5 26.3 19.5 5.5 Have many promotion programmes for loyal customers. Store-related information is easy to find Well-known Have many advertisements (on newspaper, tv,..) Vietnam (n=400) 16.5 19.0 30.0 41.5 46.0 54.5 46.0 30.0 35.0 23.0 21.5 16.0 Have many promotion programmes for loyal customers. Store-related information is easy to find Well-known Have many advertisements (on newspaper, tv,..) Thailand (n=200) 25.3 26.5 28.5 43.5 40.5 46.5 45.3 24.5 29.5 22.5 18.0 10.8 Have many promotion programmes for loyal customers. Store-related information is easy to find Well-known Have many advertisements (on newspaper, tv,..) Indonesia (n=400) Totally don’t concern Don’t concern Neutral Concern Totally concern (Unit: %)
  37. 37. Level of Concern – FAST FOOD 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. Q16. Please tell us to what extend do you concern about the following factors when choosing a fast food restaurant? [MSA] 37 12.5 16.5 31.8 32.5 34.0 36.8 45.0 44.0 40.8 35.0 49.5 37.0 19.5 18.8 21.3 Big / clean furnitures Wide and cool space Nice decoration Modern design Convenient for meeting / party Vietnam (n=400) 19.0 26.5 22.0 32.0 33.5 54.5 48.5 53.5 50.0 48.0 24.5 23.0 19.5 14.5 15.0 Convenient for meeting / party Wide and cool space Big / clean furnitures Modern design Nice decoration Thailand (n=200) 16.0 19.8 21.0 19.5 32.5 49.0 46.5 43.0 51.3 42.0 34.8 31.5 30.8 25.0 19.8 Wide and cool space Big / clean furnitures Convenient for meeting / party Nice decoration Modern design Indonesia (n=400) Totally don’t concern Don’t concern Neutral Concern Totally concern (Unit: %)
  38. 38. Level of Concern – 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. Q16. Please tell us to what extend do you concern about the following factors when choosing a fast food restaurant? [MSA] 38 12.8 12.3 18.0 18.5 38.3 37.3 40.5 44.0 48.5 48.5 40.3 35.5 Kind staff Polite staff Professional service staff Agile staff Vietnam (n=400) 5.0 5.0 8.0 9.0 33.5 33.0 41.5 40.5 61.5 61.5 50.5 50.0 Polite staff Agile staff Kind staff Professional service staff Thailand (n=200) 6.3 6.0 7.5 8.5 33.8 36.8 36.8 39.8 59.5 56.5 54.8 50.8 Polite staff Kind staff Professional service staff Agile staff Indonesia (n=400) Totally don’t concern Don’t concern Neutral Concern Totally concern (Unit: %)
  39. 39. Level of Concern – FAST FOOD 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. Q16. Please tell us to what extend do you concern about the following factors when choosing a fast food restaurant? [MSA] 39 12.8 19.3 47.8 37.3 43.0 28.5 49.5 34.5 12.5 Quick food serving Simple food ordering process Self-service Vietnam (n=400) 3.0 7.5 57.0 53.0 56.0 24.0 44.0 36.0 8.5 Quick food serving Simple food ordering process Self-service Thailand (n=200) 7.3 17.3 39.0 41.8 46.3 37.5 50.5 35.8 20.3 Quick food serving Simple food ordering process Self-service Indonesia (n=400) Totally don’t concern Don’t concern Neutral Concern Totally concern (Unit: %)
  40. 40. 40 D. Detail findings 1. Fast Food Brand Awareness 2. Fast Food Brands Preferences 3. Fast food consumption habits 4. Concerns on Fast Food Restaurant Product and Service Performance 5. Fast Food Brand Imagery
  41. 41. • 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. VIETNAM – Brand imagery Q19. Please choose the fast food brands which are suitable with the listed attributes. [MMA] Well-known brand Popular brand Tasteful food Have many stores Various dishes Affordable price Favourite of friends Have many promotions Nice / eye- catching store decoration I don’t know this brand KFC 94.5 82.0 70.5 85.3 70.3 54.0 66.3 66.5 55.5 0.0 Lotteria 80.8 72.8 68.0 83.5 72.3 69.0 65.8 68.3 63.0 1.0 Pizza Hut 69.5 48.3 54.3 41.3 43.8 24.5 43.3 34.5 56.5 10.0 Domino 34.3 20.5 26.5 22.3 25.8 26.3 21.5 28.0 28.8 37.8 Jollibee 36.8 19.5 24.8 28.3 34.8 33.3 16.5 22.5 27.3 29.0 40 (Unit: %)
  42. 42. • 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. THAILAND - Brand imagery Q19. Please choose the fast food brands which are suitable with the listed attributes. [MMA] Well- known brand Popular brand Tasteful food Have many stores Various dishes Affordable price Favourite of friends Have many promotions Nice / eye- catching 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 41 (Unit: %)
  43. 43. • 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. INDONESIA - Brand imagery Q19. Please choose the fast food brands which are suitable with the listed attributes. [MMA] Well-known brand Popular brand Tasteful food Have many stores Various dishes Affordable price Favourite of friends Have many promotions Nice / eye- catching 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 42 (Unit: %)
  44. 44.  BRANDS PRESENCE  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 Key insights about Fast Food Consumption of respondents from 3 countries: E. Conclusion (1) Top 2 Brands Top Of Mind Total Awareness Market share VIETNAM KFC 66.0% 100.0% 45.5% Lotteria 21.3% 99.0% 41.0% THAILAND KFC 67.0% 98.0% 61.0% Mc Donald’s 24.0% 95.0% 19.5% INDONESIA KFC 55.5% 100.0% 46.3% Mc Donald’s 27.0% 100.0% 20.5%
  45. 45. E. Conclusion (2) 45  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.
  46. 46. E. Conclusion (3) 46  CONCERNS ON FAST FOOD PRODUCTS & SERVICES VIETNAM THAILAND INDONESIA PRODUCT Hygienic food Hygienic food Hygienic food Delicious taste High quality of food Delicious taste High quality of food Delicious taste High quality of food PRICE Affordable price Affordable price Affordable price Variety promotions/ discounts Variety promotions/ discounts Discount for combo/ set menu PLACE 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 PROMOTION 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 PHYSICAL EVIDENCE Big/clean furnitures Convenient for meeting/party Wide and cool space Wide and cool space Wide and cool space Big/clean furnitures PEOPLE Kind staff Polite staff Polite staff Polite staff Agile staff Kind staff PROCESS Quick food serving Quick food serving Quick food serving Simple food ordering process Simple food ordering process Simple food ordering process
  47. 47. E. Conclusion (4) 47  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.
  48. 48. FOR FURTHER INQUIRIES, PLEASE CONTACT: 5F Honey Gotanda Dai2-bdg Gotanda 1-4-1 Higashi-Gotanda Shinagawa-ku Tokyo city Japan: Tel: +81 (0) 3-5421-7925 URL : http://wsgroup-asia.com/ Email : info@wsgroup-asia.com The copyright of this report belongs to W&S Holdings Joint Stock Company.

×