Fastfood snapshot_Popeyes

Phu Nguyen
Consumer Insights Manager
Tel: +84989250362
Email: phu.nguyen.upi@gmail.com
Category: Fast Food
Online Analysis Snapshot
September 5th 2014
Reported by: Phu Nguyen
Prepared for: Popeyes

Objectives
Phu Nguyen Consumer Insights Manager l Tel: +84989250362 l Email: phu.nguyen.upi@gmail.com
2
This is a quick research about Vietnam Fastfood Category from Online Media and Consumers’ conversations in
order to give an overview snapshot findings about the Category’s insights and key brands such as Popeyes, KFC,
McDonald’s, Jollibee, Lotteria.
The report covers below areas:
 Overview of online buzz (conversation volume) about the category and each brand (in one-year period)
 Brand insights: brands health, motivating and demotivating factors in brand choice, relative effectiveness
of brands’ activities.
 Online social campaign or promotion: buzz, sentiment, consumers’ perception

Research design
3
The research is based on the analysis of Online news and Consumers’ organic conversations about
the category & brands in Vietnam Social Media:
 Consumers feedback from online media: Facebook Vietnam (800K fanpages, 300K groups, 20M profiles),
200 key forums, 400 key online news sites.
 Consumers search trend for products & brands
 Data collected by a social listening tool
 Qualitative analysis to uncover key themes
 Quantitative analysis - online consumers listening & analytics
Reporting period: Jul-Aug 2014
Geo coverage: Total Vietnam

1) OVERALL ONLINE BUZZ
5

Brand Share of Voice
KCF is by far the ‘loudest’ brand online, while Popeyes is still trying to keep up with all other brands.
Although it just entered Vietnam early this year, McDonald's has already surpassed the two Asian chains.
The Fast Food market is clearly heating up.
12%
6
64%
13%
10%
1%
12,694
2,561
2,454
1,929
249
KFC
McDonald's
Lotteria
Jollibee
Popeyes

Buzz by Platform
Facebook emerges as the most prevalent channel for brand engagement and connection with consumers.
Additionally, popular brand like KFC gains a lot of earned media on Forums.
Buzz is limited across all channels.
7
Buzz level is high across all channels, but its
fanpage undoubtedly boasts a huge amount of buzz.
Its fanpage activities are attracting large number of
fans. The brand also attracts considerable attention
from news media.

2) Marketing Timeline & Social Engagement
10

Brands in Focus
11
The following sections focus on 3 brands for the purpose of competitive analysis.
Choice of these brands is explained below.
The chain returned to Vietnam
last year, and is competing
against others who have
established strong presence
As a newcomer to VN market this
year, it is interesting to see how
this global giant fare against
Popeyes and others
As strongest long-standing chain,
it faces tough competition
recently, and consumers tend to
be open to choices
Popeyes’ Facebook McDonald’s Facebook KFC’s Facebook

Buzz Trendline – McDonald’s Fanpage
12
The fanpage maintains daily, but modest activities. It engages quite well with fans, esp. recently.
1 Fun event for kids
2
3
ENGAGEMENT IMPACT
How mentions are amplified by number of
engagement from other users (likes, shares,
comments).
1 2
3
3
New MD store opened
Mini-game to win ticket to Saigon Heat
4
4 Family Day Event

Buzz Trendline – McDonald’s Earned & Paid Media
13
McDonald’s ran into a slight news crisis in July, but does not seem to be much affected in Vietnam.
In August, it effectively employs influencer (Galaxy) to create buzz around its new store.
1
1 ‘Dirty meat’ News Scandal
(Link)
2
2 Mini-game to welcome new MD store
(Link)
3
3 Family Day Event

Sources of McDonald’s News Crisis
14
High reach, high impact
sources

Buzz Trendline – KFC’s Fanpage
15
KFC engages daily with fans, and continually launches promotion programs that excite them.
1 Promotion to get Ronaldo cup collection
ENGAGEMENT IMPACT
How mentions are amplified by number of engagement
from other users (likes, shares, comments).
1 2
2 Price promotion for Fans
4 Promotion for new dish (Chicken Nugget)
3
4
3 ‘So Good’ Music event in Hai Phong & Da Nang
1
2

Buzz Trendline – KFC’s Earned & Paid Media
16
KFC adopts both influencer and celebrity endorsement tactics that effectively connect with potential customers.
2 ‘Dirty meat’ News Scandal
1
1 Promotion & Endorsement by MC Tran Thanh
3
3 Promotion & Endorsement by MC Tran Thanh
2
2

Buzz Trendline – Popeyes’ Fanpage
Its daily activities are engaging quite well with fans, but there still room for more ‘wow’ factors.
17
1 World Cup mini-contest
2 Fun quiz
1
2
ENGAGEMENT IMPACT
How mentions are amplified by number of
engagement from other users (likes, shares,
comments).

Buzz Trendline – Popeyes’ Earned & Paid Media
18
It should ‘converse’ more with the wider digital world, via influencer tactics or campaigns.
Limited response overall

3) SOCIAL MEDIA & SALE
Phu Nguyen Consumer Insights Manager l Tel: +84989250362 l Email: phu.nguyen.upi@gmail.com 19

Sales vs. Google search
20
There is a clear relationship between Sales and Google search.
40000
35000
30000
25000
20000
15000
10000
5000
0
100
90
80
70
60
50
40
30
20
10
0
Relationship between Sale & Google search
2007 2008 2009 2010 2011 2012 2013
Google trends Revenue
Goggle trends (Global)
Global revenue (‘000 dollars)
Source:
Corporate
Financial
report

Social media vs. Google search
21
There is also quite clear relationship between Google search and social media,
esp. when there are significant events.
100
90
80
70
60
50
40
30
20
10
0
100
90
80
70
60
50
40
30
20
10
0
Relationship between Search & Social media
Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14
Google trends Social media buzz
Goggle trends (Vietnam)
Social media buzz

4) BRAND INSIGHTS
from Organic Conversations
(conversations from Facebook & Forums, excluding Brand Fanpage)

15%
11%
74%
Online Sentiment about Brands
24
Overall, KFC is still the most solid brand online – high level of positivity vs. negativity.
As a high-profile newcomer, McDonald’s is under scrutinization by news media and the wider market.
10%
13%
77%
15%
5%
80%
Base: 128 mentions Base: 780 mentions Base: 2,204 mentions

Brand Health
25
KFC remains the dominant chain in Vietnam. Meanwhile, McDonald’s has started to gain significant
foothold. Popeyes needs to push harder to compete with these big guys.
0%
0%
1%
1%
0%
6%
9%
15%
1%
37%
57%
84%
Love
Satisfaction
Usage
Share of voice
Base: 128 mentions Base: 780 mentions Base: 2,204 mentions

From Usage to Satisfaction
Popeyes has strength in food, and ambience (including view/ design) thanks to its ‘pricey’ location (City Post
office). Meanwhile, McDonald’s wins advocacy via its service and premium look.
KFC manages to retain its food advantage, while also attracting customers by promotions.
80%
37%
35%
11%
11%
4%
Food
Service
Ambience
Location
Price
Promotion
29%
51%
34%
3%
11%
3%
62%
40%
18%
14%
12%
14%
Base: 54 mentions Base: 35 mentions Base: 50 mentions Source: Foody reviews Jul-Aug 2014
Base among satisfied customers

Popeyes’ In-store Experience
27
Popeyes caters well to customers’ food demands, but at the same time also receives
complaints about its quality. Service and Ambience have been quite positive so far.
45%
22%
23%
8%
7%
16%
6%
5%
3%
39%
71%
72%
92%
90%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Food
Service
Ambience
Location
Price
Positive Negative Neutral
Base: 108 mentions
Source: Foody reviews Mar-Aug 2014

Negative Feedback
28
Feedback type Verbatim Recommendations
Food
“Mình thấy gà ở đây ngonnn (hoặc do lúc đó mình đang đói) nhưng salad ở đây làm không
tới lắm, nươc sốt khá ngang, mà hôm mình ăn ko hiểu sao dưới phần salad có nước, như
kiểu nước đọng lại do bỏ tủ lạnh á.” (Buu Dien TP)
“Gà ăn giòn, nóng nhưng có điều mặn quá, lần sau mình có quay trở lại thì gà đỡ mặn hơn.
Khoai tây và bánh ăn kèm không ngon bằng bên texas. Mình chưa có cơ hội thử những
món khác ở đây, nhưng nhận xét chung thì không nôi trội mấy.” (Phan Xich Long store)
“Gà rán ít dầu mỡ nhưng hơi mặn.” (Phan Xich Long store)
Invite well-known gourmets and social
influencers to test and endorse products.
Dishes should be adapted to local taste. More
signature dishes should be introduced for
differentiation.
Service
“Nhân viên thì hời hợt k quan tâm khách cho lắm. Nhưng lại rất thích cách ướp gà ở đây.
Hi vọng sẽ có nhìu thay đổi trong thời gian tới.” (Phan Xich Long store)
“Nhưng bị vậy mà đông đúc lắm, xế xế thôi mà cũng không có chỗ ngồi @@ nhân viên cũng
có vẻ không cần khách lắm nên không nhiệt tình sắp xếp chỗ. Vì thế nên tụi mình phải chọn
giữa ngồi ở ngoài ( quá nóng nực ) và mang đi” (Buu Dien TP)
There should be standards in welcoming and
greeting guests even before they order.
More resources should be available during
these heavy traffic periods.
Ambience
“Nhưng bị vậy mà đông đúc lắm, xế xế thôi mà cũng không có chỗ ngồi @@ nhân viên cũng
có vẻ không cần khách lắm nên không nhiệt tình sắp xếp chỗ. Vì thế nên tụi mình phải chọn
giữa ngồi ở ngoài ( quá nóng nực ) và mang đi” (Buu Dien TP)
Mist or fan system should be installed in the
outdoor area.

KFC’s In-store Experience
29
KFC has many issues with both its food and service as the chain coverage is too large to be
well controlled.
35%
25%
14%
11%
7%
17%
16%
7%
3%
3%
48%
59%
79%
86%
90%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Food
Service
Ambience
Location
Price
Positive Negative Neutral
Base: 92 mentions
Source: Foody reviews Jul-Aug 2014

Negative Feedback
30
Feedback type Verbatim
Food
“Đồ ăn ở chỗ này mình thấy bình thường, không ngon bằng các quán KFC khác. Gà hơi mềm, không giòn. Còn kem thì
toàn là đá rất ít sữa, lỏng lẹt.” (KFC CMT8)
“Thức ăn cũng tạm ổn, dầu khá nhiều nên cũng không ăn thường xuyên”
“Nói chung là ở đây ăn cũng khá, nhưng đồ chiên ko ráo dầu, kem rất ngọt luôn. Nếu ăn tại quầy của KFC thì cho dao
nĩa inox còn ăn ở Foodcourt thì cho đồ nhựa mà đồ nhựa thì ko biết cắt gà kiểu nào” (KFC Now Zone)
“Thức ăn cũng không ngon, gà bị bở. Mình gọi phần phi lê gà giấy bạc, công nhân muốn đem trả lại ghê. Thức ăn đem
ra thấy ko nóng. Miếng gà thì cho chút xíu. Không bao giờ ăn ở KFC AEON nữa.”
Service
“Kfc phục vụ tệ nhất, chậm nhất, kỳ cục nhất trong những kfc mình đi. Thiệt lun á! Chắc tại vì đông quá, còn nhân viên
thì mới, k có kinh nghiệm, mà khó chịu vs kh nữa cơ! >"<“ (KFC Aeon Mall)
“Nếu ăn tại quầy của KFC thì cho dao nĩa inox còn ăn ở Foodcourt thì cho đồ nhựa mà đồ nhựa thì ko biết cắt gà kiểu
nào” (KFC Now Zone)
Ambience “Không gian thì nằm bên trong Big C nhưng cũng không nổi bật, có hôm mình đến cũng hơn 10h sang rồi nhưng mở cửa
thấy không được sáng sủa gì mấy, cứ tối tối, cũng ít ai vào ăn.” (KFC Big C An Lac)

5) CATEGORY INSIGHTS (Coffee Chain Sample)
from Organic Conversations
(conversations from Facebook & Forums, excluding Brand Fanpage)

Typical Consumer Behaviors
32
VN
Trung Nguyen and Highlands

Drivers of In-store Experience
33

Drivers differ by Purpose
34

Nguyen Phong Phu
Consumer Insights Manager
phu.nguyen.upi@gmail.com
+84989250362
Follow what’s hot & trendy on
Social Media Marketing:
http://socialmediaweek.org/

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