Market snapshot for analysing fast food market potential and it's readiness for foreign direct investment. The presentation compared the market situation, market potential, purchasing power, urbanisation, lifestyle, availability of raw food supply, competition and ease of doing business. Target countries are Cambodia, Laos, Myanmar and Vietnam or CLMV.

1. MARKET ANALYSIS FOR
FAST FOOD CHAIN MARKET
IN CAMBODIA, LAOS,
MYANMAR AND VIETNAM
September 2014
Contact Us
!
Web: www.canvassco.com
Email: contact@canvassco.com
Phone: +662 627 3081
© Canvassco 2014

2. Fast-food industry is developing it’s presence in the last marketing frontier in
ASEAN which include Cambodia, Laos, Myanmar and Vietnam (CLMV)
© Canvassco 2014 2

3. During the past 10 years, we have seen not only the global players made their
entrance into CLMV market but also Asian’s fast food chain stores are now within
the race to strive for first mover advantage
© Canvassco 2014 3

4. CLMV markets are attractive as the hot-spots for fast-food chain stores to grow their
market share for ASEAN market. To choose what most attractive market among
CLMV we take the following factors into consideration;
URBANISATION
PURCHASING POWER
MARKET GROWTH
MARKET POTENTIAL
LIFESTYLE
AVAILABILITY OF RAW FOOD SUPPLY
COMPETITION
EASE OF DOING BUSINESS
© Canvassco 2014 4

5. MARKET POTENTIAL
Population
© Canvassco 2014
5
Population of targeted age group for fast food restaurant is high for Vietnam and Myanmar
>80+
75-79
70-74
65-69
60-64
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
10-14
05-09
< 4
Cambodia Laos Myanmar Vietnam
Population
by Age Group
Target Age Group
(15 - 39)
15.1 mn 6.7 mn 53.2 mn 89.7 mn
6.5 MN 3.0 MN 23.3 MN 39.2 MN
Source: World Bank and Canvassco Analysis

6. MARKET GROWTH
8.2
7.5
7
5.4
Estimated GDP Growth Rate (%)
7.8
8
7.7 7.6 7.5
7.7
7.5 7.3
7.5
7
7.5
7.2 7.3 7.3
5.6 5.7 5.8 5.9 6
© Canvassco 2014
6
CLMV market is expected to grow constantly
Cambodia
Laos
Myanmar
Vietnam
2013 2014 2015 2016 2017 2018
Source: IMF and Canvassco Analysis
Total Foreign Direct Investment (USD Million)
For Year 2013
8,900
2,621
269
1,345

7. PURCHASING POWER
GDP Per Capita (For Year 2013)
Current USD
Vietnam - 1,911
Myanmar - 1,177
© Canvassco 2014
7
Among the CLMV market, Vietnam has the highest purchasing power
Cambodia - 1,008
Laos - 1,646
Thailand GDP Per Capita was: - USD 5,779 in 2013 - USD 2,849 in 1995 - USD 1,933 in 1992 - USD 1,508 in 1990 - USD 1,122 in 1988
!
Today fast food industry in Thailand
is worth about USD 700 million, if
CLMV market follow similar trend to
Thailand, their fast food market
would be approximately within the
range of USD 300 - 500
!
http://www.publicdomainpictures.net/view-image.php?image=13249&Source: World Bank, IMF, CP Thailand and Canvassco Analysis picture=coin-graph

8. URBANISATION
The hotspot for retail and fast food store for Cambodia is Phnom Pehn, and Laos is still focused in the
capital city, Ventiane. The urbanization of Vietnam is scattered from Ho chi Minh city to Hanoi(Captial);
Haiphong, and Danang. For Myanmar; the economic cities are Rangoon and Mandalay.
© Canvassco 2014
8
% of Urban Population

9. LIFESTYLE - LAOS
Daily Purchased Meal
Unit: Percentage
© Canvassco 2014
9
Modernizing lifestyle is coming to LAOs
No Purchase
2%
Dinner
17%
Lunch
55%
Breakfast
26%
Average Cost Per Meal
Unit: Percentage
>THB 120
THB 100 - 120
THB 80 - 100
THB 60 - 80
THB 40 - 60
<THB 60
Source: C ASEAN 2014, Esaan Center for Business and Economic Research
Leisure Activities After
School/Work (Unit: Percentage)
Sport and Music
Special classes, Overwork
Movies, dining, shopping
3%
13%
19%
65%
Others

10. LIFESTYLE - MYANMAR
HOW OFTEN
BURMESE PEOPLE
GO EATING OUT?
© Canvassco 2014
10
Only 17% of consumers are eating out everyday
Eating out monthly
Eating out 1 - 2 times a week
Eating out everyday
Eating out more than a month
Never
Source: CLMV Pulse Consumer Behaviour, Lifestyle & Attitude, Esaan Center for Business and Economic Research and Canvassco Analysis

11. LIFESTYLE - VIETNAM
HOW OFTEN
VIETNAMESE
PEOPLE GO EATING
OUT?
© Canvassco 2014
11
40% of consumers are eating out everyday
Eating out everyday
Eating out weekly
Eating out monthly
Eating out more than a month
Never
Source: CLMV Pulse Consumer Behaviour, Lifestyle & Attitude, Esaan Center for Business and Economic Research and Canvassco Analysis

12. AVAILABILITY OF RAW FOOD SUPPLY
© Canvassco 2014
12
Myanmar are Vietnam have the highest raw food supply among the four countries
Cambodia
(2014f)
Laos
(Est. 2010)
Myanmar
(2010 - 2011)
Vietnam
(2010)
Poultry meat production (tons) 26,697 20,567 976,419 746,900
Pork meat production (tons) 120,942 39,720 569,434 3,217,900
Buffalo & Cattle meat production (tons) 80,752 68,063 227,869 370,800
Source: General Statistics Office of Vietnam, Department of Animal Production and Health Cambodia, Myanmar Livestock Federation,
FAO and Canvassco Analysis

13. EASE OF DOING BUSINESS
© Canvassco 2014
13
Currently, Vietnam leads other countries in terms of ease of doing business factor (99) ; followed by
Cambodia (137) and Laos (159); leaving Myanmar the hardest place to do the business (182).
!
This is due to the fact that Myanmar has just opened its door to business after facing political
uncertainty for several decades.
Ease of Doing Business Ranking
137th 159th 182th 99th

14. COMPETITION
© Canvassco 2014
14
Vietnam has the highest number of competitors in the market
Vietnam Cambodia Myanmar Laos VIETNAM
Key players in Vietnam are 1) KFC (137 outlets) 2) Lotteria; the Korean
brand(86 outlets) 3) Jollibee; the Filipino brand (39 outlets).
!
CAMBODIA
Key leaders are Lucky burger and KFC with the equal total number of
outlets of 13 outlets each. The penetration from new investors are quite
slow, a few players enter in the industry, Burger king with 3 outlets; Master
Grill offering grilled chicken having total of four outlets, Pizza Company with
ten outlets, and four outlets of BBQ Chicken a leading South Korean fast
food chain.
!
LAOS
There is a silent movement of fast food chain store in Laos as only The
Pizza Company entered Laos in 2012 with 1 outlet and another 1 outlet of
Swensen in the year later.
!
MYANMAR
A first mover in Myanmar, Lotteria plans to open 24 more branches by the
end of 2016 after it established its first store in early 2013. They partnered
with “MYKO (Myanmar – Korea)” to serve as a master franchise in Korea.
BBQ Chicken plans to open 10 fast food restaurants by the end of 2014
through a signed agreement with Myanmar Culinary Holdings Co., Ltd.

15. MARKET ATTRACTIVENESS
© Canvassco 2014
15
Vietnam is the most attractive market for CLMV market entry
Ranking score for CLMV market based on qualitative and quantitative information

16. Let’s us know if need consultation on market
prioritisation project
CONTACT US
FOR MORE INFORMATION
© Canvassco 2014
16
www.canvassco.com
Tel. +662 627 3081
email: contact@canvassco.com