- A survey was conducted in Ho Chi Minh City, Vietnam on fast food eating behaviors and brand preferences among 476 respondents aged 18-39. - 71% of respondents liked or liked very much fast food. 47% were regular fast food users, with higher rates among males and youth. Hanging out with friends was the most common occasion for eating fast food. - The most frequently used fast food brands were KFC and Lotteria. KFC and Lotteria were seen as having good prices, locations, and promotions, while McDonald's was associated with higher prices.

1. Survey about fast food eating behaviors
and favorite chains
Q&Me is online market research provided by Asia Plus Inc.

2. Executive summary
• 71% “likes” or “likes very much” about fast food
• 47% are regular fast food users. Ratio for male and
youth are higher.
• Hang our friends are the most common. 30’s use there
as family hang out as well
• The Differences are found in “delicious”, “convenience”
and “affordable” between those who like and do not like
• 47% stay at the restaurant more than 1 hour
• KFC and Lotteria are the two most frequently used
brands
• KFC and lotteria boast of good price, location and
promotion images. Mcdonald is associated with high
price

3. Fast-food preference
30%
41%
8%
21%
37%
51%
5%
8%
35%
45%
6%
14%
27%
51%
6%
16%
33%
46%
6%
15%
Like it very
much
Like it Do not like it
very much
Do not like it
Female
Male
18-29
30-39
All
Q. How do you like fast food? N=476

4. Frequency of eating fast food
3%
21%
13%
20%
9%
19%
15%
9%
34%
14%
20%
7%
12%
5%
6%
28%
14%
19%
8%
15%
10%
6%
24%
12%
23%
8%
19%
7%
6%
28%
13%
20%
8%
16%
10%
Everyday /
almost everyday
A few times a
week
Once a week A few times a
month
Once a month I rarely go there I have never
used those
restaurants
Female Male 18-29 30-39 All
47% are regular fast food users. Ratio for male and youth are higher.
Q. How often do you use fast-food restaurants? N=476
Regular User = 47% Irregular User = 28% Irregular User = 25%

5. Fast-food eating occasions
61%
27%
21%
20%
17% 17%
9%
8%
3%
45%
29%
30%
20%
19%
17%
12%
8%
5%
57%
28% 28%
17%
19%
17%
12%
7%
3%
37%
26%
19%
30%
15% 16%
7%
11%
8%
52%
28%
26%
19%
17% 17%
10%
8%
4%
When
hanging out
with friends
For quick
bite
Dating Family eat-
out
Relax myself Eating solo When needs
to work or
study
As part of
weekday
meal
Business
discussion
Female
Male
18-29
30-39
All
Hang our friends are the most common. 30’s use there as family hang out as
well
Q. How do you like fast food? N=476

6. Fast food images:
Differences between fast food likes and dislikes
34%
7%
47%
0%
7% 8%
25%
47%
29%
15% 17%
23%
35%
25%
27%
12%
26%
0%
2%
23%
29%
58%
31%
23% 21%
24%
35%
27%
2%
12%
4%
6%
2%
19%
4%
14%
6%
9%
6%
4%
6% 6%
Likes It very much Likes it Do not like it
Differences are found in “delicious”, “convenience” and “affordable”
between those who like and do not like
Q. Please choose all what could be applicable to your images of fast foods? N=452

7. Average duration to stay
in fast-food restaurant
13%
39%27%
8%
11%
1%
0 - 29 mins 30 - 59 mins
60 - 89 mins 90 - 119 mins
120 - 180 mins 181 mins and above
47% stay at the restaurant more
than 1 hour
Q. How long do you usually stay at fast food shops?
(N=430)

8. Customer satisfaction
42.7% 45.2% 40.1% 41.4% 41.4% 45.2%
29.3%
39.5%
35.0%
41.4%
33.8% 28.7%
21.7%
12.7%
21.0%
15.9%
20.4% 19.7%
Fast food lovers
The biggest gap can be found at pricing recognitions
7.8% 9.2% 13.3% 10.6% 9.2% 9.2%
38.1%
47.2% 41.3% 46.8%
44.0% 45.0%
44.0%
39.9% 41.3% 37.2% 41.3% 39.4%
Fast food likers
3.6%
20.0%
25.5%
25.5% 32.7% 29.1%
60.0%
74.5%
60.0%
58.2%
58.2% 61.8%
25.5%
3.6% 5.5%
10.9% 7.3% 5.5%
Fast food dislikes
Q. How much are you satisfied with the followings about fast foods? N=452

9. Brand recognition and usage
KFC and Lotteria are the two most frequently used brands
Q. Please share what is applicable to you for the following fast food restaurants? N=430
(those who have used fast foods before)
35.6%
35.2%
15.4%
15.3%
13.2%
12.6%
11.6%
10.4%
44.8%
34.2%
28.1%
37.8%
24.4%
26.1%
19.0%
17.8%
7.3%
7.5%
8.4%
8.3%
6.0%
10.4%
8.2%
7.3%
8.5%
12.3%
30.5%
26.3%
38.1%
27.8%
33.2%
31.8%
2.1%
6.5%
11.6%
7.2%
10.8%
10.2%
12.3%
9.4%
1.6%
4.4%
6.0%
5.0%
7.4%
12.9%
15.8%
23.4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
KFC
Lotteria
Domino Pizza
Pizza Hut
McDonalds
Jolibee
Burger King
Popeyes
I regularly go there I have been there before and would like to go again
I have been there before but no longer use it I am aware of this and would like to go someday
I am aware of this although I would not go there I have never heard of this brand

10. Most favorite and recently visited restaurant
77%
57%
30%
26%
20% 20%
13%
10%
55%
18%
8%
4%
7%
3% 2% 1% 2%
KFC Lotteria Pizza Hut Domino
Pizza
Mc Donalds Jollibee Popeyes Burger King Others
Stores that I have been in 12 month Most favorite
Q. How do you like fast food? N=476
KFC won better votes than Lotteria despite of the number of stores
differences

11. Images by brand
KFC and lotteria boast of good price, location and promotion images. Mcdonald
is associated with high price

12. Reason for brand preference
Reasonabl
e price
Good taste
of food
Good taste
of drink
Variety of
menu
Shop
atmosphere
Good
customer
service
Strong
promotion
Good
delivery
service
Close to my
place
Good WIFI
All2 43.0% 43.7% 21.2% 30.7% 20.5% 29.5% 34.0% 20.9% 37.4% 13.7%
KFC (235) 42.6% 43.0% 20.9% 30.6% 18.7% 25.5% 34.5% 22.1% 39.1% 14.5%
Lotteria (78) 56.4% 39.7% 29.5% 33.3% 24.4% 34.6% 38.5% 20.5% 44.9% 14.1%
Pizza hut (33) 24.2% 51.5% 21.2% 39.4% 21.2% 48.5% 24.2% 24.2% 24.2% 12.1%
Mcdonald (30) 20.0% 60.0% 16.7% 43.3% 36.7% 33.3% 13.3% 16.7% 6.7% 10.0%
Lotteria is chosen for pricing and location, while KFC has a good
balance of taste, pricing and location
Q. What is the reasons for that? N=453

13. Survey information
• Number of respondents: 476
• Male and female from 18 – 39
• Location: Ho Chi Minh City
• Conducted on April, 2016
50.5%
49.5% Male
Female
50.1%
49.9% 18 - 24
25 - 39

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15. Who we are (1) – What is Q&Me
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1/3 of the traditional research company cost.
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Takes 24 - 48 hours for
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16. 17%
8% 8% 8% 8% 8%
7% 7%
7%
22%
0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
<9 10-14 15-19 20-24 25-29 30-34 35-3940-44 45-49 50-
Stats Q&Me
Active users by age Urban user ratio (top 6 provinces)
22%
51%
78%
49%
Stats Q&Me
Top 6 provinces Others
Who we are (1) – Q&Me panelist
Due to the utilization of online, our service is best suited for the survey
targeting 10’s – 30’s in urban areas

17. Contact Us
URL: http://www.qandme.net
Contact: info@qandme.net
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Asia Plus Inc.
Floor 1 25/7A Nguyen Binh Khiem str., Ben Nghe ward, District 1, HCMC,
Vietnam
Tel. +84 839 100 043
Q&Me is online market research provided by Asia Plus Inc.