Comparative Report On Diet Study in Vietnam Indonesia and Thailand in 2016
Comparative report on fast food study in thailand, indonesia and vietnam in 2015
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Transcript of Comparative report on fast food study in thailand, indonesia and vietnam in 2015
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)
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
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
59.842.5
25.2
40.357.5
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 B343.3 – 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: %)
■ 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
■ 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
■ 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
■ 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
1. Fast Food Brand Awareness
2. Fast Food Brands Preferences
3. Fast food consumption habits
4. Concerns on Fast Food Restaurant Product and ServicePerformance
5. Fast Food Brand Imagery
D. Detail findings
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: %)
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
98.585.0
23.3
43.331.3
17.09.0
3.09.0
1.5 0.8 0.3 0.3 0.5
1.514.0
66.7
42.5
39.7
51.853.3
48.325.8
30.3
16.7 15.0 11.7 6.3
100.0 99.0
90.085.8
71.0 68.862.3
51.3
34.831.8
17.5 15.312.0
6.8
Aided Awareness
Unaided Awareness
Total Awareness
(Unit: %)
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
28.516.0
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
55.554.0
38.0 36.0 26.5 27.5 25.5
13.0 10.0
98.095.0 94.5 93.5 91.5
86.083.0
61.557.5
38.0 36.030.0 28.5 26.0
13.0 10.5
Aided Awareness
Unaided Awareness
Total Awareness
(Unit: %)
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
30.820.8 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
57.551.5
57.0 53.7
38.0 36.5
29.018.7 17.5
100.0 100.0 100.0 99.8
91.887.0
78.371.3
61.5 61.0
42.0 40.5
29.3
19.5 18.3
Aided Awareness
Unaided Awareness
Total Awareness
(Unit: %)
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 ServicePerformance
5. Fast Food Brand Imagery
• 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 usedQ4. 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: %)
• 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 restaurantQ5. 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 FriedChicken)
Others
Indonesia(n=400)
16
(Unit: %)
• 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 andabove
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: %)
• 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 andabove
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: %)
• 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 andabove
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
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 ServicePerformance
5. Fast Food Brand Imagery
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: %)
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: %)
• 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 experienceQ17. 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: %)
• 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: %)
• “ 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 foodQ9. 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 bysomeone else
When I have appetite forfastfood
When I feel like eatingfastfood
At weekend
On pay day/ when I havemoney.
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 eatingfastfood
When I have appetite forfastfood
When invited bysomeone else
In big occasion/ holidays
When I'm hungry
At weekend
On pay day/ when I havemoney.
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 eatingfastfood
When I have appetitefor fastfood
At weekend
In big occasion/holidays
On pay day/ when Ihave money.
When invited bysomeone else
When I'm hungry
Others
Indonesia(n=400)
(Unit: %)
• 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 orderQ10. 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: %)
• ‘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 methodQ11. 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: %)
• The chart below shows a considerably high frequency of ordering side dishes / desserts/ beverages among the respondents in threecountries listed.
Frequency of ordering side dishes/desserts/beveragesQ12. 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: %)
• 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 ordersQ13. 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: %)
• 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 foodQ14. 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 (after6PM)
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: %)
• 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 foodQ15. 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
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 ServicePerformance
5. Fast Food Brand Imagery
• 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 PRODUCTSQ16. 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: %)
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/ setmenu
Giving voucher whenpurchasing
Discount when purchasein 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/ setmenu
Discount whenpruchase in large
quantity
Giving voucher whenpurchasing
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/ setmenu
Variety promotions/discounts
Discount whenpruchase in large
quantity
Giving voucher whenpurchasing
Indonesia(n=400)
Totally don’t concern Don’t concern Neutral Concern Totally concern (Unit: %)
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, convenientlocation
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, convenientlocation
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: %)
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 promotionprogrammes for loyal
customers.
Store-relatedinformation is easy to
find
Well-known
Have manyadvertisements (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 promotionprogrammes for loyal
customers.
Store-relatedinformation is easy to
find
Well-known
Have manyadvertisements (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 promotionprogrammes for loyal
customers.
Store-relatedinformation is easy to
find
Well-known
Have manyadvertisements (on
newspaper, tv,..)
Indonesia(n=400)
Totally don’t concern Don’t concern Neutral Concern Totally concern
(Unit: %)
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: %)
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 servicestaff
Agile staff
Indonesia(n=400)
Totally don’t concern Don’t concern Neutral Concern Totally concern (Unit: %)
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 orderingprocess
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 orderingprocess
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 orderingprocess
Self-service
Indonesia(n=400)
Totally don’t concern Don’t concern Neutral Concern Totally concern (Unit: %)
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 ServicePerformance
5. Fast Food Brand Imagery
• 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 imageryQ19. Please choose the fast food brands which are suitable with the listed attributes. [MMA]
Well-knownbrand
Popularbrand
Tasteful foodHave many
storesVariousdishes
Affordableprice
Favourite offriends
Have manypromotions
Nice / eye-catching
storedecoration
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: %)
• 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 imageryQ19. Please choose the fast food brands which are suitable with the listed attributes. [MMA]
Well-knownbrand
Popularbrand
Tastefulfood
Have manystores
Variousdishes
Affordableprice
Favouriteof friends
Have manypromotions
Nice / eye-catching
storedecoration
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: %)
• 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 imageryQ19. Please choose the fast food brands which are suitable with the listed attributes. [MMA]
Well-knownbrand
Popularbrand
Tastefulfood
Have manystores
Variousdishes
Affordableprice
Favourite offriends
Have manypromotions
Nice / eye-catching
storedecoration
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: %)
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
VIETNAMKFC 66.0% 100.0% 45.5%
Lotteria 21.3% 99.0% 41.0%
THAILANDKFC 67.0% 98.0% 61.0%
Mc Donald’s 24.0% 95.0% 19.5%
INDONESIAKFC 55.5% 100.0% 46.3%
Mc Donald’s 27.0% 100.0% 20.5%
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.
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
PRICEAffordable 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 programesfor loyal customers
Have many promotion programesfor loyal customers
Have many promotion programesfor 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
PEOPLEKind staff Polite staff Polite staff
Polite staff Agile staff Kind staff
PROCESSQuick food serving Quick food serving Quick food serving
Simple food ordering process Simple food ordering process Simple food ordering process
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.
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