Comparative report on Fast Food study in Thailand ... survey/Comparative report on... · Pizza Hut...

Comparative report on Fast Food

study in Thailand, Indonesia and

Vietnam in 2015

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

DefinitionVietnam Thailand Indonesia

Class A > 686.7 USD > 2,401 USD > 625.5 USD

Class B343.3 – 686.7

USD

1,401 – 2,400

USD

257.5 – 625.5

USD

(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%). Lotteriatakes 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 – HokaBento 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 themain 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%.


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%.


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.


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






• 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: %)

• 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 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


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


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


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


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


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






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


Various menu



Convenient location

Nice and wide space

Have dishes that other brands …

Delicious desserts


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


Have many stores


Fast service

Various menu


Nice and wide space

Have dishes that other brands don’t have

Delicious desserts


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 brandQ6. 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 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: %)

• 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 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 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 have appetite forfastfood


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 have appetitefor fastfood

At weekend

In big occasion/holidays

On pay day/ when Ihave money.


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 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: %)

• ‘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: %)

• 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/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: %)

• 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: %)

• 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 (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 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

D. Detail findings






• 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



Unique recipes


Unique spices


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


Unique spices

Unique recipes



Variety in desserts


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.


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



Discount whenpruchase in large

quantity


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 whenpruchase in large

quantity


Indonesia(n=400)


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.


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)


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.


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


customers.


find

Well-known


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


customers.


find

Well-known


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.


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


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


Convenient for meeting/ party

Nice decoration

Modern design

Indonesia(n=400)


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.


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)


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.


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


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


Self-service

Indonesia(n=400)


40

D. Detail findings






• 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-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 imagery


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 imagery


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



Have many stores Have many stores Have many stores

PROMOTION

Have many promotion programesfor loyal customers



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.

FOR FURTHER INQUIRIES, PLEASE CONTACT:

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Shinagawa-ku Tokyo cityJapan： Tel: +81 (0) 3-5421-7925

URL : http://wsgroup-asia.com/

Email : [email protected]

The copyright of this report belongs to W&S Holdings Joint Stock Company.

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