Survey about Vietnam fast food brand image and popularity

Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.Brand diagnosis: Vietnam fast food stores

Overview

Fast chain foods are on the increase but not everyone has made the success. Thissurvey was conducted in order to find outthe consumer behavior of those who use fast chain foods to understand what makes a popular food chains.

The survey was conducted to 600 male and female 16 – 39 years old live in HCM.

Major fast food chains in Ho Chi MinhWe made comparison as to the following fast food chains mainly in terms of consumer behaviors and brand images

# of shops are as of Aug, 2017

• KFC• Launch in 1997• 58 shops in HCM

• LOTTERIA• Launch in 1998• 84 shops in HCM

• McDonald• Launch in 2014• 15 shops in HCM

• Jollibee• Launch in 1996• 16 shops in HCM

Usage and brand image comparison

Fast food using frequency

57% use fast food regularly (once / month and more). The ratio is higher among 16-24 years old

Total Male Female 16-24 25-29 30-39

I do not / rarely go to fast food store 16% 19% 12% 13% 21% 13%

Less than once / 2 month 24% 21% 26% 20% 23% 28%

Once / 2 months 4% 2% 5% 3% 3% 6%

Once / month 6% 6% 7% 5% 5% 9%

2-3 times / month 18% 16% 20% 14% 19% 22%

Once / week 18% 19% 17% 22% 18% 14%

Several times a week or more 15% 17% 13% 24% 12% 10%

By demographic

15%

18%

18%6%

4%

24%

16%

Total

Several times a week or more Once / week2-3 times / month Once / monthOnce / 2 months Less than once / 2 monthI do not / rarely go to fast food store

Q. How often do you go to / order from the fast food store?

Usage and recognition of the chains

83% 79%

35% 37%

7% 9%

11% 15%

6% 7%

34% 20%

4% 6%20%

28%

0%10%20%30%40%50%60%70%80%90%

100%

KFC LOTTERIA McDonald Jollibee

Use the store Have used the store before Know the store but never been there Do not recognize

KFC and LOTTERIA have been used nearly 90% of the respondents. McDonald is recognized by 80% of the respondent although those who have been there is less than half.

Q. Do you know …? (N=508)

Stores in use

KFC Lotteria Jolibee Mc Donalds Texas Chicken Popeyes Burger King Subway Burger Chicken Others

Total 81% 70% 35% 34% 24% 20% 20% 4% 4% 3%

Male 78% 64% 27% 34% 19% 17% 18% 2% 3% 2%

Female 83% 76% 42% 34% 28% 23% 22% 6% 5% 3%

16-24 80% 72% 43% 34% 31% 29% 24% 5% 4% 2%

25-29 82% 73% 29% 32% 21% 14% 16% 4% 4% 1%

30-39 80% 66% 32% 37% 19% 18% 19% 3% 3% 5%

KFC & LOTTERIA are led with 81% & 70%, followed by Jolibee (35%) & McDonald(34%). LOTTERIA is chosen more by female.

Q. Which chain fast food stores do you go to / order from? (N=508)

Usage frequency (for those who use the respective store only)

7% 9% 7% 6%

16% 10% 7% 7%

23%20%

13% 14%

13%16%

13% 14%

10%9%

12% 13%

31% 37%47% 46%

0%10%20%30%40%50%60%70%80%90%

100%


Several times a week or more Once / week 2-3 times / month

Once / month Once / 2 months Less than once / 2 month

KFC are visited most frequently, followed by LOTTERIA

Q. How often do you go to …? (KFC=424, LOTTERIA=399, McDonald=178, Jollibee=189)

People to visit the shop with

Friends / colleagues Partners Brothers/sisters Children Alone Parents OthersKFC 59% 36% 33% 21% 19% 15% 2%

LOTTERIA 59% 37% 32% 21% 18% 13% 2%

McDonald 56% 34% 29% 21% 17% 11% 2%

Jollibee 51% 33% 26% 18% 16% 14% 2%

More than 50% go with friends/colleagues, follow by partners and brothers/sisters.

Q. Who do you usually eat with? (KFC=424, LOTTERIA=399, McDonald=178, Jollibee=189)

Stores to visit (if the location were the equal)

KFC Lotteria Mc Donalds Jolibee Texas Chicken Popeyes Burger King Subway Burger Chicken Others

Total 41% 22% 10% 6% 5% 5% 1% 1% 1% 2%

Male 44% 21% 11% 3% 4% 4% 1% 1% 0% 2%

Female 39% 23% 9% 8% 6% 6% 1% 1% 1% 2%

16-24 34% 25% 8% 6% 6% 6% 2% 2% 1% 2%

25-29 50% 20% 8% 4% 5% 4% 1% 0% 1% 1%

30-39 41% 21% 13% 6% 5% 5% 1% 1% 1% 2%

KFC is led with 41%, followed by LOTTERIA (22%) & McDonald (10%). McDonald is chosen more at the elders.

Q. If the following stores are at the same location, which one would you choose the best? (N=508)

Reasons to choose the chosen brand

Q. Why is that? (OA)

• KFC has the dominant power in Brand• LOTTERIA and Jollibee are popular partly due to its pricing• There remains some people who would like to ”give a try” McDonald, as it has been in the market

for a few years only

1. Brand (51%)

2. Taste (33%)

1. Brand (31%)

2. Taste (19%)

3. Price (13%)

N=210 N=111 N=49

1. Taste (35%)

2. Willing to give a try (18%)

3. Brand (10%)

1. Taste (32%)

2. Brand (18%)

3. Price (14%)

N=28

Stores to avoid most (only if there are ones)

Mc Donalds Jolibee Texas Chicken Subway Burger King Popeyes Lotteria KFC Burger Chicken Others

Total 11% 8% 7% 6% 6% 5% 5% 4% 3% 3%

Male 12% 8% 8% 5% 6% 5% 6% 5% 2% 2%

Female 11% 8% 6% 7% 6% 5% 4% 2% 3% 3%

16-24 12% 10% 8% 6% 6% 5% 5% 3% 2% 1%

25-29 10% 9% 7% 8% 8% 7% 4% 5% 3% 2%

30-39 11% 6% 6% 5% 5% 4% 5% 3% 3% 5%

McDonaldis led with 11%, followed by Jollibee (8%) & Texas Chicken (7%). The ratio of McDonaldishigher at youngsters.

Q. If the following stores are at the same location, which one would you avoid? (N=508)

Reasons to avoid the chosen brand


• Common reasons are the dissatisfaction in taste and service• McDonald are avoided due to the expensive image• N is not many but high ratio of dissatisfaction in atmosphere for LOTTERIA

1. Bad taste (24%)

2. Bad service (12%)

1. Bad service (13%)

2. Atmosphere (13%)

3. Not hygiene (8%)

N=18 N=24 N=57

1. Expensive (58%)

2. Bad taste (14%)

3. Brand image (9%)

1. Bad taste (34%)

2. Brand image (32%)

N=41

2. Brand image (12%)

Store to visit most & avoid most

• KFC has the highest stores in use, although its number of stores are less than LOTTERIA.• Both of KFC and LOTTERIA has the lowest ratio of ”store to avoid”• McDonald has the highest “stores to avoid” score

Q. If the following stores are at the same location, which one would you choose/avoid the best? (N=205)

81%

70%

34% 35%

46%

27%

6% 6%3% 3%

16%8%

KFC (58) Lotteria (84) McDonald (15) Jolibee (16)

Stores in use Stores to choose (if same location) Stores to avoid

Customer Satisfaction

Satisfaction (NPS Score)

48%38% 37% 30%

20%24% 19%

23%

32% 37% 44% 47%


Promoters Neutral Detractors

About 1/2 KFC user willing to introduce KFC to others, while just 1/3 at LOTTERIA, McDonald& Jollibee.

Q. How much do you recommend … to your friends / relatives? (KFC=424, LOTTERIA=399, McDonald=178, Jollibee=189). Promoters = those who score 9-10, Neutral=those who score 7-8, Detractors=tose wo score 6 and lower

Promoters - Reasons


The major satisfaction comes from the good taste, followed by the service. KFC has the highestsatisfaction rate from taste

1. Good taste (58%)

2. Good service (24%)

1. Good taste (44%)

2. Good service(16%)

3. Price (14%)

Promoters=48% Promoters=38% Promoters=37%

1. Good taste (46%)


3. Brand (9%)

1. Good taste (52%)

2. Price (17%)


Promoters=30%

3. Price (16%)

Detractors - Reasons


Location is the major reason for the detractors. McDonald has the far higeher ratio of “pricingcompared with others

1. Bad location (26%)

2. Bad for health (23%)


2. Bad taste (22%)

3. Price (18%)


2. Price (42%)

3. Lack of promo (10%)


2. Bad taste (22%)

3. Price (10%)2. Price (21%)

4. Lack of promotion (18%) 4. Lack of variety (11%) 4. Bad taste (6%) 4. Lack of variety (9%)

Detractors=32% Detractors=37% Detractors=44% Detractors=47%

Ref: Is McDonald really pricy?

Menu comparison (1)KFC LOTTERIA McDonald Jolibee

Combo 49.000 58.000 69.000 50.000

Chicken 34.000-69.000 25.000-84.000 45.000-65.000 30.000-62.000

Burger 39.000-49.000 25.000-50.000 45.000-75.000 25.000-45.000

Soft meal 32.000-55.000 15.000-40.000 15.000-29.000 12.000-35.000

Rice 39.000 40.000-48.000 20.000-35.000

Italian noodle 30.000-85.000

Dessert 4.000-45.000 5.000-25.000 10.000-35.000 5.000-15.000

Drinking 10.000-20.000 10.000-25.000 20.000-25.000 8.000-27.000

VND

McDonald pricing is higher than competitors. LOTTE has the lower entry products while KFC has the attractive combo

Original recipe: 34.000Hot wings: 14.000French fries (M): 12.000Pepsi (M): 10.000

Burger: 29.000French fries (M): 26.000Pepsi (M): 14.000

Burger: 45.000French fries (S): 15.000Coca cola (M): 20.000

Chicken joy: 30.000French fries (L): 25.000Pepsi (S): 10.000

Menu comparison (2): Combo pricingTotal 70,000Combo 49,000

(30% off)

Total 69,000Combo 58,000

(16% off)


(14% off)


(25% off)

The discount ratio of McDonald is one of the lowest and half of KFC. KFC has the strong combo offer with high discount rate

Popular menu

Combo Chicken Drinking water Burger Soft meal Dessert Rice Children meal Italian noodle OthersKFC 76% 53% 38% 32% 27% 26% 25% 4%

Lotteria 56% 58% 40% 35% 24% 48% 25% 3%

MC Donalds 39% 48% 38% 49% 40% 42% 18% 2%

Jollibee 44% 51% 30% 22% 27% 38% 19% 39% 2%

Combos are the ones that are ordered in the other chains but McDonald is more for the single product as the combo pricing is not that attractive.

Q. What do you usually order there? (KFC=424, LOTTERIA=399, McDonald=178, Jollibee=189)

AUDIENCE PROFILE

Respondent profile (N=600)

16-24, 33%

25-29, 33%

30-39, 33%

AgeGender

Male, 50%Female, 50%

6%

15%

62%

9%

9%

High school students

University students

Full-time workers

Part-time workers

Others

Occupation Household income

13%

29%

22%

17%

20%

Under 4,000,000 VND

4,000,000 -9,000,000 VND

9,000,001 -14,000,000 VND

14,000,001 -20,000,000 VND

Above 20,000,000 VND

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Our Advantage: Direct Panel ManagementOur strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 180,000 members as of Nov, 2016

0% 1%

18%

31%

22%

14%

7%

3% 3%1%

Age

19%

18%

6%4%3%3%

47%

HCM Hanoi Can Tho Da Nang

Hai Phong Dong Nhai Others

56%

44%

Male Female

Gender City

Our Advantage: Direct Panel ManagementOur strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 180,000 members as of Nov, 2016

Married Status Household income Smartphone ownership

Single, 72%

Married, 25%

Others, 3%

26%

24%

14%

15%

9%

5%

3%

4%

< 5M VND

5 - 7.5M VND

7.5 - 10M VND

10 - 15M VND

15 - 20M VND

20M-30M

30-40M

<40M

27%

25%

18%

8%

8%

6%

15%

18%

Apple

Samsung

Nokia

LG

Asus

Sony

Others

Do not own

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Survey about Vietnam fast food brand image and popularity

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