It has been a while since McDonald has launched its first store in Vietnam and let us see the landscape of fast food chain popularity and its image. We conducted the survey in HCM.

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

2. Overview
Fast chain foods are on the increase but
not everyone has made the success. This
survey was conducted in order to find out
the 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.

3. Major fast food chains in Ho Chi Minh
We 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

4. Usage and brand image comparison

5. 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 / week
2-3 times / month Once / month
Once / 2 months Less than once / 2 month
I do not / rarely go to fast food store
Q. How often do you go to / order from the fast food store?

6. 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)

7. 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)

8. 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%
KFC LOTTERIA McDonald Jollibee
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)

9. People to visit the shop with
Friends / colleagues Partners Brothers/sisters Children Alone Parents Others
KFC 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)

10. 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)

11. 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

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

13. Reasons to avoid the chosen brand
Q. Why is that? (OA)
• 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%)

14. 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

15. Customer Satisfaction

16. Satisfaction (NPS Score)
48%
38% 37%
30%
20%
24%
19%
23%
32% 37%
44% 47%
KFC LOTTERIA McDonald Jollibee
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

17. Promoters - Reasons
Q. Why is that? (OA)
The major satisfaction comes from the good taste, followed by the service. KFC has the highest
satisfaction 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%)
2. Good service (24%)
3. Brand (9%)
1. Good taste (52%)
2. Price (17%)
3. Good service (13%)
Promoters=30%
3. Price (16%)

18. Detractors - Reasons
Q. Why is that? (OA)
Location is the major reason for the detractors. McDonald has the far higeher ratio of “pricing
compared with others
1. Bad location (26%)
2. Bad for health (23%)
1. Bad location (34%)
2. Bad taste (22%)
3. Price (18%)
1. Bad location (45%)
2. Price (42%)
3. Lack of promo (10%)
1. Bad location (44%)
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%

19. Ref: Is McDonald really pricy?

20. 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

21. Original recipe: 34.000
Hot wings: 14.000
French fries (M): 12.000
Pepsi (M): 10.000
Burger: 29.000
French fries (M): 26.000
Pepsi (M): 14.000
Burger: 45.000
French fries (S): 15.000
Coca cola (M): 20.000
Chicken joy: 30.000
French fries (L): 25.000
Pepsi (S): 10.000
Menu comparison (2): Combo pricing
Total 70,000
Combo 49,000
(30% off)
Total 69,000
Combo 58,000
(16% off)
Total 80,000
Combo 69,000
(14% off)
Total 65,000
Combo 50,000
(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

22. Popular menu
Combo Chicken Drinking water Burger Soft meal Dessert Rice Children meal Italian noodle Others
KFC 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)

23. AUDIENCE PROFILE

24. 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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27. Our Advantage: Direct Panel Management
Our 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

28. Our Advantage: Direct Panel Management
Our 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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