Fastfood in US vs. Fastfood in Vietnam: take away vs. stay and enjoy

1. April 2015
STUDY ABOUT FAST FOOD USAGE OF
VIETNAMESE
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 The survey was conducted to study about fast food usage of
Vietnamese
 Methodology: Online survey
 Fieldwork time: 3 days (15/04/2015 to 18/04/2015)
 Sample size: N = 1890
 Target respondent: Male/Female, consumed fast food in past 1
month
 Geography: Nationwide

3. 2
What is your age group?
N=1890
DEMOGRAPHIC INFORMATION
What is your gender?
What is your current living place? What is your current occupation?
5%
51%
22%
23%
Under 18
18-25
26-30
Over 30
33%
67%
Male
Female
1%
2%
2%
15%
21%
59%
Can Tho
Hai Phong
Da Nang
Ha Noi
Other
Ho Chi Minh
3%
4%
4%
5%
8%
10%
31%
35%
Job seeker/Retired
Factory Worker
Housewife
Others
Self-employed
Engineer/Doctor/Teacher
Office worker
Student

4. 3
TRADITIONAL FOOD (53%), FAST FOOD (50%) AND CANNED FOOD
(49%) ARE USED THE MOST IN VIETNAM
What kind of food did you eat last month ?
7%
18%
32%
38%
49%
50%
53%
Other
Korean noodles
Sushi
Vegetarian food
Canned food
Fastfood
Traditional food
Total
16%
15%
32%
24%
25%
33%
51%
Under 18
9%
16%
32%
39%
48%
51%
56%
18-25
5%
16%
30%
36%
51%
47%
51%
26-30
5%
25%
32%
41%
54%
52%
49%
Over 30

5. 4
FRIED CHICKEN (82%), PIZZA (68%) AND HAMBURGER (64%) ARE
TOP CHOICES OF FAST FOOD
What kind of fast food do you usually use?
4%
32%
34%
38%
64%
68%
82%
Other
Hotdog
Kebab
Pasta
Hamburger
Pizza
Fried chicken
Total
10%
28%
28%
24%
59%
52%
83%
Under 18
6%
28%
31%
35%
62%
64%
82%
18-25
2%
33%
38%
38%
69%
66%
84%
26-30
4%
38%
37%
48%
65%
81%
80%
Over 30

6. 5
“CONVENIENT AND SAVE TIME” IS THE MOST CHOSEN
REASON FOR USING FAST FOOD (74%)
Why do you like fast food?
38%
38%
47%
49%
55%
55%
57%
74%
Reasonable price
Famous brands
Have delivery services
Special flavor, different
from Vietnamese dishes
Frequently have discount
programs
Variety of food
Easy for hanging out with
friends
Convenient, save time
Total
41%
41%
34%
62%
55%
45%
52%
83%
Under 18
35%
35%
39%
44%
56%
56%
63%
71%
18-25
39%
34%
54%
46%
49%
56%
51%
77%
26-30
41%
48%
59%
61%
57%
55%
49%
77%
Over 30

7. 6
BBQ Chicken is quite popular in Hanoi
KFC, LOTTERIA AND PIZZA HUT ART THE MOST WELL-KNOWN
BRAND IN VIETNAM FAST FOOD INDUSTRY
Which brand do you know?
3%
6%
22%
28%
38%
40%
45%
49%
59%
68%
68%
76%
86%
90%
94%
Others
Sarpino
Subway
Al Fresco
Popeyes
Texas Chicken
BBQ Chicken
Pizza Inn
Domino
Jolibee
Burger King
Mc'Donald
Pizza Hut
Lotteria
KFC
Total
3%
6%
28%
33%
52%
53%
38%
60%
74%
79%
74%
83%
89%
93%
96%
Ho Chi Minh
3%
2%
14%
31%
14%
20%
78%
34%
42%
40%
66%
70%
84%
86%
94%
Hanoi
3%
6%
9%
12%
12%
14%
44%
26%
23%
52%
51%
62%
78%
84%
90%
Others

8. 7
MAJORITY PEOPLE KNOW FAST FOOD BRAND BY SEEING THE
STORES ON THE STREET (75%)
Why do you know these brands?
TVC is the most effective marketing channel to group of people under 18 (76%)
Distribution channel is very important since most people get to know a brand by seeing posters,
outdoor ads, stores chain on the street or at some big and famous trade centers
3%
33%
45%
46%
49%
58%
60%
73%
75%
Other
OOH ads
Web/forum ads
Facebook ads
Newspaper/Megazines
ads
TVC
Friends/ relatives
recommend
See the brand at the
trade centers' food-court
See the brand on the
street
Total
7%
17%
52%
41%
48%
76%
59%
69%
66%
Under 18
3%
30%
47%
45%
48%
53%
60%
75%
76%
18-25
3%
34%
45%
45%
47%
62%
59%
72%
77%
26-30
3%
43%
41%
48%
53%
62%
60%
70%
72%
Over 30

9. 8
LOTTERIA AND KFC ARE DOMINATING THE FAST FOOD INDUSTRY
IN VIETNAM
Which brand do you buy fast food the most?
KFC is the most well-known brand in Vietnam; however, Lotteria has the biggest number of
fans (35%)
1%
0%
0%
1%
1%
1%
1%
2%
2%
4%
4%
6%
8%
34%
35%
Others
Sarpino
Subway
BBQ Chicken
Pizza Inn
Popeyes
Texas Chicken
Al Fresco
Burger King
Jolibee
Domino
Mc'Donald
Pizza Hut
KFC
Lotteria
Total
1%
0%
0%
0%
1%
2%
2%
2%
2%
3%
6%
6%
8%
34%
34%
Ho Chi Minh
1%
0%
0%
3%
0%
0%
1%
4%
1%
1%
2%
9%
11%
29%
39%
Hanoi
1%
0%
0%
1%
1%
0%
0%
0%
3%
10%
0%
5%
6%
36%
38%
Others

10. 9
KFC AND LOTTERIA ARE THE MOST POPULAR BRANDS AND ALSO
HAVE BIGGEST MARKET SHARE IN THE INDUSTRY
94%
90%
86%
76%
68% 68%
59%
49%
45%
40% 38%
28%
22%
6%
3%
34% 35%
8% 6%
2% 4% 4%
1% 1% 1% 1% 2% 0% 0% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
N=937
Awareness Use
Which brand do you know?
Which brand do you buy fast food the most?

11. 10
KFC AND LOTTERIA LEAVE OTHER PLAYERS FAR BEHIND IN TERM
OF BRAND AWARENESS AND USAGE
Which brand do you know?
Which brand do you buy fast food the most?
KFC
Lotteria
Pizza Hut
Mc'Donald
Burger King
JolibeeDomino
Pizza Inn
BBQ Chicken
Texas Chicken
Usage
Awareness
Low
Low
High
High

12. 11
PEOPLE CHOOSE LOTTERIA BECAUSE OF ITS DISTRIBUTION
CHANNEL (63%), PROMOTION (59%) AND GOOD TASTE (56%)
Why do you choose fast food of this brand?
Lotteria
Are you satisfied with this brand?
17%
58%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Lotteria
N=330
Not satisfied at all
Not satisfied
Neutral
Satisfied
Totally satisfied
22%
32%
35%
35%
40%
42%
49%
55%
56%
59%
63%
Good decoration
Famous foreign brands
Good services
Many people eat foods of this brand
Friendly staffs
Diversified menu
Easy to gather with friends
Reasonable price
Good taste
Frequently have discount program
Have many stores so I can buy anywhere
N=330

13. 12
22%
37%
40%
42%
43%
43%
43%
45%
56%
58%
59%
Good decoration
Many people eat foods of this brand
Diversified menu
Famous foreign brands
Easy to gather with friends
Friendly staffs
Reasonable price
Good services
Frequently have discount program
Have many stores so I can buy anywhere
Good taste
N=315
GOOD TASTE (59%), DISTRIBUTION CHANNEL (58%) AND GOOD
PROMOTION (56%) ARE TOP REASONS FOR CHOOSING KFC
Why do you choose fast food of this brand?
Although KFC doesn’t have many frequent discount programs like Lotteria, its good taste is a
big bonus to gain the loyalty from the fans
KFC
Are you satisfied with this brand?
23%
59%
17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
KFC
N=315
Not satisfied at all
Not satisfied
Neutral
Satisfied
Totally satisfied

14. 13
PIZZA HUT IS APPRICIATED BY TASTE OF FOOD (64%), GOOD
PLACE FOR GATHERING (55%) AND SERVICES (51%)
Why do you choose fast food of this brand?
Pizza Hut
Are you satisfied with this brand?
26%
63%
11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Pizza Hut
N=76
Not satisfied at all
Not satisfied
Neutral
Satisfied
Totally satisfied
29%
33%
33%
36%
47%
47%
50%
50%
51%
55%
64%
Good decoration
Famous foreign brands
Many people eat foods of this brand
Reasonable price
Frequently have discount program
Have many stores so I can buy anywhere
Friendly staffs
Diversified menu
Good services
Easy to gather with friends
Good taste
N=76

15. 14
GOOD TASTE (81%) AND GOOD SERVICE (77%) AND GOOD PLACE
FOR GATHERING ARE REASONS FOR CHOOSING MC’DONALD
Why do you choose fast food of this brand?
Although Mc’Donald just entered Vietnam market recently, it gained a lot of love from
Vietnamese and being very popular these days
Mc’Donald
Are you satisfied with this brand?
61%
28%
11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mc'Donald
N=57
Not satisfied at all
Not satisfied
Neutral
Satisfied
Totally satisfied
67%
68%
68%
68%
70%
74%
74%
75%
75%
77%
81%
Reasonable price
Good decoration
Many people eat foods of this brand
Have many stores so I can buy anywhere
Frequently have discount program
Famous foreign brands
Diversified menu
Friendly staffs
Easy to gather with friends
Good services
Good taste
N=57

16. 15
Is there anything that makes you feel unsatisfied with this brand?
PRICE, UNDIVERSIFIED MENU AND BAD ATTITUDE OF STAFFS' ARE
REASONS MAKE PEOPLE ANNOYED ABOUT THE BRANDS
KFC Lotteria
40%
32%
5%
7%
8%
11%
14%
15%
17%
20%
Nothing makes me feel unsatisfied
Other
Ugly decoration
Bad services
Bad taste of food
The store doesn't have enough space for
gathering with friends
Don't have frequent discount program
Bad attitude from their staffs makes me
annoyed
Undiversified menu
Unreasonable price
N=315
38%
32%
3%
5%
5%
10%
12%
12%
15%
19%
Nothing makes me feel unsatisfied
Other
Bad services
Bad taste of food
Ugly decoration
The store doesn't have enough space for
gathering with friends
Don't have frequent discount program
Unreasonable price
Bad attitude from their staffs makes me
annoyed
Undiversified menu
N=330

17. 16
WHILE MC’DONALD IS COMPLAINT ABOUT THEIR PRICE (21%), PIZZA
HUT IS JUDGED BAD BECAUSE OF LESS PROMOTION PROGRAM (21%)
Mc’Donald Pizza Hut
Which makes you feel unsatisfied with this brand?
30%
54%
0%
0%
2%
2%
4%
5%
16%
21%
Nothing makes me feel unsatisfied
Other
Bad services
Ugly decoration
Bad taste of food
The store doesn't have enough space for
gathering with friends
Undiversified menu
Bad attitude from their staffs makes me
annoyed
Don't have frequent discount program
Unreasonable price
N=57
38%
22%
4%
5%
7%
8%
8%
11%
17%
21%
Nothing makes me feel unsatisfied
Other
Ugly decoration
Bad taste of food
Bad services
Bad attitude from their staffs makes me
annoyed
Undiversified menu
The store doesn't have enough space for
gathering with friends
Unreasonable price
Don't have frequent discount program
N=76

18. 17
50% PEOPLE USE FAST FOOD AT LEAST 2-3 TIMES/MONTH
How often do you use fast food?
3% 3% 3% 2% 5%
7% 7% 7% 7%
6%
15% 21% 13% 17%
17%
28% 24%
29% 28% 26%
22%
14%
22% 22% 21%
17%
14%
19% 18%
9%
7%
17%
4% 4%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
N=937
Over 3 times/week
2-3 times/week
Once/week
2-3 times/ month
Once/month
2-3 months/once
Over 3 months/once
I don't remember
Surprisingly, nearly 1/5 people under 18 use fast food over 3 times/week

19. 18
How much on average do you pay for each time buying fast food ?
OVER A THIRD OF PEOPLE SPEND FROM $5 – $9.5 FOR EACH TIME
BUYING FAST FOOD
4%
16%
26%
36%
13%
3%
1%
2%
Under $2
From $2 - $3
From $3 - $5
From $5 - $9.5
From $9.5 - $14
From $14 - $24
Over $24
I don't remember
N=937

20. 19
2%
42%
43%
77%
Other
Call for delivery
Buy at the nearest store then take home
Buy at the nearest store and eat there
N=937
How do you buy fast food?
MAJORITY PEOPLE BUY FAST FOOD AND USE AT THE STORE
Location, space and decoration of stores would need to be considered carefully to attract more
people

21. 20
Do you know the harm of eating fast food?
ALTHOUGH 93% PEOPLE KNOW THE HARM OF USING FAST
FOOD AND OBESITY IS AWARE THE MOST
7%
93%
No
Yes
N=937
4%
32%
44%
48%
73%
94%
Other
Cancer
Diabetes
Gastrointestinal diseases
Cardiovascular disease
Obesity
N=870
If you choose "yes", which diseases do you know?

22. 21
2%
98%
No
Yes
N=937
Are you willing to try a new fast food brand?
EVEN MOST OF PEOPLE KNOW THE HARM OF FAST FOOD TO
THEIR HEALTH, THEY STILL WILLING TO TRY A NEW BRAND

23. 22
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

24. 23
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

25. 24