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Out- of -Home Food & Drink Consumption Trends Vietnam DATA PERIOD: Q2 2016

Out-of-Home Food & Drink Consumption Trends Vietnam

Out- of -Home Food & Drink Consumption Trends Vietnam DATA PERIOD: Q2 2016

DATA PERIOD: Q2 2016

Content

Out-of-home Food & Drink Consumption Trends

Introduction

How to improve your business with data

Methodology & Access

Out-of-home market overview

What do Vietnamese eat & drink in restaurants?

How is the food & drink offer changing?

How can chains stay ahead?

Keys to Success in Today’s Competitive Market

How is the food & drink offer changing? How can chains stay ahead? Keys to Success
The Authors KATRIN ROSCHER kro@decisionlab.co Katrin has spent the last 13 years researching food &

The Authors

KATRIN ROSCHER

kro@decisionlab.co

Katrin has spent the last 13 years researching food & drink trends in Europe, Africa and Asia where she held various roles at Euromonitor International, the NPD Group, KantarWorldpanel, TNS and now Decision Lab.

She has advised major multinationals such as Unilever, Nestlé, Pepsi, Heineken on their in- home and out-of-home brand strategies and restaurant operators such as KFC, Pizza Hut, Burger King on increasing customer traffic strategies.

Since 2015, she has led the planning, design and set-up of Decision Lab’s Foodservice Monitor in Vietnam.

set- up of Decision Lab’s Foodservice Monitor in Vietnam. THUE QUIST THOMASEN tqt@decisionlab.co With more than
set- up of Decision Lab’s Foodservice Monitor in Vietnam. THUE QUIST THOMASEN tqt@decisionlab.co With more than

THUE QUIST THOMASEN

tqt@decisionlab.co

With more than 14 years’ experience in marketing, business development and market research, Thue has a fearless approach to business and leadership.

He helped grow Decision Lab’s predecessor, Epinion from a bold idea into a successful and thriving business.

A graduate of both Copenhagen and HKUST Business Schools, Thue’s passion for new business concepts and entrepreneurship is clear in all of his work.

Introduction

WHY IS DECISION LAB TRACKING FOODSERVICE CONSUMPTION?

Extensive and growing out-of-home consumption

Entrance of global chains and mushrooming of new local F&B concepts

One of the most interesting beer markets

Professionalization and inflow of capital for operators

No existing gold standard in data: Need for creating common ground between manufacturers and operators

creating common ground between manufacturers and operators HOW IS DECISION LAB TRACKING FOODSERVICE CONSUMPTION? Since

HOW IS DECISION LAB TRACKING FOODSERVICE CONSUMPTION?

Since April 2016, Decision Lab is tracking the out of home eating and drinking market in the key cities Hanoi, Ho Chi Minh City and Da Nang.

The Foodservice Monitor tracks all food & drink consumed out of home on a daily basis with an annual sample size of 16,000 completed interviews.

The respondents are Vietnamese consumers aged 15+ who also report on the consumption by children (under 15 years) who were present at the eating out occasion.

How to improve your business with data

How to improve your business with data

Being data-driven as an operator

Being data-driven as an operator POSITION NEW CONCEPTS RIGHT Understand the competitive restaurant landscape and choose
Being data-driven as an operator POSITION NEW CONCEPTS RIGHT Understand the competitive restaurant landscape and choose

POSITION NEW CONCEPTS RIGHT

Understand the competitive restaurant landscape and choose the right location to secure your investment

OPTIMIZE OFFERING

Choose the right occasions and target consumer and build your offer to capture more revenue

DRIVE FOOTFALL AND SPENDING PER HEAD

Use customer satisfaction and net promoter scores to actively drive footfall and spending per head

Being data-driven as a manufacturer

Being data-driven as a manufacturer TARGET WISELY Assess lucrative categories, channels, occasions, target consumer, best
Being data-driven as a manufacturer TARGET WISELY Assess lucrative categories, channels, occasions, target consumer, best

TARGET WISELY

Assess lucrative categories, channels, occasions, target consumer, best food/drinks pairings etc before investing

ITERATE & IMPROVE

Customize and manufacture the right foodservice solutions, develop brand strategies, decide on marketing tactics

DATA DRIVEN SALES

Sell value: Higher customer satisfaction, higher spending

Methodology & Access HOW WE TRACK OUT - O F - HOME CONSUMPTION

Methodology & Access

HOW WE TRACK OUT - O F - HOME CONSUMPTION

We cover three main cities

HA NOI.

40%

We cover three main cities HA NOI. 40% DA NANG 752,057 10% ONLINE VIETNAMESE COMMUNITY MEMBERS
DA NANG 752,057 10% ONLINE VIETNAMESE COMMUNITY MEMBERS HO CHI MINH 50% Annual Sample: 16,000
DA NANG
752,057
10%
ONLINE VIETNAMESE
COMMUNITY
MEMBERS
HO CHI MINH
50%
Annual Sample:
16,000
in HCMC, Hanoi, Danang are asked about
what they ate and drank out of home on the
previous day

Our research methodology

Our research methodology 24 hours recall 24h recall, ‘ what did you eat out of home

24 hours recall

24h recall, ‘ what did you eat out of home yesterday’, fresh in consumers minds – high accuracy

yesterday’, fresh in consumers minds – high accuracy Mobile-first survey Advantages of using online panel: Faster

Mobile-first survey

Advantages of using online panel: Faster reporting, respondents can complete when convenient

Faster reporting, respondents can complete when convenient Consumer focused Consumer focused with information on all

Consumer focused

Consumer focused with information on all Foodservice purchases made regardless of source of purchase

Foodservice purchases made regardless of source of purchase Cost effective The costs of running/maintaining the survey
Foodservice purchases made regardless of source of purchase Cost effective The costs of running/maintaining the survey

Cost effective

The costs of running/maintaining the survey are shared amongst a number of clients – thereby making it a syndicated study.

We monitor 7 Main Channels

We monitor 7 Main Channels FULL SERVICE RESTAURANTS FINE DINING Average spend above VND110K per person).

FULL SERVICE RESTAURANTS

FINE DINING

Average spend above VND110K per person). Fine Dining is segmented by cuisine type (Vietnamese, Japanese, Korean, Chinese, French, Mexican etc.

FAST CASUAL

Average spend under VND110K per person & pre- coded chains). Fast Casual is segmented by cuisine type (Vietnamese, Japanese, Korean, Chinese, French, Mexican etc), Fast Casual example chains: Kichi Kichi, Gogi House, Wrap & Roll, Pizza Hut, Mon Hue, Thai Express etc.

etc), Fast Casual example chains: Kichi Kichi , Gogi House, Wrap & Roll, Pizza Hut, Mon

We monitor 7 Main Channels

We monitor 7 Main Channels QUICK SERVICE RESTAURANTS QS COFFEE (Highlands Coffee, Starbucks etc) QS BURGER

QUICK SERVICE RESTAURANTS

QS COFFEE

(Highlands Coffee, Starbucks etc)

QS BURGER

(McDonald’s, Burger King, Lotteria etc)

QS CHICKEN

(KFC, Jollibee etc)

QS

SANDWICHES/WRAPS/

KEBAB/BAKERY

(Subway, Tous Les Jours etc)

QS SUSHI

QS VIETNAMESE

QS CHINESE

QS THAI

QS KOREAN

QS PIZZA

(Domino’s etc)

QS BAKERY

(Tous Les Jours, Bread Talk etc)

etc) QS BAKERY (Tous Les Jours , Bread Talk etc) QS ICE CREAM (Fanny, Baskin Robbins

QS ICE CREAM

(Fanny, Baskin Robbins etc)

QS JUICE/SMOOTHIE BAR

(Jamba Juice, Jungle Juice etc)

QS OTHER

We monitor 7 Main Channels

We monitor 7 Main Channels STREET FOOD Vietnamese Food & Drink bought from: • Wet market

STREET FOOD

Vietnamese Food & Drink bought from:

Wet market

Street vendor/cart

Drink bought from: • Wet market • Street vendor/cart BAR/CLUB Outlets that mainly serve alcohol CONVENIENCE

BAR/CLUB

Outlets that mainly serve alcohol

vendor/cart BAR/CLUB Outlets that mainly serve alcohol CONVENIENCE STORES Standard convenience store such as Family

CONVENIENCE

STORES

Standard convenience store such as Family mart that also offers snacks (some heated up) to eat on- or off- premise

offers snacks (some heated up) to eat on- or off- premise HOTELS Establishments providing accommodation, meals,

HOTELS

Establishments providing accommodation, meals, and other services for travelers and tourists.

accommodation, meals, and other services for travelers and tourists. CANTEEN • Workplace • School • University
accommodation, meals, and other services for travelers and tourists. CANTEEN • Workplace • School • University

CANTEEN

Workplace

School

University

Which questions are we able to answer?

Which questions are we able to answer? WHO? • Age, Gender, SEC, Location (District) WHAT? •

WHO?

Age, Gender, SEC, Location (District)

WHAT?

Types of food and drink consumed

WHEN?

Breakfast, Morning Snack, Lunch, Afternoon Snack, Dinner, Late Night Snack

Weekday/Weekend

WHERE PURCHASED?

Source of Purchase: Name & Location of Foodservice outlet (District)

Where consumed?

On-Premise, Off-Premise (at home, on the go, at work etc)

WHY?

Reason for Foodservice outlet choice & Reason for choosing the type of food & drink consumed

HOW MUCH?

Market size in terms of footfall & sales by channel & chains; Spend per head, Servings for Food & Drinks

HOW ORDERED?

Order mode (waiter, at counter, via phone call, via internet etc), Voucher/Promotion Usage

SATISFIED?

Customer satisfaction with Foodservice visit, Net Promoter Score (NPS)

What Measures Do we Use?

ABSOLUTE VALUE (VND)

Estimate of total consumer expenditures for commercial foodservice meals/snacks/drinks, based on reported average spend per person

MARKET SHARE IN VALUE %

ABSOLUTE VISITS

Consumer-reported meals/snacks/drinks from commercial foodservice outlets. Derived from reported meals/snacks/drinks by teens & adults

MARKET SHARE IN VISITS %

AVERAGE EATER SPEND

Average amount paid for one person’s food and drink

SPEND Average amount paid for one person’s food and drink SERVINGS The number of times a

SERVINGS

The number of times a food or drink was ordered at a commercial restaurant; Adults report on what food and drink children had that were present at the occasion

AVERAGE NUMBER OF ITEMS PER PERSON

Includes food & drink

AVERAGE PARTY SIZE

Average number of people in a party. This includes guests and kids

AVERAGE PRICE PER ITEM

Average Individual Spend divided by items per person

FREQUENCY OF VISIT

How to access the Foodservice Monitor

How to access the Foodservice Monitor Quarterly Standard Reports Purchase our standard market reports, when we

Quarterly Standard Reports

Purchase our standard market reports, when we publish on a quarterly basis.

market reports, when we publish on a quarterly basis. Strategy Building Seek our expertise when develop

Strategy Building

Seek our expertise when develop new strategy or concepts. Our consultants will utilize our data and expertise to help size the markets and point to attractive segments.

to help size the markets and point to attractive segments. Annual Subscription Stay ahead of the
to help size the markets and point to attractive segments. Annual Subscription Stay ahead of the

Annual Subscription

Stay ahead of the competition by subscribing to our monthly, quarterly or biannual reports tailored specifically for your business.

Prices for Quarterly Standard Channel Reports

Reports are based on data period April-September 2016

Reports are based on data period April-September 2016 OVERVIEW REPORT VND 66.3M * * Available as

OVERVIEW REPORT

based on data period April-September 2016 OVERVIEW REPORT VND 66.3M * * Available as stand alone

VND 66.3M *

* Available as stand alone report

** Only available in combination with Total OOH report

OVERVIEW +CHANNEL ADD-ON REPORTS

with Total OOH report OVERVIEW +CHANNEL ADD-ON REPORTS VND 66.3M VND 32.5M * * VND 32.5M

VND 66.3M

Total OOH report OVERVIEW +CHANNEL ADD-ON REPORTS VND 66.3M VND 32.5M * * VND 32.5M *
Total OOH report OVERVIEW +CHANNEL ADD-ON REPORTS VND 66.3M VND 32.5M * * VND 32.5M *

VND 32.5M **

OVERVIEW +CHANNEL ADD-ON REPORTS VND 66.3M VND 32.5M * * VND 32.5M * * VND 27.3M

VND 32.5M **

ADD-ON REPORTS VND 66.3M VND 32.5M * * VND 32.5M * * VND 27.3M * *

VND 27.3M **

VND 66.3M VND 32.5M * * VND 32.5M * * VND 27.3M * * VND 27.3M

VND 27.3M **

VND 66.3M VND 32.5M * * VND 32.5M * * VND 27.3M * * VND 27.3M

VND 27.3M **

VND 66.3M VND 32.5M * * VND 32.5M * * VND 27.3M * * VND 27.3M

VND 20.8M **

VND 66.3M VND 32.5M * * VND 32.5M * * VND 27.3M * * VND 27.3M

VND 20.8M **

Table of Content of Channel Reports

1. Market shares by Sub-Channel if applicable - visits & sales*

2. Market shares of Delivery, On- Premise, Take away - visits & sales*

3. Consumer Profile

4. Party size

5. Adult only vs Families

6. Consumption Occasions (Breakfast, Lunch etc)

7. Reasons for choosing Restaurant

8. Order mode

9. Consumption location

10. Voucher/Deal Usage

11. Top 15 Food items by Adults vs Kids

12. Top 15 Drink items by Adults vs Kids*

13. Top 10 Food items by reason for choosing

vs Kids* 13. Top 10 Food items by reason for choosing 14. Top 10 Drink items

14. Top 10 Drink items by reason for choosing*

15. Customer Satisfaction

16. Net Promoter Score

17. Channel Summary

*no access to brands

Out of Home market overview

Out of Home market overview

Who is the typical OOH consumer?

Who is the typical OOH consumer? MALE 15 - 35 C D C L A S

MALE

Who is the typical OOH consumer? MALE 15 - 35 C D C L A S

15 - 35

Who is the typical OOH consumer? MALE 15 - 35 C D C L A S

CD CLASS (SEC) *

MALE 15 - 35 C D C L A S S ( S E C )
MALE 15 - 35 C D C L A S S ( S E C )

* SEC definition, monthly household income in VND: A: Over 45 million B: 30–45 million

Eating out is more popular with men than women. The 15-35 year olds make up the majority of visits and three quarters of OOH visits are by consumers belonging to Class C or D.

340 mil.

OOH VISITS IN Q2, 2016

C: 7.5–30 million D: 3–7.4 million

E: Under 3 million/No Income/Don’t know

Where to eat out?

193K đ

1%

BAR/CLUB

50K đ

8%

CONVENIENCE STORE

265K đ

2%

FINE DINING

84K đ

216K đ

0.4%

HOTEL

35%

FAST CASUAL

40K đ

6%

CANTEEN

72K đ

36%

QUICK SERVICE

DINING 84K đ 216K đ 0.4% HOTEL 35% FAST CASUAL 40K đ 6% CANTEEN 72K đ

35K đ

11%

STREET FOOD

OOH spend differs by Region

AVERAGE EATER BILL

On average, consumers in Ha Noi pay considerably more per person per visit when eating out than those in Ho Chi Minh City and Da Nang.

when eating out than those in Ho Chi Minh City and Da Nang. HA NOI. 80,327

HA NOI.

80,327 đ

when eating out than those in Ho Chi Minh City and Da Nang. HA NOI. 80,327
DA NANG HO CHI MINH 69,599 đ
DA NANG
HO CHI MINH
69,599 đ

65,526 đ

What do Vietnamese eat & drink in restaurants? Healthy or unhealthy?

What do Vietnamese eat & drink in restaurants? Healthy or unhealthy?

REASONS FOR RESTAURANT CHOICE

When it comes to eating out, health concerns don’t play a significant role

Only

out, health concerns don’t play a significant role Only 5% choose a restaurant because of health
5% choose a restaurant because of health 50 % 45 % Convenience/Practicality Treat/Indulgence Health
5%
choose a restaurant
because of health
50 %
45 %
Convenience/Practicality
Treat/Indulgence
Health

What do Vietnamese adults have on their plates?

% of Servings total OOH - Adults

6 6 14 39 35
6
6
14
39
35
plates? % of Servings total OOH - Adults 6 6 14 39 35 Protein Carbohydrates Vegetable/Salad/Fruit

Proteinplates? % of Servings total OOH - Adults 6 6 14 39 35 Carbohydrates Vegetable/Salad/Fruit Western

Carbohydrates% of Servings total OOH - Adults 6 6 14 39 35 Protein Vegetable/Salad/Fruit Western (Pizza/Pasta/Burger/Potato)

Vegetable/Salad/Fruit

Western (Pizza/Pasta/Burger/Potato)on their plates? % of Servings total OOH - Adults 6 6 14 39 35 Protein

Dessertstotal OOH - Adults 6 6 14 39 35 Protein Carbohydrates Vegetable/Salad/Fruit Western (Pizza/Pasta/Burger/Potato)

OOH - Adults 6 6 14 39 35 Protein Carbohydrates Vegetable/Salad/Fruit Western (Pizza/Pasta/Burger/Potato) Desserts
Fresh items not so fresh with kids whilst Western & Dessert items are more important
Fresh items not so fresh with kids whilst Western & Dessert items are more important

Fresh items not so fresh with kids whilst Western & Dessert items are more important

% of Servings total OOH - Kids

items are more important % of Servings total OOH - Kids Protein 9 12 36 13
items are more important % of Servings total OOH - Kids Protein 9 12 36 13
items are more important % of Servings total OOH - Kids Protein 9 12 36 13

Proteinitems are more important % of Servings total OOH - Kids 9 12 36 13 31

9 12 36 13 31
9
12
36
13
31

Carbohydrates% of Servings total OOH - Kids Protein 9 12 36 13 31 Desserts Western (Pizza/Pasta/Burger/Potato)

Dessertstotal OOH - Kids Protein 9 12 36 13 31 Carbohydrates Western (Pizza/Pasta/Burger/Potato) Vegetable/Salad/Fruit

Western (Pizza/Pasta/Burger/Potato)are more important % of Servings total OOH - Kids Protein 9 12 36 13 31

Vegetable/Salad/Fruit

Korean influence and Western items such as Pizza & Burgers have led to Cheesemania

items such as Pizza & Burgers have led to Cheesemania Italian Cheese Pizza With the introduction

Italian Cheese Pizza

With the introduction of Western food, cheese has become a more popular ingredient in Vietnamese cuisine.

has become a more popular ingredient in Vietnamese cuisine. Spicy Fire Chicken with Cheese Korean cuisine

Spicy Fire Chicken with Cheese

Korean cuisine has significantly influenced the Vietnamese.

Korean cuisine has significantly influenced the Vietnamese. Instant noodles with Cheese This is also a popular

Instant noodles with Cheese

This is also a popular dish among the Vietnamese who frequently watch Korean dramas/TV shows.

the Vietnamese who frequently watch Korean dramas/TV shows. Rock Salt Cheese Milk Tea The new combination

Rock Salt Cheese Milk Tea

The new combination of cheese and bubble milk tea, is a result of the overwhelming popularity of cheese in Vietnam.

result of the overwhelming popularity of cheese in Vietnam. Baked Oysters with Cheese Vietnamese streetfood vendors
result of the overwhelming popularity of cheese in Vietnam. Baked Oysters with Cheese Vietnamese streetfood vendors

Baked Oysters with Cheese

Vietnamese streetfood vendors quickly caught on to the trend and invented many dishes with cheese.

What do Vietnamese adults have in their glasses?

% of Servings

do Vietnamese adults have in their glasses? % of Servings 1 4 6 8 8 11
1 4 6 8 8 11 13 13 14 22
1
4
6
8
8
11
13
13
14
22
glasses? % of Servings 1 4 6 8 8 11 13 13 14 22 Beer Coffee

glasses? % of Servings 1 4 6 8 8 11 13 13 14 22 Beer Coffee

Beer

Coffee% of Servings 1 4 6 8 8 11 13 13 14 22 Beer Tea Milk

Tea% of Servings 1 4 6 8 8 11 13 13 14 22 Beer Coffee Milk

Servings 1 4 6 8 8 11 13 13 14 22 Beer Coffee Tea Milk Wine/

Milk

Wine/ Spirit/ FlavorServings 1 4 6 8 8 11 13 13 14 22 Beer Coffee Tea Milk Juice

8 11 13 13 14 22 Beer Coffee Tea Milk Wine/ Spirit/ Flavor Juice Carbonated Soft

Juice

Carbonated Soft drinkServings 1 4 6 8 8 11 13 13 14 22 Beer Coffee Tea Milk Wine/

Smoothies4 6 8 8 11 13 13 14 22 Beer Coffee Tea Milk Wine/ Spirit/ Flavor

8 11 13 13 14 22 Beer Coffee Tea Milk Wine/ Spirit/ Flavor Juice Carbonated Soft

Water

Sport/ Energy1 4 6 8 8 11 13 13 14 22 Beer Coffee Tea Milk Wine/ Spirit/

Wine/Spirits

Carbonated Soft drink

Milk

Sport/Energy Drink

Beer

Water

Coffee

Juice

Smoothies

Tea

Women make healthier drink choices while men are responsible for most beer consumption

% of Servings

29

29 4

4

29 4
21 14 13 13 13 12 12 12 12 10 7 7 6 5 4
21
14
13
13
13
12
12
12 12
10
7
7 6
5
4
3
1
for most beer consumption % of Servings 29 4 21 14 13 13 13 12 12

Men

for most beer consumption % of Servings 29 4 21 14 13 13 13 12 12

Women

0

for most beer consumption % of Servings 29 4 21 14 13 13 13 12 12
What do Vietnamese kids have in their glasses % of Servings 4 5 6 14
What do Vietnamese kids have in their glasses % of Servings 4 5 6 14

What do Vietnamese kids have in their glasses

% of Servings

What do Vietnamese kids have in their glasses % of Servings 4 5 6 14 20
What do Vietnamese kids have in their glasses % of Servings 4 5 6 14 20
4 5 6 14 20 21 30
4
5
6
14
20
21
30
have in their glasses % of Servings 4 5 6 14 20 21 30 Milk Juice

have in their glasses % of Servings 4 5 6 14 20 21 30 Milk Juice

Milk

in their glasses % of Servings 4 5 6 14 20 21 30 Milk Juice Carbonated

Juice

Carbonated Softdrinkkids have in their glasses % of Servings 4 5 6 14 20 21 30 Milk

Smoothieshave in their glasses % of Servings 4 5 6 14 20 21 30 Milk Juice

glasses % of Servings 4 5 6 14 20 21 30 Milk Juice Carbonated Softdrink Smoothies

Coffee

glasses % of Servings 4 5 6 14 20 21 30 Milk Juice Carbonated Softdrink Smoothies

Tea

Waterin their glasses % of Servings 4 5 6 14 20 21 30 Milk Juice Carbonated

Energy Drinkhave in their glasses % of Servings 4 5 6 14 20 21 30 Milk Juice

4 5
4
5
4 5 Yogurt Waffle Milk is linked to consumption of sugary foods 1 2 3 Ice

Yogurt

Waffle

Milk is linked to consumption of sugary foods

1 2 3
1
2
3

Ice cream

Chocolate cake

Chicken

of sugary foods 1 2 3 Ice cream Chocolate cake Chicken 6 7 8 9 Cookie/Cracker
6 7 8 9
6
7
8
9

Cookie/Cracker

Beef Pho

Gateau

Banh Mi

Milk is consumed predominately with dessert & snack items such as ice cream, cake, yoghurt and cookies.

How is the food & drink offer changing?

How is the food & drink offer changing?

Western style outlets already account for 7% of OOH visits

Western style outlets already account for 7% of OOH visits 7% WESTERN RESTAURANTS (Italian, French, American
Western style outlets already account for 7% of OOH visits 7% WESTERN RESTAURANTS (Italian, French, American

7%

WESTERN

RESTAURANTS

(Italian, French, American etc)

7% WESTERN RESTAURANTS (Italian, French, American etc) 53% ASIAN RESTAURANTS (Vietnamese, Korean, Japanese, Thai

53%

ASIAN RESTAURANTS

(Vietnamese, Korean, Japanese, Thai etc)

ASIAN RESTAURANTS (Vietnamese, Korean, Japanese, Thai etc) 40% COFFEE/TEA SHOPS, BAKERY, CANTEEN, CONVENIENCE STORES,

40%

COFFEE/TEA SHOPS,

BAKERY, CANTEEN, CONVENIENCE STORES, OTHER

Competition is fierce with many outlets offering good quality food at low prices

with many outlets offering good quality food at low prices Restaurants are not just competing within
with many outlets offering good quality food at low prices Restaurants are not just competing within
with many outlets offering good quality food at low prices Restaurants are not just competing within

Restaurants are not just competing within their channel and cuisine, competition comes from everywhere including street food.

How can chains stay ahead?

How can chains stay ahead?

AVAILABILITY & REACHAFFORDABILITY OCCASION TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

AFFORDABILITYAVAILABILITY & REACH OCCASION TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

OCCASIONAVAILABILITY & REACH AFFORDABILITY TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

TASTEAVAILABILITY & REACH AFFORDABILITY OCCASION CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

CUSTOMER SATISFACTIONAVAILABILITY & REACH AFFORDABILITY OCCASION TASTE Keys to Success in Today’s Competitive Market

AVAILABILITY & REACH AFFORDABILITY OCCASION TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market
AVAILABILITY & REACH AFFORDABILITY OCCASION TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

Keys to Success in Today’s Competitive Market

AVAILABILITY & REACHAFFORDABILITY OCCASION TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

AFFORDABILITYAVAILABILITY & REACH OCCASION TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

OCCASIONAVAILABILITY & REACH AFFORDABILITY TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

TASTEAVAILABILITY & REACH AFFORDABILITY OCCASION CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

CUSTOMER SATISFACTIONAVAILABILITY & REACH AFFORDABILITY OCCASION TASTE Keys to Success in Today’s Competitive Market

AVAILABILITY & REACH AFFORDABILITY OCCASION TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market
AVAILABILITY & REACH AFFORDABILITY OCCASION TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

Keys to Success in Today’s Competitive Market

Convenient Location is the top reason for choosing Western/Asian outlets

Top reasons for choosing Western and Asian Outlets

outlets Top reasons for choosing Western and Asian Outlets Convenient location Clean environment Quality of food/drink

Convenient location

Clean environment

Quality of food/drink

Taste of food/drink

Good value for money

Friendly Service

Atmosphere

Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 11% 10% 8%
Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 11% 10% 8%
Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 11% 10% 8%

11%

Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 11% 10% 8%

10%

Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 11% 10% 8%
Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 11% 10% 8%

8%

9%

Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 11% 10% 8%

6%

12%

16%

WESTERN RESTAURANT VISITS

WESTERN RESTAURANT VISITS Highest visits Lowest visits PINPOINTING WESTERN RESTAURANTS Where do the Saigonese go for
WESTERN RESTAURANT VISITS Highest visits Lowest visits PINPOINTING WESTERN RESTAURANTS Where do the Saigonese go for
WESTERN RESTAURANT VISITS Highest visits Lowest visits PINPOINTING WESTERN RESTAURANTS Where do the Saigonese go for
WESTERN RESTAURANT VISITS Highest visits Lowest visits PINPOINTING WESTERN RESTAURANTS Where do the Saigonese go for
WESTERN RESTAURANT VISITS Highest visits Lowest visits PINPOINTING WESTERN RESTAURANTS Where do the Saigonese go for
WESTERN RESTAURANT VISITS Highest visits Lowest visits PINPOINTING WESTERN RESTAURANTS Where do the Saigonese go for
WESTERN RESTAURANT VISITS Highest visits Lowest visits PINPOINTING WESTERN RESTAURANTS Where do the Saigonese go for
WESTERN RESTAURANT VISITS Highest visits Lowest visits PINPOINTING WESTERN RESTAURANTS Where do the Saigonese go for
WESTERN RESTAURANT VISITS Highest visits Lowest visits PINPOINTING WESTERN RESTAURANTS Where do the Saigonese go for
WESTERN RESTAURANT VISITS Highest visits Lowest visits PINPOINTING WESTERN RESTAURANTS Where do the Saigonese go for
WESTERN RESTAURANT VISITS Highest visits Lowest visits PINPOINTING WESTERN RESTAURANTS Where do the Saigonese go for
WESTERN RESTAURANT VISITS Highest visits Lowest visits PINPOINTING WESTERN RESTAURANTS Where do the Saigonese go for
WESTERN RESTAURANT VISITS Highest visits Lowest visits PINPOINTING WESTERN RESTAURANTS Where do the Saigonese go for
WESTERN RESTAURANT VISITS Highest visits Lowest visits PINPOINTING WESTERN RESTAURANTS Where do the Saigonese go for
WESTERN RESTAURANT VISITS Highest visits Lowest visits PINPOINTING WESTERN RESTAURANTS Where do the Saigonese go for
WESTERN RESTAURANT VISITS Highest visits Lowest visits PINPOINTING WESTERN RESTAURANTS Where do the Saigonese go for
WESTERN RESTAURANT VISITS Highest visits Lowest visits PINPOINTING WESTERN RESTAURANTS Where do the Saigonese go for
WESTERN RESTAURANT VISITS Highest visits Lowest visits PINPOINTING WESTERN RESTAURANTS Where do the Saigonese go for
WESTERN RESTAURANT VISITS Highest visits Lowest visits PINPOINTING WESTERN RESTAURANTS Where do the Saigonese go for
WESTERN RESTAURANT VISITS Highest visits Lowest visits PINPOINTING WESTERN RESTAURANTS Where do the Saigonese go for

Highest visits

Lowest visits

WESTERN RESTAURANT VISITS Highest visits Lowest visits PINPOINTING WESTERN RESTAURANTS Where do the Saigonese go for

PINPOINTING WESTERN RESTAURANTS

Where do the Saigonese go for Western food?

The highest number of visits by Saigonese to Western outlets occur in District 1 & 12. How do we reach consumers living far from Western restaurants?

Deliveries can drive sales

Deliveries can drive sales Average spend per eater per order in VND – Asian & Western

Average spend per eater per order in VND – Asian & Western outlets

162,002

spend per eater per order in VND – Asian & Western outlets 162,002 Delivery 80,171 On

Delivery

80,171

spend per eater per order in VND – Asian & Western outlets 162,002 Delivery 80,171 On

On Premise

42,784

Take away

spend per eater per order in VND – Asian & Western outlets 162,002 Delivery 80,171 On
BINH CHANH ONLINE ORDERING Restaurants can expand their catchment area with online ordering Increasing reach

BINH CHANH

BINH CHANH ONLINE ORDERING Restaurants can expand their catchment area with online ordering Increasing reach through

ONLINE ORDERING

BINH CHANH ONLINE ORDERING Restaurants can expand their catchment area with online ordering Increasing reach through

Restaurants can expand their catchment area with online ordering

Increasing reach through online ordering can increase penetration without the high cost of opening new restaurants.

Deliveries – Why Online/App?

T2B Customer Satisfaction – Total OOH

– Why Online/App? T2B Customer Satisfaction – Total OOH 69 % Online 60 % Phone DELIVERIES

69%

Online

60%

T2B Customer Satisfaction – Total OOH 69 % Online 60 % Phone DELIVERIES It’s time to

Phone

Customer Satisfaction – Total OOH 69 % Online 60 % Phone DELIVERIES It’s time to go

DELIVERIES

Satisfaction – Total OOH 69 % Online 60 % Phone DELIVERIES It’s time to go online

It’s time to go online

Online orders already account for nearly half of deliveries.

Customer Satisfaction is higher with online orders, especially with attributes such as ‘Accuracy of Order ’.

AVAILABILITY & REACHAFFORDABILITY OCCASION TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

AFFORDABILITYAVAILABILITY & REACH OCCASION TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

OCCASIONAVAILABILITY & REACH AFFORDABILITY TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

TASTEAVAILABILITY & REACH AFFORDABILITY OCCASION CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

CUSTOMER SATISFACTIONAVAILABILITY & REACH AFFORDABILITY OCCASION TASTE Keys to Success in Today’s Competitive Market

AVAILABILITY & REACH AFFORDABILITY OCCASION TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market
AVAILABILITY & REACH AFFORDABILITY OCCASION TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

Keys to Success in Today’s Competitive Market

Good value for money is the fifth most important reason when choosing Western/Asian outlets

Top reasons for choosing Western and Asian Outlets

outlets Top reasons for choosing Western and Asian Outlets Convenient location Clean environment Quality of food/drink

Convenient location

Clean environment

Quality of food/drink

Taste of food/drink

Good value for money

Friendly Service

Atmosphere

Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 11% 10% 8%
Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 11% 10% 8%
Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 11% 10% 8%

11%

Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 11% 10% 8%

10%

Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 11% 10% 8%
Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 11% 10% 8%

8%

9%

Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 11% 10% 8%

6%

12%

16%

Are Western outlets affordable enough to become an everyday staple in Vietnam?

affordable enough to become an everyday staple in Vietnam? WESTERN OUTLETS 168,352 đ (2.5x) AVERAGE SPENDING

WESTERN OUTLETS

WESTERN OUTLETS 168,352 đ (2.5x) AVERAGE SPENDING PER PERSON PER VISIT
WESTERN OUTLETS 168,352 đ (2.5x) AVERAGE SPENDING PER PERSON PER VISIT

168,352 đ (2.5x)

AVERAGE SPENDING PER PERSON PER VISIT

ASIAN OUTLETS

ASIAN OUTLETS 68,255 đ AVERAGE SPENDING PER PERSON PER VISIT

68,255 đ

AVERAGE SPENDING PER PERSON PER VISIT

Promotions & Vouchers are not a sustainable long-term strategy for Western outlets

not a sustainable long -term strategy for Western outlets WESTERN OUTLETS 23% VOUCHER/PROMOTION USAGE ASIAN

WESTERN OUTLETS

WESTERN OUTLETS 23% VOUCHER/PROMOTION USAGE

23%

VOUCHER/PROMOTION USAGE

ASIAN OUTLETS

ASIAN OUTLETS 6% VOUCHER/PROMOTION USAGE

6%

VOUCHER/PROMOTION USAGE

AVAILABILITY & REACHAFFORDABILITY OCCASION TASTE OCCASION NEED DAYPART OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION CUSTOMER SATISFACTION

AFFORDABILITYAVAILABILITY & REACH OCCASION TASTE OCCASION NEED DAYPART OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION CUSTOMER

OCCASIONAVAILABILITY & REACH AFFORDABILITY TASTE OCCASION NEED DAYPART OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION

TASTEAVAILABILITY & REACH AFFORDABILITY OCCASION OCCASION NEED DAYPART OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION

OCCASION NEED

DAYPART OCCASION

LIFE STAGE OCCASION

PARTY SIZE OCCASION

CUSTOMER SATISFACTIONOCCASION NEED DAYPART OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION Keys to Success in Today’s Competitive

OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market
OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

Keys to Success in Today’s Competitive Market

Western outlets are low visit frequency destinations

Western vs Asian Index

WESTERN

visit frequency destinations Western vs Asian Index WESTERN Wanted to try something new Special occasion (Birthday

Wanted to try something new Special occasion (Birthday etc.) Free Wi-Fi Treat The kids love it there Socializing with friends/colleagues/family

v.s

love it there Socializing with friends/colleagues/family v.s ASIAN Convenient Location No ingredients in the house to

ASIAN

Convenient Location No ingredients in the house to cook Good value for money Quality of food Didn’t feel like cooking myself

Location No ingredients in the house to cook Good value for money Quality of food Didn’t

AVAILABILITY & REACHAFFORDABILITY OCCASION TASTE OCCASION NEED DAYPART OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION CUSTOMER SATISFACTION

AFFORDABILITYAVAILABILITY & REACH OCCASION TASTE OCCASION NEED DAYPART OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION CUSTOMER

OCCASIONAVAILABILITY & REACH AFFORDABILITY TASTE OCCASION NEED DAYPART OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION

TASTEAVAILABILITY & REACH AFFORDABILITY OCCASION OCCASION NEED DAYPART OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION

OCCASION NEED

DAYPART OCCASION

LIFE STAGE OCCASION

PARTY SIZE OCCASION

CUSTOMER SATISFACTIONOCCASION NEED DAYPART OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION Keys to Success in Today’s Competitive

OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market
OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

Keys to Success in Today’s Competitive Market

Breakfast is the biggest OOH occasion

118 ¾ say that they visit the same breakfast outlet 3-7 times a week MILLION
118
¾ say that they visit the same
breakfast outlet 3-7 times a week
MILLION VISITS
98
40
37
28
19
Breakfast
Morning snack
Lunch
Afternoon snack
Dinner
Late night snack
snack Lunch Afternoon snack Dinner Late night snack Breakfast occasion represents the biggest traffic
snack Lunch Afternoon snack Dinner Late night snack Breakfast occasion represents the biggest traffic
snack Lunch Afternoon snack Dinner Late night snack Breakfast occasion represents the biggest traffic
snack Lunch Afternoon snack Dinner Late night snack Breakfast occasion represents the biggest traffic

Breakfast occasion represents the biggest traffic opportunity; targeting it can be valuable because the consumer is likely to have a repetitive routine and develop a habit.

Western outlets are underperforming at Breakfast

By Occasions - %

36%

18%

are underperforming at Breakfast By Occasions - % 36% 18% Breakfast 6% 9% Morning snack Asian

Breakfast

6%

9%

Morning snack

By Occasions - % 36% 18% Breakfast 6% 9% Morning snack Asian Outlets Western Outlets 33%
By Occasions - % 36% 18% Breakfast 6% 9% Morning snack Asian Outlets Western Outlets 33%

Asian Outlets

- % 36% 18% Breakfast 6% 9% Morning snack Asian Outlets Western Outlets 33% 22% Lunch

Western Outlets

33%

22%

6% 9% Morning snack Asian Outlets Western Outlets 33% 22% Lunch 26% 8% Afternoon snack 12%

Lunch

26%

8%

9% Morning snack Asian Outlets Western Outlets 33% 22% Lunch 26% 8% Afternoon snack 12% 12%
9% Morning snack Asian Outlets Western Outlets 33% 22% Lunch 26% 8% Afternoon snack 12% 12%

Afternoon snack

12% 12%

Dinner

4%

12%

Late night snack

9% Morning snack Asian Outlets Western Outlets 33% 22% Lunch 26% 8% Afternoon snack 12% 12%
9% Morning snack Asian Outlets Western Outlets 33% 22% Lunch 26% 8% Afternoon snack 12% 12%
9% Morning snack Asian Outlets Western Outlets 33% 22% Lunch 26% 8% Afternoon snack 12% 12%

AVAILABILITY & REACHAFFORDABILITY OCCASION TASTE OCCASION NEED DAYPART OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION CUSTOMER SATISFACTION

AFFORDABILITYAVAILABILITY & REACH OCCASION TASTE OCCASION NEED DAYPART OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION CUSTOMER

OCCASIONAVAILABILITY & REACH AFFORDABILITY TASTE OCCASION NEED DAYPART OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION

TASTEAVAILABILITY & REACH AFFORDABILITY OCCASION OCCASION NEED DAYPART OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION

OCCASION NEED

DAYPART OCCASION

LIFE STAGE OCCASION

PARTY SIZE OCCASION

CUSTOMER SATISFACTIONOCCASION NEED DAYPART OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION Keys to Success in Today’s Competitive

OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market
OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

Keys to Success in Today’s Competitive Market

Party composition-% visits

Asian outlets

Western outlets

Party composition-% visits Asian outlets Western outlets 15 % 85 % 39 % 61 % Family

15%

85%

39%

61%

Family visits

Western outlets 15 % 85 % 39 % 61 % Family visits Adult only visits Western

Adult only visits

Western outlets are three times more likely to be chosen because ‘the kids love it there’ compared to Asian ones.

because ‘the kids love it there’ compared to Asian ones. VIETNAMESE FAMILIES FLOCK TO WESTERN RESTAURANTS

VIETNAMESE FAMILIES FLOCK TO WESTERN RESTAURANTS

Number items per eater

5.1

compared to Asian ones. VIETNAMESE FAMILIES FLOCK TO WESTERN RESTAURANTS Number items per eater 5.1 Family

Family

3.6

compared to Asian ones. VIETNAMESE FAMILIES FLOCK TO WESTERN RESTAURANTS Number items per eater 5.1 Family

Adult only

AVAILABILITY & REACHAFFORDABILITY OCCASION TASTE OCCASION NEED DAYPART OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION CUSTOMER SATISFACTION

AFFORDABILITYAVAILABILITY & REACH OCCASION TASTE OCCASION NEED DAYPART OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION CUSTOMER

OCCASIONAVAILABILITY & REACH AFFORDABILITY TASTE OCCASION NEED DAYPART OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION

TASTEAVAILABILITY & REACH AFFORDABILITY OCCASION OCCASION NEED DAYPART OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION

OCCASION NEED

DAYPART OCCASION

LIFE STAGE OCCASION

PARTY SIZE OCCASION

CUSTOMER SATISFACTIONOCCASION NEED DAYPART OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION Keys to Success in Today’s Competitive

OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market
OCCASION LIFE STAGE OCCASION PARTY SIZE OCCASION CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

Keys to Success in Today’s Competitive Market

WESTERN OUTLETS ARE THE “GO-TO” VENUES FOR SOCIALIZING AND SHARING

Party size - %

Asian outlets

Western outlets

33%

67%

13%

87%

% Asian outlets Western outlets 33 % 67 % 13 % 87 % Eat alone 2+

Eat alone

Western outlets 33 % 67 % 13 % 87 % Eat alone 2+ people Number items

2+ people

outlets 33 % 67 % 13 % 87 % Eat alone 2+ people Number items per

Number items per eater at Asian & Western outlets

Eat alone

3

2+ people

4.2

Average spend per eater at Asian & Western outlets

Eat alone

2+ people

alone 3 2+ people 4.2 Average spend per eater at Asian & Western outlets Eat alone

45,273

alone 3 2+ people 4.2 Average spend per eater at Asian & Western outlets Eat alone

94,145

AVAILABILITY & REACHAFFORDABILITY OCCASION TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

AFFORDABILITYAVAILABILITY & REACH OCCASION TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

OCCASIONAVAILABILITY & REACH AFFORDABILITY TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

TASTEAVAILABILITY & REACH AFFORDABILITY OCCASION CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

CUSTOMER SATISFACTIONAVAILABILITY & REACH AFFORDABILITY OCCASION TASTE Keys to Success in Today’s Competitive Market

AVAILABILITY & REACH AFFORDABILITY OCCASION TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market
AVAILABILITY & REACH AFFORDABILITY OCCASION TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

Keys to Success in Today’s Competitive Market

Taste of food is the fourth most important reason when choosing Western/Asian outlets

Top reasons for choosing Western and Asian Outlets

outlets Top reasons for choosing Western and Asian Outlets Convenient location Clean environment Quality of food/drink

Convenient location

Clean environment

Quality of food/drink

Taste of food/drink

Good value for money

Friendly Service

Atmosphere

Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 12% 11% 10%
Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 12% 11% 10%

12%

Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 12% 11% 10%

11%

Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 12% 11% 10%

10%

Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 12% 11% 10%
Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 12% 11% 10%
Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 12% 11% 10%

6%

8%

9%

16%

Asian outlets are more likely to be chosen because of taste of food than Western ones.

to be chosen because of taste of food than Western ones. As rice is a staple
to be chosen because of taste of food than Western ones. As rice is a staple

As rice is a staple food in Vietnam, KFC has localized its menu in order to reach out to more customers.

localized its menu in order to reach out to more customers. McCafe introduced Banh Mi in

McCafe introduced Banh Mi in early 2016 to compete with the localized menus of other competitors. McDonald’s also introduced rice with the McDonald’s Com menu.

also introduced rice with the McDonald’s Com menu. Lotteria has also localized its menu. Give your

Lotteria has also localized its menu.

Give your menu a local touch to decrease the barrier of trial – some have adapted but is it enough?

AVAILABILITY & REACHAFFORDABILITY OCCASION TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

AFFORDABILITYAVAILABILITY & REACH OCCASION TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

OCCASIONAVAILABILITY & REACH AFFORDABILITY TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

TASTEAVAILABILITY & REACH AFFORDABILITY OCCASION CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

CUSTOMER SATISFACTIONAVAILABILITY & REACH AFFORDABILITY OCCASION TASTE Keys to Success in Today’s Competitive Market

AVAILABILITY & REACH AFFORDABILITY OCCASION TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market
AVAILABILITY & REACH AFFORDABILITY OCCASION TASTE CUSTOMER SATISFACTION Keys to Success in Today’s Competitive Market

Keys to Success in Today’s Competitive Market

Clean environment is the second most important reason when choosing Western/Asian outlets

Top reasons for choosing Western and Asian Outlets

outlets Top reasons for choosing Western and Asian Outlets Convenient location Clean environment Quality of food/drink

Convenient location

Clean environment

Quality of food/drink

Taste of food/drink

Good value for money

Friendly Service

Atmosphere

Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 12% 11% 10%
Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 12% 11% 10%

12%

Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 12% 11% 10%

11%

Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 12% 11% 10%

10%

Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 12% 11% 10%
Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 12% 11% 10%
Quality of food/drink Taste of food/drink Good value for money Friendly Service Atmosphere 12% 11% 10%

6%

8%

9%

16%

Western outlets do not excel on value for the money

Customer Satisfaction T2B - %

excel on value for the money Customer Satisfaction T2B - % Value for money Accuracy Cleanliness

Value for money

Accuracy

Cleanliness

Friendliness of staff

Quality of food/drink

Speed

Atmosphere

Friendliness of staff Quality of food/drink Speed Atmosphere 71 71 73 61 72 61 71 75
Friendliness of staff Quality of food/drink Speed Atmosphere 71 71 73 61 72 61 71 75

71

71

73
73
73

73

of staff Quality of food/drink Speed Atmosphere 71 71 73 61 72 61 71 75 67
of staff Quality of food/drink Speed Atmosphere 71 71 73 61 72 61 71 75 67

61

of staff Quality of food/drink Speed Atmosphere 71 71 73 61 72 61 71 75 67

72

of staff Quality of food/drink Speed Atmosphere 71 71 73 61 72 61 71 75 67
of staff Quality of food/drink Speed Atmosphere 71 71 73 61 72 61 71 75 67

61

of staff Quality of food/drink Speed Atmosphere 71 71 73 61 72 61 71 75 67

71

75

67
67
67

67

60
60
60

60

66

74

58
58
58

58

67

of staff Quality of food/drink Speed Atmosphere 71 71 73 61 72 61 71 75 67

Western Outlets

of staff Quality of food/drink Speed Atmosphere 71 71 73 61 72 61 71 75 67

Asian Outlets

THE YOUNG ARE LESS SATISFIED WITH THEIR RESTAURANT VISIT THAN THEIR PARENTS

RESTAURANT VISIT THAN T H E I R P A R E N T S Customer

Customer expectations & standards are rising

Asian & Western T2B customer satisfaction by age

  73%
 

73%

     
     
 

64%

 
 
  36+ year olds 15-35 year olds

36+ year olds

  36+ year olds 15-35 year olds

15-35 year olds

Western outlets are far more likely to be recommended than Asian ones BUT the young are less likely to recommend

Net Promoter Score – the leading indicator for growth

Net Promoter Score – the leading indicator for growth NPS 15 38 -8 18 NPS for
Net Promoter Score – the leading indicator for growth NPS 15 38 -8 18 NPS for
Net Promoter Score – the leading indicator for growth NPS 15 38 -8 18 NPS for

NPS

15

15

38

38

-8

-8

18

18

NPS for Fast food in USA:

*

23

(*) Source: Temkin Group who specialize in customer experience research

Keys to Success

Increase reach through online ordering

Conquer the Breakfast occasion

reach through online ordering Conquer the Breakfast occasion Offer some localized menu items Improve Value for

Offer some localized menu items Improve Value for money perception

Target promotions/deals at consumers that will make a difference to sales:

- Offer Family Meal Deals & a Kids menu

- Offer Sharing Meal Deals

Let your customers know where you excel

Reach out to us 44 FLOOR - BITEXCO FINANCIAL TOWER 2 HAI TRIEU, DISTRICT 1

Reach out to us

Reach out to us 44 FLOOR - BITEXCO FINANCIAL TOWER 2 HAI TRIEU, DISTRICT 1 HO

44 FLOOR - BITEXCO FINANCIAL TOWER 2 HAI TRIEU, DISTRICT 1 HO CHI MINH CITY, VIETNAM

+84 8 3915 1919 | DECISION@DECISIONLAB.CO WWW.DECISIONLAB.CO