Comparative report on Fast Food study in Thailand, Indonesia and Vietnam in 2015

Transcription

1 Comparative report on Fast Food study in Thailand, Indonesia and Vietnam in

2 Table of content A. Research Design (P.3) B. Respondent profile (P.4) C. Key Findings (P.5) D. Detail Findings (P.9) E. Conclusions (P.44) 2

3 A. Research design 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 Vietnam Sample Size Thailand (n=200) Indonesia 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 3

4 B. Respondent profile Gender Age 20.8 Female years old and above years old Male years old years old Vietnam Thailand (n=200) Indonesia Vietnam Thailand (n=200) Indonesia Monthly household income SEC Class Definition Vietnam Thailand Indonesia Class B Class A 59.8 Vietnam 42.5 Thailand (n=200) 25.2 Indonesia Class A > USD > 2,401 USD > USD Class B USD 1,401 2,400 USD USD 4

5 C. Key findings 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% %. 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%). Lotteria takes 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 Hoka Bento 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 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

6 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 VND for one person per time. Meanwhile 62.5% of Thai respondents spend 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

7 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 the main 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

8 C. Key findings 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. 8

9 D. Detail findings 1. Fast Food Brand Awareness 2. Fast Food Brands Preferences 3. Fast food consumption habits 4. Concerns on Fast Food Restaurant Product and Service Performance 5. Fast Food Brand Imagery 9

10 Brand Awareness (Top of Mind) Q2. When mentioning about Fast food in Vietnam, Indonesia or Thailand, which brands that come first to your mind? [FA] 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. Vietnam Thailand (n=200) Indonesia KFC Lotteria KFC 67.0 KFC Mc Donald's Mc Donald's Pizza Hut Jollibee Burger King Domino Popeyes Five Star Family Mart McDonald's Chester s Grill The Pizza Company Burger King Pizza Hut Hoka-Hoka Bento Pizza Hut Others A&W Burger King CFC (California Fried Chicken) Lotteria Circle K Del Taco.3.3 Mos Buger.5 Domino's Pizza Yoshinoya

11 VIETNAM Total Brand Awareness Q2. When mentioning about Fast food in Vietnam, Indonesia or Thailand, which brands that come first to your mind? [FA] 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% Aided Awareness Unaided Awareness Total Awareness

12 THAILAND Total Brand Awareness Q2. When mentioning about Fast food in Vietnam, Indonesia or Thailand, which brands that come first to your mind? [FA] 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% %. Aided Awareness Unaided Awareness Total Awareness

13 INDONESIA Total Brand Awareness Q2. When mentioning about Fast food in Vietnam, Indonesia or Thailand, which brands that come first to your mind? [FA] 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. Aided Awareness Unaided Awareness Total Awareness

14 D. Detail findings 1. Fast Food Brand Awareness 2. Fast Food Brands Preferences 3. Fast food consumption habits 4. Concerns on Fast Food Restaurant Product and Service Performance 5. Fast Food Brand Imagery 14

15 Fast Food brands often used Q4. Please tell us which Fast food brand do you often use? [MA] 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. Vietnam Thailand (n=200) Indonesia KFC 80.0 KFC 88.0 KFC 82.5 Lotteria 76.0 McDonald's 67.0 Mc Donald's 61.0 Pizza Hut 37.5 The Pizza Company 54.0 Hoka-Hoka Bento 53.8 Mc Donald's 24.0 Chester s Grill 43.5 Pizza Hut 53.0 Domino 17.0 Pizza Hut 42.5 A&W 30.8 Jollibee 16.8 S&P Restaurant 30.5 Burger King 24.5 Burger King 8.5 Burger King 18.0 Domino's Pizza 15.5 Popeyes 5.3 Subway 16.0 Yoshinoya 11.8 Pizza Inn 4.3 Pepper Lunch 9.5 CFC (California Fried 10.5 Alfresco 3.8 Eat Am Are 9.0 Lotteria 8.0 BBQ Chicken Others A&W Others Texas Chicken Others

16 The most frequently visited/used Fast Food restaurant Q5. Please tell us which Fast food brand do you use THE MOST often? [SA] 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. Vietnam Thailand (n=200) Indonesia KFC 45.5 KFC 61.0 KFC 46.3 Lotteria 41.0 McDonald's 19.5 Mc Donald's 20.5 Pizza Hut 5.3 The Pizza Company 6.5 Hoka-Hoka Bento 10.0 Mc Donald's 2.0 Chester s Grill 4.0 Pizza Hut 10.0 Jollibee 1.5 Pizza Hut 2.5 A&W 4.0 Domino 1.5 Buddy Boys' Dinner 1.0 Burger King 2.3 Burger King 1.0 Eat Am Are 1.0 Domino's Pizza 2.0 Popeyes 1.0 Subway 1.0 Yoshinoya 1.8 Alfresco 0.8 S&P Restaurant 1.0 Lotteria 1.3 Pizza Inn 0.3 Sukiya 0.5 CFC (California Fried Chicken) 0.8 Others 0.3 Others 2.0 Others

17 VIETNAM - Top 3 Most frequently used Fast Food restaurants Q5. Please tell us which Fast food brand do you use THE MOST often? [SA] The people who eat Lotteria fast food most often are in the 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 (n=182) Lotteria (n=164) Pizza Hut (n=21)* Male Female years old years old years old years old and above Class B Class A Note: * Small sample size for reference only 17

18 THAILAND- Top 3 Most frequently used Fast Food restaurants Q5. Please tell us which Fast food brand do you use THE MOST often? [SA] KFC is dominant among any sub group in Thailand. KFC (n=122) Mc Donald s (n=39) The Pizza Company (n=13)* Male Female years old years old years old years old and above Class B Class A Note: * Small sample size for reference only 18

19 INDONESIA - Top 3 Most frequently used Fast Food restaurants Q5. Please tell us which Fast food brand do you use THE MOST often? [SA] KFC is the leader in the market among any sub group in Indonesia. KFC (n=185) Mc Donald s (n=82) Pizza Hut (n=40) Male Female years old years old years old years old and above Class B Class A

20 D. Detail findings 1. Fast Food Brand Awareness 2. Fast Food Brands Preferences 3. Fast food consumption habits 4. Concerns on Fast Food Restaurant Product and Service Performance 5. Fast Food Brand Imagery 20

21 Frequency of eating at Fast Food Restaurant Q1. Please tell us how often do you go to fast food restaurant? [SA] 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. 1 time and more / week Less than 1 times / week Vietnam Thailand (n=200) Indonesia Every day 3-6 times/ week 1-2 times/week 2-3 times / month once per month 2-5 times / 6 months 21

22 The consideration of choosing the most often visited Fast Food brand Q6. Please tell us the reason why you use this fast food brand the most often? [MA] 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. Vietnam Thailand (n=200) Indonesia Affordable price Convenient location Near my house Good taste Be used to using this brand Have many stores Have many promotions Fast service Various menu Family/ friends love to eat here Nice and wide space ave dishes that other brands don t have Delicious desserts Have kids playground Others Good taste 64.0 Affordable price 57.3 Have many stores 55.0 Fast service 54.3 Near my house Be used to using this brand 43.3 Various menu 42.3 Family/ friends love to eat here 34.8 Have many promotions 31.8 Convenient location 28.8 Nice and wide space 14.8 Have dishes that other brands 14.8 Delicious desserts 9.3 Have kids playground 0.8 Others Good taste 57.5 Be used to using this brand 55.0 Affordable price 50.0 Have many stores 50.0 Fast service 41.0 Convenient location 40.0 Near my house 39.5 Family/ friends love to eat here 37.5 Various menu 36.0 Have many promotions Have dishes that other brands don t have Have kids playground Nice and wide space Delicious desserts Others

23 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] 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. Vietnam Thailand (n=200) Indonesia Hygienic Service Tasteful Service Hygienic Service Tasteful Quiet Hygienic Various dishes More added services Familiar feelings Interior design Cheap Various dishes Commodious Familiar feelings Commodious Familiar feelings Tasteful Interior design More added services Commodious More added services Quiet Interior design Cheap Cheap Various dishes Quiet Totally disagree Disagree Neutral Agree Totally agree 38

24 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] Eating out for fast food, 61.8% of Vietnamese consumers spend 50, ,000 VND for one person per time. Meanwhile 62.5% of Thai respondents spend THB, compared to 70.3% of Indonesian who spend IDR 20,001 60,000 for single fast foodpurchase. Vietnam Thailand (n=200) Indonesia Above 250,000 VND 1.0 > 800 THB 3.5 Above IDR 140, , ,000 VND THB 3.0 IDR 120, , , ,000 VND THB 4.0 IDR 100, , , ,000 VND THB 10.0 IDR 80, , , ,000 VND THB 16.5 IDR 60,001-80, ,001-90,000 VND THB 18.0 IDR 40,001-60, ,000-70,000 VND THB 25.0 IDR 30,001-40, ,000-50,000 VND THB 19.5 IDR 20,001-30, Below VND 4.0 < 100 THB 0.5 Below IDR 20,

25 Occasion for eating fast food Q9. Please tell us in which occasion do you usually use Fast food? [MA] 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. Vietnam Thailand (n=200) Indonesia When invited by someone else 59.0 When I feel like eating fastfood 66.5 When I feel like eating fastfood 69.8 When I have appetite for fastfood 52.8 When I have appetite for fastfood 60.0 When I have appetite for fastfood 51.5 When I feel like eating fastfood 51.0 When invited by someone else 45.0 At weekend 48.5 At weekend 44.8 In big occasion/ holidays 38.5 In big occasion/ holidays 44.3 On pay day/ when I have money When I'm hungry 37.5 On pay day/ when I have money In big occasion/ holidays 24.3 At weekend 34.0 When invited by someone else 29.5 When I'm hungry 20.0 On pay day/ when I have money When I'm hungry 21.0 Others 0.8 Others (please specify) 1.5 Others

26 Type of fast food order Q10. Please tell us how do you usually order when eating at fast food restaurant? [SA] 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). Vietnam Thailand (n=200) Indonesia Order individual dishes Order as combo / set menu Others 26

27 Fast food ordering method Q11. Please tell us how do you usually use fast food? [SA] 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. Vietnam Thailand (n=200) Indonesia Order online and ask for home delivery Come to stores and take away Come to stores and eat in Others 27

28 Frequency of ordering side dishes/desserts/beverages Q12. Besides the main dishes, please tell us do you usually order side dishes/ desserts/ beverage? [SA] The chart below shows a considerably high frequency of ordering side dishes / desserts/ beverages among the respondents in three countries listed. High frequency Low frequency Vietnam Thailand (n=200) Indonesia Usually Often Sometimes Seldom Never 28

29 Side dishes/desserts/beverages orders Q13. Please tell us which side dishes/ desserts/ beverages that you often order? [MA] Among the respondents who have higher frequency of ordering side dishes/ dessert in fast food restaurants, French fries is the mostordered 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 Beverages Vietnam (n=386) Thailand (n=179) Indonesia (n=367) Sweet pastry/ cake Salted pastry/ cake Soup French fries Cheese stick Salad Others Vietnam (n=386) Thailand (n=179) Indonesia (n=367) Ice cream Coffee Mineral water Fruit juice Soft drinks Tea / Lemon tea Others

30 Time of eating fast food Q14. Please tell us when do you usually use fast food? [SA] 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). Morning (8AM - 10AM) Noon (11AM - 12AM) Early afternoon (1PM - 3 PM) Afternoon (4PM - 6PM) Evening (after 6PM) Vietnam Thailand Indonesia Others 30

31 Companion for eating fast food Q15. Please tell us who do usually go with to fast food restaurants. [MA] 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. Vietnam Thailand (n=200) Indonesia Friends/ Colleagues 78.5 Family members 56.5 Partners / Spouse 58.0 Partners / Spouse 51.0 Friends/ Colleagues 52.0 Family members 56.8 Family members 43.5 Partners / Spouse 47.5 Friends/ Colleagues 48.3 Parents 15.5 Parents 26.0 Children 36.5 Children 14.0 Children 21.0 Parents 25.5 Others 2.3 Others 3.0 Others

32 D. Detail findings 1. Fast Food Brand Awareness 2. Fast Food Brands Preferences 3. Fast food consumption habits 4. Concerns on Fast Food Restaurant Product and Service Performance 5. Fast Food Brand Imagery 32

33 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] 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. Vietnam Thailand (n=200) Indonesia Hygienic food Hygienic food Hygienic food Delicious food High food quality Delicious food High food quality Delicious food High food quality Variety in main dishes Variety in main dishes Variety in main dishes Unique recipes Nice food decoration/ Unique spices Variety in beverages Unique recipes Unique recipes Nice food decoration/ Variety in side dishes Variety in beverages Variety in desserts Unique spices Variety in side dishes Unique spices Variety in beverages Variety in desserts Variety in side dishes Variety in desserts Nice food decoration/ Totally don t concern Don t concern Neutral Concern Totally concern 33

34 Level of Concern FAST FOOD PRICE Q16. Please tell us to what extend do you concern about the following factors when choosing a fast food restaurant? [MSA] 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. Vietnam Thailand (n=200) Indonesia Affordable price Affordable price Affordable price Variety promotions/ discounts Variety promotions/ discounts Discount for combo/ set menu Discount for combo/ set menu Discount for combo/ set menu Variety promotions/ discounts Giving voucher when purchasing Discount when pruchase in large quantity Discount when pruchase in large quantity Discount when purchase in large quantity Giving voucher when purchasing Giving voucher when purchasing Totally don t concern Don t concern Neutral Concern Totally concern 34

35 Level of Concern FAST FOOD PLACE Q16. Please tell us to what extend do you concern about the following factors when choosing a fast food restaurant? [MSA] 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. Vietnam Thailand (n=200) Indonesia Easy to find, convenient location Easy to find, convenient location Easy to find, convenient location Have many stores Have many stores Have many stores Home delivery Home delivery Home delivery In shopping centers In shopping centers In shopping centers Totally don t concern Don t concern Neutral Concern Totally concern 35

36 Level of Concern FAST FOOD PROMOTION Q16. Please tell us to what extend do you concern about the following factors when choosing a fast food restaurant? [MSA] 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. Vietnam Thailand (n=200) Indonesia Have many promotion programmes for loyal customers Have many promotion programmes for loyal customers Have many promotion programmes for loyal customers Store-related information is easy to find Store-related information is easy to find Store-related information is easy to find Well-known Well-known Well-known Have many advertisements (on newspaper, tv,..) Have many advertisements (on newspaper, tv,..) Have many advertisements (on newspaper, tv,..) Totally don t concern Don t concern Neutral Concern Totally concern 36

37 Level of Concern FAST FOOD PHYSICAL EVIDENCE Q16. Please tell us to what extend do you concern about the following factors when choosing a fast food restaurant? [MSA] 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. Vietnam Thailand (n=200) Indonesia Big / clean furnitures Convenient for meeting / party Wide and cool space Wide and cool space Wide and cool space Big / clean furnitures Nice decoration Big / clean furnitures Convenient for meeting / party Modern design Modern design Nice decoration Convenient for meeting / party Nice decoration Modern design Totally don t concern Don t concern Neutral Concern Totally concern 37

38 Level of Concern PEOPLE Q16. Please tell us to what extend do you concern about the following factors when choosing a fast food restaurant? [MSA] 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. Vietnam Thailand (n=200) Indonesia Kind staff Polite staff Polite staff Polite staff Agile staff Kind staff Professional service staff Kind staff Professional service staff Agile staff Professional service staff Agile staff Totally don t concern Don t concern Neutral Concern Totally concern 38

39 Level of Concern FAST FOOD PROCESS Q16. Please tell us to what extend do you concern about the following factors when choosing a fast food restaurant? [MSA] 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. Vietnam Thailand (n=200) Indonesia Quick food serving Quick food serving Quick food serving Simple food ordering process Simple food ordering process Simple food ordering process Self-service Self-service Self-service Totally don t concern Don t concern Neutral Concern Totally concern 39

40 D. Detail findings 1. Fast Food Brand Awareness 2. Fast Food Brands Preferences 3. Fast food consumption habits 4. Concerns on Fast Food Restaurant Product and Service Performance 5. Fast Food Brand Imagery 40

41 VIETNAM Brand imagery Q19. Please choose the fast food brands which are suitable with the listed attributes. [MMA] 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. Well-known brand Popular brand Tasteful food Have many stores Various dishes Affordable price Favourite of friends Have many promotions Nice / eyecatching store decoration I don t know this brand KFC Lotteria Pizza Hut Domino Jollibee

42 THAILAND - Brand imagery Q19. Please choose the fast food brands which are suitable with the listed attributes. [MMA] 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. Wellknown brand Popular brand Tasteful food Have many stores Various dishes Affordable price Favourite of friends Have many promotions Nice / eyecatching store decoration KFC Mc Donalds Pizza Hut The Pizza Company Chester's Grill I don t know this brand 41

43 INDONESIA - Brand imagery Q19. Please choose the fast food brands which are suitable with the listed attributes. [MMA] 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. Well-known brand Popular brand Tasteful food Have many stores Various dishes Affordable price Favourite of friends Have many promotions Nice / eyecatching store decoration KFC Mc Donalds Pizza Hut Domino's Pizza Hoka-hoka bento I don t know this brand 42

44 E. Conclusion (1) Key insights about Fast Food Consumption of respondents from 3 countries: BRANDS PRESENCE Top 2 Brands Top Of Mind Total Awareness Market share VIETNAM THAILAND INDONESIA KFC 66.0% 100.0% 45.5% Lotteria 21.3% 99.0% 41.0% KFC 67.0% 98.0% 61.0% Mc Donald s 24.0% 95.0% 19.5% KFC 55.5% 100.0% 46.3% Mc Donald s 27.0% 100.0% 20.5% 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 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

45 E. Conclusion (2) 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 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. 45

46 E. Conclusion (3) CONCERNS ON FAST FOOD PRODUCTS & SERVICES PRODUCT PRICE PLACE PROMOTION PHYSICAL EVIDENCE PEOPLE PROCESS VIETNAM THAILAND INDONESIA Hygienic food Hygienic food Hygienic food Delicious taste High quality of food Delicious taste High quality of food Delicious taste High quality of food Affordable price Affordable price Affordable price Variety promotions/ discounts Variety promotions/ discounts Discount for combo/ set menu Easy-to-find and convenient location Easy-to-find and convenient location Easy-to-find and convenient location Have many stores Have many stores Have many stores Have many promotion programes for loyal customers Store-related information is easy to find Have many promotion programes for loyal customers Store-related information is easy to find Have many promotion programes for loyal customers Store-related information is easy to find Big/clean furnitures Convenient for meeting/party Wide and cool space Wide and cool space Wide and cool space Big/clean furnitures Kind staff Polite staff Polite staff Polite staff Agile staff Kind staff Quick food serving Quick food serving Quick food serving Simple food ordering process Simple food ordering process Simple food ordering process 46

47 E. Conclusion (4) 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. 47

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