Comparative report on study in Thailand, and in 2015

2015 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 A. Research design

Research Method Online research

Fieldwork Period February 2015

Research Area Vietnam (HCM), Indonesia (Greater ), Thailand (Greater Bangkok)

Respondent Criteria Male / Female, 16 years old and above

Vietnam (n=400) Sample Size Thailand (n=200) Indonesia (n=400)

Number of Questions 20 Main Questions

Fast Food Brand Awareness Fast Food Brands Preferences Survey Content Fast food consumption habits Concerns on Product and Service Performance Fast Food Brand Recognition

3 B. Respondent profile

■Gender ■Age

20.8 45.5 50.0 50.0 50.0 30 years old and above 54.3 31.3 Female 25 - 29 years old Male 28.0 19 - 24 years old 21.0 50.0 50.0 50.0 46.8 16 - 18 years old 21.0 22.5 1.3 5.5 2.3 Vietnam Thailand Indonesia Vietnam Thailand Indonesia (n=400) (n=200) (n=400) (n=400) (n=200) (n=400)

■Monthly household income

SEC 40.3 Class Vietnam Thailand Indonesia 57.5 74.7 Definition Class B Class A > 686.7 USD > 2,401 USD > 625.5 USD Class A 59.8 42.5 25.2 343.3 – 686.7 1,401 – 2,400 257.5 – 625.5 Class B Vietnam Thailand Indonesia USD USD USD (n=400) (n=200) (n=400) (Unit: %)

4 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 Hut, The Pizza Company, Chester’s Grill and S&P Restaurant bringing total brand awareness to about 85% - 94.5%. • In Indonesia, in term of unaided awareness, KFC leaves the most impression on consumers’ mind, followed by Mc Donald’s. KFC, , 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 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 16 – 24 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 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 – 110,000 VND for one person per time. Meanwhile 62.5% of Thai respondents spend 101 – 400 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, is the most-ordered 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 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 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 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 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 Indonesia (n=400) (n=200) (n=400)

KFC 66.0 KFC 55.5 KFC 67.0 Lotteria 21.3 Mc Donald's 27.0

Mc Donald's 6.3 McDonald's 24.0 Hoka-Hoka Bento 5.8 Pizza Hut 2.5 Pizza Hut 4.8 1.5 Chester’s Grill 3.5 Others 2.3 1.0 The Pizza Company 3.0 A&W 2.0 Domino .3 Burger King 1.3 .3 Burger King 1.0 CFC (California ) .8 Five Star .3 Family Mart .3 Pizza Hut 1.0 Lotteria .3 Circle K .3 Domino's Pizza .3 Mos Buger .5 Del Taco .3 .3 (Unit: %)

10 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 100.0 99.0 1.5 90.0 14.0 85.8 Unaided Awareness

71.0 68.8 62.3 Total Awareness 42.5 51.3 66.7 98.5 39.7 34.8 85.0 51.8 31.8 53.3 48.3 17.5 15.3 43.3 25.8 12.0 31.3 30.3 6.8 23.3 17.0 16.7 15.0 9.0 9.0 11.7 6.3 3.0 1.5 0.8 0.3 0.3 0.5

(Unit: %)

11 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% - 94.5%.

Aided Awareness

98.0 Unaided Awareness 95.0 94.5 93.5 91.5 Total Awareness 4.5 86.0 83.0 16.0

61.5 57.5 66.0 56.5 77.5 56.5 93.5 83.5 38.0 36.0 79.0 30.0 55.5 28.5 26.0 54.0 13.0 35.0 38.0 36.0 26.5 10.5 28.5 26.5 27.5 25.5 16.0 13.0 6.0 10.0 2.5 3.5 0.0 0.0 3.5 1.0 0.5 0.0 0.5

(Unit: %)

12 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 100.0 100.0 100.0 99.8 Unaided Awareness 91.8 4.2 87.0 Total Awareness 20.5 78.3 71.3 60.2 57.5 61.5 61.0 56.2 57.5 42.0 40.5 95.8 87.0 51.5 79.5 29.3 57.0 53.7 19.5 18.3 38.0 39.8 42.3 36.5 30.8 29.0 20.8 19.8 18.7 17.5 7.3 4.8 4.5 4.0 4.0 .3 .8 .8

(Unit: %)

13 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 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 Indonesia (n=400) (n=200) (n=400)

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 16.0 Yoshinoya 11.8 Pizza Inn 4.3 9.5 CFC (California Fried… 10.5 Alfresco 3.8 Eat Am Are 9.0 Lotteria 8.0 BBQ Chicken 1.8 A&W 8.5 Texas Chicken 5.5 Others 4.7 Others 33.5 Others 13.3 (Unit: %)

15 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 Indonesia (n=400) (n=200) (n=400)

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

CFC (California Fried Pizza Inn 0.3 Sukiya 0.5 0.8 Chicken)

Others 0.3 Others 2.0 Others 1.3 (Unit: %)

16 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 16 – 24 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 Lotteria Pizza Hut (n=182) (n=164) (n=21)*

Male 46.0 39.0 4.5

Female 45.0 43.0 6.0

16 - 18 years old 20.0 80.0 0.0

19 - 24 years old 40.6 48.7 4.8

25 - 29 years old 51.2 36.0 4.8 30 years old and 49.4 above 28.9 7.2

Class B 44.1 46.0 4.3

Class A 46.4 37.7 5.9

Note: * Small sample size for reference only (Unit: %)

17 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 Mc Donald’s The Pizza Company (n=122) (n=39) (n=13)*

Male 60.0 16.0 7.0

Female 62.0 23.0 6.0

16 - 18 years old 72.7 18.2 0.0

19 - 24 years old 81.0 4.8 4.8

25 - 29 years old 51.8 23.2 7.1

30 years old and 56.0 24.2 7.7 above

Class B 56.5 20.0 5.9

Class A 64.3 19.1 7.0

Note: * Small sample size for reference only (Unit: %)

18 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 Mc Donald’s Pizza Hut (n=185) (n=82) (n=40)

Male 49.5 21.0 8.0

Female 43.0 20.0 12.0

16 - 18 years old 55.6 11.1 0.0

19 - 24 years old 45.6 24.4 8.9

25 - 29 years old 54.8 17.9 4.8

30 years old and 42.9 20.3 12.9 above

Class B 48.9 22.5 6.0

Class A 44.0 18.8 13.3

(Unit: %)

19 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 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 Less than 1 more / week times / week

Vietnam 0.3 15.8 37.5 32.3 10.0 4.3 (n=400) 53.6 46.5

Thailand 5.5 15.5 37.0 29.0 10.0 3.0 (n=200) 58.0 42.0

Indonesia 0.03.0 6.5 67.5 15.5 7.5 9.5 90.5 (n=400)

Every day 3 - 6 times/ week 1 -2 times/week 2 - 3 times / month once per month 2 - 5 times / 6 months (Unit: %)

21 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 Indonesia (n=400) (n=200) (n=400)

Good taste 66.0 Affordable price 64.0 Good taste 60.0 Affordable price 57.5 Convenient location 57.3 Be used to using this brand 56.0 Have many stores 55.0 Near my house 55.0 Affordable price 54.5 Fast service 50.0 Good taste 54.3 Have many stores 45.3 Near my house Be used to using this brand 47.8 50.0 Fast service 44.5 Have many stores 46.8 Be used to using this brand 41.0 Convenient location 43.8 Have many promotions 43.3 Various menu 40.0 Near my house 38.5 Fast service 42.3 Family/ friends love to eat here 39.5 Family/ friends love to eat here 37.8 Various menu 34.8 Have many promotions 37.5 Various menu 26.5 Family/ friends love to eat here 31.8 Convenient location 36.0 Have many promotions 22.8 Have dishes that other brands don’t have Nice and wide space 28.8 Nice and wide space 22.0 20.0 Have kids playground 19.8 Have dishes that other brands don’t have 14.8 Have dishes that other brands … 17.0 Nice and wide space 18.8 Delicious desserts 14.8 Delicious desserts 6.0 Delicious desserts 8.5 Have kids playground 9.3 Have kids playground 6.0 Others 0.8 Others 0.8 Others 1.5

(Unit: %)

22 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 Indonesia (n=400) (n=200) (n=400)

Hygienic 50.3 43.5 Service 50.5 47.5 Tasteful 48.0 47.5

Service 60.8 32.5 Hygienic 53.5 46.0 Service 55.5 40.8

Tasteful 60.0 32.0 Quiet 38.5 53.5 Hygienic 55.5 39.5

Various dishes 57.8 24.8 More added services 39.0 55.5 Familiar feelings 62.0 28.3

Interior design 67.0 15.8 Cheap 43.0 54.0 Various dishes 63.0 27.5

Commodious 57.5 17.5 Familiar feelings 38.0 56.5 Commodious 62.3 25.0

Familiar feelings 60.8 13.8 Tasteful 46.0 53.0 Interior design 69.8 18.5

More added services 56.0 13.8 Commodious 37.0 58.0 More added services 60.3 16.3

Quiet 49.5 10.5 Interior design 33.5 60.5 Cheap 54.0 17.8

Cheap 46.5 8.3 Various dishes 37.0 59.0 Quiet 52.8 17.5

Totally disagree Disagree Neutral Agree Totally agree (Unit: %)

38 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 – 110,000 VND for one person per time. Meanwhile 62.5% of Thai respondents spend 101 – 400 THB, compared to 70.3% of Indonesian who spend IDR 20,001 – 60,000 for single fast food- purchase.

Vietnam Thailand Indonesia (n=400) (n=200) (n=400)

Above 250,000 VND 1.0 > 800 THB 3.5 Above IDR 140,000 1.8

200,001 - 250,000 VND 2.3 701 - 800 THB 3.0 IDR 120,001 - 140,000 1.8

150,001 - 200,000 VND 5.0 601 - 700 THB 4.0 IDR 100,001 - 120,000 6.5

110,001 - 150,000 VND 10.8 501 - 600 THB 10.0 IDR 80,001 - 100,000 7.3

90,001 - 110,000 VND 20.8 401 - 500 THB 16.5 IDR 60,001 - 80,000 11.3

70,001 - 90,000 VND 19.0 301 - 400 THB 18.0 IDR 40,001 - 60,000 29.3

50,000 - 70,000 VND 22.0 201 - 300 THB 25.0 IDR 30,001 - 40,000 22.5

40,000 - 50,000 VND 15.3 101 - 200 THB 19.5 IDR 20,001 - 30,000 18.5

Below 40.000 VND 4.0 < 100 THB 0.5 Below IDR 20,000 1.3

(Unit: %)

24 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 Indonesia (n=400) (n=200) (n=400)

When invited by When I feel like eating When I feel like eating 59.0 66.5 69.8 someone else fastfood fastfood When I have appetite for When I have appetite for When I have appetite 52.8 60.0 51.5 fastfood fastfood for fastfood When I feel like eating When invited by 51.0 45.0 At weekend 48.5 fastfood someone else In big occasion/ At weekend 44.8 44.3 In big occasion/ holidays 38.5 holidays

On pay day/ when I have On pay day/ when I 26.0 36.8 money. When I'm hungry 37.5 have money.

When invited by In big occasion/ holidays 24.3 At weekend 34.0 29.5 someone else

On pay day/ when I have When I'm hungry 20.0 23.0 When I'm hungry 21.0 money.

Others 0.8 Others (please specify) 1.5 Others 2.8

(Unit: %)

25 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 44.5 55.5 0.0 (n=400)

Thailand 11.5 87.5 1.0 (n=200)

Indonesia 24.5 74.5 1.0 (n=400)

Order individual dishes Order as combo / set menu Others (Unit: %)

26 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 6.8 86.8 6.50.0 (n=400)

Thailand 19.0 60.5 20.0 0.5 (n=200)

Indonesia 4.0 84.3 11.5 .3 (n=400)

Order online and ask for home delivery Come to stores and eat in Come to stores and take away Others

(Unit: %)

27 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 Low frequency frequency

Vietnam 13.3 43.0 40.3 3.5 0.0 (n=400) 56.3 3.5

Thailand 16.0 29.0 44.5 9.5 45.0 10.5 (n=200) 1.0

Indonesia 8.8 35.5 47.5 7.8 .5 44.3 8.3 (n=400)

Usually Often Sometimes Seldom Never

(Unit: %)

28 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 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.

Side Dishes Beverages

Vietnam Thailand Indonesia Vietnam Thailand Indonesia (n=386) (n=179) (n=367) (n=386) (n=179) (n=367) Sweet pastry/ cake 29.3 41.3 9.3 Ice cream 71.6 43.6 76.8 Salted pastry/ cake 13.8 11.2 5.7 Coffee 19.1 27.4 16.3 Soup 32.9 13.4 49.3 Mineral water 14.2 11.7 36.8 French fries 83.1 75.4 80.1 Fruit juice 24.0 28.5 32.2 Cheese stick 37.8 20.1 17.2 Soft drinks 72.9 74.3 43.9 Salad 52.9 48.0 34.9 Tea / Lemon tea 23.1 29.6 37.6 Others 0.0 1.1 25.9 Others 1.3 0.6 0.8 (Unit: %)

29 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 - Noon (11AM - Early afternoon Afternoon (4PM - Evening (after Others 10AM) 12AM) (1PM - 3 PM) 6PM) 6PM) Vietnam 2.5 17.0 6.5 16.0 57.5 0.5 Thailand 3.5 12.5 31.5 22.5 30.0 0.0 Indonesia .3 16.8 22.8 21.8 37.0 1.5

(Unit: %)

30 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 Indonesia (n=400) (n=200) (n=400)

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 2.5

(Unit: %)

31 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 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 Indonesia (n=400) (n=200) (n=400)

Hygienic food 4.319.5 75.8 Hygienic food 3.526.5 70.0 Hygienic food 3.821.0 74.5

Delicious food 5.518.0 76.3 High food quality 3.533.5 63.0 Delicious food 6.829.8 62.8

High food quality 5.521.3 72.3 Delicious food 4.0 43.5 52.5 High food quality 10.338.5 49.3

Variety in main dishes 25.3 39.3 33.3 Variety in main dishes 11.0 58.0 29.0 Variety in main dishes 17.3 53.3 27.0

Unique recipes 26.8 36.3 31.5 Nice food decoration/… 23.5 47.5 28.0 Unique spices 23.8 43.5 27.5

Variety in beverages 34.3 39.8 21.8 Unique recipes 25.0 47.0 25.5 Unique recipes 23.5 44.8 26.8

Nice food decoration/… 35.5 41.0 19.8 Variety in side dishes 23.5 52.0 20.0 Variety in beverages 29.3 40.8 24.5

Variety in desserts 34.3 38.5 21.5 Unique spices 31.5 41.0 23.5 Variety in side dishes 35.5 39.3 19.5

Unique spices 32.8 41.0 18.5 Variety in beverages 38.5 37.5 17.0 Variety in desserts 37.8 35.317.3

Variety in side dishes 34.0 40.0 18.0 Variety in desserts 38.0 37.0 15.0 Nice food decoration/… 40.8 34.513.8

Totally don’t concern Don’t concern Neutral Concern Totally concern (Unit: %)

33 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 Indonesia (n=400) (n=200) (n=400)

Affordable price 8.328.0 63.5 Affordable price 9.0 51.0 39.5 Affordable price 33.3 56.3

Variety promotions/ Variety promotions/ Discount for combo/ set 13.834.3 49.5 8.5 51.0 39.5 39.5 45.8 discounts discounts menu

Discount for combo/ set Discount for combo/ set Variety promotions/ 17.033.8 47.0 11.0 51.5 36.5 40.8 41.3 menu menu discounts

Discount when Giving voucher when Discount when 27.5 32.8 33.8 pruchase in large 20.5 45.0 33.5 purchasing pruchase in large 38.3 41.0 quantity quantity

Discount when purchase Giving voucher when 24.5 31.5 35.8 21.0 45.5 29.0 Giving voucher when in large quantity purchasing 36.5 32.8 purchasing

Totally don’t concern Don’t concern Neutral Concern Totally concern (Unit: %)

34 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 Indonesia (n=400) (n=200) (n=400)

Easy to find, convenient Easy to find, convenient Easy to find, 21.3 42.0 33.5 9.0 52.0 39.0 9.8 48.0 41.5 location location convenient location

Have many stores 30.0 38.5 25.0 Have many stores 15.5 48.0 33.5 Have many stores 21.3 42.8 31.5

Home delivery 27.3 39.3 24.8 Home delivery 20.0 43.0 32.5 Home delivery 26.3 41.8 27.0

In shopping centers 41.3 32.510.3 In shopping centers 30.5 38.5 25.0 In shopping centers 31.3 43.8 21.0

Totally don’t concern Don’t concern Neutral Concern Totally concern (Unit: %)

35 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 Indonesia (n=400) (n=200) (n=400)

Have many promotion Have many promotion Have many promotion programmes for loyal 17.8 36.0 42.5 programmes for loyal 16.5 46.0 35.0 programmes for loyal 25.3 40.5 29.5 customers. customers. customers.

Store-related Store-related Store-related information is easy to 27.3 40.5 26.3 information is easy to 19.0 54.5 23.0 information is easy to 26.5 46.5 22.5 find find find

Well-known 36.3 35.8 19.5 Well-known 30.0 46.0 21.5 Well-known 28.5 45.3 18.0

Have many Have many Have many advertisements (on 47.8 23.85.5 advertisements (on 41.5 30.016.0 advertisements (on 43.5 24.510.8 newspaper, tv,..) newspaper, tv,..) newspaper, tv,..)

Totally don’t concern Don’t concern Neutral Concern Totally concern (Unit: %)

36 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 Indonesia (n=400) (n=200) (n=400)

Convenient for meeting / Big / clean furnitures 19.0 54.5 24.5 Wide and cool space 16.0 49.0 34.8 12.536.8 49.5 party

Wide and cool space 16.5 45.0 37.0 Wide and cool space 26.5 48.5 23.0 Big / clean furnitures 19.8 46.5 31.5

Convenient for meeting Big / clean furnitures 22.0 53.5 19.5 21.0 43.0 30.8 Nice decoration 31.8 44.0 19.5 / party

Modern design 32.0 50.0 14.5 Nice decoration 19.5 51.3 25.0 Modern design 32.5 40.8 18.8

Convenient for meeting / Nice decoration 33.5 48.0 15.0 Modern design 32.5 42.0 19.8 34.0 35.0 21.3 party

Totally don’t concern Don’t concern Neutral Concern Totally concern (Unit: %)

37 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 Indonesia (n=400) (n=200) (n=400)

Kind staff 12.838.3 48.5 Polite staff 5.033.5 61.5 Polite staff 6.333.8 59.5

Polite staff 12.337.3 48.5 Agile staff 5.033.0 61.5 Kind staff 6.036.8 56.5

Professional service Professional service staff 18.0 40.5 40.3 Kind staff 8.0 41.5 50.5 7.536.8 54.8 staff

Agile staff 18.5 44.0 35.5 Professional service staff 9.0 40.5 50.0 Agile staff 8.5 39.8 50.8

Totally don’t concern Don’t concern Neutral Concern Totally concern (Unit: %)

38 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 Indonesia (n=400) (n=200) (n=400)

Quick food serving 12.8 37.3 49.5 Quick food serving 3.0 53.0 44.0 Quick food serving 7.3 41.8 50.5

Simple food ordering Simple food ordering Simple food ordering 19.3 43.0 34.5 7.5 56.0 36.0 17.3 46.3 35.8 process process process

Self-service 47.8 28.512.5 Self-service 57.0 24.0 8.5 Self-service 39.0 37.5 20.3

Totally don’t concern Don’t concern Neutral Concern Totally concern (Unit: %)

39 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 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.

Nice / eye- Well-known Popular Have many Various Affordable Favourite of Have many catching I don’t know Tasteful food brand brand stores dishes price friends promotions store this brand decoration KFC 94.5 82.0 70.5 85.3 70.3 54.0 66.3 66.5 55.5 0.0 Lotteria 80.8 72.8 68.0 83.5 72.3 69.0 65.8 68.3 63.0 1.0 Pizza Hut 69.5 48.3 54.3 41.3 43.8 24.5 43.3 34.5 56.5 10.0 Domino 34.3 20.5 26.5 22.3 25.8 26.3 21.5 28.0 28.8 37.8 Jollibee 36.8 19.5 24.8 28.3 34.8 33.3 16.5 22.5 27.3 29.0

(Unit: %)

40 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.

Nice / eye- Well- I don’t Popular Tasteful Have many Various Affordable Favourite Have many catching known know this brand food stores dishes price of friends promotions store brand brand decoration KFC 86.5 77.5 64.5 75.5 55.0 54.0 52.5 46.5 26.5 0.0 Mc Donalds 80.5 72.0 59.0 64.5 54.5 46.0 41.5 48.5 37.0 0.0 Pizza Hut 79.0 53.5 47.5 56.0 41.0 32.5 34.5 40.0 31.0 0.5 The Pizza Company 78.5 63.5 59.0 59.0 53.0 34.5 42.5 41.5 33.5 0.0 Chester's Grill 76.0 46.5 46.0 45.5 43.5 37.5 19.5 19.0 14.0 0.0

(Unit: %)

41 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.

Nice / eye- I don’t Well-known Popular Tasteful Have many Various Affordable Favourite of Have many catching know this brand brand food stores dishes price friends promotions store brand decoration KFC 77.0 67.5 64.3 75.8 43.5 70.0 35.5 44.8 30.0 0.0 Mc Donalds 75.3 68.5 52.8 67.5 41.5 50.0 29.8 31.5 30.0 0.0 Pizza Hut 72.5 63.3 61.5 57.3 54.5 28.5 35.0 38.8 41.0 0.0 Domino's Pizza 43.3 29.0 41.5 19.0 23.8 34.8 18.5 21.5 17.5 8.3 Hoka-hoka bento 68.5 59.0 62.8 52.5 52.5 39.5 26.5 16.0 21.3 .3

(Unit: %)

42 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 KFC 66.0% 100.0% 45.5% VIETNAM Lotteria 21.3% 99.0% 41.0% KFC 67.0% 98.0% 61.0% THAILAND Mc Donald’s 24.0% 95.0% 19.5% KFC 55.5% 100.0% 46.3% INDONESIA 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 – 100,000 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 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 101 – 400 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 E. Conclusion (3)

 CONCERNS ON FAST FOOD PRODUCTS & SERVICES

VIETNAM THAILAND INDONESIA Hygienic food Hygienic food Hygienic food PRODUCT Delicious taste High quality of food Delicious taste High quality of food Delicious taste High quality of food Affordable price Affordable price Affordable price PRICE Variety promotions/ discounts Variety promotions/ discounts Discount for combo/ set menu Easy-to-find and convenient Easy-to-find and convenient Easy-to-find and convenient PLACE location location location Have many stores Have many stores Have many stores Have many promotion programes Have many promotion programes Have many promotion programes for loyal customers for loyal customers for loyal customers PROMOTION Store-related information is easy Store-related information is easy Store-related information is easy to find to find to find

PHYSICAL Big/clean furnitures Convenient for meeting/party Wide and cool space EVIDENCE Wide and cool space Wide and cool space Big/clean furnitures Kind staff Polite staff Polite staff PEOPLE Polite staff Agile staff Kind staff Quick food serving Quick food serving Quick food serving PROCESS Simple food ordering process Simple food ordering process Simple food ordering process

46 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.

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