Report date: February 2014

Creator: Nusaresearch team

Report on Fast Food

in Major CitiesData collection timing: 06th – 09th January 2014

Based on Nusaresearch’s panelist

A. Executive summary

[1] When need a simple food, respondents usually consume fast food

Most of respondents usually consume fast food when they need a simple food (55.9%), in the weekend and when

someone invites are followed (55.2% and 46.8%).

[2]Respondents mostly consume fast food at 12 - 3 pm (in Weekday) and at 6 - 10 pm (inWeekend)

Mostly, the respondent usually consuming fast food at 12 - 3 pm (in Weekday) and at 6 - 10 pm

(in Weekend), which respectively account for 38.7% and 39.1%.

[3] The price of fast food that bought in the last time (per person) betweenRp 30,001 – Rp 50,000

44.1% of 297 respondents bought fast food (per person) between Rp 30,001 – Rp 50,000 in the last time.

A. Executive summary

[4] KFC is leading fast food market

In fact, KFC gains the highest percentage in all awareness level with 60.3% TOM, 97.0% Spontaneous, and 99.3% Total

Awareness. The following brands are Mc Donald’s and Pizza Hut.

[5] Most respondents intend to buy KFC, Mc Donald’s, Pizza Hut, and Hoka Hoka Bento inthe future

KFC, Mc Donald’s, Pizza Hut, and Hoka Hoka Bento are brands intend to buy by respondents.

[6] Price is chosen by most respondents as factor they considered to evaluate the quality offast food restaurant

From 297 respondents, 82.8% considered the price to evaluate the quality of fast food restaurant they visit more often.

Then the second and third factors are services and furniture, which respectively account for 81.1% and 67.3%.

B. Research information

Research method : Quantitative research (Online Survey)

Data collection : 06th – 09th January 2014

Sample size : 297

Research area : Jakarta, Bandung, Medan, Surabaya, Makassar (Indonesia)

Target : Male & Female aged 17 years old and over, monthly

household income Rp 3,000,001 and over, and mostly

bought fast food at fast food restaurant / outlets.

Research objectives : To explore the fast food habits in the major cities

and investigating the extent of consumer preference

for fast food brands which available in Indonesia.

Sampling method : Internet Sampling (Nusaresearch panel)

C. Research findings

Part 1.

Respondents’ fast food consumption habits

Part 2.

Awareness of fast food

1. Frequency of consuming fast food

Most respondents consume fast food 2 – 3 times / month (33.0%), followed by 3 – 6 times / week and once a week which respectively

account for 27.6% and 25.9%.

Consuming fast food in 2 – 3 times / month

[Figure 1] Frequency of consuming fast food

Q. How often do you consume fast food ? [SA] Based n=297 Unit : %

1.7

27.625.9

33.0

7.4

4.4

0.0

10.0

20.0

30.0

40.0

Everyday 3 - 6 times / weeks Once a week 2 - 3 times / month Once a time / month

Once a time / 2 - 3 months

2. Moments while consuming fast food

Most of respondents usually consume fast food when they need a simple food (55.9%), in the weekend and when someone invites are

followed (55.2% and 46.8%).

When need a simple food, respondents usually consume fast food

[Figure 2] Moments while consuming fast food

Q. What moment you usually eat fast food ? [MA] Based n=297 Unit : %

55.9

55.2

46.8

42.4

37.4

35.0

30.6

25.6

0.7

0.0 10.0 20.0 30.0 40.0 50.0 60.0

Need simple food

In the weekend

When someone invites

When crave

There's no much time to eat

After get the salary

There's no another choice

In other occasion / big celebration

Others

3. Timing of consuming fast food

Mostly, the respondent usually consuming fast food at 12 - 3 pm (in Weekday) and at 6 - 10 pm (in Weekend), which respectively account

for 38.7% and 39.1%.

Respondents mostly consume fast food at 12 - 3 pm (in Weekday)

and at 6 - 10 pm (in Weekend)

[Figure 3] Timing of consuming fast food

Q. When you mostly often eat fast food ? [Matrix SA] Based n=297 Unit : %

2.0

6.7

38.7

8.8

36.7

0.3

6.7

5 am - 8 am

8 am - 12 am

12 pm - 3 pm

3 pm - 6 pm

6 pm - 10 pm

10 pm - 12 pm

I don't know / I don't remember

Weekday

0.7

7.7

26.9

19.9

39.1

1.7

4.0

5 am - 8 am

8 am - 12 am

12 pm - 3 pm

3 pm - 6 pm

6 pm - 10 pm

10 pm - 12 pm

I don't know / I don't remember

Weekend

4. People who usually accompany while consuming

fast food

Boy/girl-friend or spouse usually accompany the respondent while consuming fast food (77.4%). Followed by friend (57.2%), and

children (48.5%).

77.4% accompanied by boy/girl-friend or spouse

[Figure 4] People who usually accompany while consuming fast food

Q. Who you usually eat fast food with? [MA] Based n=297 Unit : %

77.4

57.2

48.543.1

37.4

31.0

26.320.9

Boy/girl-friend / Spouse Friend Children Sibling Only my self Parent Relatives Colleague

5. Expenditure for consuming fast food

44.1% of 297 respondents bought fast food (per person) between Rp 30,001 – Rp 50,000 in the last time.

The price of fast food that bought in the last time (per person) between

Rp 30,001 – Rp 50,000

[Figure 5] Expenditure for consuming fast food

Q. On average, how much do you spent to eat fast food for the last time (per person)? [SA] Based n=297 Unit : %

11.1

44.1

15.2

6.4

9.87.4

6.1

0.0

10.0

20.0

30.0

40.0

50.0

Less than Rp 30,000

Rp 30,001 - Rp 50,000

Rp 50,001 - Rp 70,000

Rp 70,001 - Rp 90,000

Rp 90,001 - Rp 110,000

Rp 110,001 - Rp 150,000

More than Rp 150,000

6. Interest level of fast food quality product

Mostly respondents interested with easy to order food, easy to find the location, and fast serve.

Easy to order food make respondents interested with fast food

[Figure 6] Interest level of fast food quality product

Q. How interest you with fast food's quality product? [Matrix SA] Based n=297 Unit : %

SpicyGoodtaste

Manysnacks

&drinks

Deliciousfood

Highquality food

Highqualify food

A lotof

maindishes

Goodappearance

/decoratingfood

beautifully

Unique

processing

formula

Hygienic

Popularly

brand(Well-know

nservic

e)

Manyadvertising

(newspaper,

TV,etc.)

Easyto findinformatio

nabout

theshop

Manypromotion

programs

Discount

whenbuy

more

Gift/combowhenpurchasingfastfood

Pricematch

Located

downtown

Lotsof

branches

Thelocation iseasy

to findand

convenient

Coolspace

Spacious inthe

outlet

Gooddesigninterio

r

Professionalservic

e

Fastserve

Provide

additional

services

(online

order,delive

ry,drivethru)

Ordering

foodis easy

/simple

Uninterested 7.7 0.7 1.0 0.7 2.7 1.3 0.7 0.7 3.7 1.3 2.0 3.7 1.7 1.3 2.4 5.4 1.0 3.0 0.7 0.0 0.3 0.7 1.3 1.0 0.7 1.3 0.3

Neutral 27.3 6.7 12.1 6.7 14.1 16.2 10.1 17.8 31.3 8.1 21.9 38.7 15.2 18.2 18.2 23.2 10.1 22.2 15.2 6.4 11.1 17.5 17.8 7.1 6.4 14.5 4.7

Interested 65.0 92.6 86.9 92.6 83.2 82.5 89.2 81.5 65.0 90.6 76.1 57.6 83.2 80.5 79.5 71.4 88.9 74.7 84.2 93.6 88.6 81.8 80.8 91.9 92.9 84.2 94.9

0.0

20.0

40.0

60.0

80.0

100.0

Interested Neutral Uninterested

C. Research findings

Part 1.

Respondents’ fast food consumption habits

Part 2.

Awareness of fast food

1. Awareness of fast food

In fact, KFC gains the highest percentage in all awareness level with 60.3% TOM, 97.0% Spontaneous, and 99.3% Total Awareness.

The following brands are Mc Donald’s and Pizza Hut.

KFC is leading fast food market

Q. When you hear about brands of fast food in Indonesia, what brands do you remember? [FA] Based n=297

Q. What brands of fast food that you know from the list below? [Including the brands you mentioned] [MA] Based n=297 Unit : %

[Figure 1] Awareness of fast food

KFCMcDonald's

PizzaHut

HokaHokaBento

A&WBurger

KingCFC

TexasChicke

n

Fatburger

Domino's

Pizza

Wendy's

Yoshinoya

Lotteria

4Fingers

CrispyChicke

n

Carl'sJr.

Blenger

Burger

Richeese

Factory

deCrunc

hFactor

y

DonerKebab

Omo!Chicke

n

Dunkin'

Donuts

Others

Total Awareness 99.3 97.3 98.0 88.6 90.9 74.4 79.8 76.8 6.7 53.9 69.4 23.9 26.6 7.7 9.8 32.0 22.2 1.7 29.6 2.0 91.6 2.4

TOM 60.3 23.6 6.4 4.4 2.0 1.3 0.7 0.7 0.3 0.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0

Spontanious 97.0 82.8 55.6 46.5 36.7 23.2 29.3 19.9 0.7 9.1 12.5 4.4 3.4 1.0 1.0 0.7 0.7 0.0 0.0 0.0 0.0 5.4

0.0

20.0

40.0

60.0

80.0

100.0

2. Trial Brands & Brands Consumed in The Last 3

Months

From 297 respondents, mostly have consumed KFC (97.6%). And 83.2% of surveyed people have consumed KFC in the last 3 months.

KFC gains the highest percentage of 97.6%

[Figure 2] Trial brands & brands consumed in the last 3 months

Q. Amongst brand of fast food you know, what brands you have consumed? [MA] Based n=297

Q. Amongst brand of fast food you have consumed, what brands you have consume in recent 3 months? [MA] Based n=297 Unit : %

KFCPizzaHut

McDonald

's

HokaHokaBent

o

A&WDomino'sPizza

Dunkin'

Donuts

Burger

King

TexasChick

enCFC

Lotteria

Yoshinoya

Wendy's

Blenger

Burger

Doner

Kebab

Richeese

Factory

Omo!Chick

en

Carl'sJr.

Fatburger

deCrun

chFacto

ry

4Fingers

Crispy

Chicken

Others

Trial Brands 97.6 89.2 90.2 76.8 75.8 33.7 79.1 51.5 54.2 56.6 15.8 21.2 44.1 22.6 17.8 12.1 0.7 5.1 3.0 0.3 4.7 2.7

Brands consumed in the last 3 months 83.2 62.3 63.0 41.8 30.0 12.1 29.0 19.5 12.5 11.1 6.4 9.4 6.1 4.4 5.1 4.4 0.3 1.0 1.0 0.0 2.4 1.0

0.0

20.0

40.0

60.0

80.0

100.0

Q. Amongst brand of fast food you have consumed, what brands you have consume in the last time? [SA] Based n=297

Q. Amongst brand of fast food you have consumed in recent 3 months, what is the brand you consume most often? [SA] Based n=297

3. Latest brand bought & Brand most often consumed

The percentage of consuming KFC in the last time is 38.7% of respondents. And 51.5% of respondents choose KFC as the brand they

consumed most often.

KFC gains the highest percentage of 97.6%

[Figure 3] Latest brand bought & brand most often consume Unit : %

KFC

Pizza Hut

McDonald's

Hoka Hoka Bento

A&W

Domino's Pizza

Dunkin' Donuts

Burger King

Texas Chicken

CFC

Lotteria

Yoshinoya

Wendy's

Blenger Burger

Doner Kebab

Richeese Factory

Omo! Chicken

Carl's Jr.

Fatburger

de Crunch Factory

4Fingers Crispy Chicken

Others

51.5

9.8

17.2

7.7

2.7

1.3

2.0

1.3

2.4

0.7

0.3

1.3

0.3

0.3

0.3

0.0

0.0

0.3

0.3

0.0

0.0

0.0

38.7

17.8

15.2

6.4

4.7

3.7

3.4

2.7

2.0

1.3

1.0

1.0

1.0

.7

.3

0.0

0.0

0.0

0.0

0.0

0.0

0.0

4. Intention level to buy fast food brands in the future

KFC, Mc Donald’s, Pizza Hut, and Hoka Hoka Bento are brands intend to buy by respondents.

Most respondents intend to buy KFC, Mc Donald’s, Pizza Hut, and Hoka Hoka Bento

in the future

[Figure 4] Intention level

Q. Please let us know your intention towards to buy the brands of fast food in the future? [Matrix SA] Based n=297 Unit : %

KFC(n=290)

A&W(n=225)

Lotteria(n=47)

McDonald's

(n=268)

PizzaHut

(n=265)

BurgerKing

(n=153)

Dunkin'Donuts(n=235)

Domino's Pizza(n=100)

HokaHokaBento

(n=228)

Yoshinoya

(n=63)

TexasChicken(n=161)

CFC(n=168)

Richeese

Factory(n=36)

BlengerBurger(n=67)

Omo!Chicken

(n=2)

Carl'sJr.

(n=15)

DonerKebab(n=53)

Fatburger (n=9)

Wendy's

(n=131)

deCrunchFactory(n=1)

4Fingers CrispyChicken(n=14)

Others(n=7)

Not will buy 1.0 2.2 10.6 1.1 0.0 1.3 3.0 2.0 2.6 4.8 5.0 11.3 8.3 4.5 0.0 6.7 0.0 0.0 6.1 0.0 21.4 0.0

Neutral 4.5 20.4 21.3 13.8 7.9 12.4 26.4 19.0 11.0 15.9 29.2 31.5 22.2 25.4 0.0 13.3 28.3 33.3 29.8 0.0 21.4 28.6

Will buy 94.5 77.3 68.1 85.1 92.1 86.3 70.6 79.0 86.4 79.4 65.8 57.1 69.4 70.1 100.0 80.0 71.7 66.7 64.1 100.0 57.1 71.4

0.0

20.0

40.0

60.0

80.0

100.0

Will buy Neutral Not will buy

5. Factors are considered to evaluate the quality of

fast food restaurant

From 297 respondents, 82.8% considered the price to evaluate the quality of fast food restaurant they visit more often. Then the second

and third factors are services and furniture, which respectively account for 81.1% and 67.3%.

Price is chosen by most respondents as factor they considered to evaluate the quality of

fast food restaurant

[Figure 5] Respondents’ Intention Level

Q. What factors do you consider to evaluate the quality of fast food restaurant you visit more often? [MA] Based n=297 Unit : %

82.8 81.1

67.359.6

54.247.8 45.8 44.4 42.1 41.1

13.1

2.0 0.00.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

Price Services Furniture Promoactivity

Sanitation Amountof food

perportion

Variedmenu

Smell offood

Sametaste ineveryoutlet

Spaciousin the

restaurant

Noisy Additionalservices(onlineorder,

deliveryorder,drivethru)

Others

D. Respondent information

15.5

17.2

18.2

12.1

5.4

4.7

8.4

18.5

0.0 5.0 10.0 15.0 20.0

Rp 3,000,001 - Rp 4,000,000

Rp 4,000,001 - Rp 5,000,000

Rp 5,000,001 - Rp 6,000,000

Rp 6,000,001 - Rp 7,000,000

Rp 7,000,001 - Rp 8,000,000

Rp 8,000,001 - Rp 9,000,000

Rp 9,000,001 - Rp 10,000,000

More than Rp 10,000,000

Monthly Household Income

Based n = 297 Unit : %

2.7

8.4

8.4

16.8

63.6

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0

Makassar

Bandung

Medan

Surabaya

Jakarta

Living Place

51.248.8

Gender

Male Female

34.7

65.3

Age

Under 30 years old 30 years old and over

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