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  • Report date: February 2014

    Creator: Nusaresearch team

    Report on Fast Food

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

    Based on Nusaresearchs 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 Donalds and Pizza Hut.

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

    KFC, Mc Donalds, 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 Donalds 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 percentag