Survey about fast food eating behaviors and favorite chains

Q&Me is online market research provided by Asia Plus Inc.

Executive summary

• 71% “likes” or “likes very much” about fast food• 47% are regular fast food users. Ratio for male and

youth are higher.• Hang our friends are the most common. 30’s use there

as family hang out as well• The Differences are found in “delicious”, “convenience”

and “affordable” between those who like and do not like• 47% stay at the restaurant more than 1 hour• KFC and Lotteria are the two most frequently used

brands• KFC and lotteria boast of good price, location and

promotion images. Mcdonald is associated with high price

Fast-food preference

Like it very much

Like it Do not like it very much

Do not like it

30%

41%

8%

21%

37%

51%

5%8%

35%

45%

6%

14%

27%

51%

6%

16%

33%

46%

6%

15%

Female

Male

18-29

30-39

All

Q. How do you like fast food? N=476

Frequency of eating fast food

Everyday / almost every-

day

A few times a week

Once a week A few times a month

Once a month I rarely go there I have never used those restaurants

3%

21%

13%

20%

9%

19%

14%

9%

34%

14%

20%

7%

12%

5%6%

28%

14%

19%

8%

15%

10%

6%

24%

12%

23%

8%

19%

7%6%

28%

13%

20%

8%

16%

10%

Female Male 18-29 30-39 All

47% are regular fast food users. Ratio for male and youth are higher.

Q. How often do you use fast-food restaurants? N=476

Regular User = 47% Irregular User = 28% Irregular User = 25%

Fast-food eating occasions

Whe

n han

ging o

ut with

frien

ds

For qu

ick bi

te

Dating

Family

eat-o

ut

Relax m

yself

Eating

solo

Whe

n nee

ds to

work

or st

udy

As part

of w

eekd

ay m

eal

Busine

ss di

scus

sion

61%

27%

21% 20%17% 17%

9% 8%3%

45%

29% 30%

20% 19%17%

12%8%

5%

57%

28% 28%

17% 19% 17%

12%7%

3%

37%

26%

19%

30%

15% 16%

7%11%

8%

52%

28%26%

19%17% 17%

10%8%

4%

FemaleMale18-2930-39All

Hang our friends are the most common. 30’s use there as family hang out as well

Q. How do you like fast food? N=476

Fast food images: Differences between fast food likes and dislikes

Afforda

ble

Expen

sive

Delicio

us

Not de

liciou

s

Health

y

Unhea

lthy

Variou

s men

u

Conve

nient

Comfor

table

to sta

y

High ca

lories

Good c

ustom

er se

rvice

Good p

romoti

on

Good f

or frie

nds g

atheri

ng

Delive

ry se

rvice

34%

7%

47%

0%

7% 8%

25%

47%

29%

15% 17%

23%

35%

25%27%

12%

26%

0% 2%

23%

29%

57%

31%

23% 21%24%

35%

27%

2%

12%

4%6%

2%

19%

4%

14%

6%9%

6%4%

6% 6%

Likes It very much Likes it Do not like it

Differences are found in “delicious”, “convenience” and “affordable” between those who like and do not like

Q. Please choose all what could be applicable to your images of fast foods? N=452

Average duration to stay in fast-food restaurant

13%

39%27%

8%

11%

1%

0 - 29 mins 30 - 59 mins60 - 89 mins 90 - 119 mins120 - 180 mins 181 mins and above

47% stay at the restaurant more than 1 hour

Q. How long do you usually stay at fast food shops? (N=430)

Customer satisfaction

Price

Taste

Staff a

ttitud

e

Variety

of men

u

Store a

tmosp

here

Seat av

ailabil

ity

42.7% 45.2% 40.1% 41.4% 41.4% 45.2%

29.3%39.5%

35.0%41.4%

33.8% 28.7%

21.7%12.7%

21.0%15.9%

20.4% 19.7%

Fast food lovers

The biggest gap can be found at pricing recognitions

Price

Taste

Staff a

ttitud

e

Variety

of menu

Store a

tmosp

here

Seat av

ailabil

ity

7.8% 9.2% 13.3% 10.6% 9.2% 9.2%

38.1%47.2% 41.3% 46.8% 44.0% 45.0%

44.0%39.9% 41.3% 37.2% 41.3% 39.4%

Fast food likers

Price

Taste

Staff attit

ude

Variety

of men

u

Store a

tmosp

here

Seat av

ailabil

ity

3.6%20.0%

25.5% 25.5% 32.7% 29.1%

60.0%

74.5%60.0%

58.2% 58.2% 61.8%

25.5%

3.6% 5.5% 10.9% 7.3% 5.5%

Fast food dislikes

Q. How much are you satisfied with the followings about fast foods? N=452

Brand recognition and usage

KFC and Lotteria are the two most frequently used brandsQ. Please share what is applicable to you for the following fast food restaurants? N=430 (those who have used fast foods before)

KFC

Lotteria

Domino Pizza

Pizza Hut

McDonalds

Jolibee

Burger King

Popeyes

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

35.6%

35.2%

15.4%

15.3%

13.2%

12.6%

11.6%

10.4%

44.8%

34.2%

28.1%

37.8%

24.4%

26.1%

19.0%

17.8%

7.3%

7.5%

8.4%

8.3%

6.0%

10.4%

8.2%

7.3%

8.5%

12.3%

30.5%

26.3%

38.1%

27.8%

33.2%

31.8%

2.1%

6.5%

11.6%

7.2%

10.8%

10.2%

12.3%

9.4%

1.6%

4.4%

6.0%

5.0%

7.4%

12.9%

15.8%

23.4%

I regularly go there I have been there before and would like to go againI have been there before but no longer use it I am aware of this and would like to go somedayI am aware of this although I would not go there I have never heard of this brand

Most favorite and recently visited restaurant

KFC Lotteria Pizza Hut Domino Pizza

Mc Donalds Jollibee Popeyes Burger King Others

77%

57%

30%26%

20% 20%

13%10%

55%

18%

8%4%

7%3% 2% 1% 2%

Stores that I have been in 12 month Most favorite

Q. How do you like fast food? N=476

KFC won better votes than Lotteria despite of the number of stores differences

Images by brand

KFC and lotteria boast of good price, location and promotion images. Mcdonald is associated with high price

Reason for brand preference

Reaso

nable

price

Good t

aste

of foo

d

Good t

aste

of dr

ink

Variet

y of m

enu

Shop a

tmos

pher

e

Good c

ustom

er se

rvice

Strong

prom

otion

Good d

elive

ry se

rvice

Close t

o my p

lace

Good W

IFI

Lotteria is chosen for pricing and location, while KFC has a good balance of taste, pricing and location

Q. What is the reasons for that? N=453

Survey information

• Number of respondents: 476• Male and female from 18 – 39• Location: Ho Chi Minh City• Conducted on April, 2016

50.5%49.5% MaleFemale

50.1%49.9% 18 - 2425 - 39

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<9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-

17%

8% 8% 8% 8% 8% 7% 7% 7%

22%

0%1%

18%

31%

22%

14%

7%

3% 3%

1%

Stats Q&Me

Active users by age Urban user ratio (top 6 provinces)

Stats Q&Me

22%

51%

78%

49%

Top 6 provinces Others

Who we are (1) – Q&Me panelist

Due to the utilization of online, our service is best suited for the survey targeting 10’s – 30’s in urban areas

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Q&Me is online market research provided by Asia Plus Inc.