Vietnam Street Food & QSR Market 2025-1.pdf
- 1. 1 1 VIETNAM STREET FOOD & QSR MARKET Understanding Consumer Behavior, Preferences, and Trends 2025 May Usage & Attitudes Study
- 2. 2 2 Content 3 6 10 17 23 27 29 34 Overview Consumer Insights QSR Brand Performance Consumer Segmentation Food Delivery Service Emerging Trends QSR Strategic Recommendations About Us
- 3. 3 Overview
- 4. 4 4 Market Overview ▪ Vietnam's food service market valued at approximately $24.6 billion in 2024, with street food accounting for $8.3 billion and QSR for $4.1 billion. ▪ 7.8% annual growth in QSR sector, outpacing traditional street food (3.2%). ▪ Growing urbanization and rising middle class driving formalized food service expansion. ▪ Food delivery platforms revolutionizing access to both street food and QSR options. Market Context Vietnam Food Service Market Size Source: Primary research, Euromonitor, Government statistics, industry interviews 2022 2023 2024 2025 (proj.) 2026 (proj.) $21.4B $23.2B $24.6B $26.5B $28.7B 36% 28% 16% 12% 8% Street Food Local Restaurants Fast Food Coffee/ Bubble Tea Pizza/ Western Market Segment by Format (2024) I eat street food 3-4 times per week because it's convenient, authentic, and affordable. But for special occasions or when meeting friends, we prefer quick service restaurants that offer a more comfortable environment while still being relatively casual. (Quoc Khanh, 37, Office Worker, HCMC)
- 5. 5 5 Research Objectives & Methodology ▪ Map current street food and QSR consumption patterns across Vietnam ▪ Identify key purchase drivers and barriers for different dining formats ▪ Measure brand performance and positioning within QSR segments ▪ Segment consumers based on dining attitudes and behaviors ▪ Evaluate the impact of food delivery services on traditional dining ▪ Determine future trends and growth opportunities Research Objectives ▪ Sample size: 892 respondents ▪ Demographics: Men & women aged 18-55 ▪ Geography: Urban areas across 6 cities: Ho Chi Minh City, Hanoi, Da Nang, Can Tho, Hai Phong, Nha Trang ▪ Methodology: ▪ Quantitative online survey (n=892) ▪ In-depth interviews (n=24) ▪ Fieldwork period: February – April 2025 Fieldwork Details
- 7. 7 7 Dining format consumption patterns Dining Format Usage 54% 68% 72% 76% 88% 92% Pizza/ Western fast casual Food delivery services Bubble tea/ Coffee chains Fast food chain Traditional local restaurants Street food vendors Weekly Visit Frequency by Format "Which of the following dining formats have you used at least once in the past month?" (n=892) 4.8x Street food 2.3x Local restaurants 1.2x Fast food 0.7x Pizza/ Western “Street food is still my daily routine for breakfast and lunch. It's convenient, affordable, and honestly tastes better than many restaurants. For me, fast food chains are more for special occasions with my kids or when I need reliable quality during travel.” (Nguyễn Minh, 38, Office Worker, HCMC) “I've started using GrabFood and ShopeeFood to order from my favorite street vendors. Before, I wouldn't eat these foods on rainy days, but now I can have my favorite bún chả delivered regardless of weather. It's changed how I think about street food.” (Minh Thư, 29, Tech Professional, Hanoi) Age Group Street Food Local Restaurants Fast Food Chains Delivery Usage Gen Z (18-24) 88% 78% 86% 84% Millennials (25-39) 92% 88% 78% 76% Gen X (40-55) 96% 92% 56% 42% Consumption Pattern Insights: ▪ Street food remains dominant with 92% monthly penetration, but shows urban-rural differences: 96% usage in HCMC vs. 86% in smaller cities. ▪ Fast food chains demonstrate strong growth, particularly among younger consumers (Gen Z: 86% usage vs. 56% among those 45+). ▪ Bubble tea/ Coffee chains function as social spaces more than dining venues, with 72% visitation but only 34% food consumption. Generational Differences:
- 8. 8 8 Street Food Consumption Insights Most Popular Street Food Categories 52% 58% 64% 78% 82% 86% Grilled/ barbecued Sweet desserts (chè) Savory snacks/ small bites Rice dishes (cơm) Bánh mì Noodle dishes (phở, bún, mì…) "Which of the following street food categories do you consume at least monthly?" (n=821, those who consume street food) Regional Variations: ▪ Northern regions show stronger preference for noodle soups (92% in Hanoi) and bánh mì (88%). ▪ Southern regions demonstrate higher consumption of rice dishes (84% in HCMC) and sweet desserts (72%). ▪ Central Vietnam indicates distinctive preferences for regional specialties like bánh xèo (74% in Da Nang). ▪ Coastal cities show significantly higher consumption of seafood street food (68% in Nha Trang vs. 42% average). Weekly Visit Frequency by Format 76% Breakfast 82% Lunch 64% Dinner 58% Afternoon snack 48% Late night 36% Weekend treat "On which occasions do you typically consume street food?" (n=821) Primary Street Food Purchase Drivers 62% 68% 72% 84% 88% 92% Portion size Food freshness Vendor reputation Convenience/ Accessibility Affordability Taste/ flavor profile "What factors are most important when choosing street food?" (n=821)
- 9. 9 9 Consumer Voice “I've been buying phở from the same street vendor for over 10 years. Her broth is perfect – rich but not heavy. The convenience is unbeatable for my morning routine, and at 35,000 VND per bowl, it's hard to justify going to a restaurant that charges double.” Minh Thu Office Worker, 42, Hanoi Photo “My biggest concern with street food has always been hygiene, but I've found a few trusted vendors who maintain clean operations. I'm willing to pay 15- 20% more for bánh mì from a vendor who I know uses fresh ingredients and maintains proper food handling.” Hoang Bach Office Worker, 31, HCMC
- 11. 1 1 1 1 QSR Brand Awareness & Usage Fast Food Chain Performance 98% 96% 92% 94% 88% 84% 76% 74% 68% 72% 62% 58% 58% 56% 48% 54% 42% 38% 72% 68% 58% 54% 56% 52% Awareness Consideration Usage (P3M) Loyalty Index Pizza Restaurant Performance 86% 92% 88% 82% 76% 64% 68% 66% 62% 54% 42% 48% 44% 38% 32% 76% 62% 64% 58% 56% Awareness Consideration Usage (P3M) Loyalty Index Bubble Tea/ Coffee Chain Performance 98% 94% 92% 88% 84% 96% 82% 78% 74% 72% 68% 76% 68% 62% 58% 54% 52% 48% 74% 70% 68% 66% 64% 72% Awareness Consideration Usage (P3M) Loyalty Index Awareness: “Which of these brands are you aware of?" (n=892) Consideration: "Which would you consider visiting?" (n=892) Usage: “Which have you visited in the past 3 months?" (n=892) Loyalty Index: Composite score based on visit frequency, recommendation likelihood, and emotional connection (scale 0-100)
- 12. 1 2 1 2 Consumer Voice “I visit Jollibee at least twice a month with my kids. Their Chickenjoy is consistently good, and the pricing is reasonable compared to other Western chains. Their menu feels more adapted to Vietnamese tastes than McDonald's.” Ngoc Khuyen Parent, 40, HCMC “Pizza 4P's is my go-to for special occasions. It's more expensive than Pizza Hut or Domino's, but the quality is worth it. Their cheese is exceptional, and the restaurants have a great atmosphere. For regular pizza cravings, I usually order Domino's for delivery.” Anh Thu Office Worker, 32, HCMC
- 13. 1 3 1 3 Brand Performance Insights Fast Food Sector: ▪ Jollibee maintains market leadership with 58% usage, leveraging its localized menu strategy and competitive pricing. ▪ KFC shows strong performance in urban centers but lower penetration in provincial areas (62% usage in metro vs. 42% in provincial). ▪ McDonald's exhibits the strongest growth trajectory (+12% YoY usage), particularly among young urban consumers. ▪ Lotteria demonstrates higher usage-to-awareness ratio in northern cities, reflecting its stronger regional positioning. 1 3 Bubble Tea/ Coffee Chain: ▪ Highlands Coffee demonstrates dominant position with 68% usage, leveraging its extensive retail footprint and dual coffee/ food strategy. ▪ Local chains (Highlands, The Coffee House, Phúc Long) outperform international brands in regular usage metrics. ▪ Starbucks maintains premium positioning with highest spend per visit despite lower overall usage. ▪ The sector shows highest social media engagement, with 72% of consumers following at least one brand online. Pizza Restaurant Sector: ▪ Pizza 4P's commands the highest loyalty index (76) despite lower overall usage (42%), reflecting its premium positioning and dedicated customer base. ▪ Pizza Hut maintains the highest usage (48%) through widespread distribution and value-oriented promotions. ▪ Domino's shows strongest delivery performance, with 68% of its customers primarily using delivery services. ▪ The sector shows clear urban- rural divide: 56% usage in major cities vs. 28% in provincial areas.
- 14. 1 4 1 4 QSR Brand Association Map PREMIUM VALUE TRADITIONAL 0 10 20 30 40 50 60 70 80 90 100 0 10 20 30 40 50 60 70 80 90 MODERN Brand positioning based on consumer perception mapping (n=892). Bubble size represents relative market share. Key Brand Attributes Attribute Leading Brand Score Best value for money 76% Most consistent quality 72% Best tasting food 68% Most modern/ trendy 74% Best service 70% Most convenient locations 82% Best for families 78% Most premium experience 84% Pizza Restaurant Coffee Chain Fast Food Chain
- 15. 1 5 1 5 Consumer Voice “Highlands feels both modern and Vietnamese at the same time. They've found a way to serve contemporary coffee drinks while maintaining that local connection. Their menu has grown to include substantial food options too, which makes them a genuine meal destination, not just a coffee shop.” Ngoc Phuong Freelancer, 35, Hanoi “Pizza 4P's doesn't feel like fast food at all. Their restaurants have this sophisticated atmosphere, and you can taste the quality in every bite. It's where I take clients or go for special dinners. For regular days, I'd choose something more affordable like Pizza Hut.” Thuy Ngan Business Professional, 35, HCMC
- 16. 1 6 1 6 Brand Positioning Insights Fast Food Sector: ▪ Jollibee has successfully positioned itself as a value leader with strong family appeal, creating meaningful differentiation from Western competitors. ▪ KFC maintains quality perception leadership but faces challenges in value perception, particularly amid rising food costs and price sensitivity. ▪ McDonald's leverages its global brand but shows lower emotional connection scores compared to more localized competitors. ▪ All major fast food brands face similar perceptual challenges regarding health/ nutrition concerns, with minimal differentiation on this dimension. 1 6 Bubble Tea/ Coffee Chain: ▪ Highlands Coffee's leadership in service quality and location convenience creates a powerful competitive positioning. ▪ The Coffee House leads on modern/ trendy perceptions, attracting younger consumers seeking contemporary experiences. ▪ Starbucks maintains premium positioning but faces challenges in perceived value, limiting its market penetration beyond affluent urban segments. ▪ Local chains demonstrate stronger emotional connections with Vietnamese consumers compared to international brands, with 28% higher affinity scores. Pizza Restaurant Sector: ▪ Pizza 4P's premium positioning creates a distinct competitive advantage, with 84% of consumers associating it with premium experiences. ▪ Pizza Hut and Domino's struggle to create meaningful differentiation from each other in consumer perception, primarily competing on promotion intensity. ▪ The sector shows greater spread across the positioning map than fast food, with clearer segmentation between premium and value offerings.
- 18. 1 8 1 8 Consumer Segments & Behavior Traditional Value Seekers 34% Demographics: 35-55 years, mixed income, family-focused. Key behaviors: Price-sensitive, routine-driven, loyal to established venues. Preferred format: Street food, local restaurants, value QSR. Convenience Prioritizers 28% Demographics: 25-45 years, middle income, urban busy professionals. Key behaviors: Time-constrained, frequent delivery users, digital- oriented. Preferred format: Food delivery, quick service formats, grab-and-go. Social Experience Seekers 22% Demographics: 18-34 years, middle- upper income, urban. Key behaviors: Trend-conscious, experience-focused, high social media engagement. Preferred format: Coffee chains, premium QSR, trendy street food spots. Quality Enthusiasts 16% Demographics: 28-50 years, higher income, urban centers. Key behaviors: Quality-focused, willing to pay premium, health- conscious. Preferred format: Premium restaurants, artisanal street food, high-end cafés. Product Usage by Segment 96% 94% 68% 54% 48% 32% 92% 82% 86% 72% 96% 58% 88% 78% 82% 92% 78% 76% 82% 88% 58% 76% 64% 88% Segmentation based on attitudinal and behavioral factors (n=892)
- 19. 1 9 1 9 Brand Preferences by Segment Category Brand Traditional Value Seekers (34%) Convenience Prioritizers (28%) Social Experience Seekers (22%) Quality Enthusiasts (16%) Overall Market Fast Food Jollibee 62% 52% 48% 36% 52% KFC 48% 56% 64% 42% 53% McDonald's 46% 58% 52% 38% 49% Lotteria 42% 44% 38% 32% 40% Burger King 32% 42% 46% 48% 40% Texas Chicken 36% 38% 42% 34% 38% Pizza Pizza Hut 54% 46% 48% 38% 48% Domino's 42% 62% 42% 36% 47% Pizza 4P's 26% 32% 48% 76% 42% The Pizza Company 38% 44% 36% 32% 38% Al Fresco's 28% 34% 42% 52% 37% Coffee/ Bubble Tea Highlands Coffee 68% 56% 62% 58% 62% The Coffee House 42% 52% 70% 54% 53% Phúc Long 46% 48% 58% 52% 50% Koi Thé 32% 44% 58% 46% 43% Gong Cha 28% 42% 52% 44% 40% Starbucks 32% 38% 52% 64% 43% Top brand preference by segment (% indicating primary preference) (n=892)
- 20. 2 0 2 0 Consumer Voice “I have my favorite street food vendors that I've been visiting for years. They know my order before I even sit down. I might try fast food chains occasionally when my kids insist, but nothing compares to the taste and value of traditional food. My lunch budget is around 30- 40,000 VND daily, and I expect a proper, satisfying meal for that price.” Ngoc Thuy Traditional Value Seeker, 42, Da Nang “I order food delivery almost daily, sometimes multiple times. Between work and family commitments, I don't have time to cook or sit down at restaurants. I have all the food apps and switch between them based on promotions. For me, restaurants that aren't on delivery platforms basically don't exist in my consideration set.” Nha An Convenience Prioritizer, 29, HCMC
- 21. 2 1 2 1 Customer Journey by Segment Physical Discovery Digital Discovery Social Media Discovery Curated Discovery WOM Sharing Digital Feedback Content Creation Detailed Feedback Value Evaluation Convenience Experience Social Interaction Detailed Assessment Practical Assessment Efficiency Assessment Experience Research Quality Research Price-Based Decision Time-Based Decision Group Consensus Quality-Based Decision 1 2 3 4 5 Traditional Value Seekers (34%) Convenience Prioritizers (28%) Social Experience Seekers (22%) Quality Enthusiasts (16%)
- 22. 2 2 2 2 Social Experience Seekers (22%) ▪ Highest bubble tea/coffee chain usage (92%) and strongest preference for dining with others (76% of occasions). ▪ Most likely to discover new venues through social media (84% vs. 56% average). ▪ Show stronger preference for ambiance and environment (76% vs. 48% average). ▪ Highest engagement with brand social media (68% follow food/beverage brands). ▪ Most willing to pay premium for unique experience (54% vs. 36% average). Quality Enthusiasts (16%) ▪ Highest premium QSR/fast casual usage (88%) and willingness to pay for quality. ▪ Most concerned with ingredient sourcing and food quality (82% vs. 54% average). ▪ Show strong interest in international cuisines (76% vs. 48% average). ▪ Most health conscious, with 68% considering nutritional value in decisions. ▪ Lowest overall dining frequency but highest average spend per occasion (218,000 VND vs. 132,000 VND average). Key Segment Insights Traditional Value Seekers (34%) ▪ Highest street food consumption (96%) and lowest delivery platform usage (48%). ▪ Demonstrate strong price sensitivity with 72% rating affordability as their top consideration factor. ▪ Show highest concern for food authenticity (68%) compared to other segments. ▪ Limited QSR brand loyalty, with high switching behavior based on promotions. ▪ Breakfast and lunch represent 78% of their out-of-home dining occasions. 2 2 Convenience Prioritizers (28%) ▪ Highest delivery service penetration (96%) with average 8.4 orders monthly. ▪ Most likely to use mobile apps for ordering (92% vs. 68% market average). ▪ Show strong preference for established chains that offer standardized quality (86% fast food usage). ▪ Highest weekday consumption frequency (4.2x weekly vs. 3.1x average). ▪ Most receptive to subscription-based meal plans (42% interest vs. 28% average).
- 24. 2 4 2 4 Food Delivery Market Analysis Delivery Platform Performance 96% 92% 78% 0% 68% 64% 32% 38% 76% 72% 70% 82% 7.4 6.8 3.6 3.2 Grab ShopeeFood Be (beFood) Restaurant-direct Awareness Usage (P3M) User Satisfaction Avg. Orders/ month Delivery Order Patterns 42% 52% 58% 66% 78% Desserts/ bakery Pizza Fast food Bubble tea/ coffee Vietnamese dishes Awareness: "Which of these food delivery platforms are you aware of?" (n=892) Usage: "Which have you used in the past month?" (n=892) Satisfaction: % indicating "Very Satisfied“/ "Satisfied" (Base: Users of each platform) Platform HCMC Hanoi Da Nang Other Cities Grab 72% 68% 64% 58% ShopeeFood 68% 64% 60% 52% Be (beFood) 38% 34% 28% 20% Regional Platform Variation: 52% 58% 64% 76% 82% Rainy day alternative Group ordering Afternoon snacks Weekend dinner Lunch on workdays Top Delivery Categories Top Delivery Occasions "Which food delivery platforms have you used in the past month?" (n=607, delivery users) Top Delivery Categories Average delivery order value by category (n=607, delivery users) ~92k Vietnamese dishes ~78k Bubble tea/ Coffee ~118k Fast food ~186k Pizza
- 25. 2 5 2 5 Consumer Voice "With fewer delivery platforms now, I've noticed prices have increased slightly. But I still use Grab or ShopeeFood almost daily. The convenience outweighs the cost, especially during lunch when I can't leave the office. I've developed relationships with certain vendors purely through these apps – there's a phở place I order from weekly but have never visited in person." Gia Bao Office Worker, 43, HCMC "I've been selling phở for 15 years, and joining Grab has been both good and challenging. I get more customers now, especially younger people who wouldn't visit my stall. With fewer platforms to choose from, the commission rates have become more standardized, but they're still high. I've had to adjust my packaging and processes to make sure the noodles don't get soggy during delivery. It's becoming a different business model entirely." Anh Tuan Street Food Vender, 49, Hanoi
- 26. 2 6 2 6 Delivery Market Consolidation Key Market Insights ▪ Market consolidation in 2024-2025 has left Grab and ShopeeFood as the dominant players, forming a duopoly that controls over 80% of the delivery market. ▪ The departure of international competitors like Baemin and Gojek highlights the difficulty of achieving profitability, as local preferences and operational challenges favored established brands. ▪ Be (beFood) has secured third place by leveraging its transportation network, though its market share remains significantly lower at 32% usage. ▪ Direct restaurant delivery has gained traction, with 38% of users opting for direct orders as establishments seek to reduce platform commission costs. ▪ Street food vendors have increasingly adopted delivery, with 68% introducing the option in the past year and 42% now earning over 30% of their revenue through delivery platforms. 2 6 Consumer Behavior Shifts ▪ The consolidation of delivery platforms has led to a decline in consumers using multiple apps, with the average number of installed delivery apps dropping from 2.8 to 1.8. ▪ Among frequent users, 42% dine out less often, indicating a shift toward delivery rather than pure additional consumption. ▪ A perception gap remains: 64% of users consider delivery more expensive than dining in but continue using it for convenience. ▪ Expectations for quality are rising, with 72% of consumers expecting food to match dine-in standards despite the delivery process. ▪ Promotions still influence behavior, as 68% of users select platforms based on current deals rather than loyalty, even with fewer competing options.
- 28. 2 8 2 8 Emerging Trends Key Emerging Trends 58% 64% 68% 72% 76% 82% 86% Fusion cuisine concepts Prem./ artisanal street food Health-conscious menu options Rise of food halls/centralized concepts Demand for transparency in ingredients Digital ordering/delivery integration Street food modernization Digital Trends & Adoption "Which of the following trends do you believe will significantly impact Vietnam's food service market in the next 1-2 years?" (n=892) 8% 23% 38% 42% 56% 68% Used QR code ordering in restaurants Online pre-ordering for pickup Participates in digital loyalty programs Orders directly through social media Uses restaurant mobile apps Uses food delivery apps "Which of the following digital services do you currently use when ordering food?" (n=892)
- 30. 3 0 3 0 Core QSR Brand Strategies 1 2 3 Strengthen Local Relevance Through Menu Innovation Optimize Digital-Physical Integration Develop Segment-Specific Value Propositions 4 Balance Value Perception & Premium Positioning Develop deeper menu localization beyond basic adaptations. Integrate authentic Vietnamese flavors and ingredients across the product lineup while maintaining brand identity. Why: Brands with the most effective localization, like Jollibee, see 12-18% higher purchase frequency compared to fully international menus, especially among Traditional Value Seekers (34% of the market). Create seamless experiences across physical locations and digital touchpoints, with a strong focus on Grab and ShopeeFood integration. Optimize operations to maintain high delivery quality. Why: 82% of consumers cite digital ordering/delivery integration as a major trend, with Convenience Prioritizers (28% of market) showing 96% interest in these capabilities. Tailor offerings to meet the unique needs of key customer segments with targeted menu choices, promotions, and dining experiences. Why: Different brands appeal to distinct consumer groups: KFC is favored by Social Experience Seekers (64%), while Burger King resonates with Quality Enthusiasts (48%). Aligning strategies with these preferences enhances engagement and loyalty. Develop a tiered product strategy that balances affordability with premium offerings. Maintain accessible entry points while expanding high-value options, particularly in premium burger and chicken categories. Why: Value perception drives purchases for 68% of consumers, yet Quality Enthusiasts (16% of the market) are willing to pay 65% more for clear quality improvements. A well-structured pricing and product strategy can capture both segments effectively..
- 31. 3 1 3 1 Fast Food Chain Opportunities 1 2 3 Develop Health-Conscious Menu Innovation Leverage Social Media Discovery & Visual Appeal Optimize Delivery-Specific Operations Develop health-focused menu options that retain strong flavor appeal while meeting the rising demand for nutritious choices, especially among urban consumers. Why: 68% of consumers are interested in healthier QSR offerings, with the highest demand coming from Social Experience Seekers (74%) and Quality Enthusiasts (86%). Balancing nutrition with taste can enhance customer engagement and loyalty. Design visually striking, highly shareable menu items and in-store experiences that encourage social media engagement and discovery. Why: 84% of Social Experience Seekers (22% of the market) find new dining spots through social media, while 56% of all consumers discover restaurants via digital channels. Eye-catching presentations and interactive experiences can drive organic online visibility and customer engagement. Develop specialized processes, packaging, and potentially separate menus optimized for delivery quality and consistency with specific focus on operations that align with Grab and ShopeeFood requirements. Why: 68% of consumers use food delivery services, with 72% expecting similar quality to dine-in experiences despite transit challenges. Since the market has consolidated around two primary platforms, brands can leverage standardized operational strategies for better service and consistency.
- 32. 3 2 3 2 Pizza Restaurant Opportunities 1 2 3 Address Price-Value Gap Through Tiered Offerings Enhance Vietnamese Flavor Integration Develop Direct Digital Relationships Develop clearer segmentation between premium and value offerings, with transparent positioning that bridges the gap between Pizza 4P's premium experience (84% premium perception) and mass-market value offerings. Why: Pizza restaurants show the highest price sensitivity gap between segments, with Quality Enthusiasts willing to pay 76% more than Traditional Value Seekers for premium pizza experiences. A well-defined strategy ensures brands effectively cater to both segments while maintaining strong customer appeal. Create genuine fusion pizza offerings that go beyond basic adaptations by integrating authentic Vietnamese flavors while preserving the essence of the dish. Why: Pizza restaurants with Vietnamese-inspired menu items show 28% higher trial rates and 18% stronger repeat visits among Traditional Value Seekers, a segment with the lowest overall engagement in the pizza category (54%). Introducing familiar yet innovative flavors can expand appeal and drive stronger customer loyalty. Encourage direct ordering relationships by offering exclusive incentives, such as loyalty programs, special discounts, and unique menu items unavailable on third-party delivery platforms. Why: While restaurant-direct delivery achieves higher satisfaction (82%) compared to platform-based delivery (72-76%), its usage remains lower (38% vs. 68% on Grab). Strengthening direct engagement can boost retention and drive higher customer preference for in-house ordering.
- 33. 3 3 3 3 Coffee/ Bubble Tea Chain Opportunities 1 2 3 Expand Food Integration Beyond Snacks Create Segment-Specific Store Formats Leverage Local Preferences Against International Chains Expand food offerings to establish coffee and bubble tea chains as legitimate meal destinations, rather than solely beverage-focused venues. Why: The Coffee House has secured 70% preference among Social Experience Seekers by broadening its menu, while Highlands Coffee maintains 62% preference in the same segment through its meal-oriented approach. Strengthening food options can enhance customer engagement and attract a wider audience seeking both drinks and full meals. Develop differentiated store formats optimized for specific consumer segments and occasions, including digital- first outlets for Convenience Prioritizers and experiential flagship locations for Social Experience Seekers. Why: Coffee/ bubble tea chains show the highest cross-segment appeal, with strong performance across all segments. This presents a strategic opportunity for format specialization, allowing brands to optimize engagement while enhancing brand positioning. Local chains should emphasize Vietnamese heritage and cultural understanding while maintaining contemporary environments and offerings to effectively compete with international brands like Starbucks. Why: Local chains (Highlands, The Coffee House, Phúc Long) outperform international brands in regular usage, with 28% higher affinity scores, but still lag in premium perception compared to Starbucks (64% preference among Quality Enthusiasts). Strengthening brand positioning with heritage-driven storytelling and elevated product experiences can enhance their premium appeal while maintaining strong local relevance.
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- 40. 4 0 4 0 Mr. Pham Anh Tuan Tuan is a seasoned senior marketing research with over 15 years of expertise, specializing in B2B marketing research. His focus is on market exploration and penetration studies within various sectors, both locally and regionally. With a unique background in IT and market research, Tuan leverages his technical skills to enhance data analysis and market insights, providing a comprehensive understanding of market dynamics. Renowned for his analytical skills and consultative approach, Tuan has contributed significantly to the understanding of consumer trends and market dynamics. Tuan’s insights are occasionally featured in local newspapers i.e. Dan Tri , Tuoi Tre Online aaaaaa , and on Vietnam primary TV channels , where he shares his expert vision on the evolving markets. Research Director, Country Manager || VIETNAM
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