KFC, Highlands and Trung Nguyen the top F&B brands in Vietnam

Fast food chain KFC was named the best F&B brand in Vietnam, followed by Highlands Coffee and Trung Nguyen Legend, in the F&B Rankings 2023 published recently by Decision Lab.

“Based on data from YouGov BrandIndex, a syndicated brand tracker, this ranking gives a thorough and impartial evaluation of the brand health of Vietnam’s major F&B brands, using six metrics that reflect how consumers perceive and interact with them,” said Mr. Thue Quist Thomasen, CEO of Decision Lab.

“The list identifies Vietnam’s top and most-improved F&B brands and the elements that contribute to their success. We hope this ranking will serve as a valuable resource for F&B businesses, consumers, and industry stakeholders, as well as a benchmark for excellence and innovation in the F&B sector.”

 

With an Index score of 29.6, KFC tops the rankings. In 2022, it also had the top Index score (31.1), but this has fallen by 1.5 points this year. However, the US fast food chain still remains the best F&B brand in the country.

Highlands Coffee was the runner-up, with a score of 25. The Vietnamese coffee chain has built a strong brand identity that offers premium coffee products and a comfortable environment for customers.

Trung Nguyên Legend, which achieved an Index score of 20.2, jumped two places to third after being fifth in 2022.

Lotteria achieved an Index score of 18.5 to come in fourth. The Korean QSR chain dropped one spot from 2022 when it was third (20.1). Phuc Long Coffee and Tea rounded out the top five with an Index score of 18.1.

The other brands in the top 10 are The Coffee House (16.2), McDonald’s (15.3), Jollibee (13.8), Starbucks (13.1), and Pizza Hut (12.9).

 

In terms of improvement, Jollibee is this year’s biggest improver. Decision Lab also noted that Jolliebee is KFC’s most significant competitive threat in Vietnam.

Trung Nguyen Legend has also significantly improved its Index score, increasing by 2.1 points. Highlands Coffee, Texas Chicken, and Phuc Long witnessed slight increases.

The Decision Lab F&B Rankings 2023 are calculated using data collected daily from YouGov’s online panel in Vietnam from the flagship YouGov BrandIndex solution. This ranking is for major brands in the F&B market with several outlets.

Brands were ranked based on their Index score, which is a measure of overall brand health calculated by taking the average scores of the following BrandIndex metrics: General Impression, Quality, Value, Corporate Reputation, Customer Satisfaction, and Recommendation.