Consumer Foodservice in Vietnam

Consumer Foodservice in
Vietnam
Euromonitor International
February 2023
CONSUMER FOODSERVICE IN VIETNAM Passport i
LIST OF CONTENTS AND TABLES

Consumer Foodservice in Vietnam - Industry Overview ............................................................... 1
EXECUTIVE SUMMARY .............................................................................................................. 1
Consumer foodservice in 2022: The big picture ....................................................................... 1
2022 key trends ........................................................................................................................ 1
Competitive landscape ............................................................................................................. 1
Independent foodservice developments ................................................................................... 2
What next for consumer foodservice? ...................................................................................... 3
MARKET DATA ............................................................................................................................ 3
Table 1 Units, Transactions and Value Sales in Consumer Foodservice 2017-
2022 ............................................................................................................. 3
Table 2 Units, Transactions and Value Sales in Consumer Foodservice: %
Growth 2017-2022 ....................................................................................... 3
Table 3 Consumer Foodservice by Independent vs Chained by Type:
Units/Outlets 2022........................................................................................ 4
Table 4 Consumer Foodservice by Independent vs Chained: % Foodservice
Value 2017-2022 .......................................................................................... 4
Table 5 Sales in Consumer Foodservice by Eat-In vs Delivery and To-Go: %
Foodservice Value 2017-2022 ..................................................................... 4
Table 6 Sales in Consumer Foodservice by Food vs Drink Split: %
Table 7 Sales in Consumer Foodservice by Food vs Drink Split by Type: %
Foodservice Value 2022 .............................................................................. 5
Table 8 Sales in Consumer Foodservice by Online/Offline Ordering: %
Table 9 Sales in Consumer Foodservice by Location: % Foodservice Value
2017-2022 .................................................................................................... 5
Table 10 GBO Company Shares in Chained Consumer Foodservice: %
Table 11 GBN Brand Shares in Chained Consumer Foodservice: %
Table 12 GBN Brand Shares in Chained Consumer Foodservice: Units/Outlets
2022 ............................................................................................................. 7
Table 13 Forecast Units, Transactions and Value Sales in Consumer
Foodservice 2022-2027 ............................................................................... 8
Table 14 Forecast Units, Transactions and Value Sales in Consumer
Foodservice: % Growth 2022-2027 .............................................................. 8
DISCLAIMER ............................................................................................................................... 8
SOURCES.................................................................................................................................... 8
Summary 1 Research Sources ........................................................................................ 8
Cafés/Bars in Vietnam - Category Analysis ................................................................................ 13
KEY DATA FINDINGS................................................................................................................ 13
2022 DEVELOPMENTS ............................................................................................................. 13
Independent bars/clubs rebound thanks to return of discerning, higher-income consumers .. 13
Overall recovery in cafés/bars thanks to lifting of pandemic restrictions ................................. 13
Speciality coffee and tea shops benefit from lessons learned to enhance ongoing growth .... 14
PROSPECTS AND OPPORTUNITIES....................................................................................... 14
© Euromonitor International
CONSUMER FOODSERVICE IN VIETNAM Passport ii
Speciality coffee and tea shops set to maintain their popularity, thanks to strong coffee and
bubble tea cultures ................................................................................................................. 14
Online ordering become more crucial for this category ........................................................... 15
Increasing prices for food will create challenges ahead .......................................................... 15
CATEGORY DATA ..................................................................................................................... 15
Table 15 Cafés/Bars by Category: Units/Outlets 2017-2022 ..................................... 15
Table 16 Sales in Cafés/Bars by Category: Number of Transactions 2017-2022 ..... 16
Table 17 Sales in Cafés/Bars by Category: Foodservice Value 2017-2022 .............. 16
Table 18 Cafés/Bars by Category: % Units/Outlets Growth 2017-2022 .................... 17
Table 19 Sales in Cafés/Bars by Category: % Transaction Growth 2017-2022 ........ 17
Table 20 Sales in Cafés/Bars by Category: % Foodservice Value Growth 2017-
2022 ........................................................................................................... 18
Table 21 GBO Company Shares in Chained Cafés/Bars: % Foodservice Value
2018-2022 .................................................................................................. 18
Table 22 GBN Brand Shares in Chained Cafés/Bars: % Foodservice Value
2019-2022 .................................................................................................. 19
Table 23 Forecast Cafés/Bars by Category: Units/Outlets 2022-2027 ...................... 19
Table 24 Forecast Sales in Cafés/Bars by Category: Number of Transactions
2022-2027 .................................................................................................. 20
Table 25 Forecast Sales in Cafés/Bars by Category: Foodservice Value 2022-
2027 ........................................................................................................... 20
Table 26 Forecast Cafés/Bars by Category: % Units/Outlets Growth 2022-2027 ..... 21
Table 27 Forecast Sales in Cafés/Bars by Category: % Transaction Growth
2022-2027 .................................................................................................. 21
Table 28 Forecast Sales in Cafés/Bars by Category: % Foodservice Value
Growth 2022-2027 ..................................................................................... 22
Full-Service Restaurants in Vietnam - Category Analysis .......................................................... 23
2022 DEVELOPMENTS ............................................................................................................. 23
Inflationary pressures create challenges for full-service restaurants ...................................... 24
Asian cuisine maintains its popularity in the category ............................................................. 24
Golden Gate maintains its top place, despite holding miniscule shares due to the majority
being held by unbranded “others” ........................................................................................... 24
Full-service restaurants see both challenges and opportunities ahead .................................. 25
Chained full-service restaurants set to leverage their strengths to expand ............................. 25
CATEGORY DATA ..................................................................................................................... 25
Table 29 Full-Service Restaurants by Category: Units/Outlets 2017-2022 ............... 25
Table 30 Sales in Full-Service Restaurants by Category: Number of
Transactions 2017-2022 ............................................................................ 26
Table 31 Sales in Full-Service Restaurants by Category: Foodservice Value
2017-2022 .................................................................................................. 27
Table 32 Full-Service Restaurants by Category: % Units/Outlets Growth 2017-
2022 ........................................................................................................... 28
Table 33 Sales in Full-Service Restaurants by Category: % Transaction Growth
2017-2022 .................................................................................................. 29
Table 34 Sales in Full-Service Restaurants by Category: % Foodservice Value
Growth 2017-2022 ..................................................................................... 30
CONSUMER FOODSERVICE IN VIETNAM Passport iii
Table 35 GBO Company Shares in Chained Full-Service Restaurants: %

Foodservice Value 2018-2022 ................................................................... 31
Table 36 GBN Brand Shares in Chained Full-Service Restaurants: %
Table 37 Forecast Full-Service Restaurants by Category: Units/Outlets 2022-
2027 ........................................................................................................... 31
Table 38 Forecast Sales in Full-Service Restaurants by Category: Number of
Transactions 2022-2027 ............................................................................ 33
Table 39 Forecast Sales in Full-Service Restaurants by Category: Foodservice
Value 2022-2027 ........................................................................................ 34
Table 40 Forecast Full-Service Restaurants by Category: % Units/Outlets
Growth 2022-2027 ..................................................................................... 35
Table 41 Forecast Sales in Full-Service Restaurants by Category: %
Transaction Growth 2022-2027 .................................................................. 35
Table 42 Forecast Sales in Full-Service Restaurants by Category: %
Foodservice Value Growth 2022-2027 ....................................................... 36
Limited-Service Restaurants in Vietnam - Category Analysis..................................................... 38
2022 DEVELOPMENTS ............................................................................................................. 38
Limited-service restaurants rebound in 2022, following A long period of recovery from the
pandemic ................................................................................................................................ 38
Third-party food delivery apps remain popular in driving overall sales ................................... 39
Chicken limited-service restaurants maintain their popularity, thanks to fried chicken being A
top taste in Vietnam ................................................................................................................ 39
Leading players expected to expand into small towns and rural areas ................................... 40
Challenges remain due to ongoing economic uncertainties .................................................... 40
International players set to drive ongoing trends and growth .................................................. 40
CATEGORY DATA ..................................................................................................................... 40
Table 43 Limited-Service Restaurants by Category: Units/Outlets 2017-2022 ......... 40
Table 44 Sales in Limited-Service Restaurants by Category: Number of
Transactions 2017-2022 ............................................................................ 42
Table 45 Sales in Limited-Service Restaurants by Category: Foodservice Value
2017-2022 .................................................................................................. 44
Table 46 Limited-Service Restaurants by Category: % Units/Outlets Growth
2017-2022 .................................................................................................. 45
Table 47 Sales in Limited-Service Restaurants by Category: % Transaction
Growth 2017-2022 ..................................................................................... 47
Table 48 Sales in Limited-Service Restaurants by Category: % Foodservice
Value Growth 2017-2022 ........................................................................... 48
Table 49 GBO Company Shares in Chained Limited-Service Restaurants: %
Table 50 GBN Brand Shares in Chained Limited-Service Restaurants: %
Table 51 Forecast Limited-Service Restaurants by Category: Units/Outlets
2022-2027 .................................................................................................. 50
Table 52 Forecast Sales in Limited-Service Restaurants by Category: Number
of Transactions 2022-2027 ........................................................................ 52
CONSUMER FOODSERVICE IN VIETNAM Passport iv
Table 53 Forecast Sales in Limited-Service Restaurants by Category:

Table 54 Forecast Limited-Service Restaurants by Category: % Units/Outlets
Growth 2022-2027 ..................................................................................... 56
Table 55 Forecast Sales in Limited-Service Restaurants by Category: %
Table 56 Forecast Sales in Limited-Service Restaurants by Category: %
Self-Service Cafeterias in Vietnam - Category Analysis ............................................................. 60
2022 DEVELOPMENTS ............................................................................................................. 60
Street Stalls/Kiosks in Vietnam - Category Analysis ................................................................... 61
2022 DEVELOPMENTS ............................................................................................................. 61
Number of street stalls/kiosks is growing robustly in 2022 ...................................................... 61
Street stalls/kiosks also benefits from local culture trends ...................................................... 62
Street stalls/kiosks sees both positive and negative impacts from food price increases......... 62
Chained street stalls/kiosks expected to boom over the forecast period ................................ 62
Street stalls/kiosks will continue to benefit from offering low-cost options .............................. 63
The government’s management of street stalls/kiosks remains loose and unclear, which
leaves some risks for the operators ........................................................................................ 63
CATEGORY DATA ..................................................................................................................... 63
Table 57 Street Stalls/Kiosks: Units/Outlets 2017-2022 ............................................ 63
Table 58 Sales in Street Stalls/Kiosks: Number of Transactions 2017-2022 ............ 63
Table 59 Sales in Street Stalls/Kiosks: Foodservice Value 2017-2022 ..................... 64
Table 60 Street Stalls/Kiosks: % Units/Outlets Growth 2017-2022 ........................... 64
Table 61 Sales in Street Stalls/Kiosks: % Transaction Growth 2017-2022 ............... 64
Table 62 Sales in Street Stalls/Kiosks: % Foodservice Value Growth 2017-
2022 ........................................................................................................... 64
Table 63 GBO Company Shares in Chained Street Stalls/Kiosks: %
Table 64 GBN Brand Shares in Chained Street Stalls/Kiosks: % Foodservice
Value 2019-2022 ........................................................................................ 65
Table 65 Forecast Street Stalls/Kiosks: Units/Outlets 2022-2027 ............................. 65
Table 66 Forecast Sales in Street Stalls/Kiosks: Number of Transactions 2022-
2027 ........................................................................................................... 65
Table 67 Forecast Sales in Street Stalls/Kiosks: Foodservice Value 2022-2027 ...... 66
Table 68 Forecast Street Stalls/Kiosks: % Units/Outlets Growth 2022-2027 ............ 66
Table 69 Forecast Sales in Street Stalls/Kiosks: % Transaction Growth 2022-
2027 ........................................................................................................... 66
Table 70 Forecast Sales in Street Stalls/Kiosks: % Foodservice Value Growth
2022-2027 .................................................................................................. 66
Consumer Foodservice by Location in Vietnam - Category Analysis ......................................... 68
2022 DEVELOPMENTS ............................................................................................................. 68
Consumer foodservice through leisure, lodging and travel locations recovers in line with the
reopening of tourism ............................................................................................................... 68
Standalone maintains its popularity in consumer foodservice ................................................ 68
Foodservice in shopping centres with supermarkets/hypermarkets is growing ...................... 69
CONSUMER FOODSERVICE IN VIETNAM Passport v

Standalone expected to grow toward suburban and remote rural areas................................. 69
Retail locations increasingly important for the foodservice industry over the forecast period . 69
CATEGORY DATA ..................................................................................................................... 70
Table 71 Consumer Foodservice by Location: Units/Outlets 2017-2022 .................. 70
Table 72 Sales in Consumer Foodservice by Location: Number of Transactions
2017-2022 .................................................................................................. 70
Table 73 Sales in Consumer Foodservice by Location: Foodservice Value
2017-2022 .................................................................................................. 70
Table 74 Consumer Foodservice by Location: % Units/Outlets Growth 2017-
2022 ........................................................................................................... 71
Table 75 Sales in Consumer Foodservice by Location: % Transaction Growth
2017-2022 .................................................................................................. 71
Table 76 Sales in Consumer Foodservice by Location: % Foodservice Value
Growth 2017-2022 ..................................................................................... 71
Table 77 Consumer Foodservice through Standalone: Units/Outlets 2017-2022...... 71
Table 78 Sales in Consumer Foodservice through Standalone: Number of
Transactions 2017-2022 ............................................................................ 72
Table 79 Sales in Consumer Foodservice through Standalone: Foodservice
Value 2017-2022 ........................................................................................ 72
Table 80 Consumer Foodservice through Standalone: % Units/Outlets Growth
2017-2022 .................................................................................................. 72
Table 81 Sales in Consumer Foodservice through Standalone: % Transaction
Growth 2017-2022 ..................................................................................... 72
Table 82 Sales in Consumer Foodservice through Standalone: % Foodservice
Value Growth 2017-2022 ........................................................................... 72
Table 83 Consumer Foodservice through Leisure: Units/Outlets 2017-2022 ............ 73
Table 84 Sales in Consumer Foodservice through Leisure: Number of
Transactions 2017-2022 ............................................................................ 73
Table 85 Sales in Consumer Foodservice through Leisure: Foodservice Value
2017-2022 .................................................................................................. 73
Table 86 Consumer Foodservice through Leisure: % Units/Outlets Growth
2017-2022 .................................................................................................. 73
Table 87 Sales in Consumer Foodservice through Leisure: % Transaction
Growth 2017-2022 ..................................................................................... 73
Table 88 Sales in Consumer Foodservice through Leisure: % Foodservice
Value Growth 2017-2022 ........................................................................... 74
Table 89 Consumer Foodservice through Retail: Units/Outlets 2017-2022 .............. 74
Table 90 Sales in Consumer Foodservice through Retail: Number of
Transactions 2017-2022 ............................................................................ 74
Table 91 Sales in Consumer Foodservice through Retail: Foodservice Value
2017-2022 .................................................................................................. 74
Table 92 Consumer Foodservice through Retail: % Units/Outlets Growth 2017-
2022 ........................................................................................................... 74
Table 93 Sales in Consumer Foodservice through Retail: % Transaction
Growth 2017-2022 ..................................................................................... 75
Table 94 Sales in Consumer Foodservice through Retail: % Foodservice Value
Growth 2017-2022 ..................................................................................... 75
Table 95 Consumer Foodservice through Lodging: Units/Outlets 2017-2022 ........... 75
CONSUMER FOODSERVICE IN VIETNAM Passport vi
Table 96 Sales in Consumer Foodservice through Lodging: Number of

Transactions 2017-2022 ............................................................................ 75
Table 97 Sales in Consumer Foodservice through Lodging: Foodservice Value
2017-2022 .................................................................................................. 75
Table 98 Consumer Foodservice through Lodging: % Units/Outlets Growth
2017-2022 .................................................................................................. 76
Table 99 Sales in Consumer Foodservice through Lodging: % Transaction
Growth 2017-2022 ..................................................................................... 76
Table 100 Sales in Consumer Foodservice through Lodging: % Foodservice
Value Growth 2017-2022 ........................................................................... 76
Table 101 Consumer Foodservice through Travel: Units/Outlets 2017-2022 .............. 76
Table 102 Sales in Consumer Foodservice through Travel: Number of
Transactions 2017-2022 ............................................................................ 76
Table 103 Sales in Consumer Foodservice through Travel: Foodservice Value
2017-2022 .................................................................................................. 77
Table 104 Consumer Foodservice through Travel: % Units/Outlets Growth 2017-
2022 ........................................................................................................... 77
Table 105 Sales in Consumer Foodservice through Travel: % Transaction
Growth 2017-2022 ..................................................................................... 77
Table 106 Sales in Consumer Foodservice through Travel: % Foodservice Value
Growth 2017-2022 ..................................................................................... 77
Table 107 Forecast Consumer Foodservice by Location: Units/Outlets 2022-
2027 ........................................................................................................... 77
Table 108 Forecast Sales in Consumer Foodservice by Location: Number of
Transactions 2022-2027 ............................................................................ 78
Table 109 Forecast Sales in Consumer Foodservice by Location: Foodservice
Value 2022-2027 ........................................................................................ 78
Table 110 Forecast Consumer Foodservice by Location: % Units/Outlets Growth
2022-2027 .................................................................................................. 79
Table 111 Forecast Sales in Consumer Foodservice by Location: % Transaction
Growth 2022-2027 ..................................................................................... 79
Table 112 Forecast Sales in Consumer Foodservice by Location: % Foodservice
Value Growth 2022-2027 ........................................................................... 79
Table 113 Forecast Consumer Foodservice through Standalone: Units/Outlets
2022-2027 .................................................................................................. 79
Table 114 Forecast Sales in Consumer Foodservice through Standalone:
Number of Transactions 2022-2027 ........................................................... 80
Table 115 Forecast Sales in Consumer Foodservice through Standalone:
Table 116 Forecast Consumer Foodservice through Standalone: % Units/Outlets
Growth 2022-2027 ..................................................................................... 80
Table 117 Forecast Sales in Consumer Foodservice through Standalone: %
Table 118 Forecast Sales in Consumer Foodservice through Standalone: %
Table 119 Forecast Consumer Foodservice through Leisure: Units/Outlets 2022-
2027 ........................................................................................................... 81
Table 120 Forecast Sales in Consumer Foodservice through Leisure: Number of
Transactions 2022-2027 ............................................................................ 81
CONSUMER FOODSERVICE IN VIETNAM Passport vii
Table 121 Forecast Sales in Consumer Foodservice through Leisure:

Table 122 Forecast Consumer Foodservice through Leisure: % Units/Outlets
Growth 2022-2027 ..................................................................................... 81
Table 123 Forecast Sales in Consumer Foodservice through Leisure: %
Table 124 Forecast Sales in Consumer Foodservice through Leisure: %
Table 125 Forecast Consumer Foodservice through Retail: Units/Outlets 2022-
2027 ........................................................................................................... 82
Table 126 Forecast Sales in Consumer Foodservice through Retail: Number of
Transactions 2022-2027 ............................................................................ 82
Table 127 Forecast Sales in Consumer Foodservice through Retail: Foodservice
Value 2022-2027 ........................................................................................ 82
Table 128 Forecast Consumer Foodservice through Retail: % Units/Outlets
Growth 2022-2027 ..................................................................................... 82
Table 129 Forecast Sales in Consumer Foodservice through Retail: %
Table 130 Forecast Sales in Consumer Foodservice through Retail: %
Table 131 Forecast Consumer Foodservice through Lodging: Units/Outlets
2022-2027 .................................................................................................. 83
Table 132 Forecast Sales in Consumer Foodservice through Lodging: Number
of Transactions 2022-2027 ........................................................................ 83
Table 133 Forecast Sales in Consumer Foodservice through Lodging:
Table 134 Forecast Consumer Foodservice through Lodging: % Units/Outlets
Growth 2022-2027 ..................................................................................... 84
Table 135 Forecast Sales in Consumer Foodservice through Lodging: %
Table 136 Forecast Sales in Consumer Foodservice through Lodging: %
Table 137 Forecast Consumer Foodservice through Travel: Units/Outlets 2022-
2027 ........................................................................................................... 84
Table 138 Forecast Sales in Consumer Foodservice through Travel: Number of
Transactions 2022-2027 ............................................................................ 84
Table 139 Forecast Sales in Consumer Foodservice through Travel:
Table 140 Forecast Consumer Foodservice through Travel: % Units/Outlets
Growth 2022-2027 ..................................................................................... 85
Table 141 Forecast Sales in Consumer Foodservice through Travel: %
Table 142 Forecast Sales in Consumer Foodservice through Travel: %
CONSUMER FOODSERVICE IN VIETNAM Passport 1
CONSUMER FOODSERVICE IN
VIETNAM - INDUSTRY OVERVIEW
EXECUTIVE SUMMARY
Consumer foodservice in 2022: The big picture

The reopening of society in Vietnam, following the pandemic restrictions, has boosted sales in
consumer foodservice across all channels. It is noted that the fourth COVID-19 wave in 2021
had further negative impacts, with restrictions loosening from October 2021 – thus why recovery
is seen in 2022 as consumers have been keen to dine out again. Furthermore, travel and
tourism has also reopened, with mobility allowed across the country and the borders, which also
stimulates on-the-go and tourist sales.
However, global inflation is placing pressure on food prices. The costs of crop production and
raw ingredients have increased, as have costs for production, transport, and logistics. This is set
against a backdrop of increased consumer price-sensitivity, thus creating a challenging
environment. Within this context, channels which offer lower prices (such as food stalls/kiosks
and limited-service restaurants) are more appealing to lower- to mid-income consumers, while
more expensive full-service restaurants and bars/cafés tend to appeal to higher-income urban
consumers, who are often of a younger generation and seek new experiences within
foodservice offerings.
Overall, foodservice operators are focusing on enhancing their offers to reattract consumers
back to their premises. This includes expansion into popular areas, aggressive marketing
campaigns, and the resumption of longer-term plans which were put on hold during the era of
pandemic restrictions.
2022 key trends

One notable trend which has continued since the time of the pandemic is the use of third party
delivery apps and websites, such as Grab, Shopeefood, Gofood, and Baemin. During the
lockdowns, Vietnamese consumers embraced the option of home delivery via these convenient
applications, especially as both the third parties and foodservice operators enhanced the
services available, for example with loyalty programmes, discounts, and special offers. Indeed, it
is noted that some online/app delivery options for limited-service restaurants were cheaper than
the option to eat in-store. As consumers have become accustomed to this method of ordering
food, the habit continues, and it expected to remain a key trend over the forecast period.
Competitive landscape
Asian cuisine maintains its popularity in full-service restaurants in Vietnam, which is strongly
influenced by Japanese and Korean culture. This has caused intensive investments from large
Japanese and Korean companies into Vietnam, from food trends to fashion, alongside the
popularity of Japanese and Korean music and films. Therefore, this also stimulates the
popularity of Japanese and Korean full-service restaurants. In addition, Vietnamese consumers
remain proud of their own traditional food and continue to enjoy Vietnamese full-service
restaurants serving local cuisine. The taste of Asian food is easier for local consumers to try and
become familiar with, thus Asian full-service restaurants have a greater chance succeed in the
country, over other styles.
Chicken limited-service restaurants are also popular in Vietnam, with KFC (KFC Vietnam Co
Ltd) and Jollibee (Jollibee Vietnam Co Ltd) being the biggest names. Indeed, the area of
chicken limited-service restaurants continues to attract attention in Vietnam, and players are
becoming more inventive in their efforts to attract consumers. For example, by promoting
themselves as being ideal options to celebrate occasions, from birthday parties to reunions of
friends. Overall, the popularity of chicken limited-service restaurants in the country is because
the taste of fried chicken appeals to both children and adults in Vietnam, who often enjoy eating
together.
International names in limited-service restaurants are those likely to drive trends and growth
in the category. For example, names such as the aforementioned KFC, alongside McDonald’s
(Good Day Hospitality JSC), and Domino’s Pizza (Imex Pan Pacific Group Inc). Indeed, such
large players are notable in bringing in new formats, trends, and styles of service, which help the
overall category to develop further. In addition to having logistics and budgetary strengths, such
global players are also well trusted by consumers, who perceive them as offering a high
standard of service and food quality, as well as a professional image.
Speciality coffee and tea shops benefit from lessons learned to enhance their onwards
growth. Indeed, 2022 saw new investments from the likes of Phuc Long (Phuc Long Coffee &
Tea Co Ltd), Katinat Saigon Kafe (Katinat Saigon Kafe Jsc), and ChukChuk, who are all
expanding their chains. This style of foodservice suits consumers’ needs better than some
others, as it offers both drinks and food, along with high-quality coffee and teas, and regular
innovations with interesting and trendy beverages. Furthermore, such establishments are
suitable for various occasions, from hanging out with friends, to remote working, studying, and
business appointments as well.
A boom in chained street stalls/kiosks is expected to continue, as brands such as Phuc Long
and ChukChuk continue to invest and expand. For example, Masan Group Corp, which is the
GBO of Phuc Long, continues to invest in the brand with a long-term strategy. As part of the
latest round of investments, Mason entered a strategic cooperation arrangement with Phuc
Long to develop the Phuc Long Kiosk model, selling coffee and bubble tea, at more than 2,200
Winmart+ stores nationwide. Meanwhile, ChukChuk focuses on ice cream, bubble tea, coffee,
and other beverages, and intends to expand its outlets to 300-400 in Vietnam, with a focus on
outlets in malls.
Franchising is another developing trend here, as franchising offers a lower operations fee
than other foodservice options, along with already being a standardised brand which attracts
attention. – as opposed to operators having to start from scratch. To consumers, branded
chains of street stalls/kiosks are more reliable, with the belief that the quality of food and service
is better than unbranded others.
Independent foodservice developments

Independent foodservice operators are noted to have been more flexible and agile in adapting
to the changes required by the era of the pandemic. Many independent players are family-
owned and operate from their own houses, reducing rental costs. Independent players also
have an advantage in terms of differentiation and uniqueness. Indeed, a chain is sometimes
hard to run because the expansion is challenging to duplicate from one outlet to others. For
example, currently, branded bars/clubs typically see just three or four outlets in Vietnam.
Independent players also continue to leverage their flexibility to adapt to the food price
increase in 2022. As independent operators are more flexible than large chains, they are faster
to respond to consumers’ changing needs, and often better able to keep their own operating
costs low to better manage their margins and keep some pricing stability for consumers.
The number of independent foodservice outlets is growing as well. Similar to chain operators,
independent players are quickly recovering from COVID-19, are investing in opening stores and
running marketing campaigns to attract consumers come back their outlets. Indeed, now the
pandemic restrictions are a thing of the past, there is a strong impetus for players in this space
to invest, enhance, and expand – thus to meet the strong demand from consumers.
What next for consumer foodservice?

Ongoing economic pressures will continue to impact food prices and operating costs over the
forecast period. Consumers are also expected to remain price-sensitive, with unemployment on
the rise and average incomes on the decline – for the short-term at least. As such, it is expected
that many lower-income consumers might switch away from foodservice completely, or at least
reduce their consumption. On-the-go consumption, which is deemed to be more essential (for
example, when travelling or commuting to work), along with being cheaper, is likely to fare better
in a mass context. On the other hand, full-service restaurants, speciality coffee and tea shops,
and cafés and bars will continue to appeal to higher-income consumers.
Chained foodservice is expected to continue to grow, with opportunities in this space
attracting new players. There remains much scope for expansion into suburban, and more rural
and remote areas in Vietnam, which is seen with the expansion of large retail outlets (such as
shopping centres) which include chained foodservice outlets. Furthermore, consumers tend to
trust chained brands, perceiving the quality of both food and service to be higher than that of
independents.
Online ordering (ordering via applications or websites) will also continue. Online channels are
key to younger consumers, who use them to seek information, communicate with others, and
entertain themselves. As such, this consumer segment is the ideal target for food delivery
options.
MARKET DATA
Table 1 Units, Transactions and Value Sales in Consumer Foodservice 2017-2022
2017 2018 2019 2020 2021 2022
Units 311,167.0 317,564.0 325,286.0 314,230.0 292,714.0 332,498.0

Transactions (mn) 12,773.6 13,150.0 13,575.1 11,822.6 8,597.0 9,764.7
VND billion current 505,156.3 542,093.5 577,136.9 513,192.4 442,190.7 529,277.7
prices
VND billion constant 505,156.3 523,564.2 542,254.0 467,133.5 395,252.2 457,151.7
prices
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Table 2 Units, Transactions and Value Sales in Consumer Foodservice: % Growth

2017-2022
% growth
2021/22 2017-22 CAGR 2017/22 Total
Units 13.6 1.3 6.9

Transactions 13.6 -5.2 -23.6
Value current prices 19.7 0.9 4.8
Value constant prices 15.7 -2.0 -9.5
Table 3 Consumer Foodservice by Independent vs Chained by Type: Units/Outlets 2022
outlets
Independent Chained Total
Cafés/Bars 29,757 5,254 35,011

Full-Service Restaurants 113,656 1,157 114,813
Limited-Service Restaurants 8,056 1,990 10,046
Self-Service Cafeterias - - -
Street Stalls/Kiosks 171,089 1,539 172,628
Consumer Foodservice by Type 322,558 9,940 332,498
Table 4 Consumer Foodservice by Independent vs Chained: % Foodservice Value

2017-2022
% value
2017 2018 2019 2020 2021 2022
Chained Foodservice 4.4 4.4 4.6 5.2 4.8 5.0

Independent Foodservice 95.6 95.6 95.4 94.8 95.2 95.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 5 Sales in Consumer Foodservice by Eat-In vs Delivery and To-Go: %

Foodservice Value 2017-2022
% value
2017 2018 2019 2020 2021 2022
Eat-in 82.8 82.0 81.0 79.2 70.5 79.8

Takeaway 12.5 12.8 13.1 13.6 14.3 13.8
Home Delivery 4.7 5.2 6.0 7.1 15.2 6.4
Drive-Through 0.0 0.0 0.0 0.0 0.0 0.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 6 Sales in Consumer Foodservice by Food vs Drink Split: % Foodservice Value

2017-2022
% value
2017 2018 2019 2020 2021 2022
Food 53.1 53.1 53.0 53.8 56.9 55.7

Drink 46.9 46.9 47.0 46.2 43.1 44.3
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 7 Sales in Consumer Foodservice by Food vs Drink Split by Type: % Foodservice

Value 2022
% value analysis
Food Drink Total
Cafés/Bars 26.2 73.8 100.0

Full-Service Restaurants 61.8 38.2 100.0
Limited-Service Restaurants 69.0 31.0 100.0
Self-Service Cafeterias - - -
Street Stalls/Kiosks 56.0 44.0 100.0
Consumer Foodservice by Type 55.7 44.3 100.0
Table 8 Sales in Consumer Foodservice by Online/Offline Ordering: % Foodservice

Value 2017-2022
% value
2017 2018 2019 2020 2021 2022
Online 1.9 3.2 4.8 7.1 14.1 5.7

Offline 98.1 96.8 95.2 92.9 85.9 94.3
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 9 Sales in Consumer Foodservice by Location: % Foodservice Value 2017-2022
% value
2017 2018 2019 2020 2021 2022
Stand-Alone 89.8 89.6 89.4 94.1 95.6 90.8

Retail 4.6 4.7 4.8 3.5 3.0 4.0
Travel 2.1 2.1 2.1 1.0 0.6 2.2
Leisure 0.9 0.9 0.9 0.5 0.3 1.0
Lodging 2.7 2.7 2.7 0.9 0.6 2.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 10 GBO Company Shares in Chained Consumer Foodservice: % Foodservice

Value 2018-2022
% value
Company 2018 2019 2020 2021 2022
Jollibee Foods Corp 9.7 12.1 12.1 12.1 13.0

Yum! Brands Inc 8.9 8.5 7.2 7.7 8.9
Golden Gate Trade & 7.8 8.8 9.9 9.6 8.1
Services JSC
Lotte Group 6.7 6.3 6.2 6.0 6.8
Masan Group Corp 1.8 2.6 2.6 4.0 4.0
Starbucks Corp 2.5 2.9 2.9 2.6 2.5
Coffee House Vietnam Co 2.8 3.2 2.7 2.2 2.2

Ltd
Charoen Pokphand Group 2.6 2.4 2.5 1.9 2.2
Pizza 4P's Corp 1.7 2.1 1.9 2.1 2.0
McDonald's Corp 1.6 1.9 1.7 1.6 1.6
Minor International PCL 2.2 2.4 2.1 1.4 1.6
Redsun ITI Corp Vietnam 1.9 2.1 1.9 1.8 1.5
Domino's Pizza Inc 1.5 1.6 1.2 1.4 1.4
Trung Nguyen Legend Corp 1.5 1.5 1.1 1.1 1.0
Cajun Operating Co 0.8 1.0 0.9 0.9 0.9
CJ Foodville Corp 1.2 1.2 1.0 0.8 0.8
Restaurant Brands 0.5 0.6 0.6 0.8 0.8
International Inc
Alimentation Couche- 0.5 0.6 0.6 0.8 0.7
Tard Inc
Dai Phat Food Co Ltd 0.3 0.3 0.3 0.4 0.4
Katinat Saigon Kafe Jsc 0.1 0.1 0.1 0.1 0.3
International Dairy 0.4 0.4 0.4 0.4 0.3
Queen Inc
Seven & I Holdings Co Ltd 0.1 0.2 0.2 0.2 0.2
AEON Group 0.2 0.2 0.2 0.2 0.2
FamilyMart Co Ltd - 0.2 0.2 0.2 0.2
BMQ Food Co Ltd 0.3 0.3 0.3 0.2 0.2
Inspire Brands Inc - - 0.2 0.1 0.1
Beri Jucker Plc 0.1 0.2 0.1 0.1 0.1
CoolBrands 0.2 0.2 0.2 0.1 0.1
International Inc
Dean Foods Co 0.2 0.1 0.1 0.0 0.0
Huy Vietnam Group 3.4 0.6 - - -
Others 38.5 35.7 38.8 39.2 37.9
Total 100.0 100.0 100.0 100.0 100.0
Table 11 GBN Brand Shares in Chained Consumer Foodservice: % Foodservice Value

2019-2022
% value
Brand Global Brand Owner 2019 2020 2021 2022
Highlands Coffee Jollibee Foods Corp 8.3 8.0 8.2 8.8

Lotteria Lotte Group 6.3 6.2 6.0 6.8
KFC Yum! Brands Inc 5.6 4.8 5.3 6.3
Phuc Long Masan Group Corp 2.6 2.6 4.0 4.0
Jollibee Jollibee Foods Corp 3.3 3.6 3.5 3.9
GoGi House Golden Gate Trade & 3.7 4.3 4.1 3.5
Services JSC
Kichi Kichi Golden Gate Trade & 3.7 4.2 4.2 3.5
Services JSC
Pizza Hut Yum! Brands Inc 2.8 2.4 2.4 2.6
Starbucks Starbucks Corp 2.9 2.9 2.6 2.5
The Coffee House Coffee House Vietnam Co 3.2 2.7 2.2 2.2
Ltd
5 Star Chicken Charoen Pokphand Group 2.4 2.5 1.9 2.2
Pizza 4P's Pizza 4P's Corp 2.1 1.9 2.1 2.0
The Pizza Co Minor International PCL 2.3 2.0 1.4 1.6
McDonald's McDonald's Corp 1.7 1.5 1.4 1.5
Domino's Pizza Domino's Pizza Inc 1.6 1.2 1.4 1.4
King BBQ Redsun ITI Corp Vietnam 1.6 1.5 1.4 1.1
Sumo BBQ Golden Gate Trade & 1.4 1.4 1.2 1.1
Services JSC
Trung Nguyen Legend Trung Nguyen Legend Corp 1.5 1.1 1.1 1.0
Texas Chicken Cajun Operating Co 1.0 0.9 0.9 0.9
Tous Les Jours CJ Foodville Corp 1.2 1.0 0.8 0.8
Popeyes Restaurant Brands 0.5 0.5 0.7 0.7
International Inc
Circle K Alimentation Couche- 0.6 0.6 0.8 0.7
Tard Inc
1 Minute 30 Seconds Dai Phat Food Co Ltd 0.3 0.3 0.4 0.4
Hotpot Story Redsun ITI Corp Vietnam 0.4 0.4 0.4 0.3
Katinat Saigon Kafe Katinat Saigon Kafe Jsc 0.1 0.1 0.1 0.3
Dairy Queen International Dairy 0.4 0.4 0.4 0.3
Queen Inc
7-Eleven Seven & I Holdings Co Ltd 0.2 0.2 0.2 0.2
Pho 24 Jollibee Foods Corp 0.3 0.2 0.3 0.2
Ministop AEON Group 0.2 0.2 0.2 0.2
Family Mart FamilyMart Co Ltd 0.2 0.2 0.2 0.2
Yellow Cab Pizza Max's Group Inc 0.3 0.2 - -
Mon Hue Huy Vietnam Group 0.4 - - -
Baskin-Robbins Dunkin' Brands Group Inc 0.3 - - -
Others 36.7 39.9 40.2 38.8
Total 100.0 100.0 100.0 100.0
Table 12 GBN Brand Shares in Chained Consumer Foodservice: Units/Outlets 2022
Brand Global Brand Owner outlets
5 Star Chicken Charoen Pokphand Group 956.0

Highlands Coffee Jollibee Foods Corp 565.0
Circle K Alimentation Couche-Tard Inc 409.0
Lotteria Lotte Group 206.0
1 Minute 30 Seconds Dai Phat Food Co Ltd 200.0
KFC Yum! Brands Inc 157.0
The Coffee House Coffee House Vietnam Co Ltd 154.0
Jollibee Jollibee Foods Corp 151.0
Family Mart FamilyMart Co Ltd 150.0
GoGi House Golden Gate Trade & Services JSC 132.0
Ministop AEON Group 126.0
Pizza Hut Yum! Brands Inc 110.0
Phuc Long Masan Group Corp 106.0
Kichi Kichi Golden Gate Trade & Services JSC 105.0
Trung Nguyen Legend Trung Nguyen Legend Corp 90.0
King BBQ Redsun ITI Corp Vietnam 82.0
Starbucks Starbucks Corp 82.0
B's Mart Beri Jucker Plc 80.0
The Pizza Co Minor International PCL 71.0
Banh Mi Que BMQ Food Co Ltd 70.0
7-Eleven Seven & I Holdings Co Ltd 68.0
Domino's Pizza Domino's Pizza Inc 46.0
Hotpot Story Redsun ITI Corp Vietnam 44.0
Katinat Saigon Kafe Katinat Saigon Kafe Jsc 40.0
Tous Les Jours CJ Foodville Corp 37.0
Popeyes Restaurant Brands International Inc 37.0
Texas Chicken Cajun Operating Co 29.0
McDonald's McDonald's Corp 28.0
McCafé McDonald's Corp 27.0

Pizza 4P's Pizza 4P's Corp 27.0
Others 5,555.0
Total 9,940.0
Table 13 Forecast Units, Transactions and Value Sales in Consumer Foodservice 2022-
2027
2022 2023 2024 2025 2026 2027
Units 332,498.0 353,998.0 375,058.0 395,612.0 415,450.0 434,344.0

Transactions (mn) 9,764.7 10,416.8 11,024.1 11,594.9 12,120.0 12,590.6
VND billion 529,277.7 569,847.6 609,613.8 648,458.8 685,829.9 721,705.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 14 Forecast Units, Transactions and Value Sales in Consumer Foodservice: %

Growth 2022-2027
% growth
2022/23 2022-27 CAGR 2022/27 Total
Units 6.5 5.5 30.6

Transactions 6.7 5.2 28.9
Constant value 7.7 6.4 36.4
trade sources
DISCLAIMER
Forecast closing date: 6 February 2023
Report closing date: 13 February 2023
Analysis and data in this report give full consideration to consumer behaviour and market
performance in 2022 and beyond as of the dates above. For the very latest insight on this
industry and consumer behaviour, at both global and national level, readers can access
strategic analysis and updates on www.euromonitor.com and via the Passport system, where
new content is being added on a systematic basis.
SOURCES
Sources used during the research included the following:
Summary 1 Research Sources

Official Sources General Statistics Office
Ministry of Industry & Trade
Vietnam Food Administrator
Trade Associations Food & Foodstuff Association of HCMC
Vietnam Franchise Club
Trade Press An Ninh Thu Do
Bao Moi
BBC News
Café F
Dan Tri E-Newspaper
Dia Diem An Uong
Doanh Nhan Sai Gon Online
Dong Nai E-newspaper
Nguoi Lao Dong
Nhip Cau Dau Tu
Saga
Saigon Giai Phong
Thanh Nien Online
The Wall Street Journal
Tin Tuc Hang Ngay
Tuoi Tre Online
Viet Bao
Vietnam Economic Forum
Vietnam Franchising News
Vietnam Investment Review
Vietnamnet
VNExpress
Zing News
Company Sources ABC Private Enterprise (ABC Bakery)
AEON Vietnam Co Ltd
Aladdin Doner Kebab
Alfresco Group Vietnam, The
An Minh Ice-cream JSC
An nam Group
Ashima Mushroom Hotpot
Bang Chau Quan
Banh Mi Que
Big C Supercenter PCL
BOC BBQ Restaurant
Bonchon Vietnam (BC Concept JSC)
Cafe Goethe Doner Kebab
Coca-Cola Beverages Vietnam Ltd
Coffee House Vietnam Co Ltd
Com Binh Dan 265
Com Tam Cali
Com Tam Moc
Com Tam Thuan Kieu
CP Vietnam Corp (Five Star Chicken)
D1-concepts Jsc
Domino's Pizza Inc
Duck Deli
Dung Hang Viet
Food Archive Co Ltd (Dia Diem An Uong)
Foody Corp
Gloria Jean's Gourmet Coffee Pty Ltd
Goethe Institut Vietnam
Golden Gate Restaurant Group
Golden Gate Restaurant Group (HCM Branch)
Golden Gate Trade & Services JSC
Good Day Hospitality JSC
Grab Co Ltd
Highlands Coffee
Hoa Huong Duong Co Ltd
Hu Tieu 64
Jardin De Coffee
Jollibee Vietnam Co Ltd
KFC Vietnam Co Ltd
Khai Group
Khai Silk Corp
Khai Thien Co Ltd
Kinh Do Corp
Lotteria Vietnam Co Ltd
Lyon Coffee
Metro Cash & Carry Vietnam
Milano Cafe
Moka Restaurant
Nam An Group
Nâu -en
North American Food Corp
Nova F&B Jsc
Omni Saigon Hotel
Passio Coffee
Pho Ngoc
Phuc Long Coffee & Tea House
Pizza Hut Vietnam Ltd
QSR Vietnam Trading Co Ltd
Queen's Café
Reddoor Coffee
Redsun ITI
Revenue Valley Pte Ltd
Ri Coffee
Ru Ru Coffee
Shopee Co Ltd
Suntory PepsiCo Vietnam Beverage Co Ltd
Tan Viet Huong Co Ltd
Tony Tèo
Trieu Nhat Co Ltd
Trung Nguyen Coffee Co Ltd
Viet Cafe Trading Co Ltd
Viet Thai International JSC
Vietlifestyle JSC
VietMac Food JSC
Vietnam Lotteria Co Ltd
VinaFranchise Corp
Vinamilk (Vietnam Dairy Products JSC)
Vissan JV Co
Vuon Pho
Vuong Ha Group
WOOWA BROTHERS Vietnam Co Ltd
Other Sources Chu Van Anh Student & Alumni Association

Forum
Coffee Concepts (Vietnam) Ltd
Nhu Lan Bakery
Source: Euromonitor International
CAFÉS/BARS IN VIETNAM -
CATEGORY ANALYSIS
KEY DATA FINDINGS
▪ Foodservice value sales increase by 40% in current terms in 2022 to VND83.2 trillion
▪ Outlet numbers rise by 8% to 35,011 in the same year
▪ Bars/pubs is the best performing category in 2022, with foodservice value sales increasing by
55% in current terms to VND14.4 trillion
▪ SuperFoods Group is the leading player in 2022, with a foodservice value share of 3%
▪ Foodservice value sales are set to grow at a current value CAGR of 14% (2022 constant
value CAGR of 10%) over the forecast period to VND162 trillion
▪ The number of outlets is expected to rise at a CAGR of 5% to 43,869 over the same period
2022 DEVELOPMENTS
Independent bars/clubs rebound thanks to return of discerning, higher-

income consumers
Bars/pubs returns to strong growth in cafés/bars in 2022, with independent operators enjoying
the advantage of their uniqueness and individual appeal, as consumers flock back to socialising
in foodservice establishments.
Indeed, during the long lockdown in 2021, independent players appeared to gain an
advantage over chained players. While chained players are usually more rigid and structured,
independent players are more flexible and adaptable to the fast-changing environment and
government regulations. Also, many independent players are also family-owned and operate
from their own houses, reducing rental costs. Independent players also have an advantage in
terms of differentiation and uniqueness. Despite the impact of COVID-19, many new players
entered the market with new styles of décor, menus or other features to attract customers. The
popularity of social media created the need amongst young people to constantly try out new
outlets to find new places to take photos and review. As chained outlets are usually similar to
each other, they can become boring and lose their attractiveness. Furthermore, there is strong
regulation which covers bars/pubs and, during the time of the pandemic, this became even
stricter. Indeed, a chain is hard to run, because the expansion is challenging to duplicate from
one outlet to others. Currently, branded bars/clubs typically see just three or four outlets in
Vietnam.
Furthermore, the target consumers of independent bars/pubs are of the higher-income
segment, as opposed to mass and lower-income, so their demands also reflect this and are
befitting to the offers from independent bars/pubs.
Overall recovery in cafés/bars thanks to lifting of pandemic restrictions

Whether chained or independent, overall recovery in cafés/bars is thanks to the eventual
lifting of pandemic restrictions and consumers’ return to foodservice per se. The COVID-19
lockdowns ended from October 2021 in Vietnam, with regulations regarding social distancing
and capacity also lifting at that time. However, 2021 was challenged overall due to the fourth
wave of COVID-19, which is reported to have been worse than those of 2020. It is also noted
that small establishments such as bars and cafés were hit hard by the era of restrictions, due to
the proximity of consumers in such small spaces. Thus why 2022 is the year of notable recovery
for foodservice.
With the reopening of society, consumers are keen to socialise with friends once again, and
cafés and coffee shops offer ideal places for such occasions. Within this environment, players
are also enhancing their offers to be as welcoming as possible and win against their
competition. Katinat Saigon Kafe (Katinat Saigon Kafe Jsc) and Cheese Coffee are noted as
examples of players who have adapted well in order to reattract consumers. Furthermore, many
players run aggressive marketing campaigns to attract attention, as competition is enhanced
throughout this time.
On the other hand, the long period of lockdown in 2021 also led to the closure of several key
outlets, such as The Coffee House Signature and Starbucks Rex Hotel. Even though these were
very popular outlets and usually drew large crowds, their rental costs were also much higher
than average, and companies had to close them despite their historical or branding significance.
Furthermore, with the rise in delivery and takeaway trends, many players also opened new
outlets with a smaller size or in kiosk format to reduce their rental costs, whilst still maintaining
outlet expansion to offer customers more convenience. This especially applied to some bubble
tea shops, as the main target customers are young consumers who are more price-sensitive.
Speciality coffee and tea shops benefit from lessons learned to enhance
ongoing growth
Speciality coffee and tea shops benefit from lessons learned to enhance their onwards
growth. Indeed, 2022 saw new investments from the likes of Phuc Long (Phuc Long Coffee &
Tea Co Ltd), the aforementioned Katinat Saigon Kafe, and ChukChuk, who are all expanding
their chains. This style of foodservice suits consumers’ needs better than some others, as it
offers both drinks and food, along with high-quality coffee and teas, and regular innovations with
interesting and trendy beverages. Furthermore, such establishments are suitable for various
occasions, from hanging out with friends, to remote working, studying, and business
appointments as well.
Indeed, learning from their experience in 2020, many players in specialist coffee and tea
shops adopted new strategies and were able to maintain their businesses, despite the new
waves of COVID-19. For example, in 2021, The Coffee House launched canned milk coffee,
which is sold in its own outlets, and also in many other online and offline retailers. This helped
the company retain some revenue despite the long lockdown period. Meanwhile, Phuc Long
collaborated with the Vinmart+ mini supermarket chain to launch a new chain of Phuc Long
kiosks within Vinmart+ outlets. Many of these kiosks still operated during the lockdown despite
the government’s ban on consumer foodservice, thanks to their location within a grocery retailer.
PROSPECTS AND OPPORTUNITIES
Speciality coffee and tea shops set to maintain their popularity, thanks
to strong coffee and bubble tea cultures
Speciality coffee and tea shops expected to maintain their popularity, thanks to strong coffee
and bubble tea cultures in Vietnam. Indeed, a number of existing and new players are investing
in this area, from Highlands Coffee (SuperFoods Group, previously Viet Thai International JSC),
to Phuc Long (Phuc Long Coffee & Tea Co Ltd NBO, Masan Group Corp GBO), and Nova
Group (not in the data).
Demand for speciality outlets of this style is huge in Vietnam, especially in urban areas,
because consumers can do many things at those stores, from enjoying drinks and food to
working and socialising. They have become a casual place for regular activities of younger
generations, for example drinking milk teas and hanging out with friends at the coffee and tea
shops. Indeed, Vietnam has a strong coffee culture, with people enjoying hanging out in a coffee
shop for a chat. Bubble tea shops are also still trendy amongst students and younger
consumers. These factors will help specialist coffee and tea shops to enjoy ongoing growth over
the forecast period, added to which the cheaper prices in this category, compared with many
others within consumer foodservice, will also help to support its strength.
Online ordering become more crucial for this category

Online ordering through food delivery apps and/or websites has become popular in Vietnam,
as stimulated by the era of COVID-19 and continuing through habit for many consumers, who
enjoy the convenience and many benefits such options offer. There are constant promotions by
third party delivery apps, such as Grab and Baemin, and such applications are developing very
fast in Vietnam, as they invest in promotions and branding campaigns to attract new consumers.
Food service operators are investing alike, and wider ranges of services and food options are
appearing, in addition to loyalty programmes and discount offers.
Being particularly popular with younger generation consumers, online and app ordering is
contributing increasingly on total value and numbers of orders, and it plays an important role in
driving orders and building up the sales for foodservice operators. Within this, sharing drinks at
offices or enjoying favourite drinks at home is common now – especially due to the convenience
online ordering offers. As such, this channel will remain important for cafés, as well as
restaurants.
Increasing prices for food will create challenges ahead

Global inflationary pressures are also creating challenges ahead not just for cafés/bars, but
for foodservice as a whole. Prices of raw ingredients and materials, as well as production,
logistics and transport, are all increasing – and this is also set against a backdrop of associated
consumer price sensitivity. So, players are becoming cautious about their operating
investments, while consumers are cautious about their spending, and many will switch away
from non-essential spending. It is therefore expected that foodservice will be impacted, as this
channel offers many nice-to-haves, instead of essentials per se.
CATEGORY DATA
Table 15 Cafés/Bars by Category: Units/Outlets 2017-2022
outlets
2017 2018 2019 2020 2021 2022
-- Independent 11,230 11,488 12,407 13,027 12,701 13,844

Specialist Coffee and
Tea Shops
-- Chained Specialist 3,174 2,943 3,604 4,303 4,219 5,254
Coffee and Tea Shops
- Specialist Coffee and 14,404 14,431 16,011 17,330 16,920 19,098
Tea Shops
-- Independent Juice/ 1,057 1,089 1,115 1,082 1,071 1,092
Smoothie Bars
-- Chained Juice/ - - - - - -
Smoothie Bars
- Juice/Smoothie Bars 1,057 1,089 1,115 1,082 1,071 1,092
-- Independent Cafés 13,331 13,495 13,648 13,716 13,442 13,778
-- Chained Cafés - - - - - -
- Cafés 13,331 13,495 13,648 13,716 13,442 13,778
-- Independent Bars/Pubs 945 996 1,039 1,017 1,001 1,043
-- Chained Bars/Pubs - - - - - -
- Bars/Pubs 945 996 1,039 1,017 1,001 1,043
- Independent Cafés/Bars 26,563 27,068 28,209 28,842 28,215 29,757
- Chained Cafés/Bars 3,174 2,943 3,604 4,303 4,219 5,254
Cafés/Bars 29,737 30,011 31,813 33,145 32,434 35,011
Table 16 Sales in Cafés/Bars by Category: Number of Transactions 2017-2022
'000 transactions
2017 2018 2019 2020 2021 2022
-- Independent 323,337.1 333,037.2 382,992.8 371,503.0 304,632.4 371,651.6

Tea Shops
-- Chained Specialist 117,446.8 131,800.0 165,773.8 179,009.9 132,180.5 175,848.8
- Specialist Coffee and 440,783.9 464,837.2 548,766.5 550,512.9 436,812.9 547,500.4
Tea Shops
-- Independent Juice/ 47,393.6 49,052.3 50,494.9 45,445.5 38,628.6 45,195.5
Smoothie Bars
Smoothie Bars
- Juice/Smoothie Bars 47,393.6 49,052.3 50,494.9 45,445.5 38,628.6 45,195.5
-- Independent Cafés 659,920.7 669,862.9 676,561.6 527,718.0 448,560.3 524,815.6
- Cafés 659,920.7 669,862.9 676,561.6 527,718.0 448,560.3 524,815.6
-- Independent Bars/Pubs 25,259.4 26,750.5 27,927.2 18,019.7 12,149.4 17,616.6
- Bars/Pubs 25,259.4 26,750.5 27,927.2 18,019.7 12,149.4 17,616.6
- Independent Cafés/Bars 1,055,91 1,078,70 1,137,97 962,686.2 803,970.8 959,279.3
0.7 3.0 6.4
- Chained Cafés/Bars 117,446.8 131,800.0 165,773.8 179,009.9 132,180.5 175,848.8
Cafés/Bars 1,173,35 1,210,50 1,303,75 1,141,69 936,151.3 1,135,12
7.5 3.0 0.2 6.1 8.1
Table 17 Sales in Cafés/Bars by Category: Foodservice Value 2017-2022
VND billion
2017 2018 2019 2020 2021 2022
-- Independent 12,239.3 12,912.5 13,816.3 13,125.5 11,156.7 15,061.5

Tea Shops
Tea Shops

Smoothie Bars
Smoothie Bars
- Cafés 38,670.8 40,409.7 42,026.1 31,519.5 27,737.2 39,386.8
- Bars/Pubs 20,769.2 22,675.1 24,154.6 14,388.1 9,283.0 14,388.6
- Independent Cafés/Bars 73,838.4 78,282.9 82,397.0 61,073.2 50,012.8 71,260.4
Cafés/Bars 82,882.3 87,594.4 93,190.9 72,679.0 59,369.5 83,151.2
Table 18 Cafés/Bars by Category: % Units/Outlets Growth 2017-2022
% Units/Outlets growth
2021/22 2017-22 CAGR 2017/22 Total
-- Independent Specialist Coffee and 9.0 4.3 23.3

Tea Shops
-- Chained Specialist Coffee and Tea 24.5 10.6 65.5
Shops
- Specialist Coffee and Tea Shops 12.9 5.8 32.6
-- Independent Juice/Smoothie Bars 2.0 0.7 3.3
-- Chained Juice/Smoothie Bars - - -
- Juice/Smoothie Bars 2.0 0.7 3.3
-- Independent Cafés 2.5 0.7 3.4
-- Chained Cafés - - -
- Cafés 2.5 0.7 3.4
-- Independent Bars/Pubs 4.2 2.0 10.4
-- Chained Bars/Pubs - - -
- Bars/Pubs 4.2 2.0 10.4
- Independent Cafés/Bars 5.5 2.3 12.0
- Chained Cafés/Bars 24.5 10.6 65.5
Cafés/Bars 7.9 3.3 17.7
Table 19 Sales in Cafés/Bars by Category: % Transaction Growth 2017-2022
% transaction growth
2021/22 2017-22 CAGR 2017/22 Total

Tea Shops
Shops
-- Independent Juice/Smoothie Bars 17.0 -0.9 -4.6
- Juice/Smoothie Bars 17.0 -0.9 -4.6
-- Independent Cafés 17.0 -4.5 -20.5
- Cafés 17.0 -4.5 -20.5

-- Independent Bars/Pubs 45.0 -7.0 -30.3
- Bars/Pubs 45.0 -7.0 -30.3
- Independent Cafés/Bars 19.3 -1.9 -9.2
Cafés/Bars 21.3 -0.7 -3.3
Table 20 Sales in Cafés/Bars by Category: % Foodservice Value Growth 2017-2022
% value growth
2021/22 2017-22 CAGR 2017/22 Total

Tea Shops
Shops
- Cafés 42.0 0.4 1.9
-- Independent Bars/Pubs 55.0 -7.1 -30.7
- Bars/Pubs 55.0 -7.1 -30.7
- Independent Cafés/Bars 42.5 -0.7 -3.5
Cafés/Bars 40.1 0.1 0.3
Table 21 GBO Company Shares in Chained Cafés/Bars: % Foodservice Value 2018-

2022
% value
Company 2018 2019 2020 2021 2022

Masan Group Corp 4.5 6.3 5.9 9.0 9.1
Starbucks Corp 6.4 7.1 6.6 6.0 5.7
Coffee House Vietnam Co 7.2 7.9 6.3 5.1 5.0
Ltd
Trung Nguyen Legend Corp 3.7 3.7 2.6 2.4 2.2
Katinat Saigon Kafe Jsc 0.2 0.2 0.2 0.2 0.6
McDonald's Corp 0.5 0.5 0.5 0.4 0.4
Dunkin' Brands Group Inc 0.5 0.4 - - -
International Coffee & 1.2 - - - -
Tea LLC
Jireh International Pty - - - - -
Ltd
Retail Food Group Ltd - - - - -
Viet Thai International - - - - -
JSC
Trung Nguyen Corp - - - - -

Others 58.4 52.9 59.1 58.0 57.1
Total 100.0 100.0 100.0 100.0 100.0
Table 22 GBN Brand Shares in Chained Cafés/Bars: % Foodservice Value 2019-2022
% value
Highlands Coffee Jollibee Foods Corp 20.4 18.4 18.6 19.8

Phuc Long Masan Group Corp 6.3 5.9 9.0 9.1
Starbucks Starbucks Corp 7.1 6.6 6.0 5.7
The Coffee House Coffee House Vietnam Co 7.9 6.3 5.1 5.0
Ltd
Trung Nguyen Legend Trung Nguyen Legend Corp 3.7 2.6 2.4 2.2
Katinat Saigon Kafe Katinat Saigon Kafe Jsc 0.2 0.2 0.2 0.6
McCafé McDonald's Corp 0.5 0.5 0.4 0.4
The Coffee Bean & Jollibee Foods Corp 0.7 0.5 0.4 0.3
Tea Leaf
Dunkin' Dunkin' Brands Group Inc 0.4 - - -
Dunkin' Donuts Dunkin' Brands Group Inc - - - -
The Coffee Bean & International Coffee & - - - -
Tea Leaf Tea LLC
Gloria Jean's Coffees Jireh International Pty - - - -
Ltd
Gloria Jean's Coffees Retail Food Group Ltd - - - -
Trung Nguyen Trung Nguyen Corp - - - -
Trung Nguyen Legend Trung Nguyen Corp - - - -
Highlands Coffee Viet Thai International - - - -
JSC
Others 52.9 59.1 58.0 57.1
Total 100.0 100.0 100.0 100.0
Table 23 Forecast Cafés/Bars by Category: Units/Outlets 2022-2027
outlets
2022 2023 2024 2025 2026 2027
-- Independent 13,844 14,744 15,481 16,178 16,825 17,414

Tea Shops
-- Chained Specialist 5,254 6,084 6,936 7,768 8,545 9,229
- Specialist Coffee and 19,098 20,828 22,417 23,946 25,370 26,643
Tea Shops
-- Independent Juice/ 1,092 1,112 1,130 1,146 1,160 1,172
Smoothie Bars
Smoothie Bars
- Juice/Smoothie Bars 1,092 1,112 1,130 1,146 1,160 1,172
-- Independent Cafés 13,778 14,054 14,293 14,507 14,696 14,872
- Cafés 13,778 14,054 14,293 14,507 14,696 14,872
-- Independent Bars/Pubs 1,043 1,080 1,112 1,140 1,163 1,182

- Bars/Pubs 1,043 1,080 1,112 1,140 1,163 1,182
- Independent Cafés/Bars 29,757 30,990 32,016 32,971 33,844 34,640
- Chained Cafés/Bars 5,254 6,084 6,936 7,768 8,545 9,229
Cafés/Bars 35,011 37,074 38,952 40,739 42,389 43,869
trade sources
Table 24 Forecast Sales in Cafés/Bars by Category: Number of Transactions 2022-2027
'000 transactions
2022 2023 2024 2025 2026 2027
-- Independent 371,651.6 416,249.8 449,549.7 481,018.2 509,879.3 535,373.3

Tea Shops
Tea Shops
Smoothie Bars
Smoothie Bars
- Cafés 524,815.6 572,049.0 617,812.9 661,059.8 700,723.4 735,759.5
- Bars/Pubs 17,616.6 20,259.1 22,082.4 23,628.2 24,809.6 25,802.0
- Independent Cafés/Bars 959,279.3 1,058,27 1,142,64 1,222,09 1,294,61 1,358,50
2.9 0.2 3.0 8.4 9.2
Cafés/Bars 1,135,12 1,272,80 1,393,64 1,513,26 1,629,46 1,740,23
8.1 8.4 6.7 0.7 1.2 0.0
trade sources
Table 25 Forecast Sales in Cafés/Bars by Category: Foodservice Value 2022-2027
VND billion
2022 2023 2024 2025 2026 2027
-- Independent 15,061.5 16,417.1 17,812.5 19,237.5 20,680.3 22,128.0

Tea Shops
Tea Shops
Smoothie Bars
Smoothie Bars

- Cafés 39,386.8 44,901.0 50,289.1 55,318.0 59,743.5 63,925.5
- Bars/Pubs 14,388.6 16,115.2 17,404.4 18,622.7 19,740.1 20,727.1
- Independent Cafés/Bars 71,260.4 80,147.6 88,410.4 96,256.8 103,396.4 110,142.4
Cafés/Bars 83,151.2 94,125.7 104,624.9 114,903.6 124,653.7 134,163.1
trade sources
Table 26 Forecast Cafés/Bars by Category: % Units/Outlets Growth 2022-2027
2022/2023 2022-27 CAGR 2022/27 Total

Tea Shops
Shops
- Cafés 2.0 1.5 7.9
- Bars/Pubs 3.5 2.5 13.3
Cafés/Bars 5.9 4.6 25.3
trade sources
Table 27 Forecast Sales in Cafés/Bars by Category: % Transaction Growth 2022-2027
2022/2023 2022-27 CAGR 2022/27 Total

Tea Shops
Shops
- Cafés 9.0 7.0 40.2
- Bars/Pubs 15.0 7.9 46.5

Cafés/Bars 12.1 8.9 53.3
trade sources
Table 28 Forecast Sales in Cafés/Bars by Category: % Foodservice Value Growth 2022-

2027
% value growth
2022/2023 2022-27 CAGR 2022/27 Total

Tea Shops
Shops
- Cafés 14.0 10.2 62.3
- Bars/Pubs 12.0 7.6 44.1
Cafés/Bars 13.2 10.0 61.3
trade sources
FULL-SERVICE RESTAURANTS IN
VIETNAM - CATEGORY ANALYSIS
Euromonitor International
GetDate
KEY DATA FINDINGS
▪ Foodservice value sales rise by 12% in current terms in 2022 to VND365 trillion
▪ Outlet numbers rise by 5% to 114,813 in the same year
▪ Pizza full-service restaurants is the best performing category in 2022, with foodservice value
sales increasing by 31% in current terms to VND3.1 trillion
▪ Golden Gate Trade & Services JSC is the leading player in 2022, with a foodservice value
share of 1%
▪ Foodservice value sales are set to increase at a current value CAGR of 10% (2022 constant
value CAGR of 6%) over the forecast period to VND576 trillion
▪ The number of outlets is expected to increase at a CAGR of 4% to 136,397 over the same
period
2022 DEVELOPMENTS
Recovery in 2022 attributed to consumers re-embracing dine-in options following the
reopening of services
The recovery of full-service restaurants in 2022 is directly attributed to the reopening of
society following the era of the COVID-19 restrictions and associated losses in sales. The
COVID-19 lockdowns ended from October 2021 in Vietnam, with regulations regarding social
distancing and capacity also lifting at that time. As such, full-service restaurants were allowed to
open properly and welcome back consumers who wished to dine-in – which is crucially
important for full-service restaurants. Indeed, while limited-service restaurants lend themselves
well to takeaway services, the appeal of full-service restaurants is in their dine-in qualities. That
said, in light of the trend for home delivery and associated apps, several small independent full-
service restaurants did switch to delivery options via third party apps, and packed their meals as
they would if they were serving them normally. Large, chained players, such as Golden Gate
Trade & Services JSC’s brands (GoGi House, Kichi Kichi, Sumo BBQ), and Pizza 4P’s (Pizza
4P's Corp), also started selling ready-to-cook and frozen items in supermarket chains, which
were still allowed to operate throughout the lockdown period. These items are the same as on
their restaurants’ menus to help customers recreate a similar food experience at home. This
helped the companies to maintain brand awareness despite having to close down for many
months.
Consumers have also been keen to re-embrace dining in at full-service restaurants, as they
have missed this opportunity, along with wishing to re-establish social occasions with friends
and family – such as all having a meal together in a nice restaurant. As such, as seen with
limited-service restaurants, operators in this space have been investing in new outlets and large
marketing campaigns in order to attract consumers’ attention and stand out from their
competitors.
Inflationary pressures create challenges for full-service restaurants

Global inflationary pressures and an uncertain economic environment are, however, still
causing challenges for full-service restaurants and foodservice in general. Food prices, in
particular, are rising – along with the increased costs for imports, transportation, crop
production, raw materials and ingredients, and more. This is creating pressures for full-service
restaurant operators, which is ultimately pushing up prices – all set against a backdrop of
increasing consumer price sensitivity. Unemployment in Vietnam is high, and average incomes
are declining; thus consumers are becoming increasingly cautious with their spending and non-
essentials such as dining out, which can be significantly more expensive than eating at home, is
one area which is at threat.
Overall, operational costs of full-service restaurants are increasing, whilst consumers have
less money to spend on such activities, thus revenues and profits are being squeezed. As a
result, full-service restaurants’ cash flow is being impacted and, as a result, investments
regarding new outlet openings, service improvements, and marketing are being considered with
greater caution.
Asian cuisine maintains its popularity in the category

Asian cuisine maintains its popularity in full-service restaurants in Vietnam, which is strongly
influenced by Japanese and Korean culture. This has caused intensive investments from large
Japanese and Korean companies into Vietnam, from food trends to fashion, alongside the
popularity of Japanese and Korean music and films. Therefore, this also stimulates the
popularity of Japanese and Korean full-service restaurants. In addition, Vietnamese consumers
remain proud of their own traditional food and continue to enjoy Vietnamese full-service
restaurants serving local cuisine. The taste of Asian food is easier for local consumers to try and
become familiar with, thus Asian full-service restaurants have a greater chance succeed in the
country, over other styles.
Indeed, an overwhelming majority of the full-service restaurants in the country consists of
independent restaurants selling Vietnamese food, with such outlets having a presence
throughout the country. However, during the lockdown, these operators were more severely
impacted compared with their chained counterparts. Most of these independent restaurants are
small, and faced difficulties getting supplies when the lockdown was implemented and the
supply chain between cities was interrupted.
Other types of independent operators, such as European and North American full-service
restaurants, also faced challenges during the era of the pandemic. However, these foreign
cuisines had already suffered a notable hit due to the departure of many expatriates and the
disruption to inbound tourism. Moving forwards, these impacts will recover, although the
popularity of Asian cuisine in Vietnam is expected to remain higher than other alternatives.
Golden Gate maintains its top place, despite holding miniscule shares
due to the majority being held by unbranded “others”
The aforementioned Golden Gate Trade & Services JSC is the largest player in full-service
restaurants in 2022, with a number of popular brands (GoGi House, Kichi Kichi, Sumo BBQ) and
a significant network across the country. That said, the player only holds tiny, sub-decimal value
shares, as the majority of full-service restaurants in Vietnam fall under unbranded “others”. The
company maintains its popularity through its ongoing investments for growth in the future, such
as opening new stores across the country, running aggressive marketing campaigns, and
promoting its online platforms/online ordering options. It also offers a wide range of full-service
restaurant styles, from Korean to Western, from hot pot to barbeque, which give it much scope
for ongoing growth.
Full-service restaurants see both challenges and opportunities ahead

Economic challenges are expected to shape the landscape moving forwards – not just in full-
service restaurants, but in foodservice overall. As discussed, costs from raw ingredients through
to transportation are increasing, affecting food prices overall – not to mention running costs for
operators. This is also set against a backdrop of consumer price sensitivity, with dining out
perceived as a nice-to-have as opposed to a necessity. That said, the return to out-of-home
lifestyles will continue to attract consumers to full-service restaurants. While people are
expected to remain price-sensitive, many do still seek a high-quality service when they do dine
out, and for this they are prepared to pay – particularly so with younger, urban generations, who
prioritise the enjoyment and experience. Therefore, full-service restaurants will continue to see
opportunities over the forecast period, whilst it will be important for operators to find the right
balance of price and quality.
Chained full-service restaurants set to leverage their strengths to

expand
Chained full-service restaurants are set to leverage their brand reputations to grow quickly
over the forecast period, and especially gain consumers through trials in different locations
across the country. For consumers, chained full-service restaurants are perceived to be reliable
in relation to high standards of food quality and overall service, both of which are expected to be
greater than those offered by small independents. Indeed, some consumers even care more
about the brand image and the reputation of the chained restaurant, over the food per se. As
such, as the room for growth in this category remains attractive, chained players will continue to
invest. For example, as seen from Pizza 4P's Corp.
CATEGORY DATA
Table 29 Full-Service Restaurants by Category: Units/Outlets 2017-2022
outlets
2017 2018 2019 2020 2021 2022
--- Independent Other 240 267 295 280 258 272

Full-Service Restaurants
--- Chained Other Full- - - - - - -
Service Restaurants
-- Other Full-Service 240 267 295 280 258 272
Restaurants
--- Independent Pizza 263 292 342 332 305 336
--- Chained Pizza Full- 151 188 206 218 224 243
Service Restaurants
-- Pizza Full-Service 414 480 548 550 529 579
Restaurants
--- Independent North 142 145 148 141 110 118
American Full-Service
Restaurants
--- Chained North - - - - - -
Restaurants
-- North American Full- 142 145 148 141 110 118
Service Restaurants
--- Independent Middle - - - - - -
Eastern Full-Service
Restaurants
--- Chained Middle - - - - - -
Restaurants
-- Middle Eastern Full- - - - - - -
Service Restaurants
--- Independent Latin - - - - - -
Restaurants
--- Chained Latin - - - - - -
Restaurants
-- Latin American Full- - - - - - -
Service Restaurants
--- Independent 260 271 281 267 235 242
European Full-Service
Restaurants
--- Chained European - - - - - -
-- European Full- 260 271 281 267 235 242
Service Restaurants
--- Independent Asian 120,502 125,682 130,840 126,261 107,322 112,688
--- Chained Asian Full- 662 845 908 850 872 914
Service Restaurants
-- Asian Full-Service 121,164 126,527 131,748 127,111 108,194 113,602
Restaurants
- Full-Service 122,220 127,690 133,020 128,349 109,326 114,813
Restaurants by Type
Table 30 Sales in Full-Service Restaurants by Category: Number of Transactions 2017-

2022
'000 transactions
2017 2018 2019 2020 2021 2022
--- Independent Other 11,670.2 13,178.2 14,821.1 10,973.2 9,656.4 11,104.9

Service Restaurants
-- Other Full-Service 11,670.2 13,178.2 14,821.1 10,973.2 9,656.4 11,104.9
Restaurants
--- Independent Pizza 11,394.7 13,178.9 15,390.7 10,773.5 9,157.4 11,172.1
--- Chained Pizza Full- 5,230.1 6,609.9 8,319.2 6,820.6 5,887.2 7,408.4
Service Restaurants
-- Pizza Full-Service 16,624.8 19,788.7 23,709.8 17,594.0 15,044.6 18,580.5
Restaurants
--- Independent North 8,863.0 9,103.2 9,338.7 7,004.0 5,603.2 6,051.5
Restaurants
Restaurants
-- North American Full- 8,863.0 9,103.2 9,338.7 7,004.0 5,603.2 6,051.5
Service Restaurants
Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
Service Restaurants
--- Independent 13,777.8 14,555.3 15,337.8 9,969.6 8,274.8 9,267.7
Restaurants
-- European Full- 13,777.8 14,555.3 15,337.8 9,969.6 8,274.8 9,267.7
Service Restaurants
--- Independent Asian 8,170,74 8,469,23 8,750,58 7,700,51 5,390,36 5,713,78
Full-Service Restaurants 7.2 3.8 6.4 6.1 1.2 2.9
--- Chained Asian Full- 16,945.3 15,306.8 14,360.6 13,270.4 11,673.2 13,420.2
Service Restaurants
-- Asian Full-Service 8,187,69 8,484,54 8,764,94 7,713,78 5,402,03 5,727,20
Restaurants 2.5 0.7 7.1 6.5 4.4 3.1
- Full-Service 8,238,62 8,541,16 8,828,15 7,759,32 5,440,61 5,772,20
Restaurants by Type 8.3 6.1 4.5 7.3 3.4 7.7
Table 31 Sales in Full-Service Restaurants by Category: Foodservice Value 2017-2022
VND billion
2017 2018 2019 2020 2021 2022

Service Restaurants
Restaurants
--- Independent Pizza 1,011.0 1,269.7 1,523.6 1,097.0 965.4 1,226.0
Service Restaurants
Restaurants
Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
Service Restaurants
--- Independent 4,268.3 4,605.4 4,941.6 3,261.4 2,772.2 3,188.1
Restaurants
-- European Full- 4,268.3 4,605.4 4,941.6 3,261.4 2,772.2 3,188.1
Service Restaurants
--- Independent Asian 341,828.1 370,618.6 395,265.8 363,644.5 312,734.3 350,262.4
Service Restaurants
-- Asian Full-Service 347,228.4 375,994.0 400,920.1 369,188.8 317,200.6 355,047.2
Restaurants
- Full-Service 358,164.0 388,295.6 414,653.3 378,786.1 325,320.1 364,835.8
Restaurants by Type
Table 32 Full-Service Restaurants by Category: % Units/Outlets Growth 2017-2022
2021/22 2017-22 CAGR 2017/22 Total
--- Independent Other Full-Service 5.4 2.5 13.3

Restaurants
--- Chained Other Full-Service - - -
Restaurants
-- Other Full-Service Restaurants 5.4 2.5 13.3
--- Independent Pizza Full-Service 10.2 5.0 27.8
Restaurants
--- Chained Pizza Full-Service 8.5 10.0 60.9
Restaurants
-- Pizza Full-Service Restaurants 9.5 6.9 39.9
--- Independent North American Full- 7.3 -3.6 -16.9
Service Restaurants
--- Chained North American Full- - - -
Service Restaurants
-- North American Full-Service 7.3 -3.6 -16.9
Restaurants
--- Independent Middle Eastern Full- - - -

Service Restaurants
--- Chained Middle Eastern Full- - - -
Service Restaurants
-- Middle Eastern Full-Service - - -
Restaurants
--- Independent Latin American Full- - - -
Service Restaurants
--- Chained Latin American Full- - - -
Service Restaurants
-- Latin American Full-Service - - -
Restaurants
--- Independent European Full-Service 3.0 -1.4 -6.9
Restaurants
--- Chained European Full-Service - - -
Restaurants
-- European Full-Service Restaurants 3.0 -1.4 -6.9
--- Independent Asian Full-Service 5.0 -1.3 -6.5
Restaurants
--- Chained Asian Full-Service 4.8 6.7 38.1
Restaurants
-- Asian Full-Service Restaurants 5.0 -1.3 -6.2
- Full-Service Restaurants by Type 5.0 -1.2 -6.1
Table 33 Sales in Full-Service Restaurants by Category: % Transaction Growth 2017-

2022
2021/22 2017-22 CAGR 2017/22 Total
--- Independent Other Full-Service 15.0 -1.0 -4.8

Restaurants
Restaurants
-- Other Full-Service Restaurants 15.0 -1.0 -4.8
--- Independent Pizza Full-Service 22.0 -0.4 -2.0
Restaurants
Restaurants
Service Restaurants
Service Restaurants
Restaurants
Service Restaurants
Service Restaurants
Restaurants
Service Restaurants
Service Restaurants
Restaurants
Restaurants
Restaurants
--- Independent Asian Full-Service 6.0 -6.9 -30.1
Restaurants
--- Chained Asian Full-Service 15.0 -4.6 -20.8
Restaurants
-- Asian Full-Service Restaurants 6.0 -6.9 -30.1
- Full-Service Restaurants by Type 6.1 -6.9 -29.9
Table 34 Sales in Full-Service Restaurants by Category: % Foodservice Value Growth

2017-2022
% value growth
2021/22 2017-22 CAGR 2017/22 Total

Restaurants
Restaurants
Restaurants
Restaurants
Service Restaurants
Service Restaurants
Restaurants
Service Restaurants
Service Restaurants
Restaurants
Service Restaurants
Service Restaurants
Restaurants
Restaurants
Restaurants
--- Independent Asian Full-Service 12.0 0.5 2.5
Restaurants
--- Chained Asian Full-Service 7.1 -2.4 -11.4
Restaurants
-- Asian Full-Service Restaurants 11.9 0.4 2.3
- Full-Service Restaurants by Type 12.1 0.4 1.9

Table 35 GBO Company Shares in Chained Full-Service Restaurants: % Foodservice

Value 2018-2022
% value
Company 2018 2019 2020 2021 2022
Golden Gate Trade & 25.9 30.0 35.5 34.5 32.4

Services JSC
Yum! Brands Inc 8.7 9.6 8.6 8.6 10.4
Pizza 4P's Corp 5.8 7.3 7.0 7.5 8.0
Minor International PCL 7.3 8.1 7.4 5.2 6.4
Redsun ITI Corp Vietnam 6.3 7.0 6.9 6.6 6.1
Huy Vietnam Group 11.2 2.0 - - -
Viet Thai International - - - - -
JSC
Others 34.0 35.1 33.8 36.7 35.9
Total 100.0 100.0 100.0 100.0 100.0
Table 36 GBN Brand Shares in Chained Full-Service Restaurants: % Foodservice Value

2019-2022
% value
GoGi House Golden Gate Trade & 12.6 15.3 15.0 14.1
Services JSC
Kichi Kichi Golden Gate Trade & 12.5 15.1 15.2 14.0
Services JSC
Pizza Hut Yum! Brands Inc 9.6 8.6 8.6 10.4
Pizza 4P's Pizza 4P's Corp 7.3 7.0 7.5 8.0
The Pizza Co Minor International PCL 7.9 7.2 5.0 6.3
King BBQ Redsun ITI Corp Vietnam 5.5 5.2 4.9 4.5
Sumo BBQ Golden Gate Trade & 4.9 5.2 4.4 4.2
Services JSC
Hotpot Story Redsun ITI Corp Vietnam 1.2 1.4 1.3 1.2
Pho 24 Jollibee Foods Corp 0.9 0.9 0.9 0.9
Khao Lao Redsun ITI Corp Vietnam 0.3 0.3 0.3 0.3
ThaiExpress Minor International PCL 0.2 0.2 0.2 0.2
Mon Hue Huy Vietnam Group 1.5 - - -
Pho Ong Hung Huy Vietnam Group 0.6 - - -
Pho 24 Viet Thai International - - - -
JSC
Others 35.1 33.8 36.7 35.9
Total 100.0 100.0 100.0 100.0
Table 37 Forecast Full-Service Restaurants by Category: Units/Outlets 2022-2027
outlets
2022 2023 2024 2025 2026 2027
--- Independent Other 272 280 290 302 317 335

Service Restaurants
-- Other Full-Service 272 280 290 302 317 335
Restaurants
--- Independent Pizza 336 349 366 388 415 448
--- Chained Pizza Full- 243 250 260 273 288 305
Service Restaurants
-- Pizza Full-Service 579 599 626 661 703 753
Restaurants
--- Independent North 118 125 132 139 145 151
Restaurants
Restaurants
-- North American Full- 118 125 132 139 145 151
Service Restaurants
Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
Service Restaurants
--- Independent 242 249 255 260 264 267
Restaurants
-- European Full- 242 249 255 260 264 267
Service Restaurants
--- Chained Asian Full- 914 951 984 1,015 1,043 1,069
Service Restaurants
-- Asian Full-Service 113,602 118,710 123,453 127,770 131,601 134,891
Restaurants
- Full-Service 114,813 119,963 124,756 129,132 133,030 136,397
Restaurants by Type
trade sources
Table 38 Forecast Sales in Full-Service Restaurants by Category: Number of

Transactions 2022-2027
'000 transactions
2022 2023 2024 2025 2026 2027

Service Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
Service Restaurants
--- Independent 9,267.7 9,916.5 10,511.4 11,037.0 11,478.5 11,822.9
Restaurants
-- European Full- 9,267.7 9,916.5 10,511.4 11,037.0 11,478.5 11,822.9
Service Restaurants
--- Independent Asian 5,713,78 6,028,04 6,329,44 6,614,26 6,878,83 7,119,59
Full-Service Restaurants 2.9 1.0 3.0 8.0 8.7 8.0
Service Restaurants
-- Asian Full-Service 5,727,20 6,042,26 6,344,45 6,630,02 6,895,30 7,136,72
Restaurants 3.1 6.4 0.8 6.1 6.0 4.0
- Full-Service 5,772,20 6,089,73 6,394,60 6,683,10 6,951,58 7,196,51
Restaurants by Type 7.7 6.8 0.7 3.7 2.0 2.7
trade sources
Table 39 Forecast Sales in Full-Service Restaurants by Category: Foodservice Value

2022-2027
VND billion
2022 2023 2024 2025 2026 2027

Service Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
Service Restaurants
--- Independent 3,188.1 3,459.0 3,701.2 3,923.2 4,119.4 4,284.2
Restaurants
-- European Full- 3,188.1 3,459.0 3,701.2 3,923.2 4,119.4 4,284.2
Service Restaurants
Service Restaurants
-- Asian Full-Service 355,047.2 377,957.9 400,472.7 422,341.8 443,308.6 463,114.6
Restaurants
- Full-Service 364,835.8 388,359.7 411,511.9 434,058.4 455,746.0 476,322.7
Restaurants by Type
trade sources
Table 40 Forecast Full-Service Restaurants by Category: % Units/Outlets Growth 2022-

2027
2022/2023 2022-27 CAGR 2022/27 Total

Restaurants
Restaurants
Restaurants
Restaurants
--- Independent North American Full- 5.9 5.1 28.0
Service Restaurants
Service Restaurants
-- North American Full-Service 5.9 5.1 28.0
Restaurants
Service Restaurants
Service Restaurants
Restaurants
Service Restaurants
Service Restaurants
Restaurants
--- Independent European Full-Service 2.9 2.0 10.3
Restaurants
Restaurants
-- European Full-Service Restaurants 2.9 2.0 10.3
Restaurants
Restaurants
trade sources
Table 41 Forecast Sales in Full-Service Restaurants by Category: % Transaction Growth

2022-2027
2022/2023 2022-27 CAGR 2022/27 Total

Restaurants

Restaurants
Restaurants
Restaurants
Service Restaurants
Service Restaurants
Restaurants
Service Restaurants
Service Restaurants
Restaurants
Service Restaurants
Service Restaurants
Restaurants
Restaurants
Restaurants
Restaurants
Restaurants
trade sources
Table 42 Forecast Sales in Full-Service Restaurants by Category: % Foodservice Value

Growth 2022-2027
% value growth
2022/2023 2022-27 CAGR 2022/27 Total

Restaurants
Restaurants
Restaurants
Restaurants
Service Restaurants
Service Restaurants
Restaurants
Service Restaurants
Service Restaurants
Restaurants
Service Restaurants
Service Restaurants
Restaurants
Restaurants
Restaurants
Restaurants
Restaurants
trade sources
LIMITED-SERVICE RESTAURANTS IN
KEY DATA FINDINGS
▪ Foodservice value sales grow by 29% in current terms in 2022 to VND16.8 trillion
▪ Outlet numbers grow by 7% to 10,046 in the same year
▪ Chicken limited-service restaurants is the best performing category in 2022, with foodservice
value sales growing by 42% in current terms to VND3.4 trillion
▪ Vietnam Lotteria Co Ltd is the leading player in 2022, with a foodservice value share of 11%
▪ Foodservice value sales are set to grow at a current value CAGR of 11% (2022 constant
value CAGR of 6%) over the forecast period to VND27.6 trillion
▪ The number of outlets is expected to increase at a CAGR of 4% to 12,080 over the same
period
2022 DEVELOPMENTS
Limited-service restaurants rebound in 2022, following A long period of

recovery from the pandemic
Limited-service restaurants recovered strongly throughout 2022, following the era of
pandemic restrictions and associated losses in sales. The COVID-19 lockdowns ended from
October 2021 in Vietnam, with regulations regarding social distancing and capacity also lifting at
that time. As such, limited-service restaurants were allowed to open properly and welcome back
consumers who wished to sit down and eat in-store. Indeed, after two years of restrictions and
limitations, consumers were also keen to re-embrace foodservice options again, and operators
enhanced their efforts to re-attract trade. For example, with new store openings in popular
locations, thus to leverage affordable rents at the time (as the property trade also made steps
into recovery); along with investments into promotions and brand advertising activities, to stand
out from the crowd.
It is noted that the fourth wave of COVID-19 in Vietnam in 2021 was more severe than the
previous waves in 2020, resulting in a long period of lockdown. As a result, during this time,
home delivery became the go-to option. Even after the lockdowns was lifted, many consumers
were still reluctant to dine-in to avoid exposure to other people. Especially for limited-service
restaurants, this trend was very prominent. This was because limited-service restaurants mainly
target families and students, who are price-sensitive. As such, constant promotions by third
party delivery apps, such as Grab and Baemin, sometimes made it cheaper to order home
delivery than buying in the outlets. Besides, with a widespread network of outlets, the food
usually retained its freshness even by the time it reached the customer’s home. Therefore,
home delivery became the preferred choice for many consumers.
Most major cities in Vietnam, including Ho Chi Minh City, Hanoi and Da Nang, were locked
down for at least three-to-four months due to the fourth wave of COVID-19. During the full
lockdown period, consumer foodservice establishments had to close completely. Convenience
stores limited-service restaurants was the only exception, as convenience stores were
considered grocery stores. While sitting in was banned during the lockdown period, convenience
stores could still sell their foods and snacks, as they escaped the lockdown regulation. This
resulted in this being the least impacted category within limited-service restaurants in 2021.
However, convenience stores limited-service restaurants is a relatively new and small category
within the overall consumer foodservice industry. It has thrived well over the review period,
thanks to its suitability for young urban consumers’ busy lifestyles, and many operators, such as
GS25, 7-Eleven and Ministop, also regularly update their food and snacks selections to give
consumers better and more attractive choices.
These are the dynamics which have dictated the patterns in limited-service restaurants’
challenges and recovery in Vietnam during this time.
Third-party food delivery apps remain popular in driving overall sales

It is noted that constant promotions by third party delivery apps, such as Grab and Baemin,
sometimes made it cheaper to order home delivery than buying in the outlets; along with the fact
that the wide range of options available mean food usually retains its freshness by the time it
reaches consumers. As such, home delivery became a strong choice for consumers during the
time of the pandemic lockdowns and also through the recovery period as restrictions started to
lift. Indeed, after two years of pandemic impacts, Vietnamese consumers have become more
familiar with food delivery applications and a certain habit prevails beyond the time of the
lockdown necessity. Also, limited-service restaurants, by their very nature of being of limited-
service, lend themselves very well to home delivered orders. Within this, such establishments
target young adults with their advertising, due to the nature of this consumer group being those
which are regular users of such apps. Such applications are developing very fast in Vietnam, as
they invest in promotions and branding campaigns to attract new consumers. Food service
operators are investing alike, and wider ranges of services and food options are appearing, in
addition to loyalty programmes and discount offers.
Chicken limited-service restaurants maintain their popularity, thanks to

fried chicken being A top taste in Vietnam
Chicken limited-service restaurants are the most popular in Vietnam, with KFC (KFC Vietnam
Co Ltd) and Jollibee (Jollibee Vietnam Co Ltd) being the biggest names. Indeed, the area of
chicken limited-service restaurants continues to attract attention in Vietnam, and players are
becoming more inventive in their efforts to attract consumers. For example, by promoting
themselves as being ideal options to celebrate occasions, from birthday parties to reunions of
friends. Overall, the popularity of chicken limited-service restaurants in the country is because
the taste of fried chicken appeals to both children and adults in Vietnam, who often enjoy eating
together. Furthermore, unit prices for fried chicken are relatively more affordable than, for
example, pizza or ice cream.
Indeed, chained ice cream limited-service restaurants have been recording significant losses
in the past couple of tears, with many brands closing down permanently during the era of the
pandemic as they could not cope with the overhead costs due to falling revenue. One of the
longest-standing ice cream limited-service restaurant chains in Vietnam, Fanny, announced its
intention to sell its foodservice business in Q4 2021. However, the downwards trend of declining
activity in ice cream actually started several years ago, before the pandemic, as ice cream
limited-service restaurants faced rising competition from other foodservice categories which also
sell good-quality ice cream. Almost all the leading operators, such as Swensen’s, Bud’s Ice
Cream of San Francisco, Baskin-Robbins and Dairy Queen, also sell their ice cream for
takeaway or in convenience stores and supermarkets, reducing the need to buy or dine in their
outlets.
Leading players expected to expand into small towns and rural areas
Leading players are expected to increase their outlets over the forecast period, with top
names such as KFC and Jollibee, in the popular chicken subcategory, leading the charge.
Indeed, there is great scope for growth for limited-service restaurants in Vietnam, because the
target population is huge – especially the unexplored populations in suburban and rural areas
across the country. Therefore, the opening new stores is needed to approach those new
consumers. At present, penetration of limited-service restaurants is mostly limited to big cities
and key urban areas, thus potential remains in small towns and the provinces, as well as more
rural areas.
Challenges remain due to ongoing economic uncertainties

Challenges do, however, remain for limited-service restaurants and, indeed, foodservice in
general. Economic uncertainties remain in Vietnam, with consumers remaining price sensitive.
Also, as limited-service restaurants typically appeal to lower- to mid-income consumers, these
are the groups expected to be more price-sensitive per se. Also, unemployment figures were
increasing through 2022 and the average income level is also decreasingly accordingly. As
such, many consumers are expected to be careful with their budgeting and are likely to switch
away from non-essential spending. For example, non-essential and underdeveloped food
services such as ice cream are likely to continue to decline.
International players set to drive ongoing trends and growth

International names in limited-service restaurants are those likely to drive trends and growth
in the category. For example, names such as the aforementioned KFC, alongside McDonald’s
(Good Day Hospitality JSC), and Domino’s Pizza (Imex Pan Pacific Group Inc). Indeed, such
large players are notable in bringing in new formats, trends, and styles of service, which help the
overall category to develop further. In addition to having logistics and budgetary strengths, such
global players are also well trusted by consumers, who perceive them as offering a high
standard of service and food quality, as well as a professional image.
CATEGORY DATA
Table 43 Limited-Service Restaurants by Category: Units/Outlets 2017-2022
outlets
2017 2018 2019 2020 2021 2022
--- Independent Other - - - - - -

Limited-Service
Restaurants
--- Chained Other - - - - - -
Limited-Service
Restaurants
-- Other Limited- - - - - - -
Service Restaurants
--- Independent Pizza - - - - - -
Limited-Service
Restaurants
--- Chained Pizza 38 39 48 47 41 46
Limited-Service
Restaurants
-- Pizza Limited- 38 39 48 47 41 46
Service Restaurants
Eastern Limited-Service
Restaurants
Restaurants
-- Middle Eastern - - - - - -
Limited-Service
Restaurants
American Limited-
Service Restaurants
American Limited-
Service Restaurants
-- Latin American - - - - - -
Limited-Service
Restaurants
--- Independent Ice 1,614 1,635 1,653 1,537 1,445 1,503
Cream Limited-Service
Restaurants
--- Chained Ice Cream 153 127 122 108 87 72
Limited-Service
Restaurants
-- Ice Cream Limited- 1,767 1,762 1,775 1,645 1,532 1,575
Service Restaurants
--- Independent Fish - - - - - -
Limited-Service
Restaurants
--- Chained Fish - - - - - -
Limited-Service
Restaurants
-- Fish Limited-Service - - - - - -
Restaurants
--- Independent - - - - - -
Convenience Stores
Limited-Service
Restaurants
--- Chained Convenience 788 930 970 1,020 1,000 987
Stores Limited-Service
Restaurants
-- Convenience Stores 788 930 970 1,020 1,000 987
Limited-Service
Restaurants
--- Independent Chicken 84 88 92 93 92 103
Limited-Service
Restaurants
--- Chained Chicken 270 306 351 366 332 412
Limited-Service
Restaurants
-- Chicken Limited- 354 394 443 459 424 515
Service Restaurants
--- Independent Burger 52 54 56 53 52 57
Limited-Service
Restaurants
--- Chained Burger 228 225 174 183 181 242
Limited-Service
Restaurants
-- Burger Limited- 280 279 230 236 233 299

Service Restaurants
--- Independent Bakery 368 383 410 422 418 435
Products Limited-
Service Restaurants
--- Chained Bakery 180 199 214 216 206 231
Products Limited-
Service Restaurants
-- Bakery Products 548 582 624 638 624 666
Limited-Service
Restaurants
Limited-Service
Restaurants
--- Chained Asian - - - - - -
Limited-Service
Restaurants
-- Asian Limited- 5,841 5,927 6,105 5,800 5,568 5,958
Service Restaurants
- Limited-Service 9,616 9,913 10,195 9,845 9,422 10,046
Restaurants by Type
Table 44 Sales in Limited-Service Restaurants by Category: Number of Transactions

2017-2022
'000 transactions
2017 2018 2019 2020 2021 2022

Limited-Service
Restaurants
Limited-Service
Restaurants
Service Restaurants
Limited-Service
Restaurants
--- Chained Pizza 1,885.2 1,970.6 2,456.6 2,192.6 1,678.7 1,947.3
Limited-Service
Restaurants
-- Pizza Limited- 1,885.2 1,970.6 2,456.6 2,192.6 1,678.7 1,947.3
Service Restaurants
Restaurants
Restaurants
Limited-Service
Restaurants
American Limited-
Service Restaurants
American Limited-
Service Restaurants
Limited-Service
Restaurants
--- Independent Ice 130,385.8 132,373.5 134,094.3 93,866.0 73,215.5 76,144.1
Restaurants
--- Chained Ice Cream 4,942.6 4,178.3 3,659.0 2,615.9 1,564.5 1,387.2
Limited-Service
Restaurants
-- Ice Cream Limited- 135,328.5 136,551.8 137,753.3 96,482.0 74,780.1 77,531.3
Service Restaurants
Limited-Service
Restaurants
--- Chained Fish - - - - - -
Limited-Service
Restaurants
Restaurants
Convenience Stores
Limited-Service
Restaurants
--- Chained Convenience 9,639.5 11,760.2 13,994.6 13,015.0 11,726.5 13,050.4
Restaurants
-- Convenience Stores 9,639.5 11,760.2 13,994.6 13,015.0 11,726.5 13,050.4
Limited-Service
Restaurants
--- Independent Chicken 3,039.7 3,170.4 3,303.6 2,907.1 2,325.7 2,976.9
Limited-Service
Restaurants
--- Chained Chicken 26,419.5 30,408.4 35,286.6 32,009.9 22,818.5 31,003.6
Limited-Service
Restaurants
-- Chicken Limited- 29,459.2 33,578.8 38,590.2 34,917.0 25,144.2 33,980.5
Service Restaurants
--- Independent Burger 599.2 618.2 639.6 511.6 434.9 548.0
Limited-Service
Restaurants
--- Chained Burger 20,613.9 21,287.4 23,423.4 21,837.2 15,820.6 21,468.7
Limited-Service
Restaurants
-- Burger Limited- 21,213.0 21,905.6 24,063.0 22,348.9 16,255.5 22,016.6
Service Restaurants
--- Independent Bakery 12,729.6 13,314.0 13,713.4 12,342.0 9,873.6 12,539.5
Products Limited-
Service Restaurants
--- Chained Bakery 6,892.3 7,737.5 7,849.2 7,389.1 5,971.6 7,214.2
Products Limited-
Service Restaurants
-- Bakery Products 19,621.9 21,051.5 21,562.6 19,731.2 15,845.3 19,753.7
Limited-Service
Restaurants
Limited-Service
Restaurants
Limited-Service
Restaurants
-- Asian Limited- 228,959.2 232,911.8 239,899.1 213,510.2 179,348.6 224,185.8
Service Restaurants
- Limited-Service 446,106.5 459,730.2 478,319.4 402,196.8 324,778.8 392,465.6
Restaurants by Type
Table 45 Sales in Limited-Service Restaurants by Category: Foodservice Value 2017-

2022
VND billion
2017 2018 2019 2020 2021 2022

Limited-Service
Restaurants
Limited-Service
Restaurants
Service Restaurants
Limited-Service
Restaurants
--- Chained Pizza 361.9 395.6 489.7 388.0 289.0 361.3
Limited-Service
Restaurants
-- Pizza Limited- 361.9 395.6 489.7 388.0 289.0 361.3
Service Restaurants
Restaurants
Restaurants
Limited-Service
Restaurants
American Limited-
Service Restaurants
American Limited-
Service Restaurants
Limited-Service
Restaurants
--- Independent Ice 4,599.2 4,794.6 4,962.5 3,721.8 2,977.5 3,483.6
Restaurants
--- Chained Ice Cream 632.8 584.2 507.6 384.0 228.9 203.8
Limited-Service
Restaurants
Service Restaurants
Limited-Service
Restaurants
--- Chained Fish - - - - - -

Limited-Service
Restaurants
Restaurants
Convenience Stores
Limited-Service
Restaurants
--- Chained Convenience 325.7 400.6 480.8 423.1 407.4 480.4
Restaurants
-- Convenience Stores 325.7 400.6 480.8 423.1 407.4 480.4
Limited-Service
Restaurants
--- Independent Chicken 147.4 155.9 164.3 147.9 115.4 163.8
Limited-Service
Restaurants
--- Chained Chicken 2,169.9 2,481.7 2,832.5 2,730.3 2,299.8 3,256.1
Limited-Service
Restaurants
-- Chicken Limited- 2,317.4 2,637.6 2,996.8 2,878.2 2,415.1 3,419.9
Service Restaurants
Limited-Service
Restaurants
--- Chained Burger 1,885.3 1,941.7 2,149.5 2,063.8 1,597.0 2,230.2
Limited-Service
Restaurants
-- Burger Limited- 1,910.4 1,968.3 2,177.6 2,087.7 1,618.0 2,258.3
Service Restaurants
--- Independent Bakery 458.1 490.0 521.8 495.7 416.4 566.3
Products Limited-
Service Restaurants
--- Chained Bakery 441.1 504.2 524.4 522.4 421.0 543.7
Products Limited-
Service Restaurants
-- Bakery Products 899.3 994.1 1,046.2 1,018.1 837.4 1,110.0
Limited-Service
Restaurants
Limited-Service
Restaurants
Limited-Service
Restaurants
-- Asian Limited- 4,981.0 5,254.7 5,491.2 5,106.8 4,187.6 5,443.9
Service Restaurants
- Limited-Service 16,027.7 17,029.8 18,152.3 16,007.7 12,960.8 16,761.2
Restaurants by Type
Table 46 Limited-Service Restaurants by Category: % Units/Outlets Growth 2017-2022
2021/22 2017-22 CAGR 2017/22 Total
--- Independent Other Limited-Service - - -
Restaurants
--- Chained Other Limited-Service - - -
Restaurants
-- Other Limited-Service Restaurants - - -
--- Independent Pizza Limited-Service - - -
Restaurants
--- Chained Pizza Limited-Service 12.2 3.9 21.1
Restaurants
-- Pizza Limited-Service Restaurants 12.2 3.9 21.1
--- Independent Middle Eastern Limited- - - -
Service Restaurants
--- Chained Middle Eastern Limited- - - -
Service Restaurants
-- Middle Eastern Limited-Service - - -
Restaurants
--- Independent Latin American Limited- - - -
Service Restaurants
--- Chained Latin American Limited- - - -
Service Restaurants
-- Latin American Limited-Service - - -
Restaurants
--- Independent Ice Cream Limited- 4.0 -1.4 -6.9
Service Restaurants
--- Chained Ice Cream Limited-Service -17.2 -14.0 -52.9
Restaurants
-- Ice Cream Limited-Service Restaurants 2.8 -2.3 -10.9
--- Independent Fish Limited-Service - - -
Restaurants
--- Chained Fish Limited-Service - - -
Restaurants
-- Fish Limited-Service Restaurants - - -
--- Independent Convenience Stores - - -
Limited-Service Restaurants
--- Chained Convenience Stores Limited- -1.3 4.6 25.3
Service Restaurants
-- Convenience Stores Limited-Service -1.3 4.6 25.3
Restaurants
--- Independent Chicken Limited- 12.0 4.2 22.6
Service Restaurants
--- Chained Chicken Limited-Service 24.1 8.8 52.6
Restaurants
-- Chicken Limited-Service Restaurants 21.5 7.8 45.5
--- Independent Burger Limited-Service 9.6 1.9 9.6
Restaurants
--- Chained Burger Limited-Service 33.7 1.2 6.1
Restaurants
-- Burger Limited-Service Restaurants 28.3 1.3 6.8
--- Independent Bakery Products 4.1 3.4 18.2
--- Chained Bakery Products Limited- 12.1 5.1 28.3
Service Restaurants
-- Bakery Products Limited-Service 6.7 4.0 21.5
Restaurants
--- Independent Asian Limited-Service 7.0 0.4 2.0
Restaurants
--- Chained Asian Limited-Service - - -
Restaurants
-- Asian Limited-Service Restaurants 7.0 0.4 2.0
- Limited-Service Restaurants by Type 6.6 0.9 4.5
Table 47 Sales in Limited-Service Restaurants by Category: % Transaction Growth 2017-

2022
2021/22 2017-22 CAGR 2017/22 Total

Restaurants
Restaurants
Restaurants
Restaurants
Service Restaurants
Service Restaurants
Restaurants
Service Restaurants
Service Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
Restaurants
--- Chained Convenience Stores Limited- 11.3 6.2 35.4
Service Restaurants
-- Convenience Stores Limited-Service 11.3 6.2 35.4
Restaurants
--- Independent Chicken Limited- 28.0 -0.4 -2.1
Service Restaurants
Restaurants
--- Independent Burger Limited-Service 26.0 -1.8 -8.5
Restaurants
Restaurants
--- Independent Bakery Products 27.0 -0.3 -1.5

Service Restaurants
Restaurants
--- Independent Asian Limited-Service 25.0 -0.4 -2.1
Restaurants
Restaurants
-- Asian Limited-Service Restaurants 25.0 -0.4 -2.1
- Limited-Service Restaurants by Type 20.8 -2.5 -12.0
Table 48 Sales in Limited-Service Restaurants by Category: % Foodservice Value

Growth 2017-2022
% value growth
2021/22 2017-22 CAGR 2017/22 Total

Restaurants
Restaurants
Restaurants
--- Chained Pizza Limited-Service 25.0 0.0 -0.2
Restaurants
-- Pizza Limited-Service Restaurants 25.0 0.0 -0.2
Service Restaurants
Service Restaurants
Restaurants
Service Restaurants
Service Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
Restaurants
Service Restaurants
Restaurants
Service Restaurants

Restaurants
Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
Restaurants
Table 49 GBO Company Shares in Chained Limited-Service Restaurants: % Foodservice

Value 2018-2022
% value
Company 2018 2019 2020 2021 2022
Lotte Group 25.1 24.1 25.3 24.5 25.8

Yum! Brands Inc 23.5 21.5 19.6 21.6 23.7
McDonald's Corp 5.2 6.3 6.1 5.7 5.5
Domino's Pizza Inc 5.5 5.9 5.1 5.5 5.1
Cajun Operating Co 3.0 3.8 3.8 3.8 3.4
CJ Foodville Corp 4.6 4.4 4.0 3.3 3.0
Restaurant Brands 1.8 2.2 2.5 3.2 3.0
International Inc
Alimentation Couche- 1.9 2.4 2.3 3.2 2.7
Tard Inc
International Dairy 1.6 1.6 1.5 1.6 1.1
Queen Inc
Seven & I Holdings Co Ltd 0.3 0.6 0.7 1.0 0.9
AEON Group 0.7 0.9 0.8 0.9 0.8
FamilyMart Co Ltd - 0.7 0.6 0.8 0.8
Inspire Brands Inc - - 0.7 0.4 0.3
Beri Jucker Plc 0.5 0.7 0.6 0.5 0.3
CoolBrands 0.8 0.7 0.6 0.4 0.2
International Inc
Dean Foods Co 0.7 0.3 0.2 0.2 0.1
Max's Group Inc 0.8 1.1 0.9 - -
Dunkin' Brands Group Inc 1.7 1.1 - - -
FamilyMart Uny Holdings 0.8 - - - -
Co Ltd
Doctor's Associates Inc 0.2 - - - -
CKE Restaurants 0.0 - - - -
Holdings Inc
AFC Enterprises Inc - - - - -
Kinh Do Corp - - - - -
Popeyes Louisiana - - - - -
Kitchen Inc
Burger King Worldwide Inc - - - - -
Others 11.7 9.3 9.9 9.4 8.5
Total 100.0 100.0 100.0 100.0 100.0
Table 50 GBN Brand Shares in Chained Limited-Service Restaurants: % Foodservice

Value 2019-2022
% value
Lotteria Lotte Group 24.1 25.3 24.5 25.8

KFC Yum! Brands Inc 21.5 19.6 21.6 23.7
Jollibee Jollibee Foods Corp 12.4 14.6 14.1 14.7
McDonald's McDonald's Corp 6.3 6.1 5.7 5.5
Domino's Pizza Domino's Pizza Inc 5.9 5.1 5.5 5.1
Texas Chicken Cajun Operating Co 3.8 3.8 3.8 3.4
Tous Les Jours CJ Foodville Corp 4.4 4.0 3.3 3.0
Popeyes Restaurant Brands 1.8 2.2 2.9 2.8
International Inc
Circle K Alimentation Couche- 2.4 2.3 3.2 2.7
Tard Inc
Dairy Queen International Dairy 1.6 1.5 1.6 1.1
Queen Inc
7-Eleven Seven & I Holdings Co Ltd 0.6 0.7 1.0 0.9
Ministop AEON Group 0.9 0.8 0.9 0.8
Family Mart FamilyMart Co Ltd 0.7 0.6 0.8 0.8
Baskin-Robbins Inspire Brands Inc - 0.7 0.4 0.3
B's Mart Beri Jucker Plc 0.7 0.6 0.5 0.3
Swensen's CoolBrands 0.7 0.6 0.4 0.2
International Inc
Burger King Restaurant Brands 0.4 0.3 0.2 0.2
International Inc
Bud's Dean Foods Co 0.3 0.2 0.2 0.1
Yellow Cab Pizza Max's Group Inc 1.1 0.9 - -
Baskin-Robbins Dunkin' Brands Group Inc 1.1 - - -
Popeyes AFC Enterprises Inc - - - -
Burger King Burger King Worldwide Inc - - - -
Carl's Jr CKE Restaurants - - - -
Holdings Inc
Subway Doctor's Associates Inc - - - -
Family Mart FamilyMart Uny Holdings - - - -
Co Ltd
K-Do bakery & café Kinh Do Corp - - - -
Popeyes Popeyes Louisiana - - - -
Kitchen Inc
Others 9.3 9.9 9.4 8.5
Total 100.0 100.0 100.0 100.0
Table 51 Forecast Limited-Service Restaurants by Category: Units/Outlets 2022-2027
outlets
2022 2023 2024 2025 2026 2027

Limited-Service
Restaurants
Limited-Service
Restaurants
Service Restaurants
Limited-Service
Restaurants
--- Chained Pizza 46 49 53 58 64 72
Limited-Service
Restaurants
-- Pizza Limited- 46 49 53 58 64 72
Service Restaurants
Restaurants
Restaurants
Limited-Service
Restaurants
American Limited-
Service Restaurants
American Limited-
Service Restaurants
Limited-Service
Restaurants
--- Independent Ice 1,503 1,549 1,588 1,620 1,644 1,660
Restaurants
--- Chained Ice Cream 72 69 66 61 56 50
Limited-Service
Restaurants
-- Ice Cream Limited- 1,575 1,618 1,654 1,681 1,700 1,710
Service Restaurants
Limited-Service
Restaurants
--- Chained Fish - - - - - -
Limited-Service
Restaurants
Restaurants
Convenience Stores
Limited-Service
Restaurants
--- Chained Convenience 987 1,007 1,037 1,078 1,132 1,200
Restaurants
-- Convenience Stores 987 1,007 1,037 1,078 1,132 1,200
Limited-Service
Restaurants
--- Independent Chicken 103 108 114 122 131 141
Limited-Service
Restaurants
--- Chained Chicken 412 466 517 564 609 652
Limited-Service
Restaurants
-- Chicken Limited- 515 574 631 686 740 793
Service Restaurants
--- Independent Burger 57 62 67 72 77 82
Limited-Service
Restaurants
--- Chained Burger 242 252 263 276 291 308
Limited-Service
Restaurants
-- Burger Limited- 299 314 330 348 368 390
Service Restaurants
--- Independent Bakery 435 455 478 504 534 569
Products Limited-
Service Restaurants
--- Chained Bakery 231 243 256 271 288 307
Products Limited-
Service Restaurants
-- Bakery Products 666 698 734 775 822 876
Limited-Service
Restaurants
Limited-Service
Restaurants
Limited-Service
Restaurants
-- Asian Limited- 5,958 6,286 6,537 6,733 6,901 7,039
Service Restaurants
- Limited-Service 10,046 10,546 10,976 11,359 11,727 12,080
Restaurants by Type
trade sources
Table 52 Forecast Sales in Limited-Service Restaurants by Category: Number of

'000 transactions
2022 2023 2024 2025 2026 2027

Limited-Service
Restaurants
Limited-Service
Restaurants
Service Restaurants
Limited-Service
Restaurants
--- Chained Pizza 1,947.3 2,103.0 2,292.3 2,521.5 2,798.9 3,134.8
Limited-Service
Restaurants
-- Pizza Limited- 1,947.3 2,103.0 2,292.3 2,521.5 2,798.9 3,134.8

Service Restaurants
Restaurants
Restaurants
Limited-Service
Restaurants
American Limited-
Service Restaurants
American Limited-
Service Restaurants
Limited-Service
Restaurants
--- Independent Ice 76,144.1 78,428.5 80,546.0 82,479.1 84,128.7 85,474.8
Restaurants
--- Chained Ice Cream 1,387.2 1,220.7 1,062.0 913.4 776.4 652.1
Limited-Service
Restaurants
Service Restaurants
Limited-Service
Restaurants
--- Chained Fish - - - - - -
Limited-Service
Restaurants
Restaurants
Convenience Stores
Limited-Service
Restaurants
--- Chained Convenience 13,050.4 14,094.5 15,292.5 16,668.8 18,252.4 20,077.6
Restaurants
-- Convenience Stores 13,050.4 14,094.5 15,292.5 16,668.8 18,252.4 20,077.6
Limited-Service
Restaurants
--- Independent Chicken 2,976.9 3,185.3 3,424.2 3,698.1 4,012.5 4,373.6
Limited-Service
Restaurants
--- Chained Chicken 31,003.6 35,654.2 40,289.2 44,318.1 48,306.8 52,171.3
Limited-Service
Restaurants
-- Chicken Limited- 33,980.5 38,839.5 43,713.4 48,016.3 52,319.2 56,544.9
Service Restaurants
Limited-Service
Restaurants
--- Chained Burger 21,468.7 22,434.7 23,556.5 24,852.1 26,343.2 28,055.5
Limited-Service
Restaurants
-- Burger Limited- 22,016.6 23,054.0 24,237.6 25,594.5 27,145.0 28,913.5
Service Restaurants
--- Independent Bakery 12,539.5 13,417.3 14,490.7 15,794.8 17,374.3 19,285.5
Products Limited-
Service Restaurants
--- Chained Bakery 7,214.2 7,647.0 8,144.1 8,714.2 9,367.7 10,117.1
Products Limited-
Service Restaurants
-- Bakery Products 19,753.7 21,064.3 22,634.7 24,509.0 26,742.0 29,402.6
Limited-Service
Restaurants
Limited-Service
Restaurants
Limited-Service
Restaurants
-- Asian Limited- 224,185.8 237,636.9 249,518.7 260,747.1 271,177.0 280,668.2
Service Restaurants
- Limited-Service 392,465.6 416,441.3 439,297.4 461,449.7 483,339.6 504,868.4
Restaurants by Type
trade sources
Table 53 Forecast Sales in Limited-Service Restaurants by Category: Foodservice Value

2022-2027
VND billion
2022 2023 2024 2025 2026 2027

Limited-Service
Restaurants
Limited-Service
Restaurants
Service Restaurants
Limited-Service
Restaurants
--- Chained Pizza 361.3 393.8 433.1 480.8 538.5 608.5
Limited-Service
Restaurants
-- Pizza Limited- 361.3 393.8 433.1 480.8 538.5 608.5
Service Restaurants
Restaurants
Restaurants
Limited-Service
Restaurants
American Limited-
Service Restaurants
American Limited-
Service Restaurants
Limited-Service
Restaurants
--- Independent Ice 3,483.6 3,623.0 3,749.8 3,862.3 3,958.8 4,038.0
Restaurants
--- Chained Ice Cream 203.8 173.9 147.8 124.9 104.9 87.6
Limited-Service
Restaurants
Service Restaurants
Limited-Service
Restaurants
--- Chained Fish - - - - - -
Limited-Service
Restaurants
Restaurants
Convenience Stores
Limited-Service
Restaurants
--- Chained Convenience 480.4 523.6 576.0 639.4 716.1 809.2
Restaurants
-- Convenience Stores 480.4 523.6 576.0 639.4 716.1 809.2
Limited-Service
Restaurants
--- Independent Chicken 163.8 176.9 192.1 209.8 230.4 254.3
Limited-Service
Restaurants
--- Chained Chicken 3,256.1 3,679.4 4,120.9 4,491.8 4,851.2 5,190.8
Limited-Service
Restaurants
-- Chicken Limited- 3,419.9 3,856.3 4,313.1 4,701.6 5,081.6 5,445.1
Service Restaurants
Limited-Service
Restaurants
--- Chained Burger 2,230.2 2,364.0 2,517.6 2,693.9 2,895.9 3,127.6
Limited-Service
Restaurants
-- Burger Limited- 2,258.3 2,395.5 2,552.0 2,731.0 2,935.6 3,169.7
Service Restaurants
--- Independent Bakery 566.3 622.9 688.3 764.0 851.9 954.1
Products Limited-
Service Restaurants
--- Chained Bakery 543.7 579.0 619.6 666.0 719.3 780.4
Products Limited-
Service Restaurants
-- Bakery Products 1,110.0 1,201.9 1,307.9 1,430.1 1,571.2 1,734.6
Limited-Service
Restaurants
Limited-Service
Restaurants
Limited-Service
Restaurants
-- Asian Limited- 5,443.9 5,824.9 6,174.4 6,483.1 6,742.5 6,944.7

Service Restaurants
- Limited-Service 16,761.2 17,993.0 19,254.1 20,453.2 21,649.2 22,837.4
Restaurants by Type
trade sources
Table 54 Forecast Limited-Service Restaurants by Category: % Units/Outlets Growth

2022-2027
2022/2023 2022-27 CAGR 2022/27 Total

Restaurants
Restaurants
Restaurants
Restaurants
Service Restaurants
Service Restaurants
Restaurants
Service Restaurants
Service Restaurants
Restaurants
--- Independent Ice Cream Limited- 3.1 2.0 10.4
Service Restaurants
Restaurants
-- Ice Cream Limited-Service Restaurants 2.7 1.7 8.6
Restaurants
Restaurants
Service Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
Restaurants
trade sources
Table 55 Forecast Sales in Limited-Service Restaurants by Category: % Transaction

Growth 2022-2027
2022/2023 2022-27 CAGR 2022/27 Total

Restaurants
Restaurants
Restaurants
Restaurants
Service Restaurants
Service Restaurants
Restaurants
Service Restaurants
Service Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
Restaurants
Service Restaurants

Restaurants
Service Restaurants
Restaurants
Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
Restaurants
trade sources
Table 56 Forecast Sales in Limited-Service Restaurants by Category: % Foodservice

Value Growth 2022-2027
% value growth
2022/2023 2022-27 CAGR 2022/27 Total

Restaurants
Restaurants
Restaurants
Restaurants
Service Restaurants
Service Restaurants
Restaurants
Service Restaurants
Service Restaurants
Restaurants
Service Restaurants
Restaurants

Restaurants
Restaurants
Service Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
Restaurants
Service Restaurants
Restaurants
Restaurants
Restaurants
trade sources
SELF-SERVICE CAFETERIAS IN
2022 DEVELOPMENTS
▪ The self-service cafeterias channel is not present in Vietnam and there are no signs that it will
emerge over the forecast period.
STREET STALLS/KIOSKS IN VIETNAM

- CATEGORY ANALYSIS
KEY DATA FINDINGS
▪ Foodservice value sales increase by 45% in current terms in 2022 to VND64.5 trillion
▪ Outlet numbers grow by 22% to 172,628 in the same year
▪ Independent street stalls/kiosks is the best performing category in 2022, with foodservice
value sales rising by 45% in current terms to VND63.5 trillion
▪ CP Vietnam Corp is the leading player in 2022, with a foodservice value share of 1%
▪ Foodservice value sales are set to rise at a current value CAGR of 11% (2022 constant value
CAGR of 7%) over the forecast period to VND107 trillion
▪ The number of outlets is expected to rise at a CAGR of 7% to 241,998 over the same period
2022 DEVELOPMENTS
Number of street stalls/kiosks is growing robustly in 2022

The number of street stalls/kiosks is growing robustly in 2022, with recovery in the category
also attributed to the reopening of society after the era of COVID-19 restrictions (which ended in
October 2021). Furthermore, regulations on travel have also loosened, thus restimulating tourist
trade and on-the-go consumption. As such, in addition to benefiting existing players in the
space, these trends are also attracting new operators. It is noted that, after the lockdowns
ended, large kiosk operators (especially chains) were seen to invest in new outlets to occupy
the most popular locations with the highest footfall, in a landgrab strategy.
In addition to this growth in 2022, compared with all other consumer foodservice channels,
street stalls/kiosks was noted as the least negatively impacted category in current value terms in
2021, for several reasons. First of all, street stalls/kiosks are usually the cheapest option. As
consumers’ budgets tightened due to job losses and decreasing incomes after the long period of
lockdown, they tended to trade down to cheaper meals. Secondly, most street stalls/kiosks are
small, family-owned and operated businesses that operate from people’s homes. Therefore,
during the lockdown they did not incur extra rental or human resources costs. After the
lockdown, many of them reopened their businesses as usual.
Furthermore, after the first and second waves of COVID-19 in 2020, many street stalls/kiosks
became better-prepared for delivery and takeaway services. Many operators linked up with third
party delivery apps, and stocked up on packaging supplies. Therefore, when the new wave of
COVID-19 arrived in 2021, they were able to maintain their businesses by selling through
delivery and takeaway.
Indeed, after the many lockdown periods in 2020-2021, consumer foodservice operators had
to rethink their strategies in terms of outlet expansion in order to manage their costs. Moving
into street stalls/kiosks was one of the strategies used by many players. As delivery and
takeaway services were on the rise, and dining-in demand reduced due to the lockdowns and
fear of getting infected with COVID-19, full-scale outlets that focus on providing a holistic
customer experience became less important. Besides, street stalls/kiosks are smaller and have
lower rental costs, helping companies keep their costs low while still expanding their networks.
Major cafés/bars and full-service restaurants launching kiosks in 2020-2021 included Highlands
Coffee, Pizza 4P’s and Phuc Long, amongst others.
Street stalls/kiosks also benefits from local culture trends

Street stalls/kiosks also benefits from its association with local cultural trends. Indeed, such
outlets are promoted as local culture in all public media, food review pages, social networks,
and even literature. For example, a story was published in Thanh Nien about Aunt Sau’s dried
beef salad, which she sells from her stall in Le Van Tam Park in order to raise money to. pay for
her children’s education. Another story from VNExpress tells of a photography exhibition,
“Carrying Around”, which was organised by the French Institute in Vietnam and Uncle Ho Co
Far East Institute, which aims to recall old memories of street vendors on the streets of Hanoi in
the period 1930-1950.
Street stalls/kiosks are familiar to Vietnamese consumers and offer a certain sentimental
attraction. They recall a taste from the past, whilst also adapting with the times to offer unique
food tastes at affordable prices, which attract both older, sentimental consumers and younger,
trendy consumers alike. Indeed, over the forecast period, it is expected that this association with
local culture will attract support from the Vietnamese government, as part of a more wide-
reaching effort to promote local tourism and trade.
Street stalls/kiosks sees both positive and negative impacts from food
price increases
Steet stalls/kiosks is seeing both positive and negative impacts from the inflationary
environment which is pushing up prices for food. Food prices are increasing due to the cost
hikes of animal feed, gasoline prices, and other imported food ingredients as well. This is
creating a dual-sided impact for street stalls/kiosks.
With regards to negative impacts, food prices in street stalls/kiosks will also inevitably
increase. It should be noted that consumers who frequent such outlets are typically of the lower-
income bracket and thus likely to be more price-sensitive in this environment. As such, cash-
strapped consumers will likely cut their spending in foodservice overall.
On the other hand, on the positive side, street stalls/kiosks offer relatively more affordable
prices that many other foodservice outlets, thus there is a segment of consumers which will
likely switch away from more expensive options towards street stalls/kiosks, as they seek more
affordable options.
However, the negative impacts are likely to be larger than the positive, in the short-term at
least, as consumers will spend some time rebalancing their spending patterns due to the current
uncertain climate. That said, balance is expected to be restored over the medium-term.
Chained street stalls/kiosks expected to boom over the forecast period

A boom in chained street stalls/kiosks is expected over the forecast period, as brands such as
Phuc Long and ChukChuk continue to invest and expand. For example, Masan Group Corp,
which is the GBO of Phuc Long, continues to invest in the brand with a long-term strategy. As
part of the latest round of investments, Mason entered a strategic cooperation arrangement with
Phuc Long to develop the Phuc Long Kiosk model, selling coffee and bubble tea, at more than
2,200 Winmart+ stores nationwide. Meanwhile, ChukChuk focuses on ice cream, bubble tea,
coffee, and other beverages, and intends to expand its outlets to 300-400 in Vietnam, with a
focus on outlets in malls.
Franchising is another developing trend here, as franchising offers a lower operations fee
than other foodservice options, along with already being a standardised brand which attracts
attention. – as opposed to operators having to start from scratch. To consumers, branded
chains of street stalls/kiosks are more reliable, with the belief that the quality of food and service
is better than unbranded others.
Street stalls/kiosks will continue to benefit from offering low-cost options

Economic challenges are expected to continue over the forecast period, with consumers
being price-sensitive in light of rising unemployment against rising prices. Indeed, there have
been a number of news articles about industry layoffs in Vietnam, notably in factories. This will
clearly have an ongoing impact on consumers’ spending power overall. However, street
stalls/kiosks have the advantage of being able to offer low prices, especially in comparison to
many other foodservice options. Food from street stalls/kiosks is consumed for essential
occasions (as opposed to a treat, such as dining out at a fancy restaurant), such as quick and
convenient meals on-the-go, or drinks to relieve thirst on a hot day. As such, regardless of
economic difficulties, such consumption occasions will remain relevant. Street stalls/kiosks are
also fast in adapting to changing environments and demands, from price adjustments to food
tastes to locations, which is an extra advantage which will support the category over the forecast
period.
The government’s management of street stalls/kiosks remains loose

and unclear, which leaves some risks for the operators
Despite the aforementioned cultural popularity of street stalls/kiosks and the expectation that
the government may offer some support in relation to local tourism and trade, the government’s
management of such outlets remains loose and unclear, and many operators fear the risk of
penalty. This is because the regulations related to operations are not clear and are thus easy to
unintentionally violate. Also, the majority of street stalls/kiosks operate on the street pavement,
which is illegal, but a typical and essential characteristic of this style of foodservice. Consumers
also enjoy this convenience and the open space of stalls/kiosks on the street. Furthermore,
when developing modern streets and buildings, the regulators usually ban street stalls and
hawkers at specific places, without any alternative locations offered. Indeed, currently, the
needs of street stalls/kiosks tend to be neglected by regulators.
CATEGORY DATA
Table 57 Street Stalls/Kiosks: Units/Outlets 2017-2022
outlets
2017 2018 2019 2020 2021 2022
- Independent Street 148,624 148,921 149,137 141,654 140,237 171,089

Stalls/Kiosks
- Chained Street Stalls/ 970 1,029 1,121 1,237 1,295 1,539
Kiosks
Street Stalls/Kiosks 149,594 149,950 150,258 142,891 141,532 172,628
Table 58 Sales in Street Stalls/Kiosks: Number of Transactions 2017-2022
'000 transactions
2017 2018 2019 2020 2021 2022
- Independent Street 2,882,70 2,902,90 2,926,58 2,485,98 1,864,48 2,423,83

Stalls/Kiosks 5.9 8.8 8.3 2.4 6.8 2.8
- Chained Street Stalls/ 32,759.5 35,707.4 38,330.4 33,352.6 30,996.1 41,018.0
Kiosks
Street Stalls/Kiosks 2,915,46 2,938,61 2,964,91 2,519,33 1,895,48 2,464,85
5.4 6.3 8.7 4.9 2.9 0.8
Table 59 Sales in Street Stalls/Kiosks: Foodservice Value 2017-2022
VND billion
2017 2018 2019 2020 2021 2022
- Independent Street 47,322.9 48,326.2 50,179.8 44,660.0 43,766.8 63,461.9

Stalls/Kiosks
- Chained Street Stalls/ 759.4 847.4 960.7 1,059.6 773.5 1,067.6
Kiosks
Street Stalls/Kiosks 48,082.3 49,173.6 51,140.5 45,719.6 44,540.3 64,529.5
Table 60 Street Stalls/Kiosks: % Units/Outlets Growth 2017-2022
2021/22 2017-22 CAGR 2017/22 Total
- Independent Street Stalls/Kiosks 22.0 2.9 15.1

- Chained Street Stalls/Kiosks 18.8 9.7 58.7
Table 61 Sales in Street Stalls/Kiosks: % Transaction Growth 2017-2022
2021/22 2017-22 CAGR 2017/22 Total
- Independent Street Stalls/Kiosks 30.0 -3.4 -15.9

Street Stalls/Kiosks 30.0 -3.3 -15.5
Table 62 Sales in Street Stalls/Kiosks: % Foodservice Value Growth 2017-2022
% value growth
2021/22 2017-22 CAGR 2017/22 Total

Table 63 GBO Company Shares in Chained Street Stalls/Kiosks: % Foodservice Value

2018-2022
% value
Company 2018 2019 2020 2021 2022
Charoen Pokphand Group 72.1 66.2 63.0 53.5 55.0

Dai Phat Food Co Ltd 7.6 7.0 8.3 10.2 9.4
BMQ Food Co Ltd 8.7 7.9 6.5 4.9 4.8
Others 11.6 18.9 22.3 31.4 30.7
Total 100.0 100.0 100.0 100.0 100.0
Table 64 GBN Brand Shares in Chained Street Stalls/Kiosks: % Foodservice Value 2019-
2022
% value
5 Star Chicken Charoen Pokphand Group 66.2 63.0 53.5 55.0

1 Minute 30 Seconds Dai Phat Food Co Ltd 7.0 8.3 10.2 9.4
Banh Mi Que BMQ Food Co Ltd 7.9 6.5 4.9 4.8
Others 18.9 22.3 31.4 30.7
Total 100.0 100.0 100.0 100.0
Table 65 Forecast Street Stalls/Kiosks: Units/Outlets 2022-2027
outlets
2022 2023 2024 2025 2026 2027
- Independent Street 171,089 184,776 198,634 212,538 226,353 239,934

Stalls/Kiosks
- Chained Street Stalls/ 1,539 1,639 1,740 1,844 1,951 2,064
Kiosks
Street Stalls/Kiosks 172,628 186,415 200,374 214,382 228,304 241,998
trade sources
Table 66 Forecast Sales in Street Stalls/Kiosks: Number of Transactions 2022-2027
'000 transactions
2022 2023 2024 2025 2026 2027
- Independent Street 2,423,83 2,593,50 2,749,11 2,886,56 3,002,02 3,092,09
Stalls/Kiosks 2.8 1.1 1.2 6.7 9.4 0.3

Kiosks
Street Stalls/Kiosks 2,464,85 2,637,80 2,796,51 2,937,04 3,055,64 3,149,02
0.8 0.6 1.6 8.2 0.7 5.5
trade sources
Table 67 Forecast Sales in Street Stalls/Kiosks: Foodservice Value 2022-2027
VND billion
2022 2023 2024 2025 2026 2027
- Independent Street 63,461.9 68,221.5 72,997.0 77,741.8 82,406.3 86,938.7

Stalls/Kiosks
Kiosks
Street Stalls/Kiosks 64,529.5 69,369.2 74,222.8 79,043.6 83,781.0 88,382.1
trade sources
Table 68 Forecast Street Stalls/Kiosks: % Units/Outlets Growth 2022-2027
2022/2023 2022-27 CAGR 2022/27 Total

trade sources
Table 69 Forecast Sales in Street Stalls/Kiosks: % Transaction Growth 2022-2027
2022/2023 2022-27 CAGR 2022/27 Total

trade sources
Table 70 Forecast Sales in Street Stalls/Kiosks: % Foodservice Value Growth 2022-2027
% value growth
2022/2023 2022-27 CAGR 2022/27 Total

trade sources
CONSUMER FOODSERVICE BY
LOCATION IN VIETNAM - CATEGORY
ANALYSIS
KEY DATA FINDINGS
▪ Consumer foodservice through travel is the best performing non-standalone category in 2022,
with foodservice value sales rising by 339% in current terms to VND11.6 trillion
▪ Consumer foodservice through standalone sees foodservice value sales rise by 14% in
current terms to VND481 trillion in the same year
▪ Over the forecast period, consumer foodservice through leisure will be the best performing
non-standalone category, rising at a current value CAGR of 37% (2022 constant value CAGR
of 32%) to VND25.3 trillion
▪ Consumer foodservice through standalone will increase at a current value CAGR of 9% (2022
constant value CAGR of 4%) to VND721 trillion over the same period
2022 DEVELOPMENTS
Consumer foodservice through leisure, lodging and travel locations

recovers in line with the reopening of tourism
The recovery of foodservice through leisure, lodging and travel locations has been directly
supported by the reopening of tourism following the pandemic restrictions. Indeed, travel and
tourism activities resumed in Vietnam in 2022, with regular international flights allowed again
from 1st January 2022.
As seen with consumers re-embracing the opportunity to dine out after two years of COVID-
19 restrictions, people were equally keen to. travel again. As such, giving rising demand to
foodservice through leisure, travel, and lodging. Furthermore, the government is keen to
restimulate tourism trade, this in turn benefits businesses from tourism agencies to
transportation firms and food operators. It is expected that such efforts will also continue over
the forecast period.
Standalone maintains its popularity in consumer foodservice

Standalone maintains its popularity in consumer foodservice in 2022. First of all, standalone
locations are suitable for Vietnam’s “motorcycle society”. As a large percentage of the
population uses two-wheelers for daily transportation, standalone locations are much more
convenient, as customers can usually park right outside the outlet. In addition, standalone is the
only option in many rural areas, due to the limited presence of retail, leisure, travel and lodging
establishments there. Indeed, standalone even thrived as the preferred location during the
pandemic, as such locations usually have more open and outdoor spaces, which were preferred
by many customers during the pandemic as they tended to avoid indoor, air-conditioned spaces,
to reduce the risk of contracting the virus. As such, it makes sense that such outlets would have
a strong momentum after society reopened.
Currently, standalone is available widely across the country, especially in remoted provinces.
For different other types of location, such outlets are limited in some areas only and their
expansion is dependent on other stakeholders, such as retailers or the local government.
Foodservice in shopping centres with supermarkets/hypermarkets is

growing
Shopping centres with supermarkets/hypermarkets were growing well from pre-COVID-19
times and, after the lockdowns ended in October 2021, the growth trend of shopping centres
continued.
Consumers visit shopping centres for more than just shopping for consumers goods, and also
like to seek other services and options – from eating and drinking to entertainment. Indeed,
shopping centres offer the convenience of having many facilities in one place, with something to
tempt all family members or groups of friends. Shopping centres are also now more available in
small and remote provinces, and the local consumers – especially young consumers – have
become familiar with shopping at these locations.
Standalone expected to grow toward suburban and remote rural areas

Foodservice outlets are dense in urban areas, and the competition is fierce among other
types of location in big cities. So, suburban and remote rural areas offer more potential for
brands to develop over the forecast period.
Lodging, travel, and leisure has not yet developed well in remote provinces. Such types of
location are also not common in all locations across the country, because it depends on the
specific social-economy conditions of specific areas. In contrast, standalone is expected to
remain flexible and feasible for operators to set up and run business in these areas.
Growth towards suburban and remote rural areas is a growth driver for the food service
industry in general, because the potential target consumers here are huge, and the competition
is still low. Along with the industry growth, standalone, as the key location, is expected to
develop towards these suburban and remote rural areas.
Retail locations increasingly important for the foodservice industry over

the forecast period
Retail locations, especially modern shopping centres with supermarkets/hypermarkets, are
expected to grow in Vietnam over the forecast period. Indeed, retailers are not just focusing on
urban areas, but also extending into suburban and remote rural areas. Thus, the contribution of
retail locations is expected to grow healthily in the forecast period.
Store traffic to retail locations, especially those with supermarkets/hypermarkets, is expected
to be stable, because shopping demand for essentials such as food and beverages is stable.
Therefore, for foodservice operators, it will be truly favourable to consider staying in those
locations.
From the consumer’s perspective, people now prefer to visit retail locations to enjoy all kinds
of services, from shopping to dining and entertainment. As such, foot traffic in these locations is
expected to be high over the forecast period, and all outlets within these locations will benefit.
As the result, foodservice in these locations is expected to have higher chance to approach and
recruit new users.
CATEGORY DATA
Table 71 Consumer Foodservice by Location: Units/Outlets 2017-2022
outlets
2017 2018 2019 2020 2021 2022
Consumer Foodservice 6,059 6,192 6,376 5,970 3,513 5,652

Through Travel
Through Lodging
Through Retail
Through Leisure
Through Standalone
Consumer Foodservice by 311,168 317,564 325,287 314,229 292,715 332,497
Location
Table 72 Sales in Consumer Foodservice by Location: Number of Transactions 2017-

2022
'000 transactions
2017 2018 2019 2020 2021 2022
Consumer Foodservice 159,322.2 166,969.0 174,347.5 59,112.8 25,791.1 107,411.2

Through Travel
Through Lodging
Through Retail
Through Leisure
Consumer Foodservice 11,924,3 12,255,0 12,618,6 11,333,7 8,317,62 9,139,71
Through Standalone 00.2 28.5 93.5 91.4 3.0 4.3
Consumer Foodservice by 12,773,5 13,150,0 13,575,1 11,822,5 8,597,02 9,764,65
Location 58.1 15.8 43.0 55.1 6.3 2.1
Table 73 Sales in Consumer Foodservice by Location: Foodservice Value 2017-2022
VND billion
2017 2018 2019 2020 2021 2022

Through Travel
Through Lodging
Through Retail
Through Leisure

Through Standalone
Consumer Foodservice by 505,156.3 542,093.5 577,136.9 513,192.4 442,190.7 529,277.8
Location
Table 74 Consumer Foodservice by Location: % Units/Outlets Growth 2017-2022
2021/22 2017-22 CAGR 2017/22 Total
Consumer Foodservice Through Travel 60.9 -1.4 -6.7

Consumer Foodservice Through Lodging 127.2 2.8 14.9
Consumer Foodservice Through Retail 39.1 5.7 31.6
Consumer Foodservice Through Leisure 127.2 2.8 14.9
Consumer Foodservice Through Standalone 10.7 1.2 5.9
Consumer Foodservice by Location 13.6 1.3 6.9
Table 75 Sales in Consumer Foodservice by Location: % Transaction Growth 2017-2022
2021/22 2017-22 CAGR 2017/22 Total

Consumer Foodservice Through Lodging 505.8 -8.5 -35.8
Consumer Foodservice Through Retail 74.7 -4.5 -20.7
Consumer Foodservice Through Leisure 184.0 -8.5 -35.8
Consumer Foodservice Through Standalone 9.9 -5.2 -23.4
Consumer Foodservice by Location 13.6 -5.2 -23.6
Table 76 Sales in Consumer Foodservice by Location: % Foodservice Value Growth

2017-2022
% value growth
2021/22 2017-22 CAGR 2017/22 Total
Consumer Foodservice Through Travel 338.9 2.1 10.8

Table 77 Consumer Foodservice through Standalone: Units/Outlets 2017-2022
outlets
2017 2018 2019 2020 2021 2022

Through Standalone
Table 78 Sales in Consumer Foodservice through Standalone: Number of Transactions

2017-2022
'000 transactions
2017 2018 2019 2020 2021 2022

Table 79 Sales in Consumer Foodservice through Standalone: Foodservice Value 2017-

2022
VND billion
2017 2018 2019 2020 2021 2022

Through Standalone
Table 80 Consumer Foodservice through Standalone: % Units/Outlets Growth 2017-2022
2021/22 2017-22 CAGR 2017/22 Total

Table 81 Sales in Consumer Foodservice through Standalone: % Transaction Growth

2017-2022
2021/22 2017-22 CAGR 2017/22 Total
Consumer Foodservice Through Standalone 9.9 -5.2 -23.4

Table 82 Sales in Consumer Foodservice through Standalone: % Foodservice Value

Growth 2017-2022
% value growth
2021/22 2017-22 CAGR 2017/22 Total

Table 83 Consumer Foodservice through Leisure: Units/Outlets 2017-2022
outlets
2017 2018 2019 2020 2021 2022

Through Leisure
Table 84 Sales in Consumer Foodservice through Leisure: Number of Transactions 2017-

2022
'000 transactions
2017 2018 2019 2020 2021 2022

Through Leisure
Source: Euromonitor International from official statistics, trade associations, trade
press, company research, trade interviews, trade sources
Table 85 Sales in Consumer Foodservice through Leisure: Foodservice Value 2017-2022
VND billion
2017 2018 2019 2020 2021 2022

Through Leisure
Table 86 Consumer Foodservice through Leisure: % Units/Outlets Growth 2017-2022
2021/22 2017-22 CAGR 2017/22 Total

Table 87 Sales in Consumer Foodservice through Leisure: % Transaction Growth 2017-

2022
2021/22 2017-22 CAGR 2017/22 Total
Consumer Foodservice Through Leisure 184.0 -8.5 -35.8

Table 88 Sales in Consumer Foodservice through Leisure: % Foodservice Value Growth

2017-2022
% value growth
2021/22 2017-22 CAGR 2017/22 Total

Table 89 Consumer Foodservice through Retail: Units/Outlets 2017-2022
outlets
2017 2018 2019 2020 2021 2022

Through Retail
Table 90 Sales in Consumer Foodservice through Retail: Number of Transactions 2017-

2022
'000 transactions
2017 2018 2019 2020 2021 2022

Through Retail
Table 91 Sales in Consumer Foodservice through Retail: Foodservice Value 2017-2022
VND billion
2017 2018 2019 2020 2021 2022

Through Retail
Table 92 Consumer Foodservice through Retail: % Units/Outlets Growth 2017-2022
2021/22 2017-22 CAGR 2017/22 Total

Table 93 Sales in Consumer Foodservice through Retail: % Transaction Growth 2017-

2022
2021/22 2017-22 CAGR 2017/22 Total

Table 94 Sales in Consumer Foodservice through Retail: % Foodservice Value Growth

2017-2022
% value growth
2021/22 2017-22 CAGR 2017/22 Total

Table 95 Consumer Foodservice through Lodging: Units/Outlets 2017-2022
outlets
2017 2018 2019 2020 2021 2022

Through Lodging
Table 96 Sales in Consumer Foodservice through Lodging: Number of Transactions

2017-2022
'000 transactions
2017 2018 2019 2020 2021 2022

Through Lodging
Table 97 Sales in Consumer Foodservice through Lodging: Foodservice Value 2017-

2022
VND billion
2017 2018 2019 2020 2021 2022

Through Lodging
Table 98 Consumer Foodservice through Lodging: % Units/Outlets Growth 2017-2022
2021/22 2017-22 CAGR 2017/22 Total

Table 99 Sales in Consumer Foodservice through Lodging: % Transaction Growth 2017-

2022
2021/22 2017-22 CAGR 2017/22 Total

Table 100 Sales in Consumer Foodservice through Lodging: % Foodservice Value Growth
2017-2022
% value growth
2021/22 2017-22 CAGR 2017/22 Total

Table 101 Consumer Foodservice through Travel: Units/Outlets 2017-2022
outlets
2017 2018 2019 2020 2021 2022

Through Travel
Table 102 Sales in Consumer Foodservice through Travel: Number of Transactions 2017-
2022
'000 transactions
2017 2018 2019 2020 2021 2022

Through Travel
Table 103 Sales in Consumer Foodservice through Travel: Foodservice Value 2017-2022
VND billion
2017 2018 2019 2020 2021 2022

Through Travel
Table 104 Consumer Foodservice through Travel: % Units/Outlets Growth 2017-2022
2021/22 2017-22 CAGR 2017/22 Total

Table 105 Sales in Consumer Foodservice through Travel: % Transaction Growth 2017-
2022
2021/22 2017-22 CAGR 2017/22 Total

Table 106 Sales in Consumer Foodservice through Travel: % Foodservice Value Growth
2017-2022
% value growth
2021/22 2017-22 CAGR 2017/22 Total

Table 107 Forecast Consumer Foodservice by Location: Units/Outlets 2022-2027
outlets
2022 2023 2024 2025 2026 2027

Through Travel

Through Lodging
Through Retail
Through Leisure
Through Standalone
Consumer Foodservice by 332,497 353,998 375,058 395,612 415,449 434,345
Location
trade sources
Table 108 Forecast Sales in Consumer Foodservice by Location: Number of Transactions

2022-2027
'000 transactions
2022 2023 2024 2025 2026 2027

Through Travel
Through Lodging
Through Retail
Through Leisure
Consumer Foodservice by 9,764,65 10,416,7 11,024,0 11,594,8 12,120,0 12,590,6
Location 2.1 87.0 56.0 61.8 23.2 36.2
trade sources
Table 109 Forecast Sales in Consumer Foodservice by Location: Foodservice Value 2022-
2027
VND billion
2022 2023 2024 2025 2026 2027

Through Travel
Through Lodging
Through Retail
Through Leisure
Through Standalone
Consumer Foodservice by 529,277.8 569,847.6 609,613.8 648,458.8 685,829.9 721,705.2
Location
trade sources
Table 110 Forecast Consumer Foodservice by Location: % Units/Outlets Growth 2022-

2027
2022/2023 2022-27 CAGR 2022/27 Total

trade sources
Table 111 Forecast Sales in Consumer Foodservice by Location: % Transaction Growth

2022-2027
2022/2023 2022-27 CAGR 2022/27 Total

trade sources
Table 112 Forecast Sales in Consumer Foodservice by Location: % Foodservice Value

Growth 2022-2027
% value growth
2022/2023 2022-27 CAGR 2022/27 Total

trade sources
Table 113 Forecast Consumer Foodservice through Standalone: Units/Outlets 2022-2027
outlets
2022 2023 2024 2025 2026 2027

Through Standalone
trade sources
Table 114 Forecast Sales in Consumer Foodservice through Standalone: Number of

'000 transactions
2022 2023 2024 2025 2026 2027

trade sources
Table 115 Forecast Sales in Consumer Foodservice through Standalone: Foodservice

Value 2022-2027
VND billion
2022 2023 2024 2025 2026 2027

Through Standalone
trade sources
Table 116 Forecast Consumer Foodservice through Standalone: % Units/Outlets Growth

2022-2027
2022/2023 2022-27 CAGR 2022/27 Total

trade sources
Table 117 Forecast Sales in Consumer Foodservice through Standalone: % Transaction

Growth 2022-2027
2022/2023 2022-27 CAGR 2022/27 Total

trade sources
Table 118 Forecast Sales in Consumer Foodservice through Standalone: % Foodservice

% value growth
2022/2023 2022-27 CAGR 2022/27 Total
trade sources
Table 119 Forecast Consumer Foodservice through Leisure: Units/Outlets 2022-2027
outlets
2022 2023 2024 2025 2026 2027

Through Leisure
trade sources
Table 120 Forecast Sales in Consumer Foodservice through Leisure: Number of

'000 transactions
2022 2023 2024 2025 2026 2027

Through Leisure
trade sources
Table 121 Forecast Sales in Consumer Foodservice through Leisure: Foodservice Value
2022-2027
VND billion
2022 2023 2024 2025 2026 2027

Through Leisure
trade sources
Table 122 Forecast Consumer Foodservice through Leisure: % Units/Outlets Growth 2022-
2027
2022/2023 2022-27 CAGR 2022/27 Total

trade sources
Table 123 Forecast Sales in Consumer Foodservice through Leisure: % Transaction

Growth 2022-2027
2022/2023 2022-27 CAGR 2022/27 Total
trade sources
Table 124 Forecast Sales in Consumer Foodservice through Leisure: % Foodservice

% value growth
2022/2023 2022-27 CAGR 2022/27 Total

trade sources
Table 125 Forecast Consumer Foodservice through Retail: Units/Outlets 2022-2027
outlets
2022 2023 2024 2025 2026 2027

Through Retail
trade sources
Table 126 Forecast Sales in Consumer Foodservice through Retail: Number of

'000 transactions
2022 2023 2024 2025 2026 2027

Through Retail
trade sources
Table 127 Forecast Sales in Consumer Foodservice through Retail: Foodservice Value
2022-2027
VND billion
2022 2023 2024 2025 2026 2027

Through Retail
trade sources
Table 128 Forecast Consumer Foodservice through Retail: % Units/Outlets Growth 2022-
2027
2022/2023 2022-27 CAGR 2022/27 Total
trade sources
Table 129 Forecast Sales in Consumer Foodservice through Retail: % Transaction Growth
2022-2027
2022/2023 2022-27 CAGR 2022/27 Total

trade sources
Table 130 Forecast Sales in Consumer Foodservice through Retail: % Foodservice Value
Growth 2022-2027
% value growth
2022/2023 2022-27 CAGR 2022/27 Total

trade sources
Table 131 Forecast Consumer Foodservice through Lodging: Units/Outlets 2022-2027
outlets
2022 2023 2024 2025 2026 2027

Through Lodging
trade sources
Table 132 Forecast Sales in Consumer Foodservice through Lodging: Number of

'000 transactions
2022 2023 2024 2025 2026 2027

Through Lodging
trade sources
Table 133 Forecast Sales in Consumer Foodservice through Lodging: Foodservice Value
2022-2027
VND billion
2022 2023 2024 2025 2026 2027

Through Lodging
trade sources
Table 134 Forecast Consumer Foodservice through Lodging: % Units/Outlets Growth

2022-2027
2022/2023 2022-27 CAGR 2022/27 Total

trade sources
Table 135 Forecast Sales in Consumer Foodservice through Lodging: % Transaction

Growth 2022-2027
2022/2023 2022-27 CAGR 2022/27 Total

trade sources
Table 136 Forecast Sales in Consumer Foodservice through Lodging: % Foodservice

% value growth
2022/2023 2022-27 CAGR 2022/27 Total

trade sources
Table 137 Forecast Consumer Foodservice through Travel: Units/Outlets 2022-2027
outlets
2022 2023 2024 2025 2026 2027

Through Travel
trade sources
Table 138 Forecast Sales in Consumer Foodservice through Travel: Number of

'000 transactions
2022 2023 2024 2025 2026 2027

Through Travel
trade sources
Table 139 Forecast Sales in Consumer Foodservice through Travel: Foodservice Value
2022-2027
VND billion
2022 2023 2024 2025 2026 2027

Through Travel
trade sources
Table 140 Forecast Consumer Foodservice through Travel: % Units/Outlets Growth 2022-
2027
2022/2023 2022-27 CAGR 2022/27 Total

trade sources
Table 141 Forecast Sales in Consumer Foodservice through Travel: % Transaction Growth
2022-2027
2022/2023 2022-27 CAGR 2022/27 Total

trade sources
Table 142 Forecast Sales in Consumer Foodservice through Travel: % Foodservice Value
Growth 2022-2027
% value growth
2022/2023 2022-27 CAGR 2022/27 Total

trade sources

Consumer Foodservice in Vietnam

Uploaded by

Copyright:

Available Formats

Consumer Foodservice in Vietnam

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Consumer Foodservice in Vietnam

Uploaded by

Copyright:

Available Formats

Consumer Foodservice in

LIST OF CONTENTS AND TABLES

Table 35 GBO Company Shares in Chained Full-Service Restaurants: %

Table 53 Forecast Sales in Limited-Service Restaurants by Category:

PROSPECTS AND OPPORTUNITIES....................................................................................... 69

Table 96 Sales in Consumer Foodservice through Lodging: Number of

Table 121 Forecast Sales in Consumer Foodservice through Leisure:

Consumer foodservice in 2022: The big picture

2022 key trends

Independent foodservice developments

What next for consumer foodservice?

2017 2018 2019 2020 2021 2022

Units 311,167.0 317,564.0 325,286.0 314,230.0 292,714.0 332,498.0

Table 2 Units, Transactions and Value Sales in Consumer Foodservice: % Growth

Units 13.6 1.3 6.9

Table 3 Consumer Foodservice by Independent vs Chained by Type: Units/Outlets 2022

Cafés/Bars 29,757 5,254 35,011

Table 4 Consumer Foodservice by Independent vs Chained: % Foodservice Value

Chained Foodservice 4.4 4.4 4.6 5.2 4.8 5.0

Table 5 Sales in Consumer Foodservice by Eat-In vs Delivery and To-Go: %

Eat-in 82.8 82.0 81.0 79.2 70.5 79.8

Table 6 Sales in Consumer Foodservice by Food vs Drink Split: % Foodservice Value

Food 53.1 53.1 53.0 53.8 56.9 55.7

Table 7 Sales in Consumer Foodservice by Food vs Drink Split by Type: % Foodservice

Cafés/Bars 26.2 73.8 100.0

Table 8 Sales in Consumer Foodservice by Online/Offline Ordering: % Foodservice

Online 1.9 3.2 4.8 7.1 14.1 5.7

Table 9 Sales in Consumer Foodservice by Location: % Foodservice Value 2017-2022

Stand-Alone 89.8 89.6 89.4 94.1 95.6 90.8

Table 10 GBO Company Shares in Chained Consumer Foodservice: % Foodservice

Jollibee Foods Corp 9.7 12.1 12.1 12.1 13.0

Coffee House Vietnam Co 2.8 3.2 2.7 2.2 2.2

Table 11 GBN Brand Shares in Chained Consumer Foodservice: % Foodservice Value

Highlands Coffee Jollibee Foods Corp 8.3 8.0 8.2 8.8

Table 12 GBN Brand Shares in Chained Consumer Foodservice: Units/Outlets 2022

Brand Global Brand Owner outlets

5 Star Chicken Charoen Pokphand Group 956.0

McCafé McDonald's Corp 27.0

2022 2023 2024 2025 2026 2027

Units 332,498.0 353,998.0 375,058.0 395,612.0 415,450.0 434,344.0

Table 14 Forecast Units, Transactions and Value Sales in Consumer Foodservice: %

Units 6.5 5.5 30.6

Summary 1 Research Sources

Ministry of Industry & Trade

Vietnam Food Administrator

Trade Associations Food & Foodstuff Association of HCMC

Vietnam Franchise Club

Trade Press An Ninh Thu Do

Dan Tri E-Newspaper

Dia Diem An Uong

Doanh Nhan Sai Gon Online

Dong Nai E-newspaper

Nguoi Lao Dong

Nhip Cau Dau Tu

Saigon Giai Phong

Thanh Nien Online

The Wall Street Journal

Tin Tuc Hang Ngay

Tuoi Tre Online

Vietnam Economic Forum