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Food Delivery Market in Vietnam

Research Background

• Target Respondents: 404 People• Men and Women from 19~39 years old• Place: HCMC, Hanoi• Research Conducted in June 2016• Notes:

• In this report, “food delivery” excludes drinks and take-out service.

• In this report, “eat out” excludes street vendors and refers to restaurants with proper roofs.

• In this report, “take out” excludes drinks.

Executive Summary

• Food delivery users are 34% of the entire population. The regular users are 8% of the entire one.

• Most frequent times are weekday lunch, dinner and weekend dinner.• Users usually have delivery service with family & friends• Popular Dishes: Fried Chicken and Italian & Pizza.• Popular restaurant is KFC, followed by Pizza Hut. • Ways to Find: Web Search & Already Known Stores.• Way to Order: Phone calling is the most common• Points to be Improved: “shorter delivery time” “safer and better food quality”

“cheaper as no usage of space” “more food menu”• Desired Delivery Service: “Midnight Delivery” & “Special Dishes (Birthday

etc)”

The Summary of the Common Delivery Service in Vietnam

KFC Pizza Hut Mon Hue

Number of Restaurants

140 50 60

Available Time

9:00-21:00 10:00-22:00 9:00-21:00

Delivery Time

Within 30 mins Within 30 mins Within 40 mins

Penalties for Late Delivery

None None None

Order Methods

Mobile App, Phone Calling, Web Search

Phone Calling, Web Search

Mobile App, Phone Calling, Website,

Portal Site

Minimum Price

80,000VND 100,000VND 50,000VND

Delivery Fee Free Free Free within 7km

Overall Map of Food Delivery Usage

Regular customers are 8%; occasional customers are 26%.

Q. 　 Do you usually use food delivery service?

8%

26%

6%

15%

41%

3%

Yes, regularlyYes, special timesNo, but interestedNo, but used toNo, and never usedI don`t know

Frequency of Food Delivery Usage

Among the delivery users, once a week or more makes up 20%. The average frequency is once a month.

0%

8%12%

15%

21%17%

28%Frequency of Delivery Usage

among Delivery Users

Q. 　 Do you usually use food delivery service? / How often do you use food delivery service?

Delivery user34%

Non-user66%

Usage of Food Delivery Service

Times When Food Delivery Service is Used.

3%

32% 33%

1%

14%

33%

10%

24%

The most frequent times are weekday lunch, dinner and weekend dinner. These 3 times will have even higher % among the regular users.

Q. On what occasions do you use food delivery service? (up to 3)

Kinds of Food during Food Delivery

Fried Chike

n

Italia

n & Pizza

VN Rice

Burgers&

Sandwich

VN BBQ

VN Noodle

Other VN Fo

od

Korean

VN Sandwich

Japan

ese Thai

Others

55%

40%

23% 22% 22%18% 17% 16% 15% 14%

6% 5%

Friend chickens and Italian & Pizza are popular.The most popular restaurant is KFC, followed by Pizza Hut.

Q. What food do you order for food delivery?

Persons to Have Food Delivery With.

Family and friends are very common people to have food delivery with.

Q. Who do you usually have food delivery with? (up to 3)

Family Friends Colleagues Partner Alone

60%

43%

35% 34%28%

Methods to Find Restaurants for Food Delivery

Web Se

arch

Alread

y Known Rest

auran

ts

Faceb

ook or o

ther SN

S

Frien

ds/Fam

ily/Colle

agues

Food Deli

very P

ortal S

ite

Leaflet/

Brochures

Others

53%47%

37%30% 28%

8%1%

“Web Search” and “Already Known Restaurants” are the two most frequent methods. The most common ordering method is phone calling.

Q. How do you look for a food delivery restaurant?

Major Reasons for the Use of Food Delivery38%

32%

24%

18% 17% 15% 15% 13% 12% 10% 9% 8% 7% 6% 5% 4% 4% 2%

Major opinions are “No Need to Travel,” “Useful in Bad Weather” and “No Need to Cook & Clean.”

Q. Why do you use food delivery service? (up to 3)

Comparison of the Frequency between Eat-Out/ Take-Out and Food Delivery

Regular food delivery users also eat out and take out more often.

Q. How often do you eat out? & How often do you use food takeout service?

Everyd

ay

Almost

Everyd

ay

2-3 times/week

Once /w

eek

Once/2-3 w

eeks

Once /m

onth

Once /2

-3 months

<Once/2-3 m

onths

6% 6%

24%

42%

12%9%

0% 0%3% 3%

26%

45%

3%

13%

3% 3%

Eating Out Takeout

AVG= Once /week

Everyd

ay

Almost

Everyd

ay

2-3 times/week

Once /w

eek

Once/2-3 w

eeks

Once /m

onth

Once /2

-3 months

<Once/2-3 m

onths

6% 5%

15%17%

7% 7%

4%

24%

3% 3%

16% 15%

11%

8%9%

35%

Eating Out Takeout

AVG= Once / month　　　 Food Delivery Users Overall

Major Reasons for Non-Usage of Food Delivery

Prefer Home-M

ade Foods

Easie

r to Get

to Restauran

ts

Long W

aiting Duration

Cost Conce

rns

Non-Fresh after

the Deliv

ery

Enjoy R

estauran

t`s Atm

osphere

Complicated O

rder P

roce

ss

No Idea o

n Ord

er Meth

od

Safet

y Concern

s (address

etc.)

Short

Available Hours

I use ta

keout s

ervice in

stead

Staffs d

on`t take

order

properl

y

Bad Staff Attitude

Others

30% 29%26%

16% 15%12%

9% 9% 8%5% 5% 4%

1%4%

Major reasons are “prefer home-made foods by family/myself,” “Easier to Go to Restaurants” and “Long Waiting Duration”

Q. Why do you Not use food delivery service? (up to 3)

Spending per One Meal Order for Food Delivery

Less than 50,000 VND

50,001 - 70,000 VND

70,001 - 100.000

VND

100.001 - 150.000

VND

150.001 - 200.000

VND

200.001 - 300.000

VND

More than 300.000

VND

4%

8%

16% 16%

19%21%

16%

Common spending is 150,001-200,000VND, which is relatively high.Hence, there is a income-related obstacle to the use of food delivery.

Q. How much do you spend on one meal order for food delivery?

Points to be Improved

Safer

and Bett

er Fo

od

Cheaper

Price…

Shorte

r Deli

very T

ime

More Fo

od Men

u

More Order

Methods

Easie

r Way

to Order

Better

Staff Attitude

Speci

al Men

u for D

eliver

y

Effecti

ve Ads

Longe

r Avai

lable

Hours

Others

42% 40% 39%35%

21%17% 15%

10%7% 6% 4%

“Safer and Better Food,” “Cheaper as No Usage of Space,” “Shorter Delivery Time” and “More Food Menu”

Q. 　 What are the things you want food delivery service to improve? (up to 3)

Desired Delivery Service

Specia

l Dish

es (Birt

hday etc)

Midnight D

elivery

Office Bento Se

rvice

Foodstu

ff Delivery

Coffee Delivery

Overtime M

eals

School B

ento Servi

ceNone

Others

46% 43%36%

21% 20% 18%

10%5%

1%

“Special Dishes (Birthday etc)” and “Midnight Delivery” have a high demands.

Q. Which delivery service would encourage you to use delivery service? (up to 3)

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

17%

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

22%

0%1%

18%

31%

22%

14%

7%

3% 3%

1%

Stats Q&Me

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

Stats Q&Me

22%

51%

78%

49%

Top 6 provinces Others

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

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