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Vietnam Food Service Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

The Vietnam Food Service Market is segmented by Type (Full-Service Restaurants, Cafes and Bars, Street Kiosks, Fast Food, and 100% Home Delivery Restaurants); and by Structure (Chained Outlets, Independent Outlets). The report offers market size and forecasts in value (USD billion) for the above segments.

Market Snapshot

Market Snapshot
Study Period: 2016 - 2026
Base Year: 2020
CAGR: 8.65 %

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Market Overview

Vietnam foodservice market was valued at USD 24.62 billion in 2020, and it is projected to witness an estimated CAGR of 8.65% during the forecast period of 2021-2026. 

The COVID-19 pandemic has led to widespread economic distress throughout the South East region. The pandemic has had a profound impact on the food systems, including food security and nutrition, food and livestock production (including upstream input and credit provision), food safety, food supply chains, and regional food trade.

It has also impacted trade flows due to international logistics and transportation disruptions, and in some cases, due to policy responses, like import or export restrictions. There were about thirty-two trade flow interruptions that affected both food and agriculture inputs, including the foodservice market.

However, on the other hand, the foodservice industry catering fresh and healthy meals through online food delivery further had stabilized the flow of revenue in the market studied during the COVID-19 period in the country.​

The rapid growth of the fast-food sector in the country has led to an expansion of more food chains in the fast-food sector, thus, benefitting the overall market studied. This growth of the sector can be attributed to factors, such as convenience and availability of foods at lower costs, which are expected in independent full-service restaurants.

Franchising and sub-franchising have become very popular tools for multinational and local players in the country. Foodservice chains, like KFC, are prominent examples of the largest QSR chains in the country.

In order to compete with global foodservice restaurants, independent foodservice companies are introducing new offerings as per the local taste and preferences for Vietnam consumers. Also, companies are focusing on introducing new and innovative healthy foods with organic and natural ingredients in order to overcome the challenges faced by players in the industry. Moreover, increasing preference for street food by both local consumers and tourists is aiding the independent foodservice providers in the country to grow.

Scope of the Report

The foodservice market refers to a range of outlets offering food and beverages to the consumers out of home with added convenience. The Vietnamese foodservice market is segmented by sector type such that into full-service restaurants, cafés and bars, street kiosks, fast food, and 100% home delivery restaurants. Based on structure, the market studied has been segmented into chained outlets and independent outlets. For each segment, the market sizing and forecasts have been done on the basis of value (in USD billion).

By Type
Full-service Restaurants (FSRs)
Cafes and Bars
Street Kiosks
Fast Food
100% Home Delivery Restaurants
By Structure
Chained Outlets
Independent Outlets

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Key Market Trends

Growing Presence of International Fast-food Restaurants in Vietnam

In recent years, international fast-food restaurants have been marked by large-scale growth in the Vietnamese quick-service restaurant market due to increasing western influence that gave rise to fast food culture in the country, which is anticipated to undergo further growth over the coming years.

As per industry experts, the Vietnamese out-of-home consumption share from western food accounts for approximately 35%, driven by overseas chains and western franchises establishing their brands in Vietnam. The western restaurants are mainly located in District 1 of Vietnam, attract a strong presence of ex-pats and travellers, and higher average basket size transactions.

Vietnam has been experiencing incredible economic growth over the past decade, which is one of the major factors behind the expansion of international fast-food restaurants in the country and thus driving the market forward. According to the Ministry of Investment and Industry (MOIT), 183 foreign brands have been granted a franchise in Vietnam, mostly from the United States, Australia, South Korea, and the European Union.

Vietnam Foodservice Market1

Increasing Influence of Fast Food Foodservice Channel in Vietnam

The growth in quick service restaurants, coupled with the increasing out-of-home consumption, is mainly attributed to the working-class population seeking grab-and-go meals at a reasonable rate. Also, the increasing number millennial population seeking budget-friendly spaces to enjoy meals with their companions is boosting the market growth.

In 2018, according to Dcorp R- Keeper, there were increasing (7,000+) fast food outlets in Vietnam, compared to the 540,000 food and beverage businesses comprised of 430,000 street vendors, 80,000 restaurants and 22,000 cafes and bars.

Foreign fast-food chains are underperforming and are experiencing stiff competition from the domestic players in this category, due to high consumer preference for local taste and lower prices. However, few foreign brands, such as Jollibee, Lotteria, and KFC, who were early market entrants, are performing much better in comparison to the new players, such as McDonald’s, Burger King, or Subway.

Vietnam Foodservice Market2

Competitive Landscape

The leading players in the foodservice market enjoy a dominant presence in this region. It is dominated by players, like Jollibee Foods Corporation, McDonald’s, and Yum! Brands, and among others. There is stiff competition among the foodservice providers, based on pricing, quality of foodservice, calorie intake per meal, and healthier menu options. Restaurants across several foodservice channels have started changing their business strategies. Moreover, several players are boosting their sales by venturing into home delivery and online foodservice channels that are gaining popularity, particularly during the COVID-19 pandemic.

Recent Developments

  • In 2020, Starbucks Vietnam unveiled a range of new designs celebrating Vietnamese culture, including a Vietnam Coffee Filter (“Phin”), a Vietnam Been There Collection Mug, and a Vietnam Starbucks Card. Further, Starbucks Vietnam is gradually eliminating single-use plastic straws at all stores in Vietnam and began providing paper straws to customers. The new paper straws are made from responsibly sourced paper certified by the Forest Stewardship Council ® (FSC).
  • In 2020, Taco Bell announced its expansion as a strategic move in Southeast Asian countries like Cambodia, Laos, Myanmar and Vietnam.
  • In January 2018, KFC Vietnam launched a new product named “Pachito”. It is a combination of spaghetti and authentic Italian tomato sauce, blended with shredded cheddar cheese and topped with sliced chicken sausage, and crispy KFC Popcorn or hot and spicy Zinger. The Pachito spaghetti is unique, full of Italian flavour and unique to KFC.

Table of Contents

  1. 1. INTRODUCTION

    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study

  2. 2. RESEARCH METHODOLOGY

  3. 3. EXECUTIVE SUMMARY

  4. 4. MARKET DYNAMICS

    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry

  5. 5. MARKET SEGMENTATION

    1. 5.1 By Type

      1. 5.1.1 Full-service Restaurants (FSRs)

      2. 5.1.2 Cafes and Bars

      3. 5.1.3 Street Kiosks

      4. 5.1.4 Fast Food

      5. 5.1.5 100% Home Delivery Restaurants

    2. 5.2 By Structure

      1. 5.2.1 Chained Outlets

      2. 5.2.2 Independent Outlets

  6. 6. COMPETITIVE LANDSCAPE

    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Jollibee Food Corporation

      2. 6.4.2 Yum! Brands Inc.

      3. 6.4.3 Inspire Brands Inc.

      4. 6.4.4 Lotte Group (Vietnam Lotteria Company Ltd)

      5. 6.4.5 Starbucks Corporation

      6. 6.4.6 The Al Fresco's Group Vietnam

      7. 6.4.7 Golden Gate JSC

      8. 6.4.8 Restaurants Brands International Inc. (Burger King)

      9. 6.4.9 Domino's Pizza Inc.

      10. 6.4.10 Quan Ngon 138

    5. *List Not Exhaustive
  7. 7. MARKET OPPORTUNITIES AND FUTURE TRENDS

  8. 8. IMPACT OF COVID-19 ON THE MARKET

**Subject to Availability

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Frequently Asked Questions

The Vietnam Food Service Market market is studied from 2016 - 2026.

The Vietnam Food Service Market is growing at a CAGR of 8.65% over the next 5 years.

Lotte Group (Vietnam Lotteria Company Ltd), Jollibee Food Corporation , Yum! Brands Inc. , Starbucks Corporation, Quan Ngon 138 are the major companies operating in Vietnam Food Service Market.

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