Vietnam Foodservice Market SIZE & SHARE ANALYSIS - GROWTH TRENDS & FORECASTS UP TO 2030

Vietnam Foodservice Market Analysis

The Vietnam Foodservice Market size is estimated at 24.77 billion USD in 2025, and is expected to reach 41.22 billion USD by 2030, growing at a CAGR of 10.73% during the forecast period (2025-2030).

The Vietnamese foodservice industry is experiencing rapid digital transformation, driven by changing consumer behaviors and technological adoption. With 73.2% of the population actively using the internet and 53% of food establishments maintaining an online presence as of 2022, the industry has witnessed significant evolution in service delivery models. Digital payment solutions, mobile ordering platforms, and delivery aggregators have become integral to the foodservice industry ecosystem. Restaurant operators are increasingly investing in technology infrastructure to enhance operational efficiency and customer experience, while food delivery platforms like GrabFood, Now, and GoFood continue to expand their market presence.

The sector is undergoing substantial infrastructure development and retail expansion, particularly in urban centers. As of 2022, Vietnam boasted over 1,100 supermarkets and hypermarkets, alongside more than 10,000 convenience stores, creating diverse opportunities for foodservice operators. Major retail chains are actively expanding their footprint, with several shopping centers undergoing renovations and layout changes to accommodate modern dining concepts. The government's ambitious plan to construct 26 new airports by 2030 is expected to create additional opportunities for foodservice operators in the travel segment.

International investment in Vietnam's foodservice sector continues to gain momentum, with several global brands expanding their presence. In 2023, Dubai's Sunset Hospitality Group announced a significant expansion into Vietnam, backed by a USD 35 million investment. Similarly, Starbucks has demonstrated strong confidence in the Vietnam market by announcing plans to reach 100 stores by the end of 2023. These developments reflect growing international confidence in Vietnam's foodservice industry potential and contribute to the diversification of dining options available to consumers.

Consumer dining preferences in Vietnam demonstrate a strong appetite for both traditional and modern foodservice concepts. Recent data shows that 42.8% of the population dines out two to four times monthly, indicating robust consumer engagement with the Vietnam food market. Food safety remains a paramount concern, with 90% of consumers in 2022 citing it as a top priority in their dining choices. The market is also witnessing evolving dietary preferences, with urban consumers showing increased interest in health-conscious options, as evidenced by the average daily meat consumption of 134 grams per person, with higher consumption rates observed in urban areas at 154 grams per day.

Vietnam Foodservice Market Trends

Vietnamese quick service restaurant market is highly competitive, with local and international chains dominating

• Cloud kitchen outlets are the fastest-growing, and they are projected to register a CAGR of 3.72% during the forecast period. One of the primary drivers of the cloud kitchen market in Vietnam is the growing demand for online food delivery services, such as GoFood, GrabFood, Baemin, and Lala. These apps reach a wider customer base and streamline the ordering and delivery process. Cloud kitchens are also leveraging data analytics to gain insights into customer preferences and behavior and optimize menu offerings and pricing.
• Full service outlets are expected to be the second fastest-growing, registering a CAGR of 0.35% during the forecast period. Asian cuisine holds a major share of the market. Vietnam has experienced a steady increase in international tourism in recent years, with many tourists coming from Asia. For example, there were 17,546 visitor arrivals from Taiwan, 16,592 visitor arrivals from Japan, 11,502 from Southeast Asia, and 10,920 from Thailand in 2022. As a result, there has been a growing demand for Asian cuisine in Vietnam to cater to these tourists.
• Quick service restaurants are highly competitive in the market. McDonald's, Burger King, KFC, Lotteria, Jollibee, and Pizza Hut are well-established competitors with 20, 140, 200, 60, and 50 outlets, respectively, in the QSR market. Vietnamese prefer authentic fast-food concepts and international options such as Banh mi, a Vietnamese sandwich made with a crusty baguette and filled with various ingredients such as grilled pork, pate, pickled vegetables, and fresh herbs. Similarly, Pho is a traditional Vietnamese soup made with rice noodles and a flavorful broth, often served with beef or chicken and fresh herbs.

Cloud kitchens in Vietnam saw the highest average order value in 2022, driven by online meal delivery

• In Vietnam, the AOV was the highest for cloud kitchens, at USD 3.45 in 2022. An increase in the demand for online meal delivery is driving the expansion of the cloud kitchen market. In Vietnam, the overall spending on food delivery services reached USD 1.1 billion in 2022. Online meal ordering and delivery services grew in popularity after the pandemic. Popular dishes offered by cloud kitchens in Vietnam are pizza and pasta, both priced at an average of USD 2.4 per 300 g. In 2022, the cost of the most popular dishes served by cloud kitchen was fixed at the average order value of USD 2.2.
• Vietnam is one of the affluent nations in the Asian region and a significant hub for travel. The gastronomic diversity that can be found throughout the country's numerous cantons serves to further emphasize its multi-ethnic and multilingual nature. Indian, Korean, and other Asian cuisines are more widely consumed nationwide. The average order value for Asian cuisine meals is USD 1.75 per 300 g.
• The full-service restaurants' average order value is expected to record a CAGR of 5.35% during the study period. FSR is implementing new technologies and services to cater to customers who are becoming more accustomed to convenience. Mobile payments, internet ordering, and home delivery are becoming more prevalent in full-service areas of the market. Due to the expanding number of dining options available to consumers, including pre-packaged restaurant meals, pricing is becoming a more crucial problem. Emerging competitors, such as providers of subscription meal kits, could further disrupt the industry in the future.

Segment Analysis: Foodservice Type

Full Service Restaurants Segment in Vietnam Foodservice Market

Full Service Restaurants (FSR) maintain their dominant position in Vietnam's foodservice market, commanding approximately 68% market share in 2024. This substantial market presence is attributed to Vietnam's rich and diverse culinary culture, with FSRs offering an extensive range of both local and international cuisines. The segment's strength is particularly evident in major cities like Hanoi and Ho Chi Minh City, where dining out has become an integral part of the social fabric, with around 43% of the population dining out once or twice per month. The segment's robust performance is further supported by the growing tourism sector and the increasing presence of both domestic and international restaurant chains offering various cuisines, particularly Asian cuisine which accounts for over 40% of the FSR segment.

Cloud Kitchen Segment in Vietnam Foodservice Market

The cloud kitchen segment is experiencing remarkable growth in Vietnam's foodservice market, projected to expand at approximately 19% CAGR from 2024 to 2029. This exceptional growth is driven by the increasing penetration of online food delivery apps, which reached 53% in 2024, and the evolving consumer preferences toward convenient dining solutions. Major food delivery operators like Now.vn, Loship Kitchen, and GrabKitchen have launched their cloud kitchen brands to capitalize on this growth opportunity. The segment's expansion is further supported by significant investments, such as CloudEats securing substantial funding for expansion across Southeast Asia. The adoption of advanced kitchen technologies and automated systems is enabling cloud kitchens to optimize operations and meet the growing demand for delivery services.

Remaining Segments in Foodservice Type

The remaining segments in Vietnam's foodservice market include Cafes & Bars and Quick Service Restaurants (QSR), each playing distinct roles in shaping the market landscape. The Cafes & Bars segment benefits from Vietnam's strong coffee culture and high per capita consumption, with establishments ranging from traditional coffee shops to modern specialty cafes. The QSR segment continues to evolve with both international chains and local players expanding their presence, particularly in urban areas, offering a mix of Western-style fast food and localized menu options. Both segments are witnessing significant technological integration, including digital ordering systems and loyalty programs, to enhance customer experience and operational efficiency.

Segment Analysis: Outlet

Independent Outlets Segment in Vietnam Foodservice Market

Independent outlets dominate the Vietnamese foodservice market, commanding approximately 78% market share in 2024. This significant market presence is driven by Vietnamese consumers' strong preference for traditional and local dining establishments. Independent restaurants are particularly successful in meeting consumers' expectations regarding dining experience, ambiance, and food quality. These outlets have shown remarkable adaptability by incorporating various international cuisines, particularly Korean and Japanese food, to cater to the growing millennial population that makes up more than 50% of Vietnam's population. The success of independent outlets is further bolstered by their strong online presence, with about 53% of food establishments maintaining digital platforms for ordering and delivery services, enabling them to effectively compete in the evolving foodservice industry landscape.

Chained Outlets Segment in Vietnam Foodservice Market

Chained outlets are projected to experience the fastest growth in the Vietnamese foodservice market, with an expected CAGR of approximately 11% during 2024-2029. This robust growth is primarily driven by the increasing consumer preference for standardized quality and consistent service across locations. The expansion is particularly notable in major cities like Ho Chi Minh City and Hanoi, where chained restaurants benefit from strict quality control measures and strong brand recognition. The segment's growth is further supported by the rising concern for food safety among Vietnamese consumers, with around 90% of the population prioritizing this aspect in their dining choices. International brands such as KFC, Domino's, and Pizza Hut continue to attract customers through their well-established reputations and standardized offerings.

Segment Analysis: Location

Standalone Segment in Vietnam Foodservice Market

The standalone segment continues to dominate the Vietnamese foodservice market, holding approximately 92% market share in 2024. This significant market position is driven by the emergence of standalone restaurants across major cities like Hanoi and Ho Chi Minh City, which are actively raising awareness about various cuisines. The millennial population, comprising around 20% of Vietnam's total population, has played a crucial role in driving this segment's growth through their diverse food preferences and increasing appetite for international cuisines. Full-service restaurants in standalone locations represent the largest portion of this segment, with Middle Eastern cuisine showing particularly strong performance. The segment's strength is further reinforced by operators' ability to quickly modify their operations and menus in response to shifting customer demands, especially in the growing cloud kitchen space within standalone locations.

Travel Segment in Vietnam Foodservice Market

The travel segment is projected to experience the most rapid growth in the Vietnamese foodservice market, with an expected growth rate of approximately 13% during 2024-2029. This exceptional growth is primarily driven by the expansion of Vietnam's aviation infrastructure and increasing passenger traffic through its airports. The segment's growth is supported by the government's ambitious plans to expand the airport network, with projects to develop additional airports by 2030. The rise in both domestic and international tourism has created significant opportunities for foodservice industry providers at transportation hubs. The segment's growth is further bolstered by the increasing demand for in-flight catering services and the expansion of food service options at railway stations and airports, offering both traditional Vietnamese cuisine and international food choices to cater to diverse traveler preferences.

Remaining Segments in Location Segmentation

The retail, leisure, and lodging segments each contribute uniquely to Vietnam's foodservice market landscape. The retail segment encompasses foodservice operations in shopping centers, supermarkets, and convenience stores, benefiting from the country's rapidly modernizing retail infrastructure. The leisure segment serves entertainment venues such as cinemas, sports facilities, and cultural events, providing specialized food and beverage offerings tailored to these environments. The lodging segment caters to hotels, resorts, and other accommodation facilities, playing a crucial role in enhancing the overall hospitality experience for both domestic and international travelers. These segments collectively contribute to the market's diversity and cater to different consumer needs and occasions.

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