Vietnamese consumers spend $5.15 per fast-food visit: Insight Asia

Vietnamese consumers spend an average of VND135,000 ($5.15) per visit to fast-food restaurants, with family groups spending significantly more than solo diners, according to a 2026 Vietnam fast-food market and consumer trends report by Insight Asia.

Family customers spend around VND212,000 ($8.09) per visit, compared with VND76,000 ($2.9) for individuals dining alone, highlighting the sector’s broadening customer base and long-term growth potential.

By category, Vietnam’s fast-food market is structured around three main segments: fried chicken chains, pizza chains, and burger chains.

Survey data show consumption is heavily skewed toward fried chicken, with 82% of respondents saying they chose chicken-related items during their most recent visit. That compares with 11% for burgers and 7% for pizza, positioning fried chicken as both the most popular and fastest-scaling segment.

Beyond preference, fried chicken chains also demonstrate stronger revenue dynamics. Among chicken-related purchases, 84% of consumers opted for combo meals including chicken, drinks and side dishes. Combos are increasingly viewed as offering better value and spending control.

Across the broader market, combo meals account for 68% of total orders but contribute 72% of total revenue, underscoring their higher commercial efficiency and ability to lift average ticket size.

Notably, customers ordering combos with additional items represent just 16% of transactions but generate 23% of revenue. The trend suggests a shift from purely value-driven consumption toward upgraded spending, creating room for chains to expand revenue per customer.

Digitalization is also emerging as a major growth driver, the report notes. More than 47% of orders now come through food delivery platforms, enabling brands to expand beyond physical store networks. Given their standardized menus and delivery-friendly products, fried chicken chains are seen as primary beneficiaries of this shift.

Taste remains the top decision factor for 74% of consumers, followed by convenience at 48% and price at 43%, according to Insight Asia. These preferences align closely with the operating model of fried chicken chains, which can localize menus while maintaining cost efficiency.

Competitive positioning is becoming increasingly differentiated. Asian brands such as Jollibee and Lotteria focus on combo pricing strategies and menu localization to capture mass-market consumers. U.S. brands including KFC and McDonald's maintain higher average spending levels through premium positioning and brand strength.

By store count, Lotteria leads the market with 222 outlets, followed by Jollibee with 213, KFC with 172 and McDonald’s with 37, reflecting intensifying competition in a sector that continues to evolve alongside changing consumer behavior.

According to a seperate report released by market research firm Q&Me last December, Vietnamese consumers are spending an average of VND144,500 ($5.5) per receipt at major fast-food chains.

The report, which examined actual receipt data from 400 consumer groups in Hanoi and Ho Chi Minh City, reveals that while the average transaction stands under VND150,000 ($5.7), approximately 37% of receipts recorded spending at or above that threshold.

According to the IMARC Group, Vietnam’s fast food industry is expected to grow at a compound annual growth rate (CAGR) of 5.65% in 2024-2032. Key drivers include the adoption of digital technology, such as mobile ordering, delivery platforms, and in-store kiosks.

A report by Euromonitor said that Vietnam’s fast food market posted revenue of VND22.39 trillion ($862.46 million) last year, up 6.8% year-on-year.