Vietnamese fast food consumers spend average $5.5 per visit, chicken meals dominate

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

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.

The survey covered five major international and regional players in the Vietnamese market: Lotteria, Jollibee, KFC, Popeyes, and McDonald’s.

The data suggests that while the industry is built on speed and convenience, its growth in Vietnam is increasingly tied to its ability to serve as a social hub for groups and provide localized, chicken-centric menus.

The “combo” meal has cemented itself as the cornerstone of the Vietnamese fast-food experience. Approximately 65% of all orders include a combo meal, with meal-and-drink pairings accounting for 66% of these selections.

Data shows that chicken-based sets dominate combo orders at 85%, while beef-based options, such as hamburgers, represent only 8% of the market. This preference extends to single items as well, where chicken pieces and tenders remain the top choice for side dishes.

The report highlights successful localized menu adaptations, specifically the rise of rice-based dishes. Contrary to the “orthodox” image of fast food consisting mainly of burgers and fries, roughly 20% to 25% of customers now order rice or pasta items.

The analysis also shows that consumer behavior also varies sharply by demographic profile. Families with children are the highest spenders, averaging VND199,400 ($7.58) per visit and ordering nearly four items per receipt.

Friends and colleagues represent the largest customer segment at 33%, prioritizing socializing and taste. Solo diners record the lowest engagement, spending an average of just VND57,000 ($2.17) and typically opting for single-item meals rather than combos.

When selecting a restaurant, taste remains the primary driver for 72% of respondents, followed by location convenience (43%) and socializing (32%). For families, the child’s preference becomes a major secondary factor in brand selection.

According to a June report by Q&Me, the number of fast food outlets in Vietnam surged nearly 12% year-on-year to 1,022 in 2025. South Korea’s Lotteria and the Philippines’ Jollibee led the market with 222 and 213 stores, respectively.

Meanwhile, the U.S.’s KFC maintained solid position with 172 locations across HCMC, Hanoi, and other localities.

Q&Me, operated by Asia Plus Inc., is based in HCMC.