A KFC restaurant in Vietnam. KFC has been named as the best food and beverage (F&B) brand in the country. (Photo: brandsvietnam.com) With a score of 29.6, KFC stands well ahead of other popularfast-food restaurants. In 2022, KFC also had the top index score (31.1), butthis has fallen by 1.5 points this year.
Highlands Coffee ranks second with a score of 25. The Vietnamesecoffee chain has built a strong brand identity that offers premium coffeeproducts and a comfortable environment for customers.
Meanwhile, Trung Nguyen Legend, which achieved an index score of 20.2, jumpedto the third position. The coffee chain jumped two places from fifth in 2022.
The other brands in the top 10 are Lotteria, the Korean QSR chain, PhucLong Coffee and Tea, The Coffee House, McDonald’s, Jollibee, Starbucks,and Pizza Hut.
Released by Decision Lab, YouGov’s exclusive partner in Vietnam, theDecision Lab F&B Rankings 2023 is for major brands in the F&Bmarket with several outlets.
These brands have achieved the highest average Index score over the past twelvemonths. This metric measures overall brand health calculated by taking theaverage scores of the following YouGov BrandIndex metrics including generalimpression, quality, value, corporate reputation, customer satisfaction, andrecommendation.
The data is from YouGov BrandIndex, a syndicated brand tracker that collectsdata on over 400 Vietnamese brands daily.
Thue Quist Thomasen, CEO of Decision Lab, said: “This ranking gives a thoroughand impartial evaluation of the brand health of Vietnam’s major F&B brands,using six metrics that reflect how consumers perceive and interact withthem."
"The list identifies Vietnam’s top and most improved F&B brands andthe elements that contribute to their success. We hope this ranking will serveas a valuable resource for F&B businesses, consumers, and industrystakeholders, as well as a benchmark for excellence and innovation in theF&B sector,” he said./.
VNA
