Best F&B Rankings 2025
Decision Lab Best F&B Rankings 2025 ranks Vietnam's top 10 F&B brands using the YouGov BrandIndex proprietary Index score - the 12-month average of six brand-health dimensions: Impression, Quality, Value, Satisfaction, Recommend and Reputation. Businesses that understand their overall brand health can use it to improve their rankings, stand out in a crowded marketplace, build a loyal customer base, increase brand awareness, and drive growth. The ranking is written for F&B marketing and brand leaders responsible for building brand equity in a competitive market.
Key highlight points:
- KFC holds the top spot. KFC leads Vietnam's F&B brands with an Index score of 26.5, ahead of Highlands Coffee (22.6) and Trung Nguyen Legend (19.9).
- Jollibee is the mover of the year. Jollibee climbed four ranks from 8th to 4th, up 2.2 points - the biggest jump in the top 10.
- Fried chicken drives the improvers. The top five improvers - led by Jollibee (+2.2) and Popeyes (+1.0), with Texas Chicken, Haidilao, and King BBQ - mark where perception is strengthening.