Best F&B Rankings 2026

Decision Lab Best F&B Rankings 2026 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 writtenfor 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 27.1, ahead of Jollibee (23.6) and Highlands Coffee (21.4).

• Jollibee is the mover of the year. Jollibee jumped from 4th to 2nd, up 6.3 points - the single biggest gain in the ranking.

• Momentum signals brand health. The top three improvers - Jollibee (+6.3), KFC (+0.6), and McDonald's (+0.3) - mark where perception is actively strengthening.