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Three of the six biggest gains in customer satisfaction in Decision Lab F&B Satisfaction Rankings 2026 came from hot pot and grill restaurants, while first place went to Jollibee, the only fast food brand in the top three. Read together, the two results show that satisfaction is won in different ways in different formats. For F&B leaders, marketers and customer experience teams, the ranking is the starting point, and what sits behind the score is where the decisions are made.
Jollibee and Trung Nguyên Legend sit 0.8 points apart, where small differences decide rank
Jollibee leads the top 10 with a Net Satisfaction Score of 82.7, 0.8 points ahead of Trung Nguyên Legend. All six brands in last year’s top six remain in the top 10, while three brands have entered the list. King BBQ and Burger King each climbed five places, while Phuc Long Coffee and Tea rose seven places.
Mr. Lam Hong Nguyen, President of Jollibee Vietnam, said:
“At Jollibee, our customers are at the heart of everything we do. We are truly grateful for their trust and this recognition, which inspires us to remain humble, keep listening, learning, and continuously improving. With genuine care and warmth, we are committed to bringing the joy of eating to more Vietnamese families across the country and making every Jollibee experience a joyful and memorable one.”
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Top 10 overall
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|
Rank 2026 |
Rank 2025 |
Rank change |
Brand name |
Score 2026 |
Score 2025 |
Score change |
Sig. |
|
1 |
3 |
+2 |
Jollibee |
82.7 |
79.8 |
+3.0 |
▲ |
|
2 |
1 |
-1 |
Trung Nguyên Legend |
81.9 |
84.0 |
-2.1 |
|
|
3 |
10 |
+7 |
Haidilao |
79.7 |
74.5 |
+5.2 |
▲ |
|
4 |
5 |
+1 |
KFC |
78.0 |
76.4 |
+1.6 |
|
|
5 |
2 |
-3 |
Pizza 4P's |
77.1 |
80.4 |
-3.3 |
|
|
6 |
4 |
-2 |
McDonald's |
76.6 |
77.8 |
-1.3 |
|
|
7 |
12 |
+5 |
King BBQ |
76.5 |
73.7 |
+2.8 |
|
|
8 |
6 |
-2 |
Texas Chicken |
75.8 |
76.0 |
-0.1 |
|
|
9 |
14 |
+5 |
Burger King |
72.5 |
72.9 |
-0.4 |
|
|
10 |
17 |
+7 |
Phuc Long Coffee and Tea |
72.3 |
71.6 |
+0.7 |
|
|
Source: YouGov BrandIndex Data collection period: 1/10/2025 - 30/09/2026 |
2026 sample size: 366 – 2,680 |
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Jollibee leads a closely grouped top 10, with 0.8 points separating the top two
and every one of last year’s top six still on the list.
Download the full rankings here
These movements show why rank and score need to be read together. A rank reflects a brand’s position relative to other brands, while its score reflects the balance of satisfaction among its own customers. When scores are close, a small gain can move a brand up several places if other brands remain steady. A brand can also improve its score but fall in rank if competitors improve faster.
The top 10 covers several types of F&B business: five fast food chains, three hot pot, pizza and grill restaurants, and two coffee and tea brands. Fast food holds the most places, including first. With strong satisfaction reached in such different formats, the useful benchmark is the whole F&B market, not only a brand’s own category.
Haidilao, King BBQ and GoGi House take half of the biggest gains
Haidilao recorded the largest score increase in the rankings, gaining 5.2 points, 2.2 points more than the next biggest gain. King BBQ gained 2.8 points and GoGi House gained 1.4 points. Together, these three hot pot and grill brands make up half of the six biggest improvers.
The other three are Jollibee, which gained 3.0 points, and KFC, which gained 1.6 points, both in fast food, and Phuc Long Coffee and Tea, which gained 0.7 points.
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Top 6 improvers
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|
Rank |
Brand name |
Score 2026 |
Score 2025 |
Score change |
Sig. |
|
1 |
Haidilao |
79.7 |
74.5 |
+5.2 |
▲ |
|
2 |
Jollibee |
82.7 |
79.8 |
+3.0 |
▲ |
|
3 |
King BBQ |
76.5 |
73.7 |
+2.8 |
|
|
4 |
KFC |
78.0 |
76.4 |
+1.6 |
|
|
5 |
GoGi House |
71.2 |
69.8 |
+1.4 |
|
|
6 |
Phuc Long Coffee and Tea |
72.3 |
71.6 |
+0.7 |
|
|
Source: YouGov BrandIndex Data collection period: 1/10/2025 - 30/09/2026 |
2026 sample size: 366 – 2,680 |
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Hot pot and grill account for three of the six biggest satisfaction gains,
led by Haidilao’s 5.2-point rise.
Download the full rankings here
Hot pot and grill restaurants share some features that may help explain this pattern. Visits are often longer and shared, food is prepared at the table, and staff are involved throughout the meal. Each of those moments is a chance to shape how a visit feels. That may give full service formats more room to move satisfaction than a fast food order or a coffee purchase, where the visit is short and the moments are few.
This is a possible reading, not a conclusion, and it has a clear limit. Jollibee’s gain was larger than King BBQ’s or GoGi House’s, and fast food still leads the table. A short visit, delivered well, can earn the highest satisfaction too.
To test this reading, further analysis could examine:
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Whether the gains came from more customers reporting satisfaction or fewer reporting dissatisfaction.
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Whether the same brands also improved on other measures, such as perceived quality, value and willingness to recommend.
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Whether similar gains appear in the next year’s rankings.
These checks matter because the same score increase can reflect different changes in the customer experience.
Jollibee, Haidilao and KFC rank high and keep improving
Jollibee, Haidilao and KFC are the only brands to rank in the top four of both the overall table and the improvers list. They place first, third and fourth overall, and second, first and fourth for gains. The findings point to a market where leading positions remain closely contested, satisfaction scores continue to change and even highly ranked brands can make further gains. In a market like this, a brand that holds its score can still lose ground when others improve.
However, the rankings provide only part of the picture. They count current customers only, and a net score can rise because more customers are satisfied or because fewer are dissatisfied, two very different stories. A satisfaction score is most useful when considered from several angles: the level of satisfaction, a brand’s position against competitors, how its score changes over time, and the balance between satisfied and dissatisfied customers. Rankings only show the first two.
Ms Nguyen Thi Uyen Chi, Head of Experience Economy Practice at Decision Lab, said:
“This year’s rankings show two routes to high customer satisfaction. Hot pot and grill brands, where a visit is long and full of moments to get right, made half of the biggest gains. Yet two fast food chains, with visits measured in minutes, sit in the top four of both tables. That suggests format alone does not decide satisfaction. What counts is how well a brand delivers the moments its customers care about. For full service chains, the task is to protect what is working as they grow. For fast food and coffee chains, it is to plan where meaningful contact can be added without losing speed, and to know which customer segments they serve best. That is where the next gain is likely to come from, and where customers are quietly lost.”
Higher customer satisfaction can encourage repeat visits, strengthen brand preference and support long-term growth. Decision Lab helps F&B brands find their route to it. YouGov BrandIndex tracks satisfaction daily against competitors, among current and former customers. Our experts then pinpoint the moments and customer segments behind each score, showing where investment is most likely to keep customers coming back.
Book a 30-minute data briefing with our Experience Economy team to see where your brand stands and where to focus first.