KFC (26.5 points) has once again claimed the top spot in the Decision Lab Best F&B Rankings 2025, holding onto the title of Vietnam’s Best F&B Brand for the third consecutive year. Despite a year in which many brands experienced a decline in overall brand health, chicken and coffee chains continued to dominate consumer preferences. However, the standout story of 2025 is Jollibee, which jumped four spots to land at #4, making it the most improved brand of the year.
KFC Vietnam, commented on this ranking:
“We’re proud to continue leading Vietnam’s QSR segment in such a dynamic and competitive market. This reflects the evolving tastes of Vietnamese consumers, and it motivates us to keep innovating and delivering the quality experiences our customers trust us for.”
Download the full report at the Decision Lab’s website.
Decision Lab, YouGov’s exclusive partner in Vietnam, has released the Decision Lab Best F&B Rankings 2025. This is based on the proprietary YouGov BrandIndex score, which captures overall brand health by averaging six key metrics: Impression, Quality, Value, Satisfaction, Recommendation, and Reputation.
According to our Decision Lab Best F&B Rankings 2025, this reveals a slit landscape between restaurants and coffee chains.
Overall, Vietnam’s F&B market has faced a challenging year in 2024, with most major brands having seen a decline in brand health scores. In the quick-service restaurant (QSR) segment, KFC has maintained its leadership position, reaffirming its dominance in Vietnam’s fast-food landscape.
Meanwhile, both Lotteria and McDonald's have become the second most preferred chicken brand among Vietnamese consumers. On the full-service restaurant (FSR) front, Haidilao (12.9 points) has remained the only brand in the top 10 and has continued its upward momentum, climbing one spot in the ranking.
While restaurants have remained resilient, with some brands even experiencing growth, coffee chains have faced greater challenges. Highlands Coffee (22.6 points) and Trung Nguyên Legend (19.9 points) have maintained their positions in the second and third place in the overall ranking, underscoring the deep cultural significance of coffee in Vietnam’s daily life. However, it has been a tougher period for Phuc Long (15.5 points) and The Coffee House (12.6 points), as both have experienced notable drops in their scores and rankings. Meanwhile, Starbucks (12.6 points) has quietly gained ground, maintaining its position in the top 10 and closing the gap with local competitors.
Download the full report at the Decision Lab’s website.
Top 5 Improvers: Momentum builds for Jollibee and Popeyes
Alongside the overall rankings, Decision Lab has released the list of Top 5 Improvers — brands that have achieved the highest growth in brand health scores over the past year. Jollibee leads the list with a remarkable 2.2 points increase, reaffirming its strong momentum and growing consumer appeal in Vietnam. Popeyes follows as a standout performer, rising by 1.0 point.
Mr Pham Minh Chi, COO Popeyes Vietnam, shared:
“Ranking among Decision Lab’s top improvers confirms we’re on the right track. This achievement is a testament to our team’s relentless passion and hard work. Our guests can expect even more bold Cajun flavours from our famous Louisiana, breakthrough campaigns, and meaningful engagement as we continue to bring the Popeyes experience to new heights in the months ahead.”
Download the full report at the Decision Lab’s website.
Methodology
The Decision Lab Best F&B Rankings 2025 are calculated using data collected from YouGov's online panel in Vietnam daily, from the flagship YouGov BrandIndex solution. The brands were ranked based on YouGov BrandIndex’s Index score, which measures overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.
The Index Rankings chart shows the brands with the highest Index scores between 1 March 2024 and 28 February 2025.
The Index Improvers chart ranks the brands with the highest increase in Index scores, comparing the period from 1 March 2024 and 28 February 2025 with the previous 12 months.
Both scores are representative of the online population of adults 18+.
All brands have been tracked for at least 6 months to be included in the rankings and have been tracked for at least 18 months (as well as being currently tracked) to appear in the Improvers tables.
Download the full report at the Decision Lab’s website.