Decision Lab Best F&B Rankings 2024

Decision Lab Best F&B Rankings 2024 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 iswritten 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 27.5, ahead of Highlands Coffee (25.2) and Trung Nguyên Legend (21.8).
• Trung Nguyên Legend is the mover of the year. Trung Nguyên Legend climbed from 4th to 3rd, up 3.9 points - the single biggest gain in the ranking.
  
• Momentum signals brand health. The top three improvers - Trung Nguyên Legend (+3.9), Jollibee (+2.5) and Highlands Coffee (+1.5) - mark where perception is actively strengthening.