Decision Lab F&B Satisfaction Rankings 2026

Decision Lab’s F&B Satisfaction Rankings 2026 rank Vietnam’s leading food and beverage brands by how satisfied their own current customers are, using daily YouGov BrandIndex data from October 2025 to September 2026. The report names the top 10 F&B brands for customer satisfaction and the six biggest improvers, across fast food, hot pot, grill, coffee and tea.

 

 

• Jollibee leads Vietnam’s F&B customer satisfaction rankings. Jollibee ranks first with a Net Satisfaction Score of 82.7, just 0.8 points ahead of Trung Nguyên Legend. King BBQ, Burger King and Phuc Long Coffee and Tea enter the top 10.
• Hot pot and grill brands record half of the biggest gains. Haidilao recorded the largest increase, up 5.2 points, rising from tenth to third. King BBQ (+2.8) and GoGi House (+1.4) are also among the six biggest improvers.
• The leading brands are still improving. Jollibee, Haidilao and KFC are the only brands in the top four of both the overall ranking and the improvers list.

 

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