Food & Beverage

The first visit gets you noticed. The next one builds the business.

In a crowded F&B market, new openings, promotions, social buzz and product launches can all generate trial. The harder challenge is giving customers a strong enough reason to come back. As brands grow across locations, formats and channels, repeat depends on more than satisfaction alone. Product, value, brand, occasion and experience all have to work together consistently. We help F&B brands understand what drives repeat choice, where momentum is being lost and which products, propositions and experiences are worth scaling.

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Industries

Food & Beverage

Where F&B is heading

Repeat is getting harder to earn as choice expands and occasions fragment.

Consumers have more brands, formats and channels to choose from, while promotions and novelty make switching easy. The advantage will come from understanding which occasions a brand can own, what makes the experience distinctive, and what keeps the proposition relevant over time.

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The decisions on the agenda

What keeps customers coming back?

Separate satisfaction from the product, occasion and experience drivers that actually influence repeat choice.
Where is the brand gaining or losing momentum?

Track awareness, consideration, usage, preference and advocacy against competitors.
Which occasions and customers should we grow?

Understand need states, eating and drinking occasions, and priority consumer segments.
Which product, menu or format should we back?

Test concepts and products before scaling them.
Where can we premiumise without losing relevance?

Evaluate value perception, pricing and willingness to pay.

Customer & occasion segmentation

Need states, eating and drinking occasions, and the customers worth growing.

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Brand health check & tracking

Continuous brand health, awareness and preference tracking across the estate.

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Experience & satisfaction diagnostics

Where the experience drives repeat, and where momentum is being lost.

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Competitive experience audit

How the experience compares against the competitive set, measured consistently.

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Pricing & willingness to pay

Value perception, pricing and willingness to pay across formats.

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Product & concept testing

Test menu, product and format concepts before scaling them.

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Curious to see how we drive success in the food and beverage market? Contact our experts to learn more about the solutions that fit your goals.

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Intelligence

The F&B experience view operators benchmark against.

Our F&B rankings, brand-health tracking and experience signals give chains and brands an independent read on where repeat, premium and share are won.

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Best F&B Rankings 2026

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Nguyen Thi Uyen Chi

Director, Head of Experience Economy Practice

Le Ngoc Mai Anh

Manager

Nguyen Le Phuong Tram

Senior Consultant

Nguyen Thao Vy

Consultant

Le Nguyen Tuong Ngoc

Associate

We work with F&B brands across Southeast Asia — bringing the customer, occasion and experience evidence that turns trial into repeat.

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F&B success in action

Stories of transformation

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Brand tracking

From Insights to Impact: How Pizza Hut Vietnam Leveraged Real-time Tracking to Secure Market Leadership

Pizza Hut Vietnam leveraged real-time tracking through YouGov BrandIndex to secure market leadership by gaining insights, tracking competitors, and making data-driven decisions for continued growth and success in the F&B landscape.

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Campaign effectiveness

Measuring advertising effectiveness in real-time for Pizza Hut in Vietnam

Pizza Hut Vietnam chose Decision Lab to measure marketing effectiveness

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Occasions

Helping Domino’s Pizza to tap into new meal occasions

Learn more about how Domino’s Pizza, one of the biggest pizza chains in the world leveraged Decision Lab's Foodservice Monitor service to gain an understanding of the changing needs and consumption behavior of Vietnamese in urban areas.

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Packaging

Helping San Miguel pick the right packaging

San Miguel Pure Food Vietnam in partnership with Decision Lab to pick the right packaging for its sausage products.

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“Working with Decision Lab has been a pleasure for our team. We really appreciate their expertise, especially their responsiveness and supportiveness in case of urgent needs. We continue to use BrandIndex as our main tool to track our brand and competitors, enabling us to spot trends and market opportunities and make data-driven decisions.”

Michael Lin

General Manager

Pizza Hut Vietnam

“Working with Decision Lab on this campaign has given us the insights necessary to optimise the content we use to engage with our audience.”

Soames Hines

Marketing Director

Pizza Hut Vietnam

“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.”

Pham Minh Chi

Chief Operating Officer

Popeyes Vietnam