KFC tops Decision Lab F&B rankings in Vietnam

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In the competitive landscape of the food and beverage (F&B) industry in Vietnam, KFC has emerged as the undisputed leader, securing the top spot in the prestigious Decision F&B Rankings 2023. The annual rankings, released by Decision Lab, in partnership with YouGov, are based on a comprehensive evaluation of major F&B brands in Vietnam. This article delves into the details of the rankings, highlighting KFC’s impressive performance, along with other notable brands that have secured a place in the top 10.

The Best of the Best: KFC Takes the Crown

With an impressive score of 29.6, KFC reigns as the best F&B brand in Vietnam. The popular fast-food restaurant has managed to maintain its strong presence and consumer appeal in the country. However, it’s worth noting that KFC’s index score has seen a slight decline of 1.5 points compared to the previous year when it held a score of 31.1.

Highlands Coffee: Brewing Success in Second Place

Coming in second, Highlands Coffee has established itself as a major player in the Vietnamese coffee market. With a score of 25, the brand offers premium coffee products that cater to the preferences of the local audience. Besides its excellent beverages, Highlands Coffee is known for providing a welcoming and comfortable environment that keeps customers coming back for more.

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Trung Nguyen Legend Soars to Third Position

Climbing up the rankings, Trung Nguyen Legend now holds the third position with an index score of 20.2. The coffee chain’s remarkable ascent from fifth place in 2022 showcases its growing popularity and customer acceptance. Trung Nguyen Legend has successfully carved its niche by offering a unique coffee experience, capturing the hearts of Vietnamese coffee enthusiasts.

The Power Players: Other Brands in the Top 10

Beyond the top three, the Decision Lab F&B Rankings 2023 features other leading brands that have made their mark in the Vietnamese market. These include:

  1. Lotteria: A well-known Korean QSR chain that has garnered a loyal customer base in Vietnam.
  2. Phuc Long Coffee and Tea: A local brand that has made waves with its diverse range of coffee and tea offerings.
  3. The Coffee House: A trendy and chic coffee chain that appeals to the younger demographic.
  4. McDonald’s: The global fast-food giant continues to maintain its presence in Vietnam’s F&B industry.
  5. Jollibee: The beloved Filipino fast-food chain has gained popularity for its unique offerings.
  6. Starbucks: The renowned coffeehouse brand needs no introduction, securing a significant position in the Vietnamese market.
  7. Pizza Hut: An international pizza chain that has found success among pizza lovers in Vietnam.

The Decision Lab F&B Rankings Methodology

The Decision Lab F&B Rankings 2023 employ a robust methodology to gauge the overall brand health of F&B companies in Vietnam. This methodology is based on the average index score derived from several key metrics measured by YouGov BrandIndex. The metrics include general impression, quality, value, corporate reputation, customer satisfaction, and recommendation. Brands with the highest average index score over the past 12 months make it to the top of the rankings.

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Decision Lab’s CEO Perspective

Thue Quist Thomasen, the CEO of Decision Lab, emphasized the significance of these rankings in assessing the brand health of major F&B players in Vietnam. He stated, “This ranking gives a thorough and impartial evaluation of the brand health of Vietnam’s major F&B brands, using six metrics that reflect how consumers perceive and interact with them.” He further added, “The list identifies Vietnam’s top and most improved F&B brands and the elements that contribute to their success. We hope this ranking will serve as a valuable resource for F&B businesses, consumers, and industry stakeholders, as well as a benchmark for excellence and innovation in the F&B sector.”


KFC’s remarkable performance in the Decision Lab F&B Rankings 2023 speaks volumes about its enduring popularity among Vietnamese consumers. The top 10 list showcases a diverse mix of local and international brands that have successfully captured the hearts of the Vietnamese population with their offerings. As the F&B industry in Vietnam continues to evolve, these rankings serve as a barometer of success and provide valuable insights into consumer preferences and brand perceptions.


1. What is Decision Lab F&B Rankings 2023? Decision Lab F&B Rankings 2023 is an annual evaluation of major food and beverage brands in Vietnam, conducted by Decision Lab in partnership with YouGov. It assesses the overall brand health of these companies using key metrics.

2. How is KFC ranked in the rankings? KFC tops the Decision Lab F&B Rankings 2023 with an impressive index score of 29.6, showcasing its leading position in the Vietnamese F&B market.

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3. Which coffee brand secured the second position in the rankings? Highlands Coffee secured the second position in the rankings with a score of 25, known for its premium coffee products and inviting ambiance.

4. What metrics are considered for the rankings? The rankings are based on several metrics, including general impression, quality, value, corporate reputation, customer satisfaction, and recommendation, measured by YouGov BrandIndex.

5. What does the CEO of Decision Lab say about the rankings? Thue Quist Thomasen, the CEO of Decision Lab, emphasizes the rankings’ thorough and impartial evaluation of Vietnam’s major F&B brands, providing insights for businesses and consumers alike.