In Vietnam, food delivery service is booming with the participation of many players sharing the “pie” with estimated size around $33 mil., according to Euromonitor. This report will specify the current usage and reasons / obstacles using food delivery services in Vietnam, both from direct shop or portal (foody, vietnammm, etc.) delivery. The survey was conducted to 615 respondents from 18-39, Ho Chi Minh and Ha Noi in June 2018.

1. Asia Plus Inc.
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Food delivery service usage in Vietnam

2. In Vietnam, food delivery service is booming
with the participation of many players sharing
the “pie” with estimated size around $33 mil.,
according to Euromonitor. This report will
specify the current usage and reasons /
obstacles using food delivery services in
Vietnam, both from direct shop or portal
(foody, vietnammm, etc.) delivery.
The survey was conducted to 615
respondents from 18-39, Ho Chi Minh and Ha
Noi in June 2018.
Objective

3. Have you used delivery services?
Yes, 66%
No, 34%
６６％ have experiences of using delivery
services

4. 17%
25%
25%
31%
39%
41%
45%
53%
54%
When I would like to try something luxurious
Anniversary / Party
When my friends / relatives come
I /my family do not want to cook
When I feel bad / sick
I would like to enjoy the meal from the delivery store
As I am too busy to prepare the food
When I would like to finish my eating quick
When weathers are bad
Reluctance to go outside and time efficiency are the main reasons to use the
service
Q. What information do you refer to when you look for XXX?
Reasons to use food delivery service

5. 72%
66%
30%
25%
My home Office Location that I hang out
with my friend
Family gathering places
Office is as popular as home, as the location for delivery service
Q. Where do you normally order food to?
Delivery location

6. 71%
58%
51%
Phone call Mobile app Website
Total
Youth tends to use apps while elderly usage of phone is higher
Q. Where do you normally order food to?
Delivery order method
63% 65%
49%
69%
57%
52%
80%
53% 50%
Phone call Mobile app Website
By age
18-22
23-29
30-39

7. KFC & Pizza Hut are the two most popular stores used for delivery service
Q. What shops do you normally directly order delivery from?
Popular food stores for delivery service
58%
42%
27%
24% 23%
20% 18%
15% 15% 14% 12% 11% 9% 8%
3%
8%
32%
20%
8% 6% 6%
3% 4% 5% 3% 4% 2% 1% 1% 1% 0%
6%
Use Use the most

8. For portal, Foody (Delivery Now) and Grab food are the most popular services.
Q. What portals do you normally order food delivery from?
57%
50%
35%
14%
7%
2%
Foody Delivery now Grab Food Vietnammm Chonmon Other
Popular food delivery portal

9. Q. With scale 1 – 10 (1: Definitely don’t want; 10: Really want), to what extent do you want to recommend XXX to your friend?.
Positive=9/10, Neutral=7/8, Negative=6 and below
18% 15% 19% 21% 16% 17% 14%
25%
41%
37%
45% 41%
44% 38% 38%
50%
41%
48%
35% 38% 40% 45% 48%
26%
Total Male Female 18-22 23-29 30-39 Frequent
users
Less users
Negative Neutral Positive
Levels of recommendation - Food delivery stores
41% are satisfied with the service, while 18% are not

10. Q. What are the reasons for your recommending / not recommending?
Reasons for recommendation - delivery shops
67% 64%
57%
51% 50% 47%
39% 38%
33%
Reasons to recommend
29%
23% 23% 23% 22%
10% 9% 8% 7%
Reason of not to recommend
To shop delivery service, good food quality, quick delivery and nice driver are key
demanding points. Otherwise, pricing policy are the one that consumers assume shops
needed to improve.

11. Q. With scale 1 – 10 (1: Definitely don’t want; 10: Really want), to what extent do you want to recommend XXX to your friend?.
Positive=9/10, Neutral=7/8, Negative=6 and below
Levels of recommendation - Food delivery portal
37% are satisfied with the service, while 18% are not
18% 17% 19% 19% 18% 17% 17% 21%
45% 42%
48% 47% 44% 47%
41%
53%
37% 41%
33% 35% 38% 36%
42%
26%
Total Male Female 18-22 23-29 30-39 Frequent
users
Less users
Negative Neutral Positive

12. Q. What are the reasons for your recommending / not recommending?
58% 57%
46% 43% 43%
37% 35% 34% 34% 30%
Reasons to recommend
30%
27%
21%19%
17%15%15%14%13%
10%
Reason not to recommend
Reasons for recommendation - delivery portal
To portal delivery service, easiness to order and quick delivery are key demands. Limitation
about ‘Minimum amount for free delivery’ is also a point to consider for portal service.

13. Those who do not use the service are the ones who tend to cook themselves or
prefers to enjoy restaurant experiences.
Q. What are the reasons that you do not use food delivery service?
46%
36%
21%
20%
14%
8%
7%
4%
I like cooking myself
I prefer to eat at restaurants
Hesitate to bear the cost of
delivery
Delivery food taste worse due
to time delay
Slow delivery timing
I do not know how to order
Promotion not applicable for
delivery
Afraid that order not be
processed properly
Reasons not to use the service
Reasons not to use food delivery service
Yes,
66%
No, 34%
Food delivery usage

14. Summary
• 66% of the respondent have used the food delivery
services
• Reluctance to go outside (e.g bad weather) and time
efficiency are the main reasons to use the service
• KFC & Pizza Hut are the two most popular stores
used for delivery service
• For portal, Foody (Delivery Now) and Grab food are
the most popular services.
• Satisfaction comes from order easiness, food quality
and drivers’ attitude, while minimum order for free
delivery becomes the hardle

15. Respondent profile (N=615)
Gender
Male, 46%
Female, 54%
18-22, 25%
23-29, 47%
30-39, 28%
Age
HCM, 51%Hanoi, 49%
City

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47%
HCM Hanoi Can Tho Da Nang
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Male Female
Gender City

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