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Average spending per receipt is 144,500 VND, reflecting moderate but consistent fast-food expenditure among urban consumers.
Combo meals dominate ordering behavior, showing strong consumer preference for bundled value and convenience offerings.
Chicken-based menu items significantly outperform beef, indicating protein preference shaped by taste, price, and familiarity.
Rice-based dishes play a meaningful role, demonstrating successful localization of fast-food menus to Vietnamese eating habits.
Fast food is mainly consumed in small social groups, highlighting its role as a shared dining occasion rather than solo eating.
Taste, convenient location, and social interaction are the primary drivers behind fast-food restaurant choice.
Based on 400 receipt data collections at the major fast food chains in HCM and Hanoi