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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
Asia Plus Inc.
6F 506 Nguyen Dinh Chieu Street, Ward 4, District 3, Ho Chi Minh City
02839 100 043
