Fast Food Company KFC Remains Number One for Three Consecutive Years; Jollibee demonstrates significant growth in Food and Beverage brand standings
Top Dogs in Vietnam's Food Game 2025
Vietnam's chow-down scene just got spicier! The cream of the crop in the Food and Beverage (F&B) realm has been revealed in the 2025 Best F&B Rankings by Decision Lab. And guess who reigned supreme once more? That's right—KFC! KFC, the undisputed king of V-League quick-service restaurants (QSR), claimed the top spot for an impressive third consecutive year, earning a stunning 26.5 points.
Despite the rollercoaster ride that the F&B sector faced this year, KFC kept its cool, proving its iron grip on the market. Chicken and java chains continued to rule the roost, with Highlands Coffee (22.6 points) and Trung Nguyễn Legend (19.9 points) hot on KFC's heels in the second and third spots, respectively.
But the real fireworks came courtesy of Jollibee! This Filipino-flavored QSR juggernaut skyrocketed four spots to claim the coveted No.4 position, leaving us all wondering what on earth they're putting in their "chickenjoy"! Chalk it up to an impressive 2.2-point increase in brand health, making Jollibee the most improved brand of the year by a landslide.
"Victory, sweet victory!" a spokesperson from KFC gleefully proclaimed on their site. "This shows how in tune we are with the evolving tastes and cravings of our consumers, and it fuels us to keep innovation and quality experiences at the forefront."
But let's not get too wrapped up in the chicken coop! Decision Lab, partner of YouGov in V-land, determined these rankings using the YouGov BrandIndex, which tracks six crucial metrics: Impression, Quality, Value, Satisfaction, Recommendation, and Reputation. And the results painted a picture of a fascinatingly split landscape, with restaurants and coffee chains each claiming their turf.
While full-service restaurant brand Haidilao (12.9 points) boldly marched ahead one spot in the top 10, coffee chains seemed to batten down the hatches. Phúc Long (15.5 points) and The Coffee House (12.6 points) faced a tougher year, even as Starbucks stealthily closed the gap with local rivals, tying The Coffee House's score.
Things didn't just heat up in the rankings, though. The Top 5 Improvers list showcased a couple of exciting movers and shakers: Jollibee and Popeyes. Both brands posted impressive gains in brand health, with Popeyes holding steady with a jump of 1.0 point, proving they're still cooking up a storm in V-land.
"Home run!" Phạm Minh Chi, the COO of Popeyes, exclaimed on their site. "Landing on the Top Improvers list confirms that we're on the right track. Get ready for even more bold Cajun flavors and breakthrough campaigns!"
As for traditional Vietnamese beverages, it seems the love affair with coffee, both iced and hot, is alive and well. TasteAtlas conducted a study on the subject and found Vietnamese Iced Coffee, Bubble Milk Tea, Vietnamese Coffee, Egg Coffee, and Lotus Tea to be the most popular sippers among locals and visitors alike[2].
Top 10 best F&B rankings 2025 released by Decision Lab. - Photo courtesy of the firm
The Vietnamese F&B sector remains a thriving, diverse environment, bolstered by strong domestic and foreign investment. Contenders like Dabaco, Masan, and foreign newcomers have made their mark in the fresh meat arena[4]. Meanwhile, Vietnam’s manufacturing and export sectors continue to hum along, supporting the country's robust economic growth and insatiable appetite for food and drink[3].
In short, KFC buttressed its throne in 2025, Jollibee showed up and showed out, and coffee will always have a special place in Vietnamese hearts[1][2][3][4]. So, if you're looking for something tasty to munch on whilst sipping on your favorite refreshing pick-me-up, mark your calendar for a sweep through Vietnam's top-tier F&B establishments!
- In the realm of AI and business predictions, KFC's continual success in Vietnam's food industry can be attributed to their keen understanding of consumer tastes and preferences, indicating a strong focus on innovation and quality experiences.
- Moving beyond chicken and coffee chains, the Vietnamese F&B landscape in 2025 presents a compelling mix of restaurants and coffee shops, with full-service brands like Haidilao and coffee chains such as Phúc Long and The Coffee House each claiming their unique territory.
- Reflecting the vibrant food culture in Vietnam, traditional Vietnamese beverages like Vietnamese Iced Coffee, Bubble Milk Tea, Egg Coffee, Vietnamese Coffee, and Lotus Tea have emerged as popular choices among locals and visitors, illustrating the enduring love for these both iced and hot beverages.
