越南快餐业近年来发展迅猛，连锁店数量不断增加，民众消费习惯也发生着变化。本文对越南快餐市场的现状及趋势进行分析，并评估日本企业参与越南快餐市场的潜力。

越南快餐业现状

过去十年，越南快餐市场取得了显着增长。根据 iPOS 的报告，预计 2024 年越南餐饮业市场将比 2023 年增长 10.9%，2024 年价值将超过 655 万亿越南盾。 [1]这种增长是由许多因素推动的，包括收入的增加、繁忙的生活方式以及在线外卖应用程序的流行。

International brands such as KFC, Lotteria, McDonald’s and Burger King have been present in Vietnam since the 1990s and continue to expand their network of stores. As of October 2024, Lotteria leads with 247 stores, followed by KFC with 218 stores and Jollibee in third with 192 stores. The remaining chains include The Pizza Company with 78 stores, McDonald’s with 35 stores, Domino’s Pizza with 18 stores.

Number of fast food chain stores in Vietnam as of October 2024

来源： 越南新闻网

Fast food brands in Vietnam are focusing on different core products. KFC stands out with its traditional fried chicken, along with burgers and side dishes. Lotteria also prioritizes fried chicken, while also offering burgers and hot dogs. McDonald’s mainly serves burgers, fries and fried chicken. Meanwhile, Pizza Hut and Domino’s Pizza focus on a variety of pizzas, with pasta and salads as side dishes. Jollibee stands out with fried chicken, burgers and spaghetti, while Burger King specializes in burgers. The Pizza Company also focuses on pizza, pasta and side dishes such as salads and chicken wings .

越南快餐市场的顾客行为

According to Coc Coc’s “Unlocking the Fast Food Industry” report in October 2023 and surveying 973 respondents, the fast food market in Vietnam is growing strongly, with 45% of consumers using it at least once a week, mainly in the age group from 18 to 34 [2].

决定顾客选择的关键因素包括质量、价格和便利性。除了直接购买外，消费者越来越多地选择通过外卖应用程序订餐。午餐和晚餐是吃快餐最受欢迎的时间，这表明便利性在饮食习惯中发挥着越来越重要的作用。

McDonald’s adds new dishes to its menu to suit Vietnamese people

来源： Mqflavor.com

越南快餐市场趋势

越南快餐市场的一些突出趋势包括：

• – The rise of online food delivery services : ShopeeFood、GrabFood、GoFood 等应用已成为消费者订购快餐的热门方式。据 Momentum Works 报告，2023 年，越南在线食品配送市场总交易额 (GMV) 达到 $14 亿美元，同比增长 27%。在市场份额方面，Grab 以 47% 领先，其次是 ShopeeFood 的 45%、Baemin 的 5% 和 Gojek 的 3%。[3]
• – Diversifying menus and flavors : Fast food brands are making efforts to adapt their menus to local tastes, including introducing Vietnamese-inspired dishes or fusions of Western and Vietnamese cuisine. For example, McDonald’s has launched the Pho Burger, combining the traditional pho flavor with its signature burger [4]同样，肯德基也推出了蒜蓉鱼露炸鸡菜肴，具有浓郁的越南风味，满足国内消费者的烹饪偏好。[5]
• – Focus on health and quality : 消费者越来越注重健康，因此快餐连锁店专注于提供更健康的选择，使用新鲜食材并尽量减少防腐剂。例如，肯德基推出了新鲜沙拉和烤鸡，而不是专注于传统的炸鸡，以减少饮食中的脂肪和卡路里 [6]. Similarly, McDonald’s has added natural fruit juices and yogurt to the menu, providing more nutritional options for customers.[7]

日本企业在越南市场的潜力

虽然日本快餐连锁店在越南尚未发展壮大，但富士超市等超市或 7-Eleven、全家便利店和 Ministop 等便利店已为越南消费者带来日本美食风味做出了贡献。在这些商店里，您可以轻松找到典型的快餐食品，如饭团 (onigiri)、盒饭 (bento)、冷面 (soba) 和多种日式蛋糕。这些产品不仅方便，而且适合越南人的口味，有助于丰富日常烹饪选择。

Convenience store rice balls are fast food that are very popular with young people

来源： Kenh14.vn

国际化背景下越南快餐业的潜力和日本企业的机遇

目前，许多日本企业都关注越南的消费文化。日本食品以其突出的健康、新鲜，不仅受到年轻消费者的青睐，也深受越南家庭的喜爱。寿司、拉面、日式米饭等菜肴已成为流行趋势，这也是日本品牌轻松进入越南市场、建立品牌口碑的优势。

此外，7-Eleven 等日本便利店连锁店已成功开拓越南市场，为消费者创造了一个庞大且便捷的分销渠道。这些连锁店的存在不仅有助于提升日本品牌的形象，也使日本快餐产品更容易接触到越南消费者。在便利店结合快餐销售正在成为一种趋势，日本品牌可以利用这一渠道扩大市场。

结论

越南快餐业发展势头强劲，许多国内外品牌纷纷进入市场。然而，日本企业并没有专注于打造专业的快餐连锁店，而是将快餐产品带入全家便利店、迷你超市等连锁便利店和超市，满足消费者对饭团、便当等日本料理的需求。人们对日本料理的喜爱和对日本文化的热爱为越南的日本快餐连锁店带来了巨大的潜力。未来，如果日本企业以正确的策略发展快餐连锁店，他们完全可以取得可持续的成功，同时成为让日本饮食文化更贴近越南消费者的桥梁。

[1] https://mqflavor.com/thi-truong-thuc-an-nhanh-viet-nam-dau-hieu-khoi-sac-trong-boi-canh-binh-thuong-moi/

[2] https://qc.coccoc.com/vn/news/bao-cao-thi-truong-mo-khoa-nganh-do-an-nhanh

[3] https://vietnambiz.vn/nguoi-viet-chi-14-ty-usd-de-dat-do-an-online-tren-grab-shopeefood-202413015153925.htm

[4] https://mcdonalds.vn/news/burger-vi-pho-su-ket-hop-doc-dao-tu-mcdonalds-21.html

[5] https://kfcvietnam.com.vn/menu

[6] https://maneki.marketing/kfc-marketing-strategy/

[7] https://bepos.io/blogs/thi-truong-thuc-an-nhanh-viet-nam/

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