With a score of 29.6, KFC stands well ahead of other popular fast-food restaurants. In 2022, it also had the top index score.

Highlands Coffee ranks second, followed by Trung Nguyen Legend, which jumped two places from 2022.

The other brands in the top 10 are Lotteria, Phuc Long Coffee and Tea, The Coffee House, McDonald’s, Jollibee, Starbucks, and Pizza Hut.

Released by Decision Lab, YouGov’s exclusive partner in Vietnam, the Decision Lab F&B Rankings 2023 is for major brands in the F&B market with several outlets.

These brands are measured by some factors such as general impression, quality, value, corporate reputation, customer satisfaction, and recommendation.