report on fast food in major cities in indonesia 2014
TRANSCRIPT
Report date: February 2014
Creator: Nusaresearch team
Report on Fast Food
in Major CitiesData collection timing: 06th – 09th January 2014
Based on Nusaresearch’s panelist
A. Executive summary
[1] When need a simple food, respondents usually consume fast food
Most of respondents usually consume fast food when they need a simple food (55.9%), in the weekend and when
someone invites are followed (55.2% and 46.8%).
[2]Respondents mostly consume fast food at 12 - 3 pm (in Weekday) and at 6 - 10 pm (inWeekend)
Mostly, the respondent usually consuming fast food at 12 - 3 pm (in Weekday) and at 6 - 10 pm
(in Weekend), which respectively account for 38.7% and 39.1%.
[3] The price of fast food that bought in the last time (per person) betweenRp 30,001 – Rp 50,000
44.1% of 297 respondents bought fast food (per person) between Rp 30,001 – Rp 50,000 in the last time.
A. Executive summary
[4] KFC is leading fast food market
In fact, KFC gains the highest percentage in all awareness level with 60.3% TOM, 97.0% Spontaneous, and 99.3% Total
Awareness. The following brands are Mc Donald’s and Pizza Hut.
[5] Most respondents intend to buy KFC, Mc Donald’s, Pizza Hut, and Hoka Hoka Bento inthe future
KFC, Mc Donald’s, Pizza Hut, and Hoka Hoka Bento are brands intend to buy by respondents.
[6] Price is chosen by most respondents as factor they considered to evaluate the quality offast food restaurant
From 297 respondents, 82.8% considered the price to evaluate the quality of fast food restaurant they visit more often.
Then the second and third factors are services and furniture, which respectively account for 81.1% and 67.3%.
B. Research information
Research method : Quantitative research (Online Survey)
Data collection : 06th – 09th January 2014
Sample size : 297
Research area : Jakarta, Bandung, Medan, Surabaya, Makassar (Indonesia)
Target : Male & Female aged 17 years old and over, monthly
household income Rp 3,000,001 and over, and mostly
bought fast food at fast food restaurant / outlets.
Research objectives : To explore the fast food habits in the major cities
and investigating the extent of consumer preference
for fast food brands which available in Indonesia.
Sampling method : Internet Sampling (Nusaresearch panel)
C. Research findings
Part 1.
Respondents’ fast food consumption habits
Part 2.
Awareness of fast food
1. Frequency of consuming fast food
Most respondents consume fast food 2 – 3 times / month (33.0%), followed by 3 – 6 times / week and once a week which respectively
account for 27.6% and 25.9%.
Consuming fast food in 2 – 3 times / month
[Figure 1] Frequency of consuming fast food
Q. How often do you consume fast food ? [SA] Based n=297 Unit : %
1.7
27.625.9
33.0
7.4
4.4
0.0
10.0
20.0
30.0
40.0
Everyday 3 - 6 times / weeks Once a week 2 - 3 times / month Once a time / month
Once a time / 2 - 3 months
2. Moments while consuming fast food
Most of respondents usually consume fast food when they need a simple food (55.9%), in the weekend and when someone invites are
followed (55.2% and 46.8%).
When need a simple food, respondents usually consume fast food
[Figure 2] Moments while consuming fast food
Q. What moment you usually eat fast food ? [MA] Based n=297 Unit : %
55.9
55.2
46.8
42.4
37.4
35.0
30.6
25.6
0.7
0.0 10.0 20.0 30.0 40.0 50.0 60.0
Need simple food
In the weekend
When someone invites
When crave
There's no much time to eat
After get the salary
There's no another choice
In other occasion / big celebration
Others
3. Timing of consuming fast food
Mostly, the respondent usually consuming fast food at 12 - 3 pm (in Weekday) and at 6 - 10 pm (in Weekend), which respectively account
for 38.7% and 39.1%.
Respondents mostly consume fast food at 12 - 3 pm (in Weekday)
and at 6 - 10 pm (in Weekend)
[Figure 3] Timing of consuming fast food
Q. When you mostly often eat fast food ? [Matrix SA] Based n=297 Unit : %
2.0
6.7
38.7
8.8
36.7
0.3
6.7
5 am - 8 am
8 am - 12 am
12 pm - 3 pm
3 pm - 6 pm
6 pm - 10 pm
10 pm - 12 pm
I don't know / I don't remember
Weekday
0.7
7.7
26.9
19.9
39.1
1.7
4.0
5 am - 8 am
8 am - 12 am
12 pm - 3 pm
3 pm - 6 pm
6 pm - 10 pm
10 pm - 12 pm
I don't know / I don't remember
Weekend
4. People who usually accompany while consuming
fast food
Boy/girl-friend or spouse usually accompany the respondent while consuming fast food (77.4%). Followed by friend (57.2%), and
children (48.5%).
77.4% accompanied by boy/girl-friend or spouse
[Figure 4] People who usually accompany while consuming fast food
Q. Who you usually eat fast food with? [MA] Based n=297 Unit : %
77.4
57.2
48.543.1
37.4
31.0
26.320.9
Boy/girl-friend / Spouse Friend Children Sibling Only my self Parent Relatives Colleague
5. Expenditure for consuming fast food
44.1% of 297 respondents bought fast food (per person) between Rp 30,001 – Rp 50,000 in the last time.
The price of fast food that bought in the last time (per person) between
Rp 30,001 – Rp 50,000
[Figure 5] Expenditure for consuming fast food
Q. On average, how much do you spent to eat fast food for the last time (per person)? [SA] Based n=297 Unit : %
11.1
44.1
15.2
6.4
9.87.4
6.1
0.0
10.0
20.0
30.0
40.0
50.0
Less than Rp 30,000
Rp 30,001 - Rp 50,000
Rp 50,001 - Rp 70,000
Rp 70,001 - Rp 90,000
Rp 90,001 - Rp 110,000
Rp 110,001 - Rp 150,000
More than Rp 150,000
6. Interest level of fast food quality product
Mostly respondents interested with easy to order food, easy to find the location, and fast serve.
Easy to order food make respondents interested with fast food
[Figure 6] Interest level of fast food quality product
Q. How interest you with fast food's quality product? [Matrix SA] Based n=297 Unit : %
SpicyGoodtaste
Manysnacks
&drinks
Deliciousfood
Highquality food
Highqualify food
A lotof
maindishes
Goodappearance
/decoratingfood
beautifully
Unique
processing
formula
Hygienic
Popularly
brand(Well-know
nservic
e)
Manyadvertising
(newspaper,
TV,etc.)
Easyto findinformatio
nabout
theshop
Manypromotion
programs
Discount
whenbuy
more
Gift/combowhenpurchasingfastfood
Pricematch
Located
downtown
Lotsof
branches
Thelocation iseasy
to findand
convenient
Coolspace
Spacious inthe
outlet
Gooddesigninterio
r
Professionalservic
e
Fastserve
Provide
additional
services
(online
order,delive
ry,drivethru)
Ordering
foodis easy
/simple
Uninterested 7.7 0.7 1.0 0.7 2.7 1.3 0.7 0.7 3.7 1.3 2.0 3.7 1.7 1.3 2.4 5.4 1.0 3.0 0.7 0.0 0.3 0.7 1.3 1.0 0.7 1.3 0.3
Neutral 27.3 6.7 12.1 6.7 14.1 16.2 10.1 17.8 31.3 8.1 21.9 38.7 15.2 18.2 18.2 23.2 10.1 22.2 15.2 6.4 11.1 17.5 17.8 7.1 6.4 14.5 4.7
Interested 65.0 92.6 86.9 92.6 83.2 82.5 89.2 81.5 65.0 90.6 76.1 57.6 83.2 80.5 79.5 71.4 88.9 74.7 84.2 93.6 88.6 81.8 80.8 91.9 92.9 84.2 94.9
0.0
20.0
40.0
60.0
80.0
100.0
Interested Neutral Uninterested
C. Research findings
Part 1.
Respondents’ fast food consumption habits
Part 2.
Awareness of fast food
1. Awareness of fast food
In fact, KFC gains the highest percentage in all awareness level with 60.3% TOM, 97.0% Spontaneous, and 99.3% Total Awareness.
The following brands are Mc Donald’s and Pizza Hut.
KFC is leading fast food market
Q. When you hear about brands of fast food in Indonesia, what brands do you remember? [FA] Based n=297
Q. What brands of fast food that you know from the list below? [Including the brands you mentioned] [MA] Based n=297 Unit : %
[Figure 1] Awareness of fast food
KFCMcDonald's
PizzaHut
HokaHokaBento
A&WBurger
KingCFC
TexasChicke
n
Fatburger
Domino's
Pizza
Wendy's
Yoshinoya
Lotteria
4Fingers
CrispyChicke
n
Carl'sJr.
Blenger
Burger
Richeese
Factory
deCrunc
hFactor
y
DonerKebab
Omo!Chicke
n
Dunkin'
Donuts
Others
Total Awareness 99.3 97.3 98.0 88.6 90.9 74.4 79.8 76.8 6.7 53.9 69.4 23.9 26.6 7.7 9.8 32.0 22.2 1.7 29.6 2.0 91.6 2.4
TOM 60.3 23.6 6.4 4.4 2.0 1.3 0.7 0.7 0.3 0.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Spontanious 97.0 82.8 55.6 46.5 36.7 23.2 29.3 19.9 0.7 9.1 12.5 4.4 3.4 1.0 1.0 0.7 0.7 0.0 0.0 0.0 0.0 5.4
0.0
20.0
40.0
60.0
80.0
100.0
2. Trial Brands & Brands Consumed in The Last 3
Months
From 297 respondents, mostly have consumed KFC (97.6%). And 83.2% of surveyed people have consumed KFC in the last 3 months.
KFC gains the highest percentage of 97.6%
[Figure 2] Trial brands & brands consumed in the last 3 months
Q. Amongst brand of fast food you know, what brands you have consumed? [MA] Based n=297
Q. Amongst brand of fast food you have consumed, what brands you have consume in recent 3 months? [MA] Based n=297 Unit : %
KFCPizzaHut
McDonald
's
HokaHokaBent
o
A&WDomino'sPizza
Dunkin'
Donuts
Burger
King
TexasChick
enCFC
Lotteria
Yoshinoya
Wendy's
Blenger
Burger
Doner
Kebab
Richeese
Factory
Omo!Chick
en
Carl'sJr.
Fatburger
deCrun
chFacto
ry
4Fingers
Crispy
Chicken
Others
Trial Brands 97.6 89.2 90.2 76.8 75.8 33.7 79.1 51.5 54.2 56.6 15.8 21.2 44.1 22.6 17.8 12.1 0.7 5.1 3.0 0.3 4.7 2.7
Brands consumed in the last 3 months 83.2 62.3 63.0 41.8 30.0 12.1 29.0 19.5 12.5 11.1 6.4 9.4 6.1 4.4 5.1 4.4 0.3 1.0 1.0 0.0 2.4 1.0
0.0
20.0
40.0
60.0
80.0
100.0
Q. Amongst brand of fast food you have consumed, what brands you have consume in the last time? [SA] Based n=297
Q. Amongst brand of fast food you have consumed in recent 3 months, what is the brand you consume most often? [SA] Based n=297
3. Latest brand bought & Brand most often consumed
The percentage of consuming KFC in the last time is 38.7% of respondents. And 51.5% of respondents choose KFC as the brand they
consumed most often.
KFC gains the highest percentage of 97.6%
[Figure 3] Latest brand bought & brand most often consume Unit : %
KFC
Pizza Hut
McDonald's
Hoka Hoka Bento
A&W
Domino's Pizza
Dunkin' Donuts
Burger King
Texas Chicken
CFC
Lotteria
Yoshinoya
Wendy's
Blenger Burger
Doner Kebab
Richeese Factory
Omo! Chicken
Carl's Jr.
Fatburger
de Crunch Factory
4Fingers Crispy Chicken
Others
51.5
9.8
17.2
7.7
2.7
1.3
2.0
1.3
2.4
0.7
0.3
1.3
0.3
0.3
0.3
0.0
0.0
0.3
0.3
0.0
0.0
0.0
38.7
17.8
15.2
6.4
4.7
3.7
3.4
2.7
2.0
1.3
1.0
1.0
1.0
.7
.3
0.0
0.0
0.0
0.0
0.0
0.0
0.0
4. Intention level to buy fast food brands in the future
KFC, Mc Donald’s, Pizza Hut, and Hoka Hoka Bento are brands intend to buy by respondents.
Most respondents intend to buy KFC, Mc Donald’s, Pizza Hut, and Hoka Hoka Bento
in the future
[Figure 4] Intention level
Q. Please let us know your intention towards to buy the brands of fast food in the future? [Matrix SA] Based n=297 Unit : %
KFC(n=290)
A&W(n=225)
Lotteria(n=47)
McDonald's
(n=268)
PizzaHut
(n=265)
BurgerKing
(n=153)
Dunkin'Donuts(n=235)
Domino's Pizza(n=100)
HokaHokaBento
(n=228)
Yoshinoya
(n=63)
TexasChicken(n=161)
CFC(n=168)
Richeese
Factory(n=36)
BlengerBurger(n=67)
Omo!Chicken
(n=2)
Carl'sJr.
(n=15)
DonerKebab(n=53)
Fatburger (n=9)
Wendy's
(n=131)
deCrunchFactory(n=1)
4Fingers CrispyChicken(n=14)
Others(n=7)
Not will buy 1.0 2.2 10.6 1.1 0.0 1.3 3.0 2.0 2.6 4.8 5.0 11.3 8.3 4.5 0.0 6.7 0.0 0.0 6.1 0.0 21.4 0.0
Neutral 4.5 20.4 21.3 13.8 7.9 12.4 26.4 19.0 11.0 15.9 29.2 31.5 22.2 25.4 0.0 13.3 28.3 33.3 29.8 0.0 21.4 28.6
Will buy 94.5 77.3 68.1 85.1 92.1 86.3 70.6 79.0 86.4 79.4 65.8 57.1 69.4 70.1 100.0 80.0 71.7 66.7 64.1 100.0 57.1 71.4
0.0
20.0
40.0
60.0
80.0
100.0
Will buy Neutral Not will buy
5. Factors are considered to evaluate the quality of
fast food restaurant
From 297 respondents, 82.8% considered the price to evaluate the quality of fast food restaurant they visit more often. Then the second
and third factors are services and furniture, which respectively account for 81.1% and 67.3%.
Price is chosen by most respondents as factor they considered to evaluate the quality of
fast food restaurant
[Figure 5] Respondents’ Intention Level
Q. What factors do you consider to evaluate the quality of fast food restaurant you visit more often? [MA] Based n=297 Unit : %
82.8 81.1
67.359.6
54.247.8 45.8 44.4 42.1 41.1
13.1
2.0 0.00.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
Price Services Furniture Promoactivity
Sanitation Amountof food
perportion
Variedmenu
Smell offood
Sametaste ineveryoutlet
Spaciousin the
restaurant
Noisy Additionalservices(onlineorder,
deliveryorder,drivethru)
Others
D. Respondent information
15.5
17.2
18.2
12.1
5.4
4.7
8.4
18.5
0.0 5.0 10.0 15.0 20.0
Rp 3,000,001 - Rp 4,000,000
Rp 4,000,001 - Rp 5,000,000
Rp 5,000,001 - Rp 6,000,000
Rp 6,000,001 - Rp 7,000,000
Rp 7,000,001 - Rp 8,000,000
Rp 8,000,001 - Rp 9,000,000
Rp 9,000,001 - Rp 10,000,000
More than Rp 10,000,000
Monthly Household Income
Based n = 297 Unit : %
2.7
8.4
8.4
16.8
63.6
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0
Makassar
Bandung
Medan
Surabaya
Jakarta
Living Place
51.248.8
Gender
Male Female
34.7
65.3
Age
Under 30 years old 30 years old and over
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