KFC tops Vietnam’s F&B rankings
Amongst top improvers, Jollibee saw the biggest year-on-year gain.
KFC emerged as the top food and beverage (F&B) chain in Vietnam with an index score of 26.5, according to Decision Lab Best F&B Rankings 2025.
Highlands Coffee follows at 22.6, whilst Trung Nguyên Legend, a Vietnamese coffee brand, is in third place with 19.9.
Filipino fast food chain Jollibee ranks fourth at 17.4, just ahead of Lotteria at 16.9.
Rounding out the top ten are Phúc Long Coffee and Tea (15.5), McDonald’s (14.5), Haidilao (12.9), The Coffee House (12.6), and Starbucks (12.6).
Amongst the brands showing the most improvement, Jollibee saw the largest year-on-year increase, gaining 2.2 points to reach 17.4.
Popeyes also made notable gains with a 1-point rise, followed by Texas Chicken (+0.3), Haidilao (+0.3), and King BBQ (+0.3).
The ranks were based on YouGov Brand Index’s score, which measures overall brand health calculated by the average of impression, quality, value, satisfaction, recommendation, and reputation.
