MARKET OVERVIEW The fast food market has

a growing demand with:

Market Penetration by
PURCHASE CHANNEL
AGE GROUP
F&B market has shown a sign of recovery in 2023 after Covid 19,
witnessing a rapid growth CAGR Gen X
5.7%

3.6%
Takeaways
28.4%
Gen Y
1000
Forecast (2025 - 2033) 15.6% In Store
35.5%

FAST FOOD MARKET

800
Market Size
Young people spend more

13,000
2024 2033

600 7

CAGR 6

Source: EMARC GROUP

400
10.25 billion per month 5

% 4

Gen Z
200 3 Online Channel
78.7%
36.1%
2

0 1
2019 2020 2021 2023 2024 2025 2026 2027
F&B industry market size from 2019 to
CONCLUSION
Source: Euromonitor, Statista, VnResearch 0
2027 2024 2033

CONSUMER
TREND The fast food market has strong growth

55.7% Consumers consider flavour is the most important factor, potential driven by increasing demand. The
followed by price and packaging. rise of online shopping channels and
consumers' preference for online advertising

52.3% present a great opportunity for Jollibee to

leverage and launch new campaign in 2025.
will decide to buy if the advertisement is attractive and the brand
appears at events and festivals.

Market Research Competitors Brand Analysis Target Audience Big Idea KPIs Media Plan
However, Jollibee is facing with many fierce compertitors ...
KFC’S WEBSITE

Jollibee is the second

most loved fast food
brand, just after KFC
Authority Score: 45 → This is a fairly average score. It
However, KFC's indicates a certain level of trust and influence.
popularity rate is twice
as high as the brands Organic Search Traffic: 403.5K (+1.3%)
that follow. → Very good organic traffic with steady growth. The
site is ranking for 35.4K keywords, indicating broad
keyword coverage and effective SEO.
Therefore, our campaign will focus on analyzing Paid Search Traffic: 685 (+308%)
the main competitor KFC, with the goal of → Paid traffic is still relatively low, it's growing rapidly.
becoming the most loved fast food brand. This suggests that the business may have recently
started investing in search ads.

KFC’s website shows high performance

with strong digital growth potential.
KFC has higher Visits and Unique Visitors → indicating stronger traffic and brand
Strong SEO and rapidly increasing paid
awareness on digital platforms
traffic indicate rising investment in digital,
KFC outperforms in terms of total visits, visit duration, and growth rate → indicating
stronger brand power and more effective promotional performance in recent times making KFC a key competitor

Market Research Competitors Brand Analysis Target Audience Big Idea KPIs Media Plan
 FACEBOOK
TIKTOK

Posts consistently follow trends

that resonate with Gen Z Consistent content with regular, uninterrupted
Posts are published posting
regularly without Mostly short videos reviewing products or
interruption introducing attractive vouchers
Most posts receive high High engagement levels
engagement
Customer response rate is fast

The first brand to launch fried chicken

livestream sales
FACEBOOK ADS

Most of KFC's advertising posts

focus on promotions, special offers,
and discount vouchers.

Always attached link redirecting to

the party order landing page at KFC’s website shows high performance with
the end of the post or hotline for
customer’s order
strong digital growth potential. Strong SEO and
rapidly increasing paid traffic indicate rising
-> This is a direct conversion strategy,
aimed at driving quick orders rather than
investment in digital, making KFC a key
simply promoting brand awareness. competitor
Ad type: Sponsored
(paid ads displayed on the newsfeed)

Market Research Competitors Brand Analysis Target Audience Big Idea KPIs Media Plan
 BRAND ANALYSIS STRENGTHS
SWOT
WEAKNESSES
Iconic Flavors
Limited menu offerings
Strong brand recognition
Quality control issues
Customer Centric Approach
Limited brand recognition in some

1
Innovation and creativity markets

Filipino Origin
VALUES As an Asian brand, it is well-aligned
with the taste preferences of
OPPORTUNITIES THREATS
the Asian market
Call for healthier diets
E-commerce

2 3
Economic Issues
Innovation
Unique Menu Friendly Brand Growing protectionism
Lowering product release cost
Offerings The cute Jollibee mascot Competition From Huge Brands
Technology environment change
Spicy chicken combo and attracts kids and creates Continuous Change In Consumer
sweet-style spaghetti a friendly, approachable Preferences
create exceptional flavour brand image.
experience

POSITIONING Jollibee’s success comes from its focus on customer satisfaction, diverse menu,
adaptability to different markets, and effective marketing.
Jollibee is positioned as a joyful brand, not only focusing on quality From a small ice cream shop, it grew into a global brand through quality, innovation,
produtcs but also on happy moments and emotional connections. and strong customer connection.
Their marketing campaigns emphasize family bonds, friendship, and
treasured memories, which strongly resonate with customers.

Market Research Competitors Brand Analysis Target Audience Big Idea KPIs Media Plan
So, what Jollibee has done in social..
KEY FINDINGS
WEBSITE
✅ The website has high organic traffic (503.5K) → Currently the leading brand in the fast-
food industry in terms of site visits.
❌ Organic traffic dropped by 11% in April 2025 → Needs a review of ranking losses and
content updates.
✅ Branded keywords like “Jollibee”, “Jollibee menu”, “Jollibee branches” rank at the top
→ Strong brand recognition.
❌ Few transactional and commercial keywords (Transactional makes up only 9.9%) →
Needs to expand SEO for products, combos, and promotions.
✅ Informational search intent accounts for over 55% → A good opportunity to develop
blogs, video tutorials, and product introductions.
❌ Traffic cost has declined, down to ~$298K → Likely due to the loss of high-value
keywords.
❌ Weak backlink profile (only 2.6K backlinks from 500 domains) → Should improve link-
building strategy via PR and media partnerships.
✅ Ranks on many navigational keywords → Users actively search for the brand.
❌ Facing strong competition from KFC, Lotteria, Top5saigon → Requires differentiated
content strategy and long-term SEO planning.
❌ No clear signs of storytelling or emotional branding in top SEO content → Big
opportunity to build "brand love" through emotional content.

Expand commercial SEO content: Focus on keywords for products, combos, and

STRATEGY
promotions.
Create emotional brand content: Use storytelling and leverage the Jollibee mascot.
Improve backlink strategy: Collaborate with bloggers, media, and food websites.
Optimize website experience: Improve speed, clear CTAs, and smooth ordering
process.
Track competitors & keywords: Analyze to spot content gaps and optimize
accordingly.

Market Research Competitors Brand Analysis Target Audience Big Idea KPIs Media Plan
 FACEBOOK ADVANTAGES

DISAVANTAGES
JOLLIBEE SHOULD:
focus on trendy contents
integrate an auto-reply chatbot to improve customer response rate
add clear Call-to-Action (CTA) buttons to convert and stimulate the
customer’s needs

Market Research Competitors Brand Analysis Target Audience Big Idea KPIs Media Plan
 TIKTOK

Jollibee Vietnam’s TikTok Channel:

Currently has 36.1K followers and 297.8K likes.
KEY FINDINGS
Jollibee Vietnam does not
Jollibee utilizes TikTok as a platform to increase virality and brand awareness, prioritize owned content on

Most videos are repurposed content from paid collaborations with KOLs/KOCs 1 TikTok like KFC. Their strategy
heavily leans toward paid
(in both F&B and other entertainment sectors), such as Pit Ham An or Huong Thu
advertising, especially via
influencers in F&B and
entertainment.

HOWEVER,
The videos have not created
No consistent content theme or format on the channel.
interaction with the target
Posting frequency is inconsistent
The channel bio includes a website link, but it’s not clickable,
2 audience, as the message is
unclear which may lead to
confusion and a negative
requiring users to copy-paste, which disrupts the user experience.
impression of the brand.

Market Research Competitors Brand Analysis Target Audience Big Idea Deployment Plan Budget & KPIs
 A reasonable choice for Jollibee in enhancing and
STUDENTS & YOUNG COUPLES utillizing their strengths in current market.

Satisfy the requirements of the market size

Youth aged 18-25 make up roughly 20-23% of the Vietnamese population until now. Most of
them consume fast food 4-7 days/week.
Students and young couples typically spend 40,000–80,000 VND per meal, matching
70-80% 65-75% 20-30% 70-85%
Jollibee’s combo-meal pricing and justifying high-frequency visits.
Fast-consuming Find deals & Menu review Price
WHY? comparing
videos view the Food
Using Looking for menu ordering Food
Match the brand’s needs and image
purpose reviews Follow the Review ordering
This audience sharpens Jollibee’s brand image as the ultimate happy-place for youthful
brand’s page vouchers Browsing
gathering—fueling both immediate revenue and robust, long-run brand value. vouchers

We call this... Short Video Coupon post Friendly Eye-

JOYFUL EXPERIENCER Preffered Livestream Brand’s format catching

format image/ videos Easy Easily use
interaction

Psychology ASMR/Mukbang Feedback Menu,

Behavior Type of
content Influencer/Food Inforgraphic feedback
Prioritize convenience and speed Reviewer rates, brand’s
Proactively research venues Seek “the more, the merrier”
in advance (reviews, TikTok, experiences—favor spacious spots for
information
Google, Facebook groups). groups
Choose spacious, group- Choose places that make it easy to
friendly locations. create memorable moments and
Often influenced by group
deals and family combo
photo-worthy check-ins
Value emotional appeal: cheap and
DEMOGRAPHIC
offers. great food plus a warm, friendly
Dine out 1–2 times per week. atmosphere
Easily drawn to others’
attractive social-media
Want fast service and
portioning for large groups
easy AGE RANGE: 18 - 25
check-in photos. Hold reputable, family- and kid-
friendly brands in high regard
STATUS: Students and young couples
LOCATION: 2 main cities (TP.HCM and Hanoi)
INCOME: Mostly low (<5 million VND) to none

Market Research Competitors Brand Analysis Target Audience Big Idea KPIs Media Plan
 CUSTOMER JOURNEY
TA’s Behaviors Marketing Funnels & Phases Touchpoint To-win strategies Idea format

• Scrolling social feeds • Instagram & TikTok ads • Leverage FOMO with “Campus • 15' vertical video ad-
between classes AWARENESS • Facebook posts/videos Combo” teaser Carousel post with eye-
• Chatting with friends about • KOL shout-outs • Partner with micro-influencers catching campus shots
weekend plans frequency, view, reach on campus life content

• Google Search & Maps

• Searching “Jollibee’s • SEO-optimized “Student & • Short blog post +
listings
voucher, coupon,.etc.” CONSIDERATION • Jollibee VN website
Couple Meal” landing page embedded review snippets
meal deals and “Jollibee • Show real-user reviews & UGC • How-to ordering video
• Food-ordering apps
near me” click, session (30″)
• Facebook posts/videos
• Tiktok Video

• Extra 10% off for “Couple” or

• Comparing food-ordering PURCHASE • Jollibee App & • In-app banner + pop-up
“Friend groups of 3 or more”
apps, Jollibee’s website Website coupon
bundle orders
sale, order •Grabfood/Shoppefood • Quick-order UI flow
• One-click couple combo
/BeFood app banners walkthrough
checkout

LOYALTY • App push notifications • Double-points weekends for • Push notification +

• Reordering & recommending
retention rate • Zalo/Facebook students animated posts on
to friends
directly messaging • “Bring Your Date” referral Facebook, Tiktok.
bonus

Market Research Competitors Brand Analysis Target Audience Big Idea KPIs Media Plan
JOLLIBEE
BIG IDEA

, ngon chuẩn ý!
Key Message
Vị ngon đúng ý, Gặp người đúng gu

“ This means whenever customers come to Jollibee, they not only try the tasty of fried

“
chicken but also have memorable experiences with their lovers. JOLLIBE is an IDEAL
PLACE for customers create their happy stories.

Market Research Competitors Brand Analysis Target Audience Big Idea KPIs Media Plan
We also set KPIs for marketing and communication objectives for 6-month plan
Raise awareness of Target Audience, Retargeting Audience and Lookalike
Audiencce, make Jollibee become TOM when it comes to fast food
Change the perception of young audiences when they see Jollibee as an
ideal place for dating ideas or when they need unforgettable experiences

Reach: ~500.000 target audience

Engagement: ~250,000
Number of audiences participating in the contest: ~30.000

Engagement: 49.500
200 people attended UGC Contest
Reach: ~500,000 target audience
View: 600.000 on TVC
15.000 discussions

Research Vietnamese consumer habits & media approachs carefully

Take advantage of cute mascot to target right customers
Make Jollibee become closer and friendlier to customers

Obtain the objectives before 30/6/2025

MarketResearch
Market Research Competitors
Competitors Brand
Brand Analysis
Analysis Target Audience
Target Audience Big Idea
Big IdeaDeployment Budget
KPIs Plan Media Plan& KPIs
MEDIA APPROACH

Market Research Competitors Brand Analysis Target Audience Big Idea KPIs Media Plan
 CONTENT HOUSE
PHASE AWARENESS ENGAGEMENT CONVERSION
TIME 1/1/2025 - 20/2/2025 21/2/2025 - 15/4/2025 15/4/2025 - 30/62025

KEYHOOK TVC: “ Vị ngon đúng ý, gặp người đúng gu” UGC Contest: "Match Your Taste - Find Your JolliMate" Mega Livestream

Pillar 1: Introduce new campaign of Pillar 5: Promote Livestream

Pillar 3: Personal Taste
Jollibee

Angle 1: “What Angle 1: AR Angle 2: Video Angle 3: Couple Angle 4:

Angle 2: TVC Angle 2:
people are Angle 3: Filter: “Find Series: “No Challenge: Influencer Angle 1: Angle 4:
“Vị ngon đúng Livestream (5.5) Angle 3: Sub
saying about Photo cut Your Flavor – Matter Your “How Well Do Kickoff: “Your Promote Highlight
ý, gặp người Taste Says a Lot & Highlight Livestream
Jollibee from TVC Discover Your Taste, Jollibee’s You Match in Livestream Livestream
đúng gu” About Your Type” livestream
chicken” Food Match” Got You” Taste?”
CONTENT PILLAR &
ANGLE Pillar 6: Strenghthen Jollibee positioning
Pillar 2: Emotional Connection Pillar 4: Build the Jollibee-Loving Community
&Generate WOM

Angle 1: Angle 2: Right Angle 2: Angle 2: Angle 4:

Angle 3: Angle 1: TikTok Angle 1: Angle 3: CTA – Influencer Tips
Joyful Spring, Taste, Right JolliFriend Angle 3: Message Angle 4: Recap Personalized
Family Challenge: “There’s a “Pick Your – How to
joy with Time – First Meetup: to Your Flavor of Tiktok Combos
Moments “Show Us Your Deal for Every Match, Taste Choose the
Jollibee Meetups of the “Found You at Match Challenge Based on Your
with Jollibee Flavor Match” Taste” What Fits” Right Jollibee
Year Jollibee” Flavor Profile
Flavor for You

HOLIDAYS AND FESTIVALS Tet Valentine’s

( For short-term Promotion) Holiday Day
Woman’s Day 5.5

TONE MOOD Familiar, Emotional, Cozy, Happy

#ViNgonChuanY, #GapNguoiChuanGu, #ViNgonChuanY, #GapNguoiChuanGu, #Jollibeesale55

HASTAGS #JolliMate, #JolliLoveStory, #LoveAtFirstBite,
#TVC, #Jollibee
THANK
YOU!
Burger, Just The
Best

Big Idea