Kenapa McD Gak Laku Di Vietnam? Bukan Karena Boikot! Fastfood Yang Kalah Fast? |Learning By Googling

Summary

This video explores the reasons why fast food chains like McDonald's and Burger King struggle to gain popularity in Vietnam, despite being successful globally. The script highlights cultural differences, such as the preference for quicker, local street food, and the higher cost of foreign fast food. Additionally, the video touches on the adaptation issues faced by fast food brands, their inability to meet local tastes, and the dominance of local brands like KFC and Pizza Hut. It delves into the unique dining culture in Vietnam, which favors shared meals over individual fast food portions.

Takeaways

• 😀 McDonald's (McD) entered the Vietnamese market in 2014 but has faced challenges in establishing a strong presence, with only 17 stores by 2022, far below its initial target of 100 stores.
• 😀 The popularity of fast food in Vietnam is much lower compared to other countries, with only 1% of food expenditure allocated to foreign fast food restaurants, while 78% goes to local vendors and street food.
• 😀 Despite being the largest global fast food chain, McDonald's struggles to compete with local food options due to the fast and cheap nature of local Vietnamese food.
• 😀 The cultural history between Vietnam and the US, shaped by the Vietnam War, led to decades of restricted trade, making American fast food brands relatively unfamiliar and unappealing to many Vietnamese.
• 😀 McDonald's initial success in Vietnam was short-lived, with crowds of curious customers during the first month, but a rapid decline in popularity afterward as the novelty wore off.
• 😀 Fast food chains like KFC and Pizza Hut, which entered Vietnam earlier, have performed much better due to their longer presence and adaptation to local tastes.
• 😀 Local Vietnamese food, such as Pho or Banh Mi, is not only cheaper but also quicker to prepare, making fast food less attractive compared to local meals.
• 😀 The fast food culture in Vietnam contrasts with local dining habits, where people prefer sharing meals in a more relaxed, social atmosphere, unlike the solitary nature of fast food.
• 😀 Vietnamese customers prefer sharing meals, which fast food chains like McDonald's don't typically offer, making local food options more popular in group dining situations.
• 😀 McDonald's has attempted to adapt its menu in Vietnam with offerings like grilled pork rice with egg, but these changes have not been enough to match the success of local competitors like KFC and Pizza Hut.

Q & A

Why did McDonald's fail to achieve success in Vietnam?

McDonald's failed in Vietnam due to several factors, including cultural differences, local food preferences, and their inability to adapt quickly to the local eating habits. Despite a strong initial opening, their menu and speed of service did not resonate with the Vietnamese audience, who preferred faster, cheaper, and more diverse local food options.

What is the primary reason local Vietnamese food is preferred over fast food?

Local Vietnamese food is preferred because it is often quicker to prepare, more affordable, and offers a variety of options. Vietnamese food is typically served quickly, and its flavors align more with the communal and sharing culture in Vietnam, unlike the individual meal portions offered by fast food chains.

How did McDonald's initially attempt to expand in Vietnam, and what was the result?

McDonald's initially planned to open 100 stores within 10 years of entering the Vietnamese market. However, after opening its first store in 2014, the company only managed to launch 25 stores by 2022, falling far short of its target. The initial excitement quickly faded as local consumers showed less interest in returning after their first visit.

What factors contributed to the initial success and later decline of McDonald's in Vietnam?

The initial success of McDonald's was due to curiosity, as many people wanted to try the brand. However, the decline occurred because the food did not align with local tastes, the menu was less varied than local options, and the service speed was slower than local alternatives, leading to diminished interest over time.

How did McDonald's failure in Vietnam compare to other international fast food chains?

McDonald's faced significant challenges in Vietnam, with both it and Burger King failing to meet their expansion targets. In contrast, chains like KFC, Pizza Hut, and Jollibee succeeded because they adapted better to local tastes, offering menu items that resonated with Vietnamese food culture.

What role did American-Vietnam relations play in the arrival of fast food chains in Vietnam?

The strained relations between the U.S. and Vietnam after the Vietnam War prevented the entry of American products into the country until the mid-1990s. Once the trade restrictions were lifted in 1995, international brands, starting with KFC in 1997, began entering the Vietnamese market, paving the way for other American fast food brands.

Why did KFC succeed in Vietnam while McDonald's did not?

KFC succeeded because it entered the Vietnamese market earlier, which allowed it to establish a strong presence. Additionally, KFC adapted its menu to include rice-based dishes, which were more in line with local food preferences, something McDonald's struggled to do.

What cultural aspect of eating in Vietnam affects the success of fast food chains?

In Vietnam, dining is often a social activity, with people sharing meals and enjoying leisurely conversations. Fast food chains, which offer individual servings and encourage quick eating, do not align with the Vietnamese tradition of sharing meals in a relaxed setting.

How did local food prices impact the popularity of fast food in Vietnam?

Local Vietnamese food is much cheaper than fast food, making it a more attractive option for consumers. Fast food chains, offering higher-priced meals, struggled to compete with affordable local food, especially since the latter was quicker and more in line with local eating habits.

What other fast food chains have experienced similar challenges in Vietnam as McDonald's?

Other fast food chains like Burger King and Subway have faced similar challenges in Vietnam. Despite initial optimism and ambitious expansion plans, they failed to meet their targets, with both chains significantly underperforming in terms of store openings and market share.