Eat-in space usage at Vietnam convenience store

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 Overview
The increase of convenience stores (CVS) has changed the
eating style of Vietnamese, in a way that they start to eat at
eat-in space of the shops.

This survey is conducted in order to find out the usage of eat-

in space at CVS in HCM. The survey report is consist of the
two methods as follows

The survey is consist of 2 kind of researches.

Fieldwork Online research

110 major CVS stores in HCM 500 samples at the age of 16
(721 visitors) - 39 in HCM
Convenience store popularity
 # of convenience stores in Vietnam (as of May 2018)
Number of Convenient store has increased by 21% thanks to the increase in HCM and Hanoi
1608 Name HCM Hanoi Others Total
128 Family Mart 136 0 24 160
1334
Vinmart+ 332 371 102 805
102
485
Mini Stop 115 0 1 116
408
Circle K 164 96 1 261

Shop & Go 101 18 0 119

B's Mart 147 0 0 147

995
824 Zakkamart 41 0 5 46

7 Eleven 12 0 0 12

Satrafoods 148 0 0 148

2017 2018 GS25 5 0 0 5

HCM Hanoi Others TTL Total 1201 485 133 1819

* The above graph figure does not include Zakkamart, 7- eleven, Satrafoods nor GS25 as it was newly added this year
 CVS Brand recognition
1% 1%
7% 8%
12% 15% 13%
21%
17% 29%
27%
31% 53%
30%

42%
87% 84%
76%
65%
56% 36%
49%
29%
11%

FamilyMart VinMart + Circle K Ministop B's Mart Shop & Go Seven Eleven GS25
Visited Recognized Don't know

Family Mart, VinMart+, Circle K are the top 3 recognized brands

Q. Which convenience stores do you know?(SA), Consumer survey
 Store popularity

VinMart + FamilyMart Circle K Ministop B's Mart Shop & Go Seven Eleven GS25
Total 32% 26% 23% 10% 5% 2% 2% 0%
Male 31% 23% 24% 13% 5% 2% 2% 0%
Female 32% 28% 22% 8% 6% 2% 2% 1%
16-22 13% 30% 28% 15% 8% 3% 2% 0%
23-29 30% 28% 28% 7% 4% 1% 1% 1%
30-39 50% 20% 11% 10% 6% 2% 2% 0%

Vinmart is popular with the elderly while FamilyMart is generally used

Q. Which convenience store do you use the most?(SA)

 Reason to choose

Good Good A variety Good Good

Good Good Good Good Good
location Cleanlines Good staff Good A variety space for of non- quality of pricing of
location location pricing of parking taste of Others
(Office/sch s behaviors brand of foods eating / foods non-foods non-foods
(House) (Others) foods availability foods
ool) relaxing products products products
Total 59% 37% 30% 29% 27% 26% 26% 25% 25% 25% 22% 19% 18% 12% 1%
Male 52% 38% 31% 34% 28% 30% 28% 31% 24% 24% 24% 22% 20% 9% 2%
Female 64% 36% 29% 24% 27% 23% 24% 20% 25% 27% 19% 16% 16% 14% 1%
16-22 52% 44% 34% 31% 26% 33% 30% 31% 31% 27% 16% 21% 26% 12% 1%
23-29 56% 40% 27% 24% 22% 24% 22% 21% 20% 24% 21% 16% 13% 9% 2%
30-39 68% 27% 31% 33% 35% 24% 28% 24% 25% 25% 27% 21% 19% 16% 0%

Location is the most important factors

Q. What are the reasons that you go to convenience stores?(MA)
Eat-in usage at convenience stores
 Convenience store eat-in space usage (Among CVS users)
10%
20% 20% 20% 20%
28%

No
90% Yes
80% 80% 80% 80%
72%

Total Male Female 16-22 23-29 30-39

About 80% use eat-in space. Younger group uses more than older group.
Q. Do you use eat-in space at convenience stores?(SA), Consumer survey
 Reasons to use eat-in space of convenience stores
Others 30%

Electric charger availablity 20%

Good to stay solo 24%

Good to stay with others 27%

Good for ready-to-eat meals (e.g instant cup noodles) 33%

Convenient to stay there long time 36%

Able to eat what is bought at stores 49%

Good WIFI availability 51%

Convenient to staty short-time 54%

Good air-con environment 61%

About 80% use eat-in space. Younger group uses more than older group.
Q. What are the reasons to use canteen??(SA), Consumer survey
 Eat-in space seat occupancies
54%

37%
33% 34%
32%
29%
27%
25%
21% 21%
18%

Lunch time is the busiest, among the duration when the fieldworks are done
Q. How many seats do you see at eat-in space? / How many people do you see at eat-in space? (Fieldwork)
 CVS Eat-in space users
Age (estimated) Gender
1% 1% 4%

16% 15%

49%
51%

63%

9 and lower 10's 20's 30's 40's 50 and over Male Female

20’s and lowers. Female is slightly higher than male

Q. What are their estimated ages? / What are their genders? (Fieldwork)
 Actions at eat-in space?
Eat / drink ratio Activities

Others 9%

9% Sleeping 2%

Listening to mucis 4%
38%
Working/Playing with PC 5%

44% Playing games 6%

Studying / Reading 12%

8%
Relaxing 14%

Working / Playing with mobile 30%

Eat & Drink Eat only
Chatting with friends 34%
Drink only Neither eat nor drink

46% stay at eat-in while eating foods. Most stay there chatting with friends or
using their mobile..
Q. How many are applicable to the following? / What are they doing at eat-in? (Field work)
 Food at counter – based on field work

Store made noodle

• Fried noodle Banh Mi / Meat bun / Sausage / Hot
Lau Fried items
• Pasta Sandwiches Dumping dog
• Soup noodles / Pho

- 〇 - 〇 〇 〇

〇 - 〇 〇 〇 〇

- 〇 〇 〇 〇 〇

〇=available at most stores △=available limited stores or little exposures at store

Q. Please check the food near the casher and check if they deal with followings (MA), Fieldwork
 Drink at counter – based on field work

Smoothies / Shin
Ice drink Coffee / Tea Juice / Fruit drinks
to

- 〇 - -

〇 〇 △ -

〇 〇 〇 -

〇=available at most stores △=available limited stores or little exposures at store

Q. Please check the drinks near the casher and check if they deal with followings (MA), Fieldwork
 Popular foods at eat-in space
No.1 Snack No.2 No.3 Lau No.4 Cup noodle No.5 Desert
Cup instant noodle (store made)

No.6 Lunch box No.7 Fried items No.8 Bahn Mi No.9 Rice ball No.10 Fruits

Q. What do they eat? (MA), Fieldwork

 Popular foods at eat-in space
16% 15%

10% 10%
9%
7% 6% 6%
5%
3% 3% 3% 3% 3%

Snacks and cup noodles are popular.

Q. What do they eat? (MA), Fieldwork
 Popular eat-in product by timing
By Qty By percentage

11:00- 14:00-
9:00-11:00 18:00-later
14:00 18:00
Others 39% 37% 41% 17%
9:00-11:00 11:00-14:00 14:00-18:00 18:00-later Lunch box 8% 4% 9% 0%
Others 24 60 56 5 Desert 5% 3% 11% 10%
Lunch box 5 7 12 0
Store made noodle 5% 15% 4% 7%
Desert 3 5 15 3
Lau 23% 5% 7% 23%
Store made noodle 3 24 5 2
Instant cup noodle 5% 20% 13% 27%
Lau 15 8 9 7
Instant cup noodle
Snack 17% 17% 15% 17%
3 32 18 8
Snack 11 27 20 5

Lau is popular in the morning. Snack is popular in each timing.Cup noodle is popular after
11:00
Q. What do they eat? (MA), Fieldwork
 Popular foods at eat-in space (by brand)

Cup
Bread / Items Store
noodle Fried Lunch Rice Banh Meat Rice
Lau Snack Desert Sandw from Fruits made Others Salad Soup
(instan items box ball Mi bun cake
iches outside noodle
t)
Family Mart 21% 17% 11% 10% 8% 7% 4% 4% 4% 4% 4% 1% 0% 0% 9% 0% 0%
Circle K 3% 15% 18% 3% 1% 5% 4% 5% 1% 2% 5% 5% 0% 28% 6% 0% 0%
Ministop 5% 18% 14% 7% 9% 6% 2% 3% 5% 2% 0% 3% 0% 2% 14% 0% 0%

Lau is popular at Family mart. Circle K sells a large numbers of store-made

noodles
Q. What do they eat? (MA), Fieldwork
 Store-wise analysis
FamilyMart Circle K Ministop Seven Eleven
Popular eat-in items 28% Popular eat-in items Popular eat-in items
23%
Popular eat-in items
18%
21%
19% 19%
17% 14% 14%
18%
15%
11% 10% 9%
8% 7%
7% 6% 8% 8%
5%
6%
4% 5% 5% 5% 4% 4%

Lau Snack Cup Desert Fried Lunch Rice ball Store Cup Snack Others Lunch Banh Mi Items Snack Cup Fried Desert Lunch Lau Others Snack Desert Bahn Fruits Lunch Cup Rice
noodle items box made noodle box from noodle items box Mi box noodle ball
(instant) noodle (instant) outside (instant)

Popular eat-in items (group, %) Popular eat-in items (group, %) Popular eat-in items (group, %) Popular eat-in items (group, %)

11% 17% 21% 7% 11% 11% 22% 46% 15% 3%6% 9% 8% 12% 16% 18% 5%8% 9% 10% 35% 4% 23% 18% 12% 27% 15%

Noodles Snacks Lau Noodles Snacks Lau Noodles Snacks Lau Noodles Snacks Lau
Bread-related Rice-related Fruit / Desert Bread-related Rice-related Fruit / Desert Bread-related Rice-related Fruit / Desert Bread-related Rice-related Fruit / Desert
Others Others Others Others
 Lau sales differences between FamilyMart and Ministop
Price Promotions
FamilyMart lau price is lower FamilyMart runs the package
by 25% vs Ministop, starting deal to offer (contents of
from 3,000 VND promotions) at (pricing of
promotion) VND. Also the
visibility of Lau at the counter
or shop-front is bigger
IMG_2781.PNG
Product variety
FamilyMart has 22 different
items while Ministop has 15
items. FamilMart has more
variety of different Lau
ingredients.
Packaging
Ministop provides the plastic
package with a top, while
FamilyMart is a paper cup,
which is difficult to take away.
Thus, FamilyMart users tend
to stay at eat-in space for
eating.

Both of FamilyMart and Ministop sells Lau, FamilyMart seem to focus on its
promotions while Ministop sells a variety of different foods
 Popular drinks at eat-in space
30%
25%
25% 23%

20%
16%
15%
11%
10% 9%
8%

5%
1% 1%
0%
Water Soft drink / Carbonated Tea Coffee Milk Beer Other
Juice drinks alcohols

Water is the most popular drinks

Q. What do they drink? (MA), Fieldwork
 Popular drinks at eat-in space (by brands)

Carbonated
Soft drinks /
Water drinks (e.g Coca Milk Tea Coffee Beer Other alcohols
Juice
cola)
Familymart 26% 22% 21% 8% 7% 7% 2% 0%
Circle K 22% 24% 14% 10% 12% 14% 0% 1%
Ministop 30% 22% 14% 8% 15% 2% 0% 0%

Water, Soft drink and Carbonated drinks are commonly popular in eat-in space.
Q. What do they drink?(MA)
 Eat-in policy by store staff
If they could stay at eat-in without If they could bring foods / drinks from
purchase outside

9%

45%
49%

91% 6%

Allow Not allow Allow Allow in case customer buy something Not allow

Most staffs allow not to purchase but don’t allow to bring items from outside.
Q.Do they allow to use their eat-in space without purchase?(SA)
Q.Do they allow users to bring their own foods and drinks?(SA)
Summary
• CVS has been widely recognized. FamilyMart, VinMart+,
Circle K and Ministop has more than 90% of recognitions.
• Eat-in space are popular especially with 10’s and 20’s. 80%
of convenience store users have used them.
• People like eat-in due to its convenience locations as well as
good facilities (air-con, WIFI). The location is used both for
chatting and relaxing
• Snacks, cup instant noodles and lau are the top 3 popular
products that are taken at eat-in. Instant cup noodles are
popular among lunch and dinner time, while snacks are taken
regardless of the timing.
• FamilyMart has a dominant popularity with its Lau due to its
strong pricing and bigger exposure, while MiniStop has a
good balance of foods due to its wide menu. Circle K’s noodle
menu creates the unique demand
AUDIENCE PROFILE
Respondents – Consumer research(N=498)
Gender Age

10's
30's 9%
30%
Male
Female 47%
53%
20's
61%

City Individual income

~ 7.5M 49%

7.5M ~ 20M 41%

20M ~ 10%
HCM city
100%
Respondents – Visited research(N=721)
Gender Ages
1% 1% 3%
9 and lower
16% 10's
15%
Male 20's
Female
49% 30's
51%
40's
63% 50 and over

City The number of stores to have visited

Familymart
14
28 Circle K
13
Ministop

27 28 Seven
HCM city Eleven
100%
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