BBQ eating behaviors in Vietnam

Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
 Overview
BBQ is one of the most popular foods for
family / friends gatherings in Vietnam and
the numbers of BBQ shops are on the
increase.

This survey was made to have the good

understanding as to the user behaviors of
eating BBQ.

The survey was conducted to 580

respondents in HCM / Hanoi who eat BBQ.
Highlight
Highlight - BBQ in Vietnam
BBQ user types
Reasons to use restaurant
55%
Variety

Good taste

37% Easiness

Good atmosphere

Reasons to eat at home

Good cost
9%
Safe foods

Comfort
Yes, I eat both at restaurant Yes, I eat at restaurant only Yes, I eat at home only
and at home
Highlight - BBQ at restaurant
BBQ restaurant usage frequency Main reasons for going to
73%
26% 26% 63% 60%
20% 51%
45%
12%
8%
4% 4% 4%

Several Once A couple Once Once Once Less Less

times /week of times / /month /2~3 /4~6 than than Varieties of No need to No need for Better taste No concern
/week or month months months once once foods prepare / cooking on smoke /
more /6months /6months wash dishes smell

Famous BBQ restaurants in Vietnam Main factors for choosing restaurants

71%
82%
69% 65%
49%
44% 59% 56%

15% 13%

King BBQ Sumo BBQ GoGi House Hun Khoi Sky Garden
BBQ & CRAFT Good taste Food safety Price Staff attitude Variety of
restaurants BEER foods
Highlight - BBQ at home
BBQ restaurant usage frequency Main reasons for having at home
26% 71%
21% 22%
48% 48% 47%
14% 43%

6% 5% 6%

Several Once A couple of Once Once /2~3 Once /4~6 Less than
times /week times / /month months months once /6 Better cost No need to go Better Able to cook / Better food
/week or month months out atmosphere / choose what safety
more comfort we like

Location of BBQ at home Equipment in use

71%
60%

44%
41%
34%

8%

Outside Dining room Charcoal Iron plate IH plate Frying pan

BBQ at restaurant (among those who use BBQ restaurant)
 BBQ at restaurant: Frequency
27% 27%
25%

22% 22%
21%

14%
13% 13%

5%
4% 4% 4% 4%

Several /week or Once /week Several /month Once /month Once /2-3 m Once /4-6 m Rarely
more

At restaurant At home

Those who go to restaurant regularly are 69%

Q. How often do you eat BBQ at restaurant? (SA)
Q. How often do you eat BBQ at home? (SA)
 BBQ at restaurant: Reason to use
73%

63%
60%
51%
45%
39%
36%

15%
7%
4%
2% 1%

“Variety”, “Easiness”, “taste” and ”Enjoyment” are the main reasons

Q. What are the reasons that you eat BBQ at restaurant? (MA)
 BBQ at restaurant: Reason to use by profile
83% 83%
77%
73%
68%
63% 63%
61% 60% 60%
57%
54%
51% 52%
50% 50% 50%
45% 46%
42%
40% 39% 38%
36%
33%
31% 31%

17%

Varieties of foods No need to prepare / No need for cooking Better taste No concern on smoke Family entertainment Better atmosphere
wash dishes / smell

Total Low income Middle income High income

High incomers care more for product varieties and convenience

Q. What are the reasons that you eat BBQ at restaurant? (MA)
 BBQ at restaurant: Reason to avoid
53%

37%

24% 24%
22%

17% 16%
12%

4%
2%

High price Concerns on Concerns on No restaurants Prefer the Concern on Prefer the taste No time to go Transport Concern on
food safety food quality nearby home crowdedness at home difficulty staff atitude
atmosphere

Those who feel “high cost”, “concern on food” tend to avoid using BBQ restaurants.

Q. What are the reasons that you do not eat BBQ at restaurant? (MA)
 BBQ at restaurant: Store selection factors
82%

69%
65%
59%
56%
50%
45%
39%
35%
30%

18%
15%
10%

The dominant reason is “good taste”, but also “food safety”, “price” and
“staff attitude” are important factors.
Q. What are important things in choosing the BBQ restaurants? (MA)
 BBQ at restaurant: Popular BBQ restaurant
71%

49%
44% 44%

22%
18%
15%
13%
10% 10%
6% 6% 5%
3% 3% 4% 4% 4% 4%
2% 1% 1% 1% 1% 1% 1%

King BBQ Sumo BBQ GoGi Hun Khoi Sky Garden Gyu-Kaku Barbecue TNT BBQ The Uraeitei B.O.C Others None of the
House BBQ & CRAFT Japanese garden american Rooftop homemade above
restaurants BEER BBQ BBQ BBQ BBQ

Often The most

”King BBQ”, “Sumo BBQ” and “GoGi House” are popular

Q. Where are the BBQ restaurants that you use often? (MA)
Q. Where are the BBQ restaurants that you use the most? (SA)
BBQ at home (among those who use BBQ at home)
 BBQ at restaurant: Frequency
27% 27%
25%

22% 22%
21%

14%
13% 13%

5%
4% 4% 4% 4%

Several /week or Once /week Several /month Once /month Once /2-3 m Once /4-6 m Rarely
more

At restaurant At home

Those who go to restaurant regularly are 67%

Q. How often do you eat BBQ at restaurant? (SA)
Q. How often do you eat BBQ at home? (SA)
 BBQ at home - Reasons
71%

48% 48% 48%

43%

29% 28%
25%

16%

1% 1%

Better cost No need to go Better Able to cook / Better food Prefers to Better food Better taste Do not have None of the Others
out atmosphere / choose what safety cook quality to care about above
comfort we like ourselves others' eyes

“Low cost”, “Comfort” and “Food safety” are the reasons to cook at home

Q. What are the reasons that you like BBQ at home? (MA)
 BBQ at home - Reasons (by income)
71% 72% 71%

60%

51% 50%
48% 47% 48% 49% 48% 48%
44% 44% 43%
39%
35%
27% 28% 26%

Better cost No need to go out Better atmosphere / Able to cook / choose Better food safety
comfort what we like
Total Low income Middle income High income

High income groups tend not to feel ”Low cost”, “Comfort” and “Food safety”
than other groups.
Q. What are the reasons that you like BBQ at home? (MA)
 BBQ at home: Reasons to avoid
55%
51% 50%

41% 41%

36%

27%

3%
1%

Not having Easiness of Bad smells Restaurant is Bad smokes Lack of info of Lack of space to High price Others
equipment eating at better taste how to cook do it
restaurant

“Lack of equipment or information”, “Bad smells or smokes” are the main

obstacles
Q. What are the reasons that you do not do BBQ at home? (MA)
 BBQ at home - Reasons to avoid (by profile)
63%
59%
57% 57% 56%
55% 55%
51% 51% 52%
50% 49%
48% 48% 47%
44% 44% 44% 43%
41% 41% 42%
38% 39%
37% 36%
34% 34% 33%
31% 32%
32%
27%
21% 21%

Not having Easiness of eating Bad smells Restaurant is Bad smokes Lack of info of how Lack of space to
equipment at restaurant better taste to cook do it
Total Male Female HCMC Hanoi

Lack of equipment could be the big reasons in Hanoi.

Q. What are the reasons that you do not do BBQ at home? (MA)
 BBQ at home - Reasons to avoid (by income)
80% 80%

57%
55% 54% 54%
51% 50% 50%
46% 47% 47%
43%
40% 41% 41%
38% 39% 40% 40%
36% 37%
33%
31% 31%
27%
25%
20%

Not having equipment Easiness of eating at Bad smells Restaurant is better Bad smokes Lack of info of how to Lack of space to do it
restaurant taste cook

Total Low income Middle income High income

High income groups tend to care about “bad smells or smokes” than others.
Q. What are the reasons that you do not do BBQ at home? (MA)
 BBQ at home : Location to do BBQ
79%
74%
71% 72%
67% 67%
60%
55%

43% 43%
41% 40%
39%

31%

Total Male Female 22-30 31-40 HCMC Hanoi

Dining room Outside (garden, roof top, outside of the house)

Vietnamese tend to have BBQ in outside more often.

Q. When you cook BBQ at home, where do you do it? (MA)
 BBQ at home: Equipment usage
72%

60%
57%

44%
42%
39%
35% 34%
31%

10%
8% 7%
2% 2% 2%

Charcoal Iron plate IH plate Frying pan Others

Total HCMC Hanoi

Charcoal is the most used equipment. More in HCM

Q. What kind of BBQ equipment do you use? (MA)

Sauce usage
 Popular sauce for BBQ: Meat
51%
48%
45% 46%
44%
41%
39%
37%
33% 33% 34%
32%
29% 29% 28% 29%
27%
25% 24% 25% 25%

13%
10%
6%
4% 5% 3%
2% 2% 2%

Steak sauce Chili sauce Soy sauce Ketchup sauce Tartar sauce Fish sauce Teriyaki sauce Basil sauce Others None of the
above

Total HCMC Hanoi

Steak sauce, Chili sauce and Soy sauce are popular sauces

Q. When you eat BBQ, what sauce do you use –for meat? (SA)
 Popular sauce for BBQ: Meat (Most)
30%

26%
25%25%
25% 24%
22%

20%
18%
16%
15% 14%
13%13%13% 13%
12%
10% 10%
10%

6%
5%
5% 4% 4% 4% 4% 4%
3% 3%
2% 2% 2% 2% 2% 2%

0%
Steak sauce Chili sauce Soy sauce Teriyaki sauce Fish sauce Ketchup sauce Tartar sauce Basil sauce Others None of the
above

Total HCMC Hanoi

Steak sauce is popular nation-wide. Soy sauce is popular in Hanoi

Q. When you eat BBQ, what sauce do you use the most –for meat? (MA)
 Popular sauce for BBQ: Fish
42%43%41%

32%31%33%
28%
24%
22%
20% 20% 21% 19%
18%
16%
14%15%14% 14%
11%
7% 8% 9% 7%
4% 3% 5%
2% 2% 2%

Fish sauce Soy sauce Chili sauce Steak sauce Teriyaki Ketchup Tartar sauce Basil sauce Others None of the
sauce sauce above
Total HCMC Hanoi

Fish sauce, Soy sauce Chili sauce are popular sauce for fish.

Q. When you eat BBQ, what sauce do you use –for fish? (MA)
 Popular sauce for BBQ: Fish (Most)
35%
32%
29%

20%
19%
16%
15%
13%
12% 12% 12%
11% 11%
9% 9%

5% 5%
4% 4% 4% 4% 4% 4%
3% 3% 3%
2% 2% 2% 2%

Fish sauce Soy sauce Steak sauce Chili sauce Teriyaki sauce Ketchup sauce Tartar sauce Basil sauce Others None of the
above

Total HCMC Hanoi

Fish sauce, Soy sauce Chili sauce are popular sauce for fish.
Q. When you eat BBQ, what sauce do you use the most –for fish? (SA)
Audience profile
Respondents profile (N=580)
Gender City Age

31-40
Male Hanoi 39%
Female 48% HCMC
52% 48%
52% 22-30
61%

Children status
Household income

>30M 19%
With
children
40%
15-30M 47%
No children
60%
15M< 34%
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7%
6%
3% 3%
1% 1%
0% 3% 3% 4%
Male Female HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
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