Report on Fast Food

in Major Cities
Data collection timing: 06th – 09th January 2014
Based on Nusaresearch’s panelist

Report date: February 2014

Creator: Nusaresearch team
A. Executive summary

[1] When need a simple food, respondents usually consume fast food
Most of respondents usually consume fast food when they need a simple food (55.9%), in the weekend and when
someone invites are followed (55.2% and 46.8%).

[2]Respondents mostly consume fast food at 12 - 3 pm (in Weekday) and at 6 - 10 pm (in

Weekend)
Mostly, the respondent usually consuming fast food at 12 - 3 pm (in Weekday) and at 6 - 10 pm
(in Weekend), which respectively account for 38.7% and 39.1%.

[3] The price of fast food that bought in the last time (per person) between
Rp 30,001 – Rp 50,000
44.1% of 297 respondents bought fast food (per person) between Rp 30,001 – Rp 50,000 in the last time.
A. Executive summary

[4] KFC is leading fast food market

In fact, KFC gains the highest percentage in all awareness level with 60.3% TOM, 97.0% Spontaneous, and 99.3% Total
Awareness. The following brands are Mc Donald’s and Pizza Hut.

[5] Most respondents intend to buy KFC, Mc Donald’s, Pizza Hut, and Hoka Hoka Bento in
the future
KFC, Mc Donald’s, Pizza Hut, and Hoka Hoka Bento are brands intend to buy by respondents.

[6] Price is chosen by most respondents as factor they considered to evaluate the quality of
fast food restaurant
From 297 respondents, 82.8% considered the price to evaluate the quality of fast food restaurant they visit more often.
Then the second and third factors are services and furniture, which respectively account for 81.1% and 67.3%.
B. Research information
 Research method : Quantitative research (Online Survey)
 Data collection : 06th – 09th January 2014
 Sample size : 297
 Research area : Jakarta, Bandung, Medan, Surabaya, Makassar (Indonesia)
 Target : Male & Female aged 17 years old and over, monthly
household income Rp 3,000,001 and over, and mostly
bought fast food at fast food restaurant / outlets.
 Research objectives : To explore the fast food habits in the major cities
and investigating the extent of consumer preference
for fast food brands which available in Indonesia.
 Sampling method : Internet Sampling (Nusaresearch panel)
C. Research findings

Part 1.
Respondents’ fast food consumption habits

Part 2.
Awareness of fast food
1. Frequency of consuming fast food
Consuming fast food in 2 – 3 times / month
Most respondents consume fast food 2 – 3 times / month (33.0%), followed by 3 – 6 times / week and once a week which respectively
account for 27.6% and 25.9%.

[Figure 1] Frequency of consuming fast food

40.0

33.0

30.0 27.6
25.9

20.0

10.0 7.4
4.4
1.7
0.0
Everyday 3 - 6 times / weeks Once a week 2 - 3 times / month Once a time / Once a time / 2 - 3
month months

 Q. How often do you consume fast food ? [SA] Based n=297 Unit : %
2. Moments while consuming fast food
When need a simple food, respondents usually consume fast food
Most of respondents usually consume fast food when they need a simple food (55.9%), in the weekend and when someone invites are
followed (55.2% and 46.8%).

[Figure 2] Moments while consuming fast food

0.0 10.0 20.0 30.0 40.0 50.0 60.0

Need simple food 55.9

In the weekend 55.2

When someone invites 46.8

When crave 42.4

There's no much time to eat 37.4

After get the salary 35.0

There's no another choice 30.6

In other occasion / big celebration 25.6

Others 0.7

 Q. What moment you usually eat fast food ? [MA] Based n=297 Unit : %
3. Timing of consuming fast food
Respondents mostly consume fast food at 12 - 3 pm (in Weekday)
and at 6 - 10 pm (in Weekend)
Mostly, the respondent usually consuming fast food at 12 - 3 pm (in Weekday) and at 6 - 10 pm (in Weekend), which respectively account
for 38.7% and 39.1%.

[Figure 3] Timing of consuming fast food

Weekday Weekend
5 am - 8 am 2.0 5 am - 8 am 0.7

8 am - 12 am 6.7 8 am - 12 am 7.7

12 pm - 3 pm 38.7 12 pm - 3 pm 26.9

3 pm - 6 pm 8.8 3 pm - 6 pm 19.9

6 pm - 10 pm 36.7 6 pm - 10 pm 39.1

10 pm - 12 pm 0.3 10 pm - 12 pm 1.7

I don't know / I don't remember 6.7 I don't know / I don't remember 4.0

 Q. When you mostly often eat fast food ? [Matrix SA] Based n=297 Unit : %
4. People who usually accompany while consuming
fast food
77.4% accompanied by boy/girl-friend or spouse

Boy/girl-friend or spouse usually accompany the respondent while consuming fast food (77.4%). Followed by friend (57.2%), and
children (48.5%).

[Figure 4] People who usually accompany while consuming fast food

20.9
26.3 77.4
31.0

37.4
57.2

43.1
48.5

Boy/girl-friend / Spouse Friend Children Sibling Only my self Parent Relatives Colleague

 Q. Who you usually eat fast food with? [MA] Based n=297 Unit : %
5. Expenditure for consuming fast food
The price of fast food that bought in the last time (per person) between
Rp 30,001 – Rp 50,000
44.1% of 297 respondents bought fast food (per person) between Rp 30,001 – Rp 50,000 in the last time.

[Figure 5] Expenditure for consuming fast food

50.0
44.1

40.0

30.0

20.0
15.2
11.1
9.8
10.0 6.4 7.4
6.1

0.0
Less than Rp Rp 30,001 - Rp Rp 50,001 - Rp Rp 70,001 - Rp Rp 90,001 - Rp Rp 110,001 - Rp More than Rp
30,000 50,000 70,000 90,000 110,000 150,000 150,000

 Q. On average, how much do you spent to eat fast food for the last time (per person)? [SA] Based n=297 Unit : %
6. Interest level of fast food quality product
Easy to order food make respondents interested with fast food
Mostly respondents interested with easy to order food, easy to find the location, and fast serve.

[Figure 6] Interest level of fast food quality product

100.0

80.0

60.0

40.0

20.0

0.0
Provid
e
Good additi
Popul Easy The
appea Many Gift/c onal
Uniqu arly to find locati Orderi
rance advert Many Disco ombo servic
Many A lot e brand infor Locate Lots on is Spacio Good Profes ng
Delici High High / ising prom unt when es
Good snacks of proce Hygie (Well- matio Price d of easy Cool us in design sional Fast food
Spicy ous qualit qualif decor (news otion when purch (onlin
taste & main ssing nic know n match downt branc to find space the interio servic serve is easy
food y food y food ating paper, progra buy asing e
drinks dishes formu n about own hes and outlet r e /
food TV, ms more fast order,
la servic the conve simple
beauti etc.) food delive
e) shop nient
fully ry,
drive
thru)
Uninterested 7.7 0.7 1.0 0.7 2.7 1.3 0.7 0.7 3.7 1.3 2.0 3.7 1.7 1.3 2.4 5.4 1.0 3.0 0.7 0.0 0.3 0.7 1.3 1.0 0.7 1.3 0.3
Neutral 27.3 6.7 12.1 6.7 14.1 16.2 10.1 17.8 31.3 8.1 21.9 38.7 15.2 18.2 18.2 23.2 10.1 22.2 15.2 6.4 11.1 17.5 17.8 7.1 6.4 14.5 4.7
Interested 65.0 92.6 86.9 92.6 83.2 82.5 89.2 81.5 65.0 90.6 76.1 57.6 83.2 80.5 79.5 71.4 88.9 74.7 84.2 93.6 88.6 81.8 80.8 91.9 92.9 84.2 94.9

Interested Neutral Uninterested

 Q. How interest you with fast food's quality product? [Matrix SA] Based n=297 Unit : %
C. Research findings

Part 1.
Respondents’ fast food consumption habits

Part 2.
Awareness of fast food
1. Awareness of fast food
KFC is leading fast food market
In fact, KFC gains the highest percentage in all awareness level with 60.3% TOM, 97.0% Spontaneous, and 99.3% Total Awareness.
The following brands are Mc Donald’s and Pizza Hut.

[Figure 1] Awareness of fast food

100.0

80.0

60.0

40.0

20.0

0.0
4Finge de
Richee Dunki
Hoka Texas Domin rs Bleng Crunc Omo!
McDo Pizza Burger Fatbur Wend Yoshin Lotteri Carl's se Doner n' Other
KFC Hoka A&W CFC Chicke o's Crispy er h Chicke
nald's Hut King ger y's oya a Jr. Factor Kebab Donut s
Bento n Pizza Chicke Burger Factor n
y s
n y
Total Awareness 99.3 97.3 98.0 88.6 90.9 74.4 79.8 76.8 6.7 53.9 69.4 23.9 26.6 7.7 9.8 32.0 22.2 1.7 29.6 2.0 91.6 2.4
TOM 60.3 23.6 6.4 4.4 2.0 1.3 0.7 0.7 0.3 0.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Spontanious 97.0 82.8 55.6 46.5 36.7 23.2 29.3 19.9 0.7 9.1 12.5 4.4 3.4 1.0 1.0 0.7 0.7 0.0 0.0 0.0 0.0 5.4

 Q. When you hear about brands of fast food in Indonesia, what brands do you remember? [FA] Based n=297
 Q. What brands of fast food that you know from the list below? [Including the brands you mentioned] [MA] Based n=297 Unit : %
2. Trial Brands & Brands Consumed in The Last 3
Months
KFC gains the highest percentage of 97.6%
From 297 respondents, mostly have consumed KFC (97.6%). And 83.2% of surveyed people have consumed KFC in the last 3 months.

[Figure 2] Trial brands & brands consumed in the last 3 months

100.0

80.0

60.0

40.0

20.0

0.0
4Fing
de
Hoka Dunk Bleng Done Riche ers
McD Domi Burg Texas Omo! Crun
Pizza Hoka in' Lotte Yoshi Wen er r ese Carl's Fatbu Crisp Othe
KFC onald A&W no's er Chick CFC Chick ch
Hut Bent Donu ria noya dy's Burg Keba Facto Jr. rger y rs
's Pizza King en en Facto
o ts er b ry Chick
ry
en
Trial Brands 97.6 89.2 90.2 76.8 75.8 33.7 79.1 51.5 54.2 56.6 15.8 21.2 44.1 22.6 17.8 12.1 0.7 5.1 3.0 0.3 4.7 2.7
Brands consumed in the last 3 months 83.2 62.3 63.0 41.8 30.0 12.1 29.0 19.5 12.5 11.1 6.4 9.4 6.1 4.4 5.1 4.4 0.3 1.0 1.0 0.0 2.4 1.0

 Q. Amongst brand of fast food you know, what brands you have consumed? [MA] Based n=297
 Q. Amongst brand of fast food you have consumed, what brands you have consume in recent 3 months? [MA] Based n=297 Unit : %
3. Latest brand bought & Brand most often consumed
KFC gains the highest percentage of 97.6%
The percentage of consuming KFC in the last time is 38.7% of respondents. And 51.5% of respondents choose KFC as the brand they
consumed most often.

[Figure 3] Latest brand bought & brand most often consume Unit : %

KFC 38.7 51.5

Pizza Hut 17.8 9.8
McDonald's 15.2 17.2
Hoka Hoka Bento 6.4 7.7
A&W 4.7 2.7
Domino's Pizza 3.7 1.3
Dunkin' Donuts 3.4 2.0
Burger King 2.7 1.3
Texas Chicken 2.0 2.4
CFC 1.3 0.7
Lotteria 1.0 0.3
Yoshinoya 1.0 1.3
Wendy's 1.0 0.3
Blenger Burger .7 0.3
Doner Kebab .3 0.3
Richeese Factory 0.0 0.0
Omo! Chicken 0.0 0.0
Carl's Jr. 0.0 0.3
Fatburger 0.0 0.3
de Crunch Factory 0.0 0.0
4Fingers Crispy Chicken 0.0 0.0
Others 0.0 0.0

 Q. Amongst brand of fast food you have consumed, what brands you have consume in the last time? [SA] Based n=297
 Q. Amongst brand of fast food you have consumed in recent 3 months, what is the brand you consume most often? [SA] Based n=297
4. Intention level to buy fast food brands in the future
Most respondents intend to buy KFC, Mc Donald’s, Pizza Hut, and Hoka Hoka Bento
in the future
KFC, Mc Donald’s, Pizza Hut, and Hoka Hoka Bento are brands intend to buy by respondents.

[Figure 4] Intention level

100.0

80.0

60.0

40.0

20.0

0.0
Hoka Richees de 4Finger
McDon Pizza Burger Dunkin' Domino Yoshino Texas Blenger Omo! Carl's Doner Wendy'
KFC A&W Lotteria Hoka CFC e Fatburg Crunch s Crispy Others
ald's Hut King Donuts 's Pizza ya Chicken Burger Chicken Jr. Kebab s
(n=290) (n=225) (n=47) Bento (n=168) Factory er (n=9) Factory Chicken (n=7)
(n=268) (n=265) (n=153) (n=235) (n=100) (n=63) (n=161) (n=67) (n=2) (n=15) (n=53) (n=131)
(n=228) (n=36) (n=1) (n=14)
Not will buy 1.0 2.2 10.6 1.1 0.0 1.3 3.0 2.0 2.6 4.8 5.0 11.3 8.3 4.5 0.0 6.7 0.0 0.0 6.1 0.0 21.4 0.0
Neutral 4.5 20.4 21.3 13.8 7.9 12.4 26.4 19.0 11.0 15.9 29.2 31.5 22.2 25.4 0.0 13.3 28.3 33.3 29.8 0.0 21.4 28.6
Will buy 94.5 77.3 68.1 85.1 92.1 86.3 70.6 79.0 86.4 79.4 65.8 57.1 69.4 70.1 100.0 80.0 71.7 66.7 64.1 100.0 57.1 71.4

Will buy Neutral Not will buy

 Q. Please let us know your intention towards to buy the brands of fast food in the future? [Matrix SA] Based n=297 Unit : %
5. Factors are considered to evaluate the quality of
fast food restaurant
Price is chosen by most respondents as factor they considered to evaluate the quality of
fast food restaurant
From 297 respondents, 82.8% considered the price to evaluate the quality of fast food restaurant they visit more often. Then the second
and third factors are services and furniture, which respectively account for 81.1% and 67.3%.

[Figure 5] Respondents’ Intention Level

90.0 82.8 81.1
80.0
67.3
70.0 59.6
60.0 54.2
47.8 45.8 44.4
50.0 42.1 41.1
40.0
30.0
20.0 13.1
10.0 2.0 0.0
0.0
Price Services Furniture Promo Sanitation Amount Varied Smell of Same Spacious Noisy Additional Others
activity of food menu food taste in in the services
per every restaurant (online
portion outlet order,
delivery
order,
drive
thru)

 Q. What factors do you consider to evaluate the quality of fast food restaurant you visit more often? [MA] Based n=297 Unit : %
D. Respondent information
Gender Monthly Household Income
0.0 5.0 10.0 15.0 20.0

Rp 3,000,001 - Rp 4,000,000 15.5

Rp 4,000,001 - Rp 5,000,000 17.2
48.8 51.2 Rp 5,000,001 - Rp 6,000,000 18.2
Rp 6,000,001 - Rp 7,000,000 12.1
Rp 7,000,001 - Rp 8,000,000 5.4
Rp 8,000,001 - Rp 9,000,000 4.7
Rp 9,000,001 - Rp 10,000,000 8.4
Male Female More than Rp 10,000,000 18.5

Age Living Place

Jakarta 63.6

34.7 Surabaya 16.8

65.3 Medan 8.4

Bandung 8.4

Makassar 2.7
Under 30 years old 30 years old and over
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0

Based n = 297 Unit : %

PT. Nusaresearch is 100% Japanese invested. Our main professions are ‘Online market research’, ‘Web
creative’ and ‘Web marketing’. Online research is conducted based on Nusaresearch – our actively
managed over 88,000 members panel with various segmentations across Indonesia.

FOR FURTHER INQUIRIES, PLEASE CONTACT:

PT. Nusaresearch
» Address: 21H, Grand Slipi Tower, Jl. S. Parman Kav. 22 - 24, Slipi, Jakarta Barat 11480,
Jakarta, Indonesia
» Office phone: +62 21 29022227 Fax: +62 21 29022244
» Email: info@nusaresearch.com
» Website: http://nusaresearch.com

The copyright of this report belongs to PT. Nusaresearch. The results (analyzing, wording, data, tables and
graphs) of this survey can be publicly used, but must be cited and sourced from PT. Nusaresearch (also
include its website address http://nusaresearch.com).