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

1. Q&Me is online market research provided by Asia Plus Inc.
Eat-in space usage at Vietnam convenience store

2. 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.
Online research
500 samples at the age of 16
- 39 in HCM
Fieldwork
110 major CVS stores in HCM
(721 visitors)

3. Convenience store popularity

4. # of convenience stores in Vietnam (as of May 2018)
Name HCM Hanoi Others Total
Family Mart 136 0 24 160
Vinmart+ 332 371 102 805
Mini Stop 115 0 1 116
Circle K 164 96 1 261
Shop & Go 101 18 0 119
B's Mart 147 0 0 147
Zakkamart 41 0 5 46
7 Eleven 12 0 0 12
Satrafoods 148 0 0 148
GS25 5 0 0 5
Total 1201 485 133 1819
Number of Convenient store has increased by 21% thanks to the increase in HCM and Hanoi
824
995
408
485
102
128
1334
1608
2017 2018
HCM Hanoi Others TTL
* The above graph figure does not include Zakkamart, 7- eleven, Satrafoods nor GS25 as it was newly added this year

5. CVS Brand recognition
87% 84%
76%
65%
56%
49%
29%
11%
12% 15%
17%
27%
31%
30%
42%
36%
1% 1%
7% 8% 13%
21%
29%
53%
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

6. 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)

7. Reason to choose
Good
location
(House)
Good
location
(Office/sch
ool)
Good
location
(Others)
Cleanlines
s
Good staff
behaviors
Good
brand
A variety
of foods
Good
space for
eating /
relaxing
A variety
of non-
foods
products
Good
pricing of
foods
Good
parking
availability
Good
quality of
non-foods
products
Good
taste of
foods
Good
pricing of
non-foods
products
Others
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)

8. Eat-in usage at convenience stores

9. Convenience store eat-in space usage (Among CVS users)
80% 80% 80%
90%
80%
72%
20% 20% 20%
10%
20%
28%
Total Male Female 16-22 23-29 30-39
No
Yes
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

10. Reasons to use eat-in space of convenience stores
61%
54%
51%
49%
36%
33%
27%
24%
20%
30%
Good air-con environment
Convenient to staty short-time
Good WIFI availability
Able to eat what is bought at stores
Convenient to stay there long time
Good for ready-to-eat meals (e.g instant cup noodles)
Good to stay with others
Good to stay solo
Electric charger availablity
Others
About 80% use eat-in space. Younger group uses more than older group.
Q. What are the reasons to use canteen??(SA), Consumer survey

11. Lunch time is the busiest, among the duration when the fieldworks are done
Eat-in space seat occupancies
29%
25%
27%
54%
18%
21%
33% 34%
32%
37%
21%
Q. How many seats do you see at eat-in space? / How many people do you see at eat-in space? (Fieldwork)

12. CVS Eat-in space users
20’s and lowers. Female is slightly higher than male
49%
51%
Gender
Male Female
4%
15%
63%
16%
1% 1%
Age (estimated)
9 and lower 10's 20's 30's 40's 50 and over
Q. What are their estimated ages? / What are their genders? (Fieldwork)

13. Actions at eat-in space?
46% stay at eat-in while eating foods. Most stay there chatting with friends or
using their mobile..
38%
8%
44%
9%
Eat / drink ratio
Eat & Drink Eat only
Drink only Neither eat nor drink
Q. How many are applicable to the following? / What are they doing at eat-in? (Field work)
34%
30%
14%
12%
6%
5%
4%
2%
9%
Chatting with friends
Working / Playing with mobile
Relaxing
Studying / Reading
Playing games
Working/Playing with PC
Listening to mucis
Sleeping
Others
Activities

14. Food at counter – based on field work
〇=available at most stores △=available limited stores or little exposures at store
Store made noodle
• Fried noodle
• Pasta
• Soup noodles / Pho
Lau
Banh Mi /
Sandwiches
Meat bun /
Dumping
Fried items
Sausage / Hot
dog
- 〇 - 〇 〇 〇
〇 - 〇 〇 〇 〇
- 〇 〇 〇 〇 〇
Q. Please check the food near the casher and check if they deal with followings (MA), Fieldwork

15. Drink at counter – based on field work
〇=available at most stores △=available limited stores or little exposures at store
Ice drink Coffee / Tea Juice / Fruit drinks
Smoothies / Shin
to
- 〇 - -
〇 〇 △ -
〇 〇 〇 -
Q. Please check the drinks near the casher and check if they deal with followings (MA), Fieldwork

16. Popular foods at eat-in space
Q. What do they eat? (MA), Fieldwork
No.1 Snack No.2
Cup instant noodle
No.3 Lau No.4 Cup noodle
(store made)
No.5 Desert
No.6 Lunch box No.7 Fried items No.8 Bahn Mi No.9 Rice ball No.10 Fruits

17. Popular foods at eat-in space
16% 15%
10%
9%
7% 6% 6%
5%
3% 3% 3% 3% 3%
10%
Snacks and cup noodles are popular.
Q. What do they eat? (MA), Fieldwork

18. Popular eat-in product by timing
Lau is popular in the morning. Snack is popular in each timing.Cup noodle is popular after
11:00
9:00-11:00
11:00-
14:00
14:00-
18:00
18:00-later
Others 39% 37% 41% 17%
Lunch box 8% 4% 9% 0%
Desert 5% 3% 11% 10%
Store made noodle 5% 15% 4% 7%
Lau 23% 5% 7% 23%
Instant cup noodle 5% 20% 13% 27%
Snack 17% 17% 15% 17%
By percentage
9:00-11:00 11:00-14:00 14:00-18:00 18:00-later
Others 24 60 56 5
Lunch box 5 7 12 0
Desert 3 5 15 3
Store made noodle 3 24 5 2
Lau 15 8 9 7
Instant cup noodle 3 32 18 8
Snack 11 27 20 5
By Qty
Q. What do they eat? (MA), Fieldwork

19. Lau Snack
Cup
noodle
(instan
t)
Desert
Fried
items
Lunch
box
Rice
ball
Banh
Mi
Bread /
Sandw
iches
Meat
bun
Items
from
outside
Fruits
Rice
cake
Store
made
noodle
Others Salad Soup
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
Popular foods at eat-in space (by brand)

20. Store-wise analysis
21%
17%
11% 10%
8% 7%
4%
Lau Snack Cup
noodle
(instant)
Desert Fried
items
Lunch
box
Rice ball
Popular eat-in items
11% 17% 21% 7% 11% 11% 22%
Popular eat-in items (group, %)
Noodles Snacks Lau
Bread-related Rice-related Fruit / Desert
Others
FamilyMart
28%
18%
15%
6% 5% 5% 5%
Store
made
noodle
Cup
noodle
(instant)
Snack Others Lunch
box
Banh Mi Items
from
outside
Popular eat-in items
46% 15% 3%6% 9% 8% 12%
Popular eat-in items (group, %)
Noodles Snacks Lau
Bread-related Rice-related Fruit / Desert
Others
Circle K
18%
14%
9%
7%
6%
5%
14%
Snack Cup
noodle
(instant)
Fried
items
Desert Lunch
box
Lau Others
Popular eat-in items
16% 18% 5%8% 9% 10% 35%
Popular eat-in items (group, %)
Noodles Snacks Lau
Bread-related Rice-related Fruit / Desert
Others
23%
19% 19%
8% 8%
4% 4%
Snack Desert Bahn
Mi
Fruits Lunch
box
Cup
noodle
Rice
ball
Popular eat-in items
4% 23% 18% 12% 27% 15%
Popular eat-in items (group, %)
Noodles Snacks Lau
Bread-related Rice-related Fruit / Desert
Others
Ministop Seven Eleven

21. Lau sales differences between FamilyMart and Ministop
Both of FamilyMart and Ministop sells Lau, FamilyMart seem to focus on its
promotions while Ministop sells a variety of different foods
IMG_2781.PNG
Price Promotions Product variety 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.
FamilyMart lau price is lower
by 25% vs Ministop, starting
from 3,000 VND
FamilyMart runs the package
deal to offer (contents of
promotions) at (pricing of
promotion) VND. Also the
visibility of Lau at the counter
or shop-front is bigger
FamilyMart has 22 different
items while Ministop has 15
items. FamilMart has more
variety of different Lau
ingredients.

22. Popular drinks at eat-in space
25%
23%
16%
11%
9%
8%
1% 1%
0%
5%
10%
15%
20%
25%
30%
Water Soft drink /
Juice
Carbonated
drinks
Tea Coffee Milk Beer Other
alcohols
Water is the most popular drinks
Q. What do they drink? (MA), Fieldwork

23. Popular drinks at eat-in space (by brands)
Water
Soft drinks /
Juice
Carbonated
drinks (e.g Coca
cola)
Milk Tea Coffee Beer Other alcohols
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)

24. Eat-in policy by store staff
Most staffs allow not to purchase but don’t allow to bring items from outside.
91%
9%
If they could stay at eat-in without
purchase
Allow Not allow
49%
6%
45%
If they could bring foods / drinks from
outside
Allow Allow in case customer buy something Not allow
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)

25. 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

26. AUDIENCE PROFILE

27. Respondents – Consumer research(N=498)
10's
9%
20's
61%
30's
30%
Age
Male
47%Female
53%
Gender
HCM city
100%
City
10%
41%
49%
20M ~
7.5M ~ 20M
~ 7.5M
Individual income

28. Respondents – Visited research(N=721)
Male
49%
Female
51%
Gender 3%
15%
63%
16%
1% 1%Ages
9 and lower
10's
20's
30's
40's
50 and over
28
2827
13
14
The number of stores to have visited
Familymart
Circle K
Ministop
Seven
ElevenHCM city
100%
City

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