1.
Report date: February 2014
Creator: Nusaresearch team
Report on Fast Food
in Major Cities
Data collection timing: 06th – 09th January 2014
Based on Nusaresearch’s panelist

2.
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.

3.
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%.

4.
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)

5.
C. Research findings
Part 1.
Respondents’ fast food consumption habits
Part 2.
Awareness of fast food

6.
1. Frequency of consuming fast food
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%.
Consuming fast food in 2 – 3 times / month
[Figure 1] Frequency of consuming fast food
 Q. How often do you consume fast food ? [SA] Based n=297 Unit : %
1.7
27.6
25.9
33.0
7.4
4.4
0.0
10.0
20.0
30.0
40.0
Everyday 3 - 6 times / weeks Once a week 2 - 3 times / month Once a time /
month
Once a time / 2 - 3
months

7.
2. Moments while consuming 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%).
When need a simple food, respondents usually consume fast food
[Figure 2] Moments while consuming fast food
 Q. What moment you usually eat fast food ? [MA] Based n=297 Unit : %
55.9
55.2
46.8
42.4
37.4
35.0
30.6
25.6
0.7
0.0 10.0 20.0 30.0 40.0 50.0 60.0
Need simple food
In the weekend
When someone invites
When crave
There's no much time to eat
After get the salary
There's no another choice
In other occasion / big celebration
Others

8.
3. Timing of consuming fast food
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%.
Respondents mostly consume fast food at 12 - 3 pm (in Weekday)
and at 6 - 10 pm (in Weekend)
[Figure 3] Timing of consuming fast food
 Q. When you mostly often eat fast food ? [Matrix SA] Based n=297 Unit : %
2.0
6.7
38.7
8.8
36.7
0.3
6.7
5 am - 8 am
8 am - 12 am
12 pm - 3 pm
3 pm - 6 pm
6 pm - 10 pm
10 pm - 12 pm
I don't know / I don't remember
Weekday
0.7
7.7
26.9
19.9
39.1
1.7
4.0
5 am - 8 am
8 am - 12 am
12 pm - 3 pm
3 pm - 6 pm
6 pm - 10 pm
10 pm - 12 pm
I don't know / I don't remember
Weekend

9.
4. People who usually accompany while consuming
fast food
Boy/girl-friend or spouse usually accompany the respondent while consuming fast food (77.4%). Followed by friend (57.2%), and
children (48.5%).
77.4% accompanied by boy/girl-friend or spouse
[Figure 4] People who usually accompany while consuming fast food
 Q. Who you usually eat fast food with? [MA] Based n=297 Unit : %
77.4
57.2
48.5
43.1
37.4
31.0
26.3
20.9
Boy/girl-friend / Spouse Friend Children Sibling Only my self Parent Relatives Colleague

10.
5. Expenditure for consuming fast food
44.1% of 297 respondents bought fast food (per person) between Rp 30,001 – Rp 50,000 in the last time.
The price of fast food that bought in the last time (per person) between
Rp 30,001 – Rp 50,000
[Figure 5] Expenditure for consuming fast food
 Q. On average, how much do you spent to eat fast food for the last time (per person)? [SA] Based n=297 Unit : %
11.1
44.1
15.2
6.4
9.8
7.4
6.1
0.0
10.0
20.0
30.0
40.0
50.0
Less than Rp
30,000
Rp 30,001 - Rp
50,000
Rp 50,001 - Rp
70,000
Rp 70,001 - Rp
90,000
Rp 90,001 - Rp
110,000
Rp 110,001 - Rp
150,000
More than Rp
150,000

11.
6. Interest level of fast food quality product
Mostly respondents interested with easy to order food, easy to find the location, and fast serve.
Easy to order food make respondents interested with fast food
[Figure 6] Interest level of fast food quality product
 Q. How interest you with fast food's quality product? [Matrix SA] Based n=297 Unit : %
Spicy
Good
taste
Many
snacks
&
drinks
Delici
ous
food
High
qualit
y food
High
qualif
y food
A lot
of
main
dishes
Good
appea
rance
/
decor
ating
food
beauti
fully
Uniqu
e
proce
ssing
formu
la
Hygie
nic
Popul
arly
brand
(Well-
know
n
servic
e)
Many
advert
ising
(news
paper,
TV,
etc.)
Easy
to find
infor
matio
n
about
the
shop
Many
prom
otion
progra
ms
Disco
unt
when
buy
more
Gift/c
ombo
when
purch
asing
fast
food
Price
match
Locate
d
downt
own
Lots
of
branc
hes
The
locati
on is
easy
to find
and
conve
nient
Cool
space
Spacio
us in
the
outlet
Good
design
interio
r
Profes
sional
servic
e
Fast
serve
Provid
e
additi
onal
servic
es
(onlin
e
order,
delive
ry,
drive
thru)
Orderi
ng
food
is easy
/
simple
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
0.0
20.0
40.0
60.0
80.0
100.0
Interested Neutral Uninterested

12.
C. Research findings
Part 1.
Respondents’ fast food consumption habits
Part 2.
Awareness of fast food

13.
1. Awareness of fast food
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.
KFC is leading fast food market
 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 : %
[Figure 1] Awareness of fast food
KFC
McDo
nald's
Pizza
Hut
Hoka
Hoka
Bento
A&W
Burger
King
CFC
Texas
Chicke
n
Fatbur
ger
Domin
o's
Pizza
Wend
y's
Yoshin
oya
Lotteri
a
4Finge
rs
Crispy
Chicke
n
Carl's
Jr.
Bleng
er
Burger
Richee
se
Factor
y
de
Crunc
h
Factor
y
Doner
Kebab
Omo!
Chicke
n
Dunki
n'
Donut
s
Other
s
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
0.0
20.0
40.0
60.0
80.0
100.0

14.
2. Trial Brands & Brands Consumed in The Last 3
Months
From 297 respondents, mostly have consumed KFC (97.6%). And 83.2% of surveyed people have consumed KFC in the last 3 months.
KFC gains the highest percentage of 97.6%
[Figure 2] Trial brands & brands consumed in the last 3 months
 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 : %
KFC
Pizza
Hut
McD
onald
's
Hoka
Hoka
Bent
o
A&W
Domi
no's
Pizza
Dunk
in'
Donu
ts
Burg
er
King
Texas
Chick
en
CFC
Lotte
ria
Yoshi
noya
Wen
dy's
Bleng
er
Burg
er
Done
r
Keba
b
Riche
ese
Facto
ry
Omo!
Chick
en
Carl's
Jr.
Fatbu
rger
de
Crun
ch
Facto
ry
4Fing
ers
Crisp
y
Chick
en
Othe
rs
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
0.0
20.0
40.0
60.0
80.0
100.0

15.
 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
3. Latest brand bought & Brand most often consumed
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.
KFC gains the highest percentage of 97.6%
[Figure 3] Latest brand bought & brand most often consume Unit : %
KFC
Pizza Hut
McDonald's
Hoka Hoka Bento
A&W
Domino's Pizza
Dunkin' Donuts
Burger King
Texas Chicken
CFC
Lotteria
Yoshinoya
Wendy's
Blenger Burger
Doner Kebab
Richeese Factory
Omo! Chicken
Carl's Jr.
Fatburger
de Crunch Factory
4Fingers Crispy Chicken
Others
51.5
9.8
17.2
7.7
2.7
1.3
2.0
1.3
2.4
0.7
0.3
1.3
0.3
0.3
0.3
0.0
0.0
0.3
0.3
0.0
0.0
0.0
38.7
17.8
15.2
6.4
4.7
3.7
3.4
2.7
2.0
1.3
1.0
1.0
1.0
.7
.3
0.0
0.0
0.0
0.0
0.0
0.0
0.0

16.
4. Intention level to buy fast food brands in the future
KFC, Mc Donald’s, Pizza Hut, and Hoka Hoka Bento are brands intend to buy by respondents.
Most respondents intend to buy KFC, Mc Donald’s, Pizza Hut, and Hoka Hoka Bento
in the future
[Figure 4] Intention level
 Q. Please let us know your intention towards to buy the brands of fast food in the future? [Matrix SA] Based n=297 Unit : %
KFC
(n=290)
A&W
(n=225)
Lotteria
(n=47)
McDon
ald's
(n=268)
Pizza
Hut
(n=265)
Burger
King
(n=153)
Dunkin'
Donuts
(n=235)
Domino
's Pizza
(n=100)
Hoka
Hoka
Bento
(n=228)
Yoshino
ya
(n=63)
Texas
Chicken
(n=161)
CFC
(n=168)
Richees
e
Factory
(n=36)
Blenger
Burger
(n=67)
Omo!
Chicken
(n=2)
Carl's
Jr.
(n=15)
Doner
Kebab
(n=53)
Fatburg
er (n=9)
Wendy'
s
(n=131)
de
Crunch
Factory
(n=1)
4Finger
s Crispy
Chicken
(n=14)
Others
(n=7)
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
0.0
20.0
40.0
60.0
80.0
100.0
Will buy Neutral Not will buy

17.
5. Factors are 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%.
Price is chosen by most respondents as factor they considered to evaluate the quality of
fast food restaurant
[Figure 5] Respondents’ Intention Level
 Q. What factors do you consider to evaluate the quality of fast food restaurant you visit more often? [MA] Based n=297 Unit : %
82.8 81.1
67.3
59.6
54.2
47.8 45.8 44.4 42.1 41.1
13.1
2.0 0.0
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
Price Services Furniture Promo
activity
Sanitation Amount
of food
per
portion
Varied
menu
Smell of
food
Same
taste in
every
outlet
Spacious
in the
restaurant
Noisy Additional
services
(online
order,
delivery
order,
drive
thru)
Others

18.
D. Respondent information
15.5
17.2
18.2
12.1
5.4
4.7
8.4
18.5
0.0 5.0 10.0 15.0 20.0
Rp 3,000,001 - Rp 4,000,000
Rp 4,000,001 - Rp 5,000,000
Rp 5,000,001 - Rp 6,000,000
Rp 6,000,001 - Rp 7,000,000
Rp 7,000,001 - Rp 8,000,000
Rp 8,000,001 - Rp 9,000,000
Rp 9,000,001 - Rp 10,000,000
More than Rp 10,000,000
Monthly Household Income
Based n = 297 Unit : %
2.7
8.4
8.4
16.8
63.6
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0
Makassar
Bandung
Medan
Surabaya
Jakarta
Living Place
51.248.8
Gender
Male Female
34.7
65.3
Age
Under 30 years old 30 years old and over

19.
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