Food Delivery in Vietnam

Food Delivery Apps: A Convenient Solution for Busy Lifestyles in Vietnam

Food delivery applications in Vietnam are among the highest engagement markets in the APAC region, with approximately 83% of users relying on food delivery services at least once a week. The primary reasons for this frequent usage revolve around convenience, especially for saving time on cooking and cleaning, as well as the ability to order meals during busy schedules. A significant portion of users also turn to food delivery apps to order food during adverse weather conditions, highlighting their role in everyday life.

Local Food Delivery Brands’ Stronghold in Vietnam’s Market

In Vietnam, GrabFood and ShopeeFood have firmly established themselves as the leading players in the food delivery market, with GrabFood standing out due to its remarkable 75% brand recall. This high level of recognition is a testament to how deeply integrated GrabFood is in the daily lives of Vietnamese consumers, with its expansive ecosystem that includes ride-hailing and digital payments. ShopeeFood, while slightly behind in brand recall, benefits from its strategic connection with Shopee, a major e-commerce platform in Southeast Asia. Despite the presence of global brands like Uber Eats and KFC’s own app, these international players have not managed to achieve the same level of consumer loyalty or brand awareness as their local counterparts. The success of these brands in Vietnam is part of a broader trend across the APAC region, where local platforms often surpass global competitors by offering more personalized services that are better suited to local tastes and needs.