Shake Shack eyes Vietnam expansion as Burger King exits Hanoi and Subway downsizes

After more than a decade in Vietnam, international fast-food brands are facing mounting pressure to sustain operations. Burger King, which had planned to open 60 outlets, now operates only a few after pulling out of Hanoi, while Subway continues to shrink—examples that highlight how difficult it can be for global fast-food models to gain lasting traction.

At the same time, the market is expanding, even though fast food still represents a relatively small share of overall dining. Euromonitor estimates Vietnam’s fast-food revenue in 2024 at about 22.4 trillion VND, up nearly 7% year-on-year. However, iPOS.vn data indicate fast food accounts for only around 1% of total dining expenditure, while about 78% goes to street food and local eateries.

Cause: Why global fast-food models struggle

According to Hoang Tung, Chairman of F&B Investment, the challenges faced by Burger King and Subway reflect several structural issues in Vietnam’s fast-food market.

1) Pricing mismatch with local alternatives

Global brands often carry higher cost structures tied to premises, operating standards, ingredients, and branding. As a result, menu prices tend to be higher than the market average. Tung notes that when burgers cost roughly 60,000–100,000 VND, while many daily meals or local dishes are priced around 25,000–50,000 VND, burgers are unlikely to become a daily choice for most consumers.

2) Strong competition from substitutes

Fast-food burgers compete not only with other chains but also with Vietnam’s dense local culinary ecosystem. Dishes such as rice, noodles, pho, and bánh mì are cheaper, familiar, and widely available, giving consumers many substitute options.

3) Speed is less of a differentiator

Tung also points out that service speed is already extremely fast across Vietnam—from sidewalk stalls to small shops—and delivery platforms further reduce barriers to entry. This weakens the “fast” advantage that typically supports fast-food positioning, and in some cases local models can be more flexible.

Development: Market growth, but chains face tighter competition

Despite the challenges, Euromonitor expects the fast-food market to continue growing, supported by Vietnam’s young population and rising middle class. Q&Me data show the number of fast-food outlets exceeded 1,000 by 2025, up roughly 12% from 2024.

Still, competition is intensifying, particularly among fried-chicken brands. Lotteria has around 220 outlets, Jollibee over 210, and KFC about 170. By contrast, McDonald’s—after more than a decade—has only around 35–40 outlets, while Burger King remains relatively small in scale.

Data and market structure

iPOS.vn highlights the scale and composition of Vietnam’s foodservice market. In 2024, the industry size was about 726.5 trillion VND with more than 329,500 establishments, but most are independent eateries and street-food venues. iPOS.vn estimates that about 78% of dining expenditure goes to this channel, while fast food accounts for only about 1%—meaning international chains must compete directly with familiar items such as pho, bun, or bánh mì, which are typically cheaper and quick to serve.

In addition, flavor fit remains a barrier. Kantar’s research suggests Western fast food is not yet well-suited to the majority of Asian consumers. Tung notes that chains emphasizing fried chicken or tailoring products to local tastes generally perform better than traditional burger models.

Impact and outlook: What foreign brands may need to change

In response to the question of how international fast-food brands can survive in Vietnam, Hoang Tung said strategy should begin with understanding customers and the market.

Localize products to match tastes

Tung cited Jollibee’s Vietnam performance as partly driven by adjusting its chicken sauce to suit local tastes rather than relying solely on its original version.

Align with local consumption habits

He also referenced KFC’s approach in China, where the brand targets morning consumption by offering staples such as steamed buns—aiming to fit local eating routines rather than only improving flavor.

Adopt a long-term market view

Tung cautioned that some global brands enter Vietnam seeking fast wins but fail due to the depth of local competition. Over the long term, younger, higher-spending consumers increasingly demand experience, service, and food-safety standards—areas where international brands can perform well if they commit to a sustained plan.