Haidilao Hot Pot and Jollibee Fried Chicken Win Big in Vietnam

thị trường - Ảnh 1. — A Jollibee store in Ho Chi Minh City - Photo: JOLLIBEE GROUP

Recently, revenue reports from two operators of large F&B chains in Vietnam were released, showing that this market continues to bring in significant revenue, with outstanding growth compared to markets in many other countries.

Foreign chains win because of "customer service"

According to media reports, the financial report for the first half of 2025 of Super Hi International (the operator of the Haidilao hotpot restaurant chain) recorded total revenue from the chain's international markets reaching 396.7 million USD, an increase of 7% over the same period last year.

Vietnam continues to be one of the four markets contributing the largest revenue to Haidilao, alongside Singapore, the US and Malaysia, with over 10% of total revenue.

In its semi-annual financial report to the US Securities and Exchange Commission (SEC), Super Hi International said that in Vietnam, the company earned 43.6 million USD in revenue in the first 6 months of the year, an increase of 1.6% compared to the same period in 2024.

At the same time, Jollibee Foods Corporation (JFC), which operates the Jollibee fried chicken chain and Highlands Coffee drinks, also highlighted strong growth in its international business in its Q2-2025 revenue report.

The Jollibee fried chicken chain globally continued to maintain positive growth momentum, with system-wide sales increasing by 15.4% year-on-year, led by Jollibee Vietnam with a 35% increase. The report said that the Jollibee chain in Vietnam is currently number 1 in market share, revenue and profit, although it is only ranked 3rd in terms of the number of stores.

JFC currently operates 896 Highlands Coffee stores, most of which are located in Vietnam. The Philippine F&B group acquired Highlands Coffee in 2012.

In the second quarter of 2025, this coffee chain had EBITDA (earnings before interest, taxes, depreciation and amortization) of about 1.2 billion pesos (nearly 21 million USD), up 5.8% over the same period last year. Highlands Coffee contributed nearly 26% to the EBITDA of Jollibee Foods Corporation's coffee and tea segment. If calculated for the entire group, this chain contributed more than 5.9%.

Explaining the success of foreign F&B chains in the Vietnamese market, Mr. Le Vu, Managing Partner at F&B Academy, commented that the above brands have developed based on criteria of product quality, people and environment.

According to Mr. Vu, these F&B chains focus on building good spaces and service experiences, suitable for local culture to engage customers long-term.

“Consumers from Gen Z and beyond have been very proactive in choosing culinary products that suit their generation’s individuality, and the F&B market will purge unsuitable products and companies,” Mr. Vu added.

Choose slow and steady development

Assessing the strategies of foreign F&B brands when entering the Vietnamese market, Mr. Vu used the example of Starbucks to show that large chains with financial strength and multinational operating experience will not choose a path of massive and fragile development.

Instead, these giants choose a slow and steady development direction based on the purchasing power of the economy and the number of loyal customers formed in the future to develop the brand.

According to the latest report at the end of 2024, Starbucks Vietnam has about 125 stores nationwide, with revenue reaching more than a thousand billion VND recorded in 2023.

NGHI VU

Source: https://tuoitre.vn/lau-haidilao-va-ga-ran-jollibee-thang-lon-o-viet-nam-20250903230520397.htm