"Fast Food in Indonesia" is now available at Fast Market Research

From: Fast Market Research, Inc.
Published: Mon Oct 05 2015

Over the past few years, fast food in Indonesia has been led by chicken fast food and Asian fast food, a category in which outlets primarily offer Indonesian food, Japanese food and Korean food. Asian fast food comprised 35% of total fast food outlets in Indonesia in 2014, followed by 31% for chicken fast food. These two top contributors are the best suited to Indonesian tastes as they still serve rice as the main carbohydrate. The majority of consumers in Indonesia, out of habit, still feel the need to eat rice in order to feel full. However, during the review period a growing number of consumers, particularly younger generations, are shifting towards western meals that do not always serve rice as their main carbohydrate. These younger consumers will choose French fries, for example, over rice when eating at their favourite fast food outlet. This is not least due to the upsizing promotions conducted by chains such as McDonald’s, which enable consumers to pay slightly more to receive French fries and soft drinks in considerably larger sizes. Nevertheless, the contributions of Asian fast food and chicken fast food to overall sales of fast food was lower in 2014 than in previous years as burger fast food accounted for 20% of total fast food value sales in 2014, up one percentage point from the previous year.

Full Report Details at
- http://www.fastmr.com/prod/1056190_fast_food_indonesia.aspx?afid=301

Competitive Landscape

The three leading players in fast food in Indonesia at the end of the review period were Fast Food Indonesia, Top Food Indonesia and Rekso Nasional Food, with these companies acting as master franchisees for the brands KFC, Es Teler 77 and McDonald's respectively. These players dominated chained fast food sales in Indonesia in 2014 with a combined value share of 42%. KFC and McDonald's continue to benefit from heavy investment in advertising and promotion, particularly in television advertising, and from rapid outlet volume expansion. These brands also succeeded in expanding their integrated delivery services through online channels and over the telephone. These delivery services are busiest during public holidays, when consumers tend to enjoy relaxing at home and avoiding traffic jams. Es Teler 77, meanwhile, supported its position via strong below-the-line advertising and promotions campaigns as well as benefiting from offering familiar menus with a broad appeal to consumers in all age groups, income groups and regions across Indonesia.

Industry Prospects

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Contact Name: Bill Thompson
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