KFC Leads the Competition in Indonesia in 2024

B2B

10.06.2024

Asia

Being a booming, domestic consumption-driven economy, and a country with the fourth-largest population in the world, Indonesia is an attractive market offering lucrative business opportunities for both international and local fast-food companies. Since opening its first restaurant in Jakarta in October 1979, KFC has been consistently expanding its restaurant chain store coverage across all Indonesia to offer greater convenience and be closer to its customers. In 2019 KFC celebrated an important milestone — the 40th year of serving to its Indonesian customers. In that same year KFC opened its 700th store in Central Java.

In most recent study, Omniki.survey explored:

• KFC’s current market position in Indonesia;
• key factors contributing to KFC’s popularity in Indonesia making the chain’s loyal consumers continue to choose KFC over its competitors such as McDonalds, Pizza Hut, HokBen, etc.;
• KFC’s customer profile in 2024;
• what prevents Indonesians from choosing KFC;
• key channels for communicating information to customers.

22,5% of those polled chose KFC as a restaurant that they will most likely go to, thus confirming status quo with KFC being ahead of its global-with-local-presence competitors such as McDonalds and Pizza Hut alongside national fast-food chains. It should be noted that KFC is known to have successfully used its secret weapon — the KFC mobile that enables the company to test consumer demand in new areas — to grow its market share over the years and maintain its leading position.

When further asked about the reasons behind their choice, the majority of respondents indicated the quality of the food being the most important factor with other factors such as cleanliness in the restaurant, price and the speed of the service carrying great importance as well. Availability of the children’s menu was also stated as an important determining factor affecting their decision to eat at KFC.

The study also revealed that Indonesians aged between 18 and 44 were among people who frequented KFC the most with a whopping 69,8% of those polled being men and 73,9% adhering to Islam. Most of those also reside in East Java. It’s interesting to note that in the region of Java KFC chose to open its 700th store which celebrates Javanese culture and is in line with the KFC theme “Keep Original.”

In sum, further research into the preferences of the 18-44 age range regarding their eating habits and media consumption will help KFC discover new opportunities and develop strategies that will win over Indonesians.

This subject requires examination from various angles. To ensure the most impartial responses, Omniki.survey employs the river-sampling technique, which constructs a sample online without prior enlistment of participants into a panel. In this research model, individuals are recruited through online banners, targeted advertisements, and social media posts.

Leave your contacts and receive a report with the following data:

• Incentives that help customers choose KFC over other restaurants;
• Detailed KFC’s customer profile in 2024;
• Barriers which prevent Indonesians from choosing KFC;
• Key channels for communicating information to customers.