The world-renowned fast-food chain has revived its long-stated ambition to reach 100 locations within three years, after falling well short of the target set a decade ago, with only 35 stores in 2024 and 39 last year.
Dan Ta, Director of Development at McDonald’s Vietnam, says the company is exploring strategies to improve its image, pricing and expansion strategy, including a stronger focus on second-tier cities.
“Our brand is currently perceived as a premium establishment, but we want to be able to serve a wider range of customers,” Ta told Nikkei Asia.
Phu Quoc has emerged as a key focus for expansion, buoyed by the launch of a new airline and its selection as host of the Apec Summit next year. McDonald’s is also eyeing growth in Da Nang, Hue, Nha Trang, Da Lat and Vung Tau, building on its existing presence in Hanoi and Ho Chi Minh.
Despite these ambitions, analysts warn the chain faces ongoing challenges, with local staples such as bánh mì remaining cheaper and deeply entrenched with Vietnamese consumers.
The Vietnamese fast-food market is also highly competitive, with established players including Lotteria (222 stores), Jollibee (213 stores) and KFC (172 stores), according to Q&Me data cited by local media.
