Vietnam is the world's eighth most valuable market for global franchise expansion, according to the International Franchise Association.

The downward trend in the growth rate of the leading fast-food chain stemmed from market changes, consumer’s mindset as well as the emergence of alternative segments.

Foreign fast food companies are lagging behind their own expansion plans in Vietnam due to the fierce competition with major rivals in the same segment and local competitors.

VietNamNet Bridge - The fast food chains that arrived early in Vietnam have seen growth slow, while the chains which came later seem to have fewer opportunities. The heyday of the fast food sector is over.

Vietnamese people are accustomed to fast food brands such as KFC, Lotteria and Jollibee. In recent years, the market welcomed more foreign brands like McDonald's and Burger King. However, they do not seem to be meeting the expectations of investors.

On March 18, the HCM City Department of Food Safety issued a fine of VND146 million ($6,549) to South Korean fast food store-Lotteria Vietnam and three of its restaurant units due to violating food safety regulations, according to nld.com.vn.

 VietNamNet Bridge – The fast food market has formed in Vietnam, with a series of foreign food chains. Why don’t we see many local brands?

 VietNamNet Bridge – While the real estate market has been freezing for the last several years, the high end retail premises market has always been boisterous.