The Jollibee Vietnam Company Limited will officially hold an opening ceremony for its fifth fast food outlet in Hanoi on August 23, raising its total number of outlets in Vietnam to 81.

“The outlet in To Hieu Street in Cau Giay district is a key, strategic location for us to serve customers," Ms. Tran Ngoc Hoai Thuong, Public Relations Manager at Jollibee Vietnam, told VET.

Jollibee strives to become a popular fast food brand in Vietnam and to provide good locations for customers, Ms. Thuong added.

“We have been paying attention to expanding our network,” she said, and this will help it bolster its market share.

Vietnam’s fast food market has been seeing increasingly fierce competition every year. The recent withdrawal of Singapore’s New York Dessert Coffee (NYDC) chain raised some concerns among other fast food and coffee shop chains in the country.

According to Ms. Thuong, in such a fierce market the maintenance and development of a fast food brand requires vision and a mission that is attached to customers. All brands therefore face difficulties in winning over customers.

She also confirmed that with the company’s expansion plans together with its efforts in providing food that meets the tastes of Vietnamese customers it believes its brand will develop sustainably into the future.

NYDC’s departure also sends a warning to foreign players looking to establish franchises in Vietnam. Despite the country being one of the hottest franchising markets in Southeast Asia, careful planning and perfect execution are required if a brand wants to do well.

Jollibee Vietnam revealed plans early this year to open an additional 20 outlets in Vietnam each year, according to Ms. Tran Thi Lan Anh, Vice Chairman of Jollibee Foods Corporation and Country General Manager of Jollibee Vietnam.

The Filipino fast food brand has now opened 81 outlets in Vietnam during its 20 years in the market. Last year it announced it would seek partners to further expand through franchising.

Jollibee has fewer restaurants than its fast food rivals in Vietnam, including Lotteria, which has more than 200 outlets, and KFC, with more than 140.