公開日：2026-10-12
Vietnam fast food chains charge almost the same everywhere, unlike America
As fast food pricing becomes more data-driven, Drive Thru Index compared what two chains charge at each of their own restaurants in Vietnam, on 12 October 2026. The gap between a chain's cheapest and most expensive restaurant is at most 0%; in the US, the price of a McDonald's Big Mac varies by 125%.
データ基準日： 。
主なデータ
- KFC: 37,000 ₫ for the Fried chicken (1 pc) at all 240 restaurantsThe same basket of five items costs 182,000 ₫ at every one.
- Lotteria: 50,000 ₫ for the Bulgogi burger at all 168 restaurantsThe same basket of five items costs 178,000 ₫ at every one.
- Big Mac in the US: 125% from the cheapest restaurant to the dearestAcross 13,657 McDonald's restaurants; percentages only, prices are never converted.
Fast food chains are collecting more and more data about their customers through mobile apps and loyalty programmes: accounts with their details, and what they order and when. They are also experimenting with AI and data-driven pricing. Meanwhile the same item can cost very different amounts from one restaurant to the next, and customers cannot see why. Drive Thru Index publishes every restaurant's real price, every day, so anyone can check.
Every one of KFC's 240 restaurants charges 37,000 ₫ for the Fried chicken (1 pc). The same basket of five items costs 182,000 ₫ at every one of them.
Every one of Lotteria's 168 restaurants charges 50,000 ₫ for the Bulgogi burger. The same basket of five items costs 178,000 ₫ at every one of them.
In the US, by contrast, the most expensive ordinary McDonald's charges 125% more for a Big Mac than the cheapest, across 13,657 restaurants. Only the percentages are compared: prices are never converted between currencies.
Anthony Gherghetta, an Australian software developer who built Drive Thru Index, started it after reading some of the buzz about AI being used to set fast food prices: he wanted to see whether it was true, and how big the price differences between restaurants really were. Prices bear out the contrast he noticed. In Australia, 97% of McDonald's restaurants charge within 10% of the typical Big Mac price; in the US, 53% do. The gap between the cheapest and the dearest tenth of restaurants is 10% of the typical price in Australia and 33% in the US. In VN, 100% of KFC locations, the biggest chain tracked there, charge within 10% of its typical Fried chicken (1 pc) price.
“I kept reading that fast food chains were starting to use AI and customer data to set prices, so I wanted to see if it was true and how big the differences really were. In Australia, where I’m from, a Big Mac costs much the same wherever you buy it. In the US the price changes from one restaurant to the next. Fast food apps now know what you order, when and where, but customers can’t see how prices are set. So I built Drive Thru Index to check every restaurant, every day,” said Gherghetta.
引用できるフレーズ
Every KFC restaurant in Vietnam charges 37,000 ₫ for the Fried chicken (1 pc).
Every Lotteria restaurant in Vietnam charges 50,000 ₫ for the Bulgogi burger.
画像
リリースの裏付けデータ
すべての数値は2026-10-12の価格データによるもので、それを掲載している当サイトのページを添えています。
| 項目 | 数値 | 掲載ページ |
|---|---|---|
| KFC: 37,000 ₫ for the Fried chicken (1 pc) at all 240 restaurants | The same basket of five items costs 182,000 ₫ at every one. | ページを見る |
| Lotteria: 50,000 ₫ for the Bulgogi burger at all 168 restaurants | The same basket of five items costs 178,000 ₫ at every one. | ページを見る |
| Big Mac in the US: 125% from the cheapest restaurant to the dearest | Across 13,657 McDonald's restaurants; percentages only, prices are never converted. | ページを見る |
| 最も安いKFC Fried chicken (1 pc)（店舗） | 37,000 ₫ (240) | Binh Phuoc, Dong Nai |
| 最も高いKFC Fried chicken (1 pc)（店舗） | 37,000 ₫ (240) | Binh Phuoc, Dong Nai |
| 最も高い注文（店舗） | 182,000 ₫ (240) | Binh Phuoc, Dong Nai |
| 最も安いLotteria Bulgogi burger（店舗） | 50,000 ₫ (168) | Ba Đình, Hanoi |
| 最も高いLotteria Bulgogi burger（店舗） | 50,000 ₫ (168) | Ba Đình, Hanoi |
| 最も高い注文（店舗） | 178,000 ₫ (159) | Ba Đình, Hanoi |
調査方法・概要・お問い合わせ
Drive Thru Index reads every restaurant's menu from each chain's own ordering app every day; these are the latest pickup prices collected on or before 12 October 2026, in the local currency. A chain's spread is how much more its most expensive restaurant charges than its cheapest, as a share of the cheapest price, for its signature item and for the same basket of items; chains with fewer than 5 restaurants priced are left out. Airports, stadiums and similar sites are left out, and so are prices below 40% or above 250% of a chain's typical price, which are almost always menu errors. Each chain is compared only with itself, and another country is compared by percentages alone: prices are never converted between currencies.
About Drive Thru Index: Drive Thru Index (drivethruindex.com) publishes the menu price of every item at every restaurant of the biggest fast food brands, collected each day from the chains' own ordering apps. As pricing becomes more data-driven, it exists so that customers can see what each restaurant really charges and how it compares with others nearby. It covers the US, Canada, Australia, New Zealand, the UK, Ireland, Spain, Mexico and the Netherlands. Brands are only compared with themselves, and prices are never converted between currencies. Its figures are free to quote with attribution: "Source: Drive Thru Index".
The images with this release are free to use with the credit "Image: Drive Thru Index (drivethruindex.com)".
Media contact: anthony@drivethruindex.com
背景資料
リリース本文には含まれません。本文中の背景説明の一文を裏付ける報道で、記者からの質問への参考資料です。
- How restaurant loyalty programs can drive more traffic and improve experiences Restaurant Dive, 2024-08-15
Restaurant loyalty apps pull in customers' ordering history and preferences, to personalise offers and recommendations (the intro's apps and loyalty programmes). - Wendy's backtracks on dynamic pricing Restaurant Dive, 2024-02-28
Wendy's told investors it would test dynamic and AI-enabled pricing on digital menu boards from 2025, then said after a backlash that it would not raise prices at the busiest times (the intro's experiments with data-driven pricing). - Inside McDonald's push to have AI price your Big Mac CNBC, 2026-09-29
Reports a Reuters investigation into an AI tool that recommends menu prices to McDonald's restaurants; McDonald's says franchisees remain free to set their own prices. Not quoted in the release text; the page could not be fetched to check its wording, only its search listing.