{
  "_meta": {
    "title": "The State of F&B Customer Retention in Southeast Asia 2026 — key findings",
    "licence": "https://creativecommons.org/licenses/by/4.0/",
    "attribution": "PEKO (Hungry Bear Internet Pte. Ltd.), \"The State of F&B Customer Retention in Southeast Asia 2026 — key findings\", 2026. Licensed CC BY 4.0.",
    "version": "1.0.0",
    "generated": "2026-09-16",
    "report": "https://heypeko.com/reports/f-and-b-retention-sea-2026",
    "note": "Every value appears verbatim in the report body. source_url is empty: the report cites sources by publication and date, not by link."
  },
  "findings": [
    {
      "finding_id": "sea-vn-outlet-closures-h1-2025",
      "market": "VN",
      "metric": "F&B outlet closures",
      "value": "50,000",
      "unit": "outlets (more than)",
      "period": "H1 2025",
      "evidence_tag": "M",
      "source_id": "m-1",
      "source_name": "iPOS.vn and Nestlé Professional",
      "source_url": ""
    },
    {
      "finding_id": "sea-vn-outlet-contraction-h1-2025",
      "market": "VN",
      "metric": "F&B outlet count contraction",
      "value": "7.1%",
      "unit": "percent change year on year",
      "period": "H1 2025",
      "evidence_tag": "M",
      "source_id": "m-1",
      "source_name": "iPOS.vn and Nestlé Professional",
      "source_url": ""
    },
    {
      "finding_id": "sea-sg-closures-2024",
      "market": "SG",
      "metric": "F&B closures",
      "value": "3,047",
      "unit": "closures",
      "period": "2024",
      "evidence_tag": "M",
      "source_id": "m-3",
      "source_name": "Reuters",
      "source_url": ""
    },
    {
      "finding_id": "sea-sg-closures-2025-ytd",
      "market": "SG",
      "metric": "F&B closures",
      "value": "2,431",
      "unit": "closures",
      "period": "Jan–Oct 2025",
      "evidence_tag": "M",
      "source_id": "m-4",
      "source_name": "Ministry of Trade and Industry Singapore data",
      "source_url": ""
    },
    {
      "finding_id": "sea-sg-closures-per-month-2025",
      "market": "SG",
      "metric": "F&B closures per month",
      "value": "307",
      "unit": "closures per month",
      "period": "early 2025",
      "evidence_tag": "M",
      "source_id": "m-3",
      "source_name": "Reuters",
      "source_url": ""
    },
    {
      "finding_id": "sea-regional-delivery-gmv-2025",
      "market": "SEA",
      "metric": "Food delivery GMV",
      "value": "US$22.7 billion",
      "unit": "USD gross merchandise value",
      "period": "2025",
      "evidence_tag": "M",
      "source_id": "m-5",
      "source_name": "Momentum Works",
      "source_url": ""
    },
    {
      "finding_id": "sea-regional-delivery-gmv-growth-2025",
      "market": "SEA",
      "metric": "Food delivery GMV growth",
      "value": "18%",
      "unit": "percent change year on year",
      "period": "2025",
      "evidence_tag": "M",
      "source_id": "m-5",
      "source_name": "Momentum Works",
      "source_url": ""
    },
    {
      "finding_id": "sea-my-delivery-gmv-growth-2025",
      "market": "MY",
      "metric": "Food delivery GMV growth",
      "value": "18–19%",
      "unit": "percent change year on year",
      "period": "2025",
      "evidence_tag": "M",
      "source_id": "m-5",
      "source_name": "Momentum Works",
      "source_url": ""
    },
    {
      "finding_id": "sea-vn-delivery-gmv-2025",
      "market": "VN",
      "metric": "Food delivery GMV",
      "value": "US$2.1 billion",
      "unit": "USD gross merchandise value",
      "period": "2025",
      "evidence_tag": "M",
      "source_id": "m-6",
      "source_name": "Momentum Works",
      "source_url": ""
    },
    {
      "finding_id": "sea-my-grabfood-share",
      "market": "MY",
      "metric": "GrabFood delivery market share",
      "value": "65%",
      "unit": "percent of delivery GMV (about)",
      "period": "most recent public breakdown, 2023",
      "evidence_tag": "M",
      "source_id": "m-14",
      "source_name": "Momentum Works",
      "source_url": ""
    },
    {
      "finding_id": "sea-my-foodpanda-share",
      "market": "MY",
      "metric": "foodpanda delivery market share",
      "value": "30%",
      "unit": "percent of delivery GMV (about)",
      "period": "most recent public breakdown, 2023",
      "evidence_tag": "M",
      "source_id": "m-14",
      "source_name": "Momentum Works",
      "source_url": ""
    },
    {
      "finding_id": "sea-sg-grabfood-share",
      "market": "SG",
      "metric": "GrabFood delivery market share",
      "value": "63%",
      "unit": "percent of delivery GMV (about)",
      "period": "most recent public breakdown, 2023",
      "evidence_tag": "M",
      "source_id": "m-14",
      "source_name": "Momentum Works",
      "source_url": ""
    },
    {
      "finding_id": "sea-vn-platform-share-split",
      "market": "VN",
      "metric": "ShopeeFood and GrabFood delivery market share, each",
      "value": "48%",
      "unit": "percent of delivery GMV",
      "period": "2025",
      "evidence_tag": "M",
      "source_id": "m-6",
      "source_name": "Momentum Works",
      "source_url": ""
    },
    {
      "finding_id": "sea-my-commission-estimate",
      "market": "MY",
      "metric": "Delivery commission, independent estimate range",
      "value": "25–30%",
      "unit": "percent of order value, negotiated per outlet",
      "period": "2026",
      "evidence_tag": "M",
      "source_id": "m-7",
      "source_name": "Eats365",
      "source_url": ""
    },
    {
      "finding_id": "sea-sg-commission-estimate",
      "market": "SG",
      "metric": "Delivery commission, independent estimate range",
      "value": "25–30%",
      "unit": "percent of order value, commonly cited",
      "period": "2026",
      "evidence_tag": "E",
      "source_id": "e",
      "source_name": "PEKO estimate or model",
      "source_url": ""
    },
    {
      "finding_id": "sea-vn-commission-estimate",
      "market": "VN",
      "metric": "Delivery commission, independent estimate range",
      "value": "20–30%",
      "unit": "percent of order value, negotiated per outlet",
      "period": "2026",
      "evidence_tag": "E",
      "source_id": "e",
      "source_name": "PEKO estimate or model",
      "source_url": ""
    },
    {
      "finding_id": "sea-my-duitnow-qr-volume-2025",
      "market": "MY",
      "metric": "DuitNow QR transaction volume",
      "value": "3 billion",
      "unit": "transactions",
      "period": "2025",
      "evidence_tag": "M",
      "source_id": "m-9",
      "source_name": "Bank Negara Malaysia",
      "source_url": ""
    },
    {
      "finding_id": "sea-my-duitnow-acceptance-points",
      "market": "MY",
      "metric": "DuitNow QR acceptance points",
      "value": "2.6 million",
      "unit": "acceptance points",
      "period": "end-2024",
      "evidence_tag": "M",
      "source_id": "m-8",
      "source_name": "Global Payments / Worldpay via Fintech News Singapore",
      "source_url": ""
    },
    {
      "finding_id": "sea-my-digital-payment-adoption",
      "market": "MY",
      "metric": "Digital payment adoption",
      "value": "80%",
      "unit": "percent of consumers (exceeds)",
      "period": "2026",
      "evidence_tag": "M",
      "source_id": "m-21",
      "source_name": "Tazapay",
      "source_url": ""
    },
    {
      "finding_id": "sea-sg-digital-payment-adoption",
      "market": "SG",
      "metric": "Digital payment adoption",
      "value": "92%",
      "unit": "percent of consumers",
      "period": "2025",
      "evidence_tag": "M",
      "source_id": "m-11",
      "source_name": "PwC Singapore",
      "source_url": ""
    },
    {
      "finding_id": "sea-vn-vietqr-daily-transfers",
      "market": "VN",
      "metric": "VietQR transfers per day",
      "value": "15 million",
      "unit": "transfers per day (roughly)",
      "period": "2025",
      "evidence_tag": "M",
      "source_id": "m-10",
      "source_name": "VnEconomy",
      "source_url": ""
    },
    {
      "finding_id": "sea-vn-qr-volume-growth-2025",
      "market": "VN",
      "metric": "QR payment volume growth",
      "value": "62%",
      "unit": "percent change year on year",
      "period": "2025",
      "evidence_tag": "M",
      "source_id": "m-29",
      "source_name": "State Bank of Vietnam",
      "source_url": ""
    },
    {
      "finding_id": "sea-vn-revenue-2025",
      "market": "VN",
      "metric": "F&B market revenue",
      "value": "VND 726.5 trillion",
      "unit": "VND",
      "period": "2025",
      "evidence_tag": "M",
      "source_id": "m-12",
      "source_name": "B&Company",
      "source_url": ""
    },
    {
      "finding_id": "sea-vn-outlet-count-2025",
      "market": "VN",
      "metric": "F&B outlet count",
      "value": "329,500",
      "unit": "outlets (roughly)",
      "period": "2025",
      "evidence_tag": "M",
      "source_id": "m-12",
      "source_name": "B&Company",
      "source_url": ""
    },
    {
      "finding_id": "sea-vn-material-cost-pressure",
      "market": "VN",
      "metric": "F&B businesses reporting raw-material cost pressure",
      "value": "69%",
      "unit": "percent of businesses",
      "period": "2025",
      "evidence_tag": "M",
      "source_id": "m-12",
      "source_name": "B&Company",
      "source_url": ""
    },
    {
      "finding_id": "sea-sg-full-service-revenue-change",
      "market": "SG",
      "metric": "Full-service restaurant revenue change",
      "value": "5.6%",
      "unit": "percent decline year on year",
      "period": "June 2025",
      "evidence_tag": "M",
      "source_id": "m-13",
      "source_name": "Market Research Singapore",
      "source_url": ""
    },
    {
      "finding_id": "sea-first-visit-non-return-rate",
      "market": "VN",
      "metric": "First-visit customers not returning within 90 days",
      "value": "60–75%",
      "unit": "percent of first-visit customers",
      "period": "Jan 2024 – Jun 2026",
      "evidence_tag": "P",
      "source_id": "p",
      "source_name": "PEKO merchant data, Vietnam",
      "source_url": ""
    },
    {
      "finding_id": "sea-repeat-rate-lift",
      "market": "VN",
      "metric": "Repeat-rate lift with lapse prediction and automated win-back",
      "value": "8–15 percentage points",
      "unit": "percentage points within 90 days",
      "period": "Jan 2024 – Jun 2026",
      "evidence_tag": "P",
      "source_id": "p",
      "source_name": "PEKO merchant data, Vietnam",
      "source_url": ""
    },
    {
      "finding_id": "sea-retention-profit-lift",
      "market": "SEA",
      "metric": "Profit lift from a five-point retention improvement",
      "value": "25% to 95%",
      "unit": "percent profit increase, varies by industry",
      "period": "1990 (Reichheld and Sasser)",
      "evidence_tag": "M",
      "source_id": "m-17",
      "source_name": "Reichheld",
      "source_url": ""
    },
    {
      "finding_id": "sea-cashback-merchant-funded-share",
      "market": "SEA",
      "metric": "Merchant-funded cashback on every bill",
      "value": "5–15%",
      "unit": "percent of bill, funded by the venue",
      "period": "2026",
      "evidence_tag": "E",
      "source_id": "e",
      "source_name": "PEKO estimate or model",
      "source_url": ""
    }
  ]
}