1、A Taste of Tomorrow:Emerging Trends Shaping The Future of Quick Service Restaurant in Southeast AsiaNovember 2024 By Jason Moy,Sunil Chandrasekhar,Imelda Wongso,Michelle Ng,Sharmaine WongBoston Consulting Group partners with leaders in business and society to tackle their most important challenges a

2、nd capture their greatest opportunities.BCG was the pioneer in business strategy when it was founded in 1963.Today,we work closely with clients to embrace a transformational approach aimed at benefiting all stakeholdersempowering organizations to grow,build sustainable competitive advantage,and driv

3、e positive societal impact.Our diverse,global teams bring deep industry and functional expertise and a range of perspectives that question the status quo and spark change.BCG delivers solutions through leading-edge management consulting,technology and design,and corporate and digital ventures.We wor

4、k in a uniquely collaborative model across the firm and throughout all levels of the client organization,fueled by the goal of helping our clients thrive and enabling them to make the world a better place.BOSTON CONSULTING GROUP 1ForewordThe Quick Service Restaurant(QSR)industry in Southeast Asia is

5、 on the upswing.With a growing middle-class and affluent consumer(MAC)class of 330 million 1 people boasting rising incomes,more consumers are turning to QSRs for dining options.The sector is further boosted by the entry and expansion of new players offering both quality and value-driven options tha

6、t appeal to a wider consumer base.In addition,rapid digital advancements,from online delivery to AI adoption,are revolutionizing the industry.These factors together set the QSR sector on a robust growth path,with projections indicating a 1.5x increase in value to reach US$91 billion by 2028.2 Southe