Apr 2026 Audit

April 2026 · Status Audit

Apr 2026 vs Mar 2026 — Digital channel deep dive

2026-04-01 → 2026-04-30
Calendar note: April has 30 days, March has 31 days. Each KPI card shows per-day rate alongside totals so the comparison is fair.

April 2026 · Status verdict

Digital sales in April were below March — ₫9.1B vs ₫9.4B (−2.5% · −₫237.8M). After normalizing for calendar (30-day Apr vs 31-day Mar), per-day sales were +71.3% — the headline gap is partly explained by fewer days.

Guest count −4.4% (−5,440). Stores active: 49 (was 47, +2). Promo portfolio: 15 new, 22 retired. Avg ROI 0.50 → 0.60; total discount given ₫487.5M → ₫428.4M.

Source attribution · Why Digital lost ₫237.8M

Decomposition: new stores · returning movement · promo vs organic · top named contributors

−₫237.8M (−2.5%)

Store-level decomposition

Mar baseline · Digital₫9.4B
2 new stores opened· Stores active in Apr but not Mar+₫119.1M
17 returning stores grew· Same stores, more sales+₫216M
30 returning stores declined· Same stores, less sales−₫572.9M
Apr result · Digital₫9.1B
Promotion sales64% of total
₫5.9B
+₫534.4K (+0.9%)was ₫5.9B
Organic sales (non-promo)36% of total
₫3.3B
−₫238.4M (−6.8%)was ₫3.5B
Key finding: Promotion sales held essentially flat at ₫5.9B (+0.9%). The Apr decline came almost entirely from organic / non-promotion Digital sales, which dropped ₫238.4M (−6.8%). This signals weakness in baseline demand rather than promo cannibalization or churn.

Promotion portfolio churn (within ₫5.9B promo sales)

15 new launched
+₫391.9M
22 retired
−₫244.9M
Existing grew
+₫316.3M
Existing declined
−₫462.8M

Top named contributors

Stores · biggest losses
  1. 1Hoang Dao Thuy−₫63.9M
  2. 2Vincom Tran Duy Hung−₫55.1M
  3. 3Thai Ha−₫46.1M
  4. 4Da Kao−₫45.9M
  5. 5Linh Dam (Ha Noi)−₫36.9M
Stores · biggest gains
  1. 1Long Beach Center+₫105.2M
  2. 2Phan Xich Long+₫42M
  3. 3Aeon Long Bien+₫32.1M
  4. 4Ha Noi Centre+₫24.6M
  5. 5Pham Ngu Lao+₫24.1M
Promotions · biggest losses
  1. 1Chicken Day - Mua 2 tang 2 Ga ran−₫114.7M
  2. 2Combo Chicken 4U 65K & 75K−₫101.1M
  3. 3Free 1 Fried Chicken Meal or Cheeseburger · RETIRED−₫69M
  4. 4Monday Discount−₫64.2M
  5. 5Deal Mừng Tháng Sinh Nhật · RETIRED−₫50.8M
Promotions · biggest gains
  1. 12 Ga Xot Kem La Chanh 69K · NEW+₫137.1M
  2. 2Mì Ý M giá chỉ 33k · NEW+₫81.2M
  3. 33-Flavor Chicken Combo 109K · NEW+₫71.8M
  4. 4Combo Tron Y Tron Xot+₫69.5M
  5. 5Free 1 M Spaghetti+₫50.5M

Growth sources + Action plan

Where Apr Digital growth came from, and what to do next to lift May

Data-driven

↗ Sources of growth (Apr 2026)

New stores opened
+₫119.1M
  • 2 stores opened in April0 in March
  • Long Beach Center+₫105.2M
Aeon network expansion
+₫60.3M
  • Long Bien+₫32.1M
  • Le Chan (Hai Phong)+₫10.9M
  • Ha Dong+₫9.5M
  • Binh Duong+₫7.9M
New promotion launches
+₫290M
  • 2 Ga Xot Kem La Chanh 69KROI 1.25+₫137.1M
  • Mì Ý M giá chỉ 33kROI 1.13+₫81.2M
  • 3-Flavor Chicken Combo 109KROI 1.17+₫71.8M
Existing top performers
+₫104.6M
  • Phan Xich Long+₫42M
  • Ha Noi Centre+₫24.6M
  • Pham Ngu Lao+₫24.1M
  • Gold Coast+₫13.9M
Late-April recovery confirmed
W14
₫2017M
W15
₫2054M
+1.8%
W16
₫2059M
+0.3%
W17
₫2135M
+3.7%
W18
₫2276M
+6.6%

Digital sales rose every week from W14 low (₫2017M) to W18 peak (₫2276M). Issue was front-loaded in early April — May trajectory is positive.

✓ Recommended actions (prioritized)

  1. #1P0
    Site audit: Hoang Dao Thuy, Vincom Tran Duy Hung, Thai Ha
    Evidence: Top 3 declining stores account for −₫165.1M (~50% of returning-store decline). Issue is Digital-channel-specific.
    Action: On-site ops + traffic audit for these 3 stores within 2 weeks — review delivery handover SLA, app conversion, kiosk ordering UX.
    Expected: +₫82.6M if 50% recovery
  2. #2P0
    Replicate Long Beach Center launch playbook
    Evidence: Single new store contributed +₫104.8M in first month — 88% of all new-store gain.
    Action: Document opening playbook: launch promos, marketing spend, location signals. Apply to next 2 openings.
    Expected: +₫80-120M per future opening
  3. #3P1
    Scale "Xốt Kem Lá Chanh" theme — 2 SKUs converting
    Evidence: 2 lemon-cream chicken SKUs in Apr top performers, total ₫173.6M, all ROI ≥ 1.20
    Action: Extend Xốt Kem Lá Chanh through May/June with size variants (M/L) + bundle pricing (current 69k → tier 99k+ combo).
    Expected: +₫52.1M if scaled 30%
  4. #4P1
    Cut bleeding promos · save ₫61.8M discount budget
    Evidence: 3 promos at ROI < 0.5 burning ₫61.8M discount/month with low return. Worst: Loyalty - Free M Spaghetti (ROI 0.04).
    Action: Kill or restructure (raise threshold / tighten qualifying purchase). Reinvest savings into top-ROI promos.
    Expected: +₫43.3M margin saved
  5. #5P2
    Promo portfolio quality improving · ROI 0.50 → 0.60
    Evidence: Avg promo ROI rose 21% MoM despite headline sales drop. Discount spend down ₫59M.
    Action: Continue current portfolio discipline. Review promos quarterly with ROI floor = 1.0.
    Expected: Margin protection
  6. #6P2
    Track May acceleration weekly
    Evidence: Week 18 (May start) Digital ₫2276M — highest since W10.
    Action: Set May target = April × 1.05 (recover Mar gap + 2.5% growth). Weekly check-in on this dashboard.
    Expected: May ≥ ₫9.6B Digital
Sales · Digital
₫9.1B
₫304.7M/day
-2.5%vs Mar
Guest Count · Digital
117.7K
3,922/day
-4.4%vs Mar
Avg Ticket · Digital
₫77,685
per guest
+2.0%vs Mar
Active Stores
49
+2 vs Mar
+4.3%vs Mar
Active Promotions
65
-7 vs Mar
-9.7%vs Mar
Avg Promo ROI
0.60
Mar 0.50 · discount ₫428.4M
+21.2%vs Mar
Delivery
₫44.9B
+1.4%was ₫44.3B · GC 245,425
Digital
₫9.1B
2.5%was ₫9.4B · GC 117,659
Instore
₫55.9B
2.5%was ₫57.3B · GC 472,002

Weekly progression · W10–W17 (Mar weeks → Apr weeks)

W10–W13 = March · W14–W17 = April · Digital highlighted

9 weeks

Top promotions ↑

10 grew
  1. 1
    2 Ga Xot Kem La Chanh 69K
    ID 500320931 · ROI 1.25
    ₫137.1M·was ₫0
    —+₫137.1M
  2. 2
    Mì Ý M giá chỉ 33k
    ID 500320567 · ROI 1.13
    ₫81.2M·was ₫0
    —+₫81.2M
  3. 3
    3-Flavor Chicken Combo 109K
    ID 500324453 · ROI 1.17
    ₫71.8M·was ₫0
    —+₫71.8M
  4. 4
    Combo Tron Y Tron Xot
    ID 500301270 · ROI 1.31
    ₫245.9M·was ₫176.5M
    +39.4%+₫69.5M
  5. 5
    Free 1 M Spaghetti
    ID 500304999 · ROI 0.67
    ₫119.8M·was ₫69.3M
    +72.8%+₫50.5M
  6. 6
    LFO OFF 5%
    ID 500136686 · ROI 1.27
    ₫253M·was ₫209.3M
    +20.9%+₫43.7M
  7. 7
    Loyalty - Free M Spaghetti
    ID 500310627 · ROI 0.04
    ₫73.9M·was ₫30.8M
    +140.3%+₫43.2M
  8. 8
    Combo Ngon Me Ga Xot Kem La Chanh Chi 149k
    ID 500324460 · ROI 1.28
    ₫36.5M·was ₫0
    —+₫36.5M
  9. 9
    Combo Ga Xot Kem La Chanh Chi 59k
    ID 500324458 · ROI 1.16
    ₫29.8M·was ₫0
    —+₫29.8M
  10. 10
    Combo Sanh Doi Ga Xot Kem La Chanh Chi 109k
    ID 500324459 · ROI 1.22
    ₫28.4M·was ₫0
    —+₫28.4M

Top promotions ↓

10 declined
  1. 1
    Chicken Day - Mua 2 tang 2 Ga ran
    ID 500211556 · ROI 0.49 → 0.52
    ₫621M·was ₫735.7M
    -15.6%₫114.7M
  2. 2
    Combo Chicken 4U 65K & 75K
    ID 500276457 · ROI 1.25 → 1.27
    ₫671.2M·was ₫772.3M
    -13.1%₫101.1M
  3. 3
    Free 1 Fried Chicken Meal or Cheeseburger
    ID 500211577 · ROI 0.29 → —
    ₫0·was ₫69M
    -100.0%₫69M
  4. 4
    Monday Discount
    ID 500211671 · ROI 0.89 → 0.93
    ₫156.9M·was ₫221.2M
    -29.0%₫64.2M
  5. 5
    Deal Mừng Tháng Sinh Nhật
    ID 500305774 · ROI 0.92 → —
    ₫0·was ₫50.8M
    -100.0%₫50.8M
  6. 6
    Dai Tiec Ga - 89K 3pcs
    ID 500276038 · ROI 1.30 → 1.32
    ₫387.2M·was ₫436.7M
    -11.3%₫49.6M
  7. 7
    Bữa ăn tiết kiệm cho 2 người
    ID 500276459 · ROI 1.10 → 1.10
    ₫729.1M·was ₫763.6M
    -4.5%₫34.5M
  8. 8
    Combo Fried Chicken 99K
    ID 500276449 · ROI 1.18 → 1.21
    ₫207.3M·was ₫233.2M
    -11.1%₫25.9M
  9. 9
    1 M Spaghetti cost only 33k
    ID 500305004 · ROI 1.08 → —
    ₫0·was ₫17M
    -100.0%₫17M
  10. 10
    Hello Nguyen Van Thoai Combo
    ID 500301580 · ROI 0.95 → —
    ₫0·was ₫15M
    -100.0%₫15M

NEW promotions in April

15
  1. 1
    2 Ga Xot Kem La Chanh 69K
    ID 500320931 · GC 1,446 · ROI 1.25
    ₫137.1M
    Apr sales
  2. 2
    Mì Ý M giá chỉ 33k
    ID 500320567 · GC 1,429 · ROI 1.13
    ₫81.2M
    Apr sales
  3. 3
    3-Flavor Chicken Combo 109K
    ID 500324453 · GC 566 · ROI 1.17
    ₫71.8M
    Apr sales
  4. 4
    Combo Ngon Me Ga Xot Kem La Chanh Chi 149k
    ID 500324460 · GC 220 · ROI 1.28
    ₫36.5M
    Apr sales
  5. 5
    Combo Ga Xot Kem La Chanh Chi 59k
    ID 500324458 · GC 428 · ROI 1.16
    ₫29.8M
    Apr sales
  6. 6
    Combo Sanh Doi Ga Xot Kem La Chanh Chi 109k
    ID 500324459 · GC 228 · ROI 1.22
    ₫28.4M
    Apr sales
  7. 7
    Săn Mì Ý 20K Cùng Neko Lê và BB Trần
    ID 500315819 · GC 65 · ROI 0.67
    ₫2.6M
    Apr sales
  8. 8
    Combo Hello McDonald's Gold Coast 149K
    ID 500324680 · GC 12 · ROI 0.89
    ₫2M
    Apr sales
  9. 9
    Dai Tiec Ga - 89K 3pcs
    ID 500316422 · GC 8 · ROI 1.25
    ₫968.5K
    Apr sales
  10. 10
    Combo Ga Gion 65K & 75K
    ID 500316424 · GC 11 · ROI 1.18
    ₫726.8K
    Apr sales
  11. 11
    FREEMIY - Neko Le Idol Spaghetti Combo
    ID 500316006 · GC 10 · ROI -0.31
    ₫375K
    Apr sales
  12. 12
    Game - Qua Tang An Ngon
    ID 500320449 · GC 42 · ROI -0.71
    ₫313.9K
    Apr sales
  13. 13
    Neko Le Idol Spaghetti Combo
    ID 500316419 · GC 1 · ROI 0.89
    ₫82.4K
    Apr sales
  14. 14
    Miễn Phí Upsize Coke R Lên L
    ID 500319798 · GC 1 · ROI 3.34
    ₫61.1K
    Apr sales
  15. 15
    Mung Quoc Te Lao Dong - Tang 01 phan Com Ga Xot Kem La Chanh va Nuoc
    ID 500324434 · GC 20 · ROI -0.97
    ₫13.9K
    Apr sales

RETIRED promotions (in Mar, gone in Apr)

22
  1. 1
    Free 1 Fried Chicken Meal or Cheeseburger
    ID 500211577 · GC 1,166 · ROI 0.29
    ₫69M
    Last month sales
  2. 2
    Deal Mừng Tháng Sinh Nhật
    ID 500305774 · GC 464 · ROI 0.92
    ₫50.8M
    Last month sales
  3. 3
    1 M Spaghetti cost only 33k
    ID 500305004 · GC 371 · ROI 1.08
    ₫17M
    Last month sales
  4. 4
    Hello Nguyen Van Thoai Combo
    ID 500301580 · GC 97 · ROI 0.95
    ₫15M
    Last month sales
  5. 5
    Viettel Money - Combo 142k
    ID 500284553 · GC 91 · ROI 1.21
    ₫13.6M
    Last month sales
  6. 6
    Viettel Money - Combo 2 Ga Ran
    ID 500284538 · GC 202 · ROI 0.52
    ₫9.3M
    Last month sales
  7. 7
    Kem Cone 5K
    ID 500284172 · GC 930 · ROI 0.54
    ₫8.9M
    Last month sales
  8. 8
    Mi Y M gia chi 19k
    ID 500309720 · GC 231 · ROI 0.53
    ₫8.2M
    Last month sales
  9. 9
    1 M Spaghetti cost only 19k
    ID 500309723 · GC 227 · ROI 0.51
    ₫8M
    Last month sales
  10. 10
    1 M Spaghetti cost only 19k
    ID 500305113 · GC 228 · ROI 0.41
    ₫6.4M
    Last month sales
  11. 11
    Mi Y M gia chi 19k
    ID 500309722 · GC 194 · ROI 0.46
    ₫6.1M
    Last month sales
  12. 12
    Mi Y M gia chi 9k
    ID 500305097 · GC 399 · ROI -0.19
    ₫5.9M
    Last month sales
  13. 13
    Viettel Money - Combo 111k
    ID 500284547 · GC 38 · ROI 0.90
    ₫4.4M
    Last month sales
  14. 14
    1 M Spaghetti cost only 9k
    ID 500309719 · GC 233 · ROI -0.21
    ₫3.2M
    Last month sales
  15. 15
    Combo Ban Dao Linh Dam
    ID 500301249 · GC 25 · ROI 0.96
    ₫3.1M
    Last month sales
  16. 16
    1 M Spaghetti cost only 9k
    ID 500309721 · GC 231 · ROI -0.26
    ₫3M
    Last month sales
  17. 17
    Combo Nhat Loc
    ID 500301252 · GC 23 · ROI 0.88
    ₫2.9M
    Last month sales
  18. 18
    Viettel Money - Combo 84k
    ID 500284542 · GC 34 · ROI 1.17
    ₫2.9M
    Last month sales
  19. 19
    1 M Spaghetti cost only 9k
    ID 500309724 · GC 231 · ROI -0.31
    ₫2.6M
    Last month sales
  20. 20
    Combo Biconsi Tron Day
    ID 500301261 · GC 17 · ROI 1.11
    ₫2.6M
    Last month sales
  21. 21
    Combo Gan Ket Bien Hoa
    ID 500301256 · GC 11 · ROI 0.91
    ₫2M
    Last month sales
  22. 22
    Mien phi phan an EVM
    ID 500306292 · GC 1 · ROI -0.75
    ₫9.3K
    Last month sales

Top stores ↑ · Digital

10 grew
  1. 1
    Long Beach Center
    ₫105.2M·was ₫0
    —+₫105.2M
  2. 2
    Phan Xich Long
    ₫230.2M·was ₫188.2M
    +22.3%+₫42M
  3. 3
    Aeon Long Bien
    ₫286.3M·was ₫254.2M
    +12.6%+₫32.1M
  4. 4
    Ha Noi Centre
    ₫136.6M·was ₫112M
    +21.9%+₫24.6M
  5. 5
    Pham Ngu Lao
    ₫190.1M·was ₫165.9M
    +14.5%+₫24.1M
  6. 6
    Gold Coast
    ₫13.9M·was ₫0
    —+₫13.9M
  7. 7
    Au Co
    ₫136M·was ₫123.6M
    +10.1%+₫12.5M
  8. 8
    Aeon Le Chan (Hai Phong)
    ₫199.4M·was ₫188.5M
    +5.8%+₫10.9M
  9. 9
    Nha Trang Station (Nha Trang)
    ₫149.1M·was ₫139.4M
    +7.0%+₫9.8M
  10. 10
    Aeon Ha Dong
    ₫255.4M·was ₫245.9M
    +3.8%+₫9.5M

Top stores ↓ · Digital

10 declined
  1. 1
    Hoang Dao Thuy
    ₫371.4M·was ₫435.3M
    -14.7%₫63.9M
  2. 2
    Vincom Tran Duy Hung
    ₫158.3M·was ₫213.5M
    -25.8%₫55.1M
  3. 3
    Thai Ha
    ₫402.2M·was ₫448.3M
    -10.3%₫46.1M
  4. 4
    Da Kao
    ₫632.6M·was ₫678.5M
    -6.8%₫45.9M
  5. 5
    Linh Dam (Ha Noi)
    ₫124.9M·was ₫161.7M
    -22.8%₫36.9M
  6. 6
    Vivo City
    ₫171.1M·was ₫204.6M
    -16.4%₫33.6M
  7. 7
    Ho Guom
    ₫212M·was ₫241.2M
    -12.1%₫29.2M
  8. 8
    Nguyen Van Linh (Da Nang)
    ₫259.8M·was ₫288.4M
    -9.9%₫28.6M
  9. 9
    2 Thang 9 (Da Nang)
    ₫246.3M·was ₫273.5M
    -9.9%₫27.2M
  10. 10
    The Loop IPH (Ha Noi)
    ₫265.2M·was ₫292.3M
    -9.3%₫27.2M
Total (all channels combined): ₫110B in April vs ₫111B in March (91.3%). Guest count: 835,086 vs 856,103.