Jollibee strengthens global credentials as Brand Finance values flagship at US$3.3b

Jollibee Group is reinforcing its position as one of the Philippines' strongest brand owners after its flagship Jollibee brand increased its value by 32% to US$3.3 billion, while sister brands Mang Inasal and Chowking also strengthened their positions in the latest Brand Finance Philippines 50 rankings.

According to the Brand Finance Philippines 50 2026 report, Jollibee, Mang Inasal and Chowking ranked as the country's three most valuable restaurant brands, highlighting the strength of the group's multi-brand strategy as it continues expanding across international markets.

The recognition comes as the Philippine restaurant sector reached an estimated brand value of US$4.1 billion, growing 29% year on year. Jollibee alone accounted for around 80% of the sector's total brand value.

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Jollibee retained its position as the Philippines' second most valuable brand for the third consecutive year. Internationally, it also climbed four places to become the world's fifth strongest restaurant brand in the Brand Finance Restaurants 25 2026 report, making it the only Philippine and Southeast Asian brand included in the global ranking.

Brand Finance attributed Jollibee's performance to strong consumer familiarity, advocacy and price acceptance across its domestic market and key international territories. The consultancy also recognised the brand as the Philippines' leading performer in environmental, social and governance (ESG) perceptions.

Mang Inasal was among the report's biggest movers, climbing from seventh to second among the Philippines' strongest brands after its Brand Strength Index increased to 95.2 out of 100, earning the highest AAA+ rating. Its brand value rose 28% to US$482 million, while Brand Finance also named it one of its "Brands to Watch" for 2026.

Meanwhile, Chowking improved its standing in the country's top 50 most valuable brands, rising to 31st as it continues expanding its footprint in the Philippine quick-service restaurant market.

Joseph Tanbuntiong, CEO of Jollibee Group Philippines and head of Jollibee Brand Global, said the rankings reflected the company's long-term brand-building efforts.

"This recognition affirms the strength of the Jollibee Group's portfolio and the enduring relevance of our homegrown brands in the lives of Filipino consumers. Jollibee, Mang Inasal, and Chowking each serve distinct tastes, occasions, and customer needs, yet they are united by the same commitment to superior taste, value, and joyful service. As we continue to build brands that are deeply loved at home and increasingly recognised globally, we are grateful to our teams, franchisees, and customers who help us strengthen these brands every day."

The latest brand rankings follow a record financial year for Jollibee Group, which reported systemwide sales of 455.1 billion pesos (US$7.4 billion) in 2025, alongside consolidated revenue of 305.1 billion pesos (US$4.9 billion), operating income of 20.2 billion pesos (US$328 million) and net income attributable to equity holders of 10.9 billion pesos (US$177 million).

Speaking at the company's 2026 annual stockholders' meeting, global president and CEO Ernesto Tanmantiong said the performance reflected both financial strength and strategic execution.

"The year 2025 marked another defining chapter in the Jollibee Group's growth journey - one that reflected not only the strength of our financial performance, but also the clarity of our strategic direction and the depth of our commitment to building a business that creates enduring value," he said.

"In a dynamic environment shaped by evolving consumer preferences, ongoing cost pressures, and rising expectations around corporate responsibility, we stayed focused on what matters most: staying passionate about superior taste, serving customers with joy, empowering our people, strengthening our brands, and investing for the future."

Looking ahead, the company said it would continue balancing value-led offerings for consumers with productivity initiatives, procurement savings and operational efficiencies to support profitability amid inflationary pressures.

Jollibee Group also identified significant growth opportunities in the Philippine market, noting that its penetration across many provincial municipalities remains at roughly 15%. Beyond opening new outlets, it sees further upside from delivery, digital channels, menu innovation and increased customer engagement.

International expansion remains another key pillar of its strategy. The company said it is continuing a strategic review of its overseas business to identify opportunities to unlock long-term shareholder value, supported by its growing global footprint and diversified portfolio.

The group's international momentum has also been reflected in recent milestones beyond the Brand Finance rankings. Recently, Philippine President Ferdinand Marcos Jr. and Canadian Prime Minister Mark Carney visited Jollibee's Granville store in Vancouver to commemorate the brand's 10th anniversary in Canada, highlighting its role in bringing Filipino cuisine and hospitality to international markets.

Step into PR Asia Philippines 2026 on 9 September in Manila, where communications leaders will unpack the realities of trust, nationalism, misinformation, and polarisation shaping the country’s evolving narrative landscape.

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