Jollibee tops Southeast Asia chicken QSR rankings as regional expansion accelerates

Jollibee has been named the No.1 chicken quick service restaurant (QSR) brand in Southeast Asia by Euromonitor International, cementing the Filipino fast-food giant’s growing influence beyond its home market as it accelerates international expansion across the region.

The recognition, based on 2025 value sales in Euromonitor International’s Consumer Foodservice 2026 study, positions Jollibee at the forefront of Southeast Asia’s chicken QSR category, supported by strong consumer demand, localisation strategies, and expansion across multiple markets including Vietnam, Singapore, Malaysia, and Brunei.

The ranking comes as parent company Jollibee Foods Corporation (JFC) continues to strengthen its global growth ambitions. As of December 2025, Jollibee operated 1,658 stores across Southeast Asia, including 317 stores outside the Philippines.

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“Jollibee is well-positioned to scale significantly over time, supported by disciplined expansion and strong market fundamentals,” said Ernesto Tanmantiong, global president and CEO of Jollibee Group. “With 317 stores across Southeast Asia outside the Philippines, we have a solid platform for continued expansion in this high-growth region.”

The company said the brand’s regional growth has been driven by its ability to balance a consistent core identity with localised menu innovation and culturally relevant marketing. Signature offerings such as Chickenjoy and Jolly Spaghetti continue to anchor the brand across markets, while newer launches including Spicy Nuggets, Spicy Spaghetti, and Pistachio Kunafa Sundae have helped sustain consumer engagement.

At the same time, localised products such as Nasi Lemak Chickenjoy in Malaysia reflect the company’s push to adapt to local tastes while maintaining brand familiarity.

Customer experience has also become a key part of the brand’s regional positioning. According to the company, Jollibee stores across Vietnam, Singapore, and Brunei maintain Google ratings of at least four stars, with average ratings across key Southeast Asian markets remaining consistently above four.

“There’s a common perception that Jollibee primarily serves Filipino customers outside the Philippines, but what we’re seeing on the ground is very different,” said Dennis Flores, president for the EMEAA Region. “In markets like Vietnam and Brunei, nearly all of our customers are locals, and in Singapore and Malaysia, locals make up most of our customer base. This tells us that great taste and a strong brand experience resonate beyond borders – it’s something consumers choose, regardless of culture.”

Vietnam has emerged as one of the company’s strongest international growth markets. Jollibee Vietnam was recently recognised by Euromonitor as the country’s No.1 quick service restaurant brand despite not having the largest store network in the market.

The business has grown to more than 250 stores across over 50 provinces and cities since entering Vietnam in 2005, supported by localised products, youth-focused campaigns, and community engagement initiatives. In 2025 alone, Jollibee Vietnam’s school programmes reportedly reached around 1.5 million students across 676 schools, alongside more than 500 scholarships awarded.

“Vietnam is a highly dynamic and competitive market, and our progress reflects our focus on understanding local consumers and executing well on the fundamentals,” Tanmantiong said. “It also underscores the strength of combining a well-loved brand with deep local understanding and consistent execution, reinforcing our belief that long-term growth in international markets comes from staying relevant to consumers while building strong operating foundations.”

The regional recognition also arrives amid a broader period of international expansion and portfolio diversification for JFC. In its first-quarter 2026 financial results, the group reported systemwide sales growth of 10.3% year-on-year, with international business rising 13.5% and EMEAA operations up 8.9%.

Jollibee Vietnam recorded 25.9% growth during the quarter, while the company opened 181 new stores globally, including 149 international locations. JFC’s total network now exceeds 10,400 stores across 33 countries.

Despite strong topline growth, profitability was pressured by elevated commodity and supply chain costs linked to geopolitical developments. Operating income declined 18.2% year-on-year during the quarter, prompting the company to implement selective price increases and tighter cost management measures beginning in Q2 2026.

Still, JFC continues to push forward with expansion initiatives. Earlier this year, the group completed its acquisition of South Korean hot pot chain Shabu All Day and also expanded Compose Coffee into Taiwan as part of its wider international growth strategy.

Alongside Euromonitor’s recognition, Jollibee has also continued to gain traction in global brand rankings. The brand was recently ranked among the top five strongest restaurant brands globally in Brand Finance’s Restaurants 25 2026 report and remains the only Philippine and Southeast Asian restaurant brand included among the world’s top 25 most valuable restaurant brands.

“This milestone underscores the strength of Jollibee as our flagship brand and our ability to build brands that connect across markets,” Tanmantiong said. “As we expand further, we remain focused on building brands that can scale while staying meaningful to the customers we serve.”

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