Brand Finance estimates the Jollibee brand is worth about P203.5 billion, or $3.3 billion, after a 32 percent increase this year.
The estimate is higher than the roughly P157 billion market value of Jollibee Foods Corp. (JFC), the Philippine-listed restaurant operator behind dozens of brands and more than 10,000 global stores.
This comes after JFC shares lost about 37 percent over the past 12 months, shrinking the company’s market value even as Brand Finance sharply raised the value of its flagship brand.
The gap highlights the difference between valuing a powerful consumer brand and pricing a global restaurant operator exposed to shifting investor sentiments, demand, costs and growth projections.
JFC shares rebounded more than 4 percent on Wednesday to close at P140.
Second only to BDO
The latest Brand Finance Philippines 50 rankings kept Jollibee as the country’s second most valuable brand for a third straight year, behind only BDO Unibank.
Jollibee also ranked as the world’s fifth-strongest restaurant brand, up four places from last year, making it the only Philippine and Southeast Asian restaurant chain included in Brand Finance’s global restaurant rankings.
Restaurant portfolio dominates
Jollibee, Mang Inasal and Chowking swept the top three spots among Philippine restaurant brands, giving the Jollibee Group about 80 percent of the sector’s estimated $4.1 billion brand value.
Mang Inasal’s estimated brand value rose 28 percent to $482 million, making it the country’s second-strongest brand overall and earning recognition as one of Brand Finance’s “Brands to Watch” for 2026.
Chowking climbed to No. 31 in the overall rankings, extending the Jollibee Group’s dominance of the local restaurant sector.
Building brands at home and abroad
“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,” said Joseph Tanbuntiong, CEO of Jollibee Group Philippines and head of Jollibee Brand Global.
Apart from Jollibee, Mang Inasal, Chowking, the group owns The Coffee Bean & Tea Leaf, Compose Coffee, Greenwich, Red Ribbon, Burger King Philippines, Panda Express Philippines, Tim Ho Wan.
—Edited by Miguel R. Camus
