Insider Spotlight
Why it matters
The recognition highlights Jollibee’s ability to outperform competitors in a highly dynamic market without having the largest store footprint, underscoring the importance of brand relevance and execution.
Jollibee Vietnam has steadily expanded since opening its first store in Ho Chi Minh City in 2005, growing to more than 250 stores across over 50 provinces and cities.
The recognition reflects sustained consumer demand and operational consistency, with the company noting in a company statement that its strong performance is rooted in local relevance despite a smaller network.
The big picture
The brand’s expansion has been supported by a mix of mall-based, street-front, and delivery-focused formats, enabling it to serve a wide range of customer needs and occasions.
“Vietnam is a highly dynamic and competitive market, and our progress reflects our focus on understanding local consumers and executing well on the fundamentals,” said Ernesto Tanmantiong, global president and CEO of Jollibee Group.
“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.”
What’s driving growth
Localized favorites such as Chickenjoy fried chicken, Chili Chicken, and Jolly spaghetti continue to resonate strongly with Vietnamese consumers, supported by consistent service and a focus on superior taste.
The company has also invested heavily in youth engagement. In 2025, its school programs reached 676 schools and around 1.5 million students, alongside more than 500 scholarships. A 20th-anniversary concert drew over 15,000 attendees, highlighting its strong connection with younger audiences.
“We’re grateful to the Vietnamese consumers who continue to choose Jollibee and make us part of their everyday moments,” said Dennis Flores, EMEAA region president.
“This recognition belongs equally to our Jollibee Vietnam team, whose care for the customer and commitment to getting the fundamentals right have made this possible. As we move forward, we remain focused on delivering superior-tasting food and a consistently positive customer experience.”
What’s next
Jollibee Vietnam’s performance has also earned recognition from independent institutions, reinforcing its brand equity and execution as the group continues to scale globally through local adaptation and disciplined growth. —Princess Daisy C. Ominga | Ed: Corrie S. Narisma
