Jollibee turns joy into a Southeast Asia chicken empire

Insider Spotlight

• Jollibee ranked the top chicken quick service restaurant in Southeast Asia
• Regional store network surpasses 1,600 locations
• Growth fueled by localization and strong consumer demand
• Brand momentum reinforces Jollibee Group’s global expansion push
  
  
  

Jollibee has emerged as the leading chicken quick service restaurant in Southeast Asia, according to Euromonitor International, cementing its position as a dominant force in the region’s competitive fast food landscape.

The big picture

The ranking, based on 2025 value sales from Euromonitor’s Consumer Foodservice 2026 study, places the Filipino fast food giant at the forefront of the chicken QSR category, reflecting sustained demand and strong market execution across multiple countries.

Jollibee operates 1,658 stores across Southeast Asia as of end-2025, including 317 outside the Philippines, giving it a sizable platform for continued regional growth. The company’s expansion trajectory and performance were detailed in a company release, pointing to disciplined execution and favorable market conditions.

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

Why it matters

Jollibee’s strategy hinges on blending global brand consistency with hyper-local relevance. Signature offerings like Chickenjoy and Jolly Spaghetti anchor the menu, while localized items such as Nasi Lemak Chickenjoy in Malaysia deepen market connection.

Customer reception has remained strong, with stores in key markets like Vietnam, Singapore, and Brunei maintaining average Google ratings above four stars, signaling consistent guest satisfaction.

“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.”

Zoom in

Vietnam stands out as a major growth driver, where Jollibee ranks as the top quick service restaurant by value sales despite not having the largest footprint. In Brunei, it leads by store network, while in Singapore it continues to build engagement through localized campaigns.

What’s next

The recognition strengthens Jollibee’s role as a key growth engine for the broader Jollibee Group, which now operates more than 10,000 stores globally across 33 countries.

“This milestone underscores the strength of Jollibee as our flagship brand and our ability to build brands that connect across markets,” Tanmantiong said. —Princess Daisy C. Ominga |Ed: Corrie S. Narisma