Insider Spotlight
The Pistachio Kunafa Sundae, officially launched at Jollibee UAE in March 2025, is exclusive to the market. Inspired by the viral Dubai chocolate and pistachio kunafa trend, the dessert demonstrates how the company translates local food trends into accessible quick-service restaurant offerings.
While the original sundae is available only in the UAE, its market-led innovation approach has since inspired localized adaptations in Saudi Arabia, the UK, Italy and other international markets.
According to company materials, the initiative reflects Jollibee's strategy of identifying consumer trends early, developing products tailored to local tastes and applying insights across markets where they are relevant rather than relying on a one-size-fits-all global menu.
Why it matters
For Jollibee, localized innovation complements global menu staples such as Chickenjoy, Jolly Spaghetti and Peach Mango Pie. The strategy is designed to keep the brand relevant to local consumers while maintaining a consistent global identity.
The same approach is evident across several markets. Spicy Spaghetti, which originated in Malaysia before gaining strong traction in Vietnam, has since expanded to other Southeast Asian countries.
Other localized launches include Spicy Nuggets in Brunei, as well as the Ube Cloud Crunch Sundae and K-Spicy Chicken Sandwich in the UK, according to a company release.
"What makes these innovations meaningful is that they start with what customers in each market already enjoy," Jollibee Europe, Middle East, Asia, and Australia president Dennis M. Flores said. "Pistachio Kunafa Sundae was born from a real food trend in the UAE, but it worked because our teams translated it into something accessible, familiar and unmistakably Jollibee. That same market-led approach is helping us build stronger relevance with local customers across the region."
The bigger picture
Jollibee said localized menu innovations, backed by sustained marketing support and consistent product quality, have strengthened menu categories in their respective markets. As of June 2026, these launches had contributed to category growth, from spaghetti in Vietnam to desserts in the UK.
The company is also broadening its customer base beyond the Filipino diaspora. Local, non-Filipino customers account for nearly 100 percent of patronage in Vietnam and Brunei, about 87 percent in the UK, 85 percent in Singapore and 70 percent in Hong Kong, supporting its long-term international growth strategy.
"Our goal is to build Jollibee into a truly global brand that is loved not only by Filipinos, but by people from different cultures and communities in every market we serve," Jollibee Group Global president and CEO Ernesto Tanmantiong said.
"By combining global consistency with local relevance, we create more opportunities to grow sustainably and bring the joy of Jollibee to more people around the world." —Princess Daisy C. Ominga| Ed: Corrie S. Narisma
