Insider Spotlight
The flagship brand of the Jollibee Group ranked fifth-strongest restaurant brand worldwide in the Brand Finance Restaurants 25 2026 report, according to a company statement.
It also remains the Philippines’ sole representative among the world’s 25 most valuable restaurant brands — and the only brand from Southeast Asia included in the global ranking.
Why it matters
The distinction highlights the growing global influence of Filipino brands and signals deeper consumer loyalty, pricing power, and long-term earnings resilience — metrics closely watched by investors and franchise partners.
Jollibee climbed from ninth place in 2025 to fifth in 2026, reflecting a significant improvement in global brand equity.
Its Brand Strength Index (BSI) rose to 87.9 out of 100 from 83.9 the previous year — one of the most notable gains among ranked restaurant brands, the company said.
By the numbers
Brand Finance reported that Jollibee’s brand value increased 32 percent to $3.3 billion in 2026, placing it 18th among the world’s 25 most valuable restaurant brands.
The brand retained its AAA rating, reflecting strong customer trust, emotional connection, and price acceptance in the Philippines and in key markets such as Singapore and Vietnam.
The big picture
Despite differences in scale compared with established Western and Chinese quick-service giants, Jollibee’s rise demonstrates its ability to expand internationally while deepening consumer preference.
Its continued growth across Asia, North America, and the Middle East has strengthened long-term visibility while preserving leadership in its home market.
Ernesto Tanmantiong, global president and chief executive officer of the Jollibee Group, said the recognition underscores the brand’s rising global competitiveness and equity.
“Being ranked among the world’s strongest restaurant brands by Brand Finance signals that Jollibee is winning in superior taste and strengthening consumer preference across markets. It reflects the trust we have built, the disciplined execution of our teams, and the growing power of our brand as we continue to deliver joyful experiences to customers worldwide,” Tanmantiong said.
“We remain focused on building scalable operating systems, reinforcing brand fundamentals, and delivering consistent, superior taste across markets. With disciplined expansion, we are positioning our brands to grow sustainably, compete globally, and create long-term value for our stakeholders, including investors and franchise partners,” Tanmantiong added.
What’s next
Sustained international expansion and brand investment are expected to further solidify Jollibee’s standing as Southeast Asia’s strongest global restaurant contender. —Princess Daisy C. Ominga | Ed: Corrie S. Narisma
