WINNING | Jollibee gains edge in U.S. market with Chickenjoy

Insider Spotlight

• Jollibee strengthens its U.S. market position through sustained consumer support
• Chickenjoy earns top reader-voted ranking for a third straight year
• Recognition reinforces the brand's international expansion momentum
  
  

Jollibee is gaining an edge in the competitive U.S. quick-service restaurant market as growing consumer recognition reinforces the Filipino restaurant chain's international expansion strategy and strengthens its brand appeal among American diners.

The momentum comes after Chickenjoy was voted No. 1 Best Fast Food Fried Chicken in USA TODAY's 10 Best Readers' Choice Awards for the third consecutive year, marking another consumer-backed endorsement of the brand's flagship product.

The latest recognition reflects continued customer preference for Chickenjoy in one of the world's most competitive fast-food markets. 

Public voting by USA TODAY readers determined the final rankings after nominees were selected by a panel of experts, the company said in a statement.

"Receiving this recognition for the third consecutive year is especially meaningful because it reflects the consistency of the quality, taste, and customer experience that we work hard to deliver with every serving in Chickenjoy,"  Jollibee Group global president and chief executive officer Ernesto Tanmantiong said in the same statement.

"It gives us even greater confidence in Jollibee's ability to deepen customer trust and brand love in more markets, as we continue bringing the products and experiences that have made our brand a source of joy for many families."

Why it matters 

The three-year winning streak adds to Jollibee's efforts to build brand equity in North America as it competes with established U.S. restaurant chains and accelerates its global growth strategy.

The recognition joins a growing list of international accolades for Chickenjoy, including Eater.com's Best Fast-Food Fried Chicken award in 2022 and Thrillist's Best Chain Fried Chicken in America recognition in 2021. 

Jollibee currently operates around 100 stores in North America and more than 1,800 locations worldwide, underscoring its ambition to become one of the world's leading restaurant brands.

"We are deeply grateful to the USA TODAY readers who voted for Jollibee and to our loyal customers who continue to share their love for the brand," said Maribeth dela Cruz, Jollibee Philippine Brands North America president.

"This recognition also reflects the dedication of our teams who prepare and serve Chickenjoy every day, helping ensure a joyful and satisfying experience with every visit. It inspires us to keep delivering the Jollibee experience people love, while introducing it to even more customers across North America and beyond." —-Princess Daisy C. Ominga | Ed: Corrie S. Narisma