WINNING | Jollibee Group extends lead in ASEAN dining

Insider Spotlight

• Jollibee Group brands dominate top ASEAN QSR rankings
• Rising brand value highlights strong regional consumer pull
• Expanding foodservice demand reshapes ASEAN competition
  

The Jollibee Group is accelerating its influence across Southeast Asia’s fast-growing quick-service restaurant market, where rising consumer spending, youthful demographics, and shifting urban lifestyles are reshaping how millions choose their everyday meals. 

The company’s cultural resonance and expanding footprint continue to strengthen its position in a region where loyalty to familiar flavors remains a decisive force.

What’s happening

Fresh results from the Brand Finance ASEAN 500 2025 report once again placed Jollibee, Mang Inasal, and Chowking as the top three most valuable restaurant brands among 5,000 assessed across the region.

• Jollibee ranked #1, with brand value rising 8 percent to $2.5 billion
• Mang Inasal ranked #2 at $377 million
• Chowking ranked #3 at $262 million

The sweep underscores how the group’s multi-brand strategy resonates across cultural and demographic segments.

Why this is relevant

The ASEAN foodservice sector is entering a period of sustained structural growth, driven by expanding middle-income households, rising mobility, and increasing demand for convenient and affordable dining. 

Homegrown players like the Jollibee Group are redefining a landscape once dominated by global chains. The information was shared through a press release that underscored the growing importance of brand equity and customer trust as competitive drivers.

Driving the news

“Our continued leadership in the Brand Finance ASEAN 500 rankings reflects the strength of our brand portfolio, the passion of our teams across the Jollibee Group, and the trust and love of our customers,” Ernesto Tanmantiong, global president and chief executive officer of the Jollibee Group, said in a press release.

Ernesto Tanmantiong, Global president and CEO of Jollibee Group

"As we continue to grow globally, we remain focused on innovation, quality, and an enduring purpose—to spread joy through superior taste."

“It affirms our leadership not only in scale, but in the hearts of the people we serve. As we continue to grow globally, we remain focused on innovation, quality, and an enduring purpose—to spread joy through superior taste,” Tanmantiong added.

By the numbers

Brand Finance evaluates more than 6,000 brands across 41 countries and 31 sectors, analyzing marketing investment, stakeholder equity, and business performance to determine brand value.

Zoom in — inside the portfolio:

• Jollibee operates more than 1,800 stores in 17 countries and was named the world’s second fastest-growing restaurant brand
• Mang Inasal expanded to 575 stores, adding its first drive-thru in Bulacan
• Chowking enhanced products and customer experience across 621 global stores in its push to become the most loved Chinese QSR brand worldwide

What they’re saying

“The Jollibee Group’s sweep of the restaurant sector and their ability to build strong, emotionally resonant brands while maintaining consistent growth is a remarkable achievement,” the statement quoted Alex Haigh, managing director of Brand Finance, Asia Pacific, as saying.

The bottom line

The recognition further solidifies the Jollibee Group’s momentum as it advances toward its long-term ambition of becoming one of the world’s top five restaurant companies. — Princess Daisy C. Ominga | Ed: Corrie S. Narisma