Jollibee Foods Corp. has advanced into the top tier of global restaurant brands, posting significant gains in brand strength and overall valuation in the latest international assessment by Brand Finance.
In the firm’s Restaurants 25 2026 report, the Philippine-based group placed fifth among the strongest restaurant brands worldwide, improving from ninth position a year earlier. Its brand strength index score rose to 87.9 out of 100, up from 83.9, reflecting stronger consumer recognition, preference and support across its markets.
The company also recorded a 32 percent increase in brand value, reaching $3.3 billion in 2026. That figure ranked it 18th among the world’s most valuable restaurant brands. It continues to hold an AAA rating for brand strength, a classification associated with high levels of customer confidence, emotional engagement and pricing leverage in both domestic and overseas markets such as Singapore and Vietnam.
Despite intensifying global competition, Jollibee remains the only company from the Philippines and Southeast Asia included in the list of the world’s 25 most valuable restaurant brands.
“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,” said Ernesto Tanmantiong, global president and CEO of Jollibee Group.
Tanmantiong attributed the recognition to consistent performance across international operations and rising customer trust. He said the group’s approach centers on disciplined execution and long-term brand building.
Brand Finance, a London-based consultancy specializing in brand valuation, cited Jollibee’s improving metrics as evidence of expanding market presence and increasing influence on consumer decision-making. The firm noted that stronger brand equity enhances the company’s long-term earnings prospects and reinforces its appeal to franchise partners.
The group has continued to grow its footprint across Asia, North America and the Middle East as part of its broader expansion strategy.
“We remain focused on building scalable operating systems, reinforcing brand fundamentals and delivering consistent, superior taste across markets,” Tanmantiong said.
Jollibee Group currently operates more than 10,000 stores and cafés in 33 countries, overseeing a portfolio of 19 brands including Jollibee, Chowking, Mang Inasal, Smashburger and The Coffee Bean & Tea Leaf.
