Jollibee, the beloved Filipino fast-food chain, has been named the second fastest-growing restaurant brand globally by Brand Finance, the premier independent brand valuation agency. The brand’s value soared by 51% to USD 2.3 billion, propelling Jollibee from 20th to 17th in the Global Restaurant Rankings.
This growth reflects the Jollibee Group’s prowess in developing brands with global appeal, underscored by its leap to the fifth position in the strongest restaurant brand category, with its rating improving from AA- to AAA. Remarkably, Jollibee stands as the only Philippine brand to make it to the 2024 Top 25 Most Valuable Restaurant Brands and Top 10 Strongest Restaurant Brands.
Ernesto Tanmantiong, Jollibee Group President and CEO, expressed gratitude towards their customers, attributing the brand’s success to the dedication of Jollibee’s leaders and teams worldwide. He emphasized that this achievement is a validation of their effective strategies and commitment over the years.
Founded in the Philippines in 1978, Jollibee now boasts 1,668 stores in 17 countries. Richard Shin, the Jollibee Group’s CFO, highlighted the brand’s effective strategic direction, noting the potential for further expansion and shareholder value enhancement.
David Beal, Chief Marketing Officer, credited Jollibee’s growth to its ability to cater to global tastes with its diverse and affordable menu. The brand’s strategy includes expanding its presence in the United States and the EMEAA region, while maintaining its leadership in the Philippines.
Jollibee’s popularity was evident during the opening of its 100th store in North America, with fans queuing for hours. This level of enthusiasm is a common sight at new store openings worldwide, demonstrating the deep affection customers have for Jollibee’s offerings, including the Jolly Crispy Chicken, Chicken Sandwich, and Peach Mango Pie.