Jollibee, the iconic Filipino fast-food chain, has claimed the top spot in a recent survey of Southeast Asia’s leading food brands, according to Campaign Asia’s latest rankings. The study, conducted in partnership with research firm Milieu Insight, placed Jollibee at the forefront with an overall score of 67.35%. This ranking reflects the chain’s strong purchase frequency and its reputation as the top recommendation among Filipinos.
“Jollibee is the top fast-food restaurant in the Philippines and has become a source of national pride,” noted Campaign Asia in their report.
The survey also highlighted the popularity of other fast-food brands in the region, with South Korea’s Lotteria placing second with a score of 64%, followed by global giants McDonald’s (62.3%) and KFC (61.5%). Thailand’s The Pizza Company rounded out the top five with a score of 60.9%.
Jollibee’s dominant position is credited to its strong brand recognition, product quality, customer satisfaction, and trustworthiness. The survey suggests that consumers in Southeast Asia are increasingly supportive of homegrown brands, with Jollibee serving as a prime example of a local chain expanding successfully on a global scale.
Earlier this year, Jollibee was also named the second fastest-growing restaurant brand worldwide by Brand Finance, achieving a brand value increase of 51% to USD 2.3 billion.
Founded in 1978, Jollibee operates over 1,500 stores across 17 countries, with its famous Chickenjoy, Jolly Spaghetti, and Yumburgers among its best-selling items.
