BIZ BUZZ: Jollibee: No. 1 chicken in Southeast Asia

It’s not just a Filipino favorite anymore—Jollibee Foods Corp. (JFC) is now officially ruling the chicken game across Southeast Asia.

The homegrown fast-food giant has been named the region’s No. 1 chicken quick service restaurant (QSR) by Euromonitor International, based on 2025 value sales—putting it ahead of global and regional rivals.

Behind the ranking is scale—and more room to grow. JFC operates 1,658 stores across Southeast Asia, including 317 outside the Philippines, signaling a widening footprint in key markets.

But this isn’t just about store count. The brand’s strategy leans heavily on localization—pairing staples like Chickenjoy with market-specific offerings such as Nasi Lemak Chickenjoy in Malaysia.

That mix appears to be working. In markets like Vietnam and Brunei, most customers are locals—not Filipinos—underscoring the brand’s growing cross-border appeal.

The numbers back it up. Jollibee leads Vietnam’s QSR space by value sales, even without the largest network, while in Brunei, it dominates by store presence.

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Even customer sentiment is holding up, with stores across key markets averaging four-star Google ratings or higher, pointing to consistent execution on the ground.

Zooming out, the recognition strengthens Jollibee’s role as a key engine of the group’s international growth push—proof that a Filipino brand can scale, and compete, far beyond home turf.