Jollibee breaks into world’s top 5 restaurant brands
Jollibee Foods Corp. (JFC) has climbed into the top five strongest restaurant brands worldwide, reflecting its growing global influence and improving brand equity across key markets.
In a recent report from Brand Finance, JFC ranked fifth in the Brand Finance Restaurants 25 2026 list, rising from ninth place in 2025.
The company standing in terms of the brand strength index improved to 87.9 out of 100 from 83.9 previously. This indicates stronger consumer familiarity, preference and advocacy.
JFC also retained its position as the only Philippine and Southeast Asian brand included among 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 said this milestone reflected growing trust in the brand and disciplined execution across its international operations.
Brand Finance also reported that Jollibee’s brand value jumped 32 percent to $3.3 billion in 2026. This places JFC at 18th among the world’s most valuable restaurant brands.
The company also maintained an AAA brand strength rating. This means high levels of customer trust, emotional connection and pricing power in its core and overseas markets, including Singapore and Vietnam.
The London-based brand valuation firm noted that Jollibee’s improving brand strength showed not only its expanding footprint but also its growing influence on customer choice. This supports long-term earnings potential and franchise attractiveness.
JFC has been steadily expanding across Asia, North America and the Middle East.
Tanmantiong said the company would continue investing in systems, brand development and product quality to sustain global growth.
“We remain focused on building scalable operating systems, reinforcing brand fundamentals and delivering consistent, superior taste across markets,” he said.
Jollibee Group operates more than 10,000 stores and cafés across 33 countries. It manages a portfolio of 19 brands, some of which are Jollibee, Chowking, Mang Inasal, Smashburger and The Coffee Bean and Tea Leaf.
