Jollibee now valued at $3.3 billion

Jollibee Foods Corp. (JFC) said its flagship Jollibee brand posted a 32-percent increase in brand value to $3.3 billion, allowing it to retain its position as the Philippines’ second most valuable brand for the third straight year.

Citing the latest Brand Finance Philippines 50 2026 report, the listed restaurant giant said Jollibee also remained the country’s most valuable restaurant brand and ranked as the world’s fifth strongest restaurant brand.

The report attributed the brand’s stronger valuation to sustained customer demand, improved brand strength and continued appeal across its key markets.

It also linked Jollibee’s performance to strong same-store sales growth, rising transaction volumes, revenue expansion and record systemwide sales.

JFC noted that Jollibee further strengthened its international presence through milestones such as the opening of its 200th store in Vietnam, continued expansion in the United States, menu collaborations and the rollout of digital kiosks.

The brand was likewise recognized as the leader in environmental, social and governance perceptions among Philippine brands.

Meanwhile, Mang Inasal emerged as one of the report’s biggest gainers. The homegrown chain climbed to become the Philippines’ second strongest brand from seventh place a year earlier after its Brand Strength Index rose to 95.2 from 87.8. It also earned an AAA+ brand strength rating.

Mang Inasal’s brand value increased by 28 percent to $482 million and was named a “Brand to Watch” for 2026.

Brand Finance cited the chain’s strong consumer relevance, nationwide reach and enduring appeal anchored on its “Grill Expert” positioning and signature Chicken Inasal and unli-rice offerings.

JFC also said Chowking improved its ranking to 31st from 32nd, reflecting what it described as strengthening brand equity and improving consumer traction.

According to the report, the combined value of the Philippines’ 50 most valuable brands rose 11 percent to $35.3 billion in 2026, supported by resilient domestic demand and sustained consumer spending.

“Jollibee’s brand value alone represents a substantial level relative to our current market capitalization, highlighting a meaningful opportunity to convert brand strength into sustained, long-term value for our shareholders,” JFC CEO Ernesto Tanmantiong said.