Jollibee has seen a tremendous surge in brand value, growing by an impressive 51% to reach USD 2.3 billion. This has propelled Jollibee from rank 20 to rank 17 in this year’s Global Restaurant Rankings.
Further solidifying its position, Jollibee has secured fifth place in the strongest restaurant brand category, upgrading its rating from AA- to AAA. It is worth noting that Jollibee is the only Philippine brand listed in the 2024 Top 25 Most Valuable Restaurant Brands and Top 10 Strongest Restaurant Brands.
“We are immensely grateful to our loyal customers for their unwavering love and support for Jollibee. Their devotion has enabled us to expand the brand and reach more people around the world,” said Jollibee Group President and CEO Ernesto Tanmantiong. “Being recognized as the second fastest growing brand in the world validates the exceptional work of all the leaders and teams at Jollibee—past and present—whose commitment to the brand and its customers has contributed to its sustained growth.”
Confidence in Jollibee’s Strategic Direction
Jollibee, the flagship global brand within the Jollibee Group’s extensive portfolio of 18 brands, was established in the Philippines in 1978. Over the years, it has expanded its presence to 1,668 locations across 17 countries as of January 2024.
Richard Shin, Chief Financial Officer of Jollibee Group, expressed confidence in the brand’s strategic direction, stating, “Brand Finance’s valuation reaffirms that we are on the right track in achieving our strategic goals for the brand. Jollibee’s ability to resonate with consumers across diverse markets and cultures presents opportunities for further expansion and growth, enhancing shareholder value for investors and franchisees.”
Jollibee’s Growth Momentum
Brand Finance’s latest report attributes Jollibee’s remarkable financial performance and sustained momentum to its robust expansion initiatives, particularly in international markets. With its diverse menu offering exceptionally tasty, high-quality, and affordable fare, Jollibee continues to captivate global audiences.
David Beal, Chief Marketing Officer of Jollibee Group, emphasized, “Jollibee’s impressive brand value growth showcases the Jollibee Group’s expertise in building globally sought-after brands. Our growth can be attributed to our delicious offerings, compelling brand proposition, and a cohesive restaurant system that positions us for success in various markets.”
To sustain its growth momentum, Jollibee remains committed to expanding its store network, especially in key markets such as the United States and the Europe, Middle East, Asia, and Australia (EMEAA) region, while maintaining market leadership in the Philippines.
Strong Brand Love for Jollibee
Jollibee recently achieved a significant milestone with the inauguration of its 100th store in North America, where customers lined up for 20 hours before the opening.
This level of brand love is consistently demonstrated across store openings in new markets, with massive crowds queuing for long hours—some even camping overnight or braving freezing temperatures—to be the first to savor Jollibee’s signature crispy and juicy fried chicken, known as Jolly Crispy Chicken in North America and Chickenjoy in the Philippines and other markets. This bestseller has won the hearts of fans across Asia, Europe, and North America.
Other customer favorites that have contributed to Jollibee’s loyal fan base include the Chicken Sandwich, a crispy and juicy chicken breast fillet with umami mayo served on a toasted brioche bun, and the Peach Mango Pie, a warm, light, and crispy crust filled with peaches and Philippine mangoes.
About Jollibee Group
Jollibee Foods Corporation (JFC), also known as Jollibee Group, is one of the fastest-growing restaurant companies globally. Its mission is to provide great-tasting food and create joyful dining experiences through its 18 brands, which operate over 6,800 stores across 33 countries, including the Philippines, United States, Canada, the People’s Republic of China, United Kingdom, Vietnam, United Arab Emirates, and Australia.
The Jollibee Group comprises eight wholly owned brands (Jollibee, Chowking, Greenwich, Red Ribbon, Mang Inasal, Yonghe King, Hong Zhuang Yuan, and Smashburger); four franchised brands (Burger King, Panda Express, and Yoshinoya in the Philippines, and Tim Ho Wan in select territories in China); 80% ownership of The Coffee Bean and Tea Leaf; 60% ownership of the SuperFoods Group, which owns Highlands Coffee; and a 51% stake in Milksha, a popular Taiwanese bubble tea brand. JFC also has a business venture with award-winning Chef Rick Bayless for Tortazo, a Mexican fast-casual restaurant business in the United States.
Through its subsidiary Jollibee Worldwide Pte. Ltd. (JWPL), Jollibee Group holds a 92% participating interest in Titan Dining LP, a private equity fund that owns the Tim Ho Wan brand. The Jollibee Group has a joint venture with the THW Group to open and operate THW restaurants in Mainland China. Additionally, the Jollibee Group has signed an agreement to establish a joint venture company that will own and operate Tiong Bahru Bakery and Common Man Coffee Roasters in the Philippines.
Jollibee Group has launched its global sustainability agenda, titled Joy for Tomorrow, which aims to strengthen the company’s commitment to sustainable business practices. The agenda focuses on key pillars of Food, People, and Planet and includes 10 areas of focus: food safety, food quality, nutrition and transparency, employee welfare, farmers’ livelihood, community support, good governance, packaging and recycling, waste reduction, and energy and water efficiency. Each area aligns with the United Nations Sustainable Development Goals (UN SDGs).
Recognized as the most admired company in the Philippines for ten years by the Asian Wall Street Journal, Jollibee Group has also been honored as one of Asia’s Fab 50 Companies and as one of the World’s Best Employers and World’s Top Female-Friendly Companies by Forbes. The company is a two-time recipient of Gallup’s Exceptional Workplace Award, having the distinction of being the only Philippine-based company to receive the award.
