Jollibee strengthens global brand with US$3.3B valuation

Jollibee Group cemented its leadership in the Philippine restaurant industry after its flagship brands—Jollibee, Mang Inasal, and Chowking—were recognized as the country’s three most valuable restaurant brands in the Brand Finance Philippines 50 2026 report. The recognition underscores the group’s continued dominance in the local food service sector and the enduring strength of its homegrown brands.

The report showed the Philippine restaurant sector grew 29% year on year to an estimated US$4.1 billion in brand value, making it one of the fastest-growing industries in this year’s rankings. Jollibee alone accounted for about 80% of the sector’s total brand value.

Leading the group, Jollibee retained its position as the Philippines’ second most valuable brand for the third consecutive year after its brand value increased 32% to US$3.3 billion.

The brand also improved its global standing, ranking as the world’s fifth strongest restaurant brand in the Brand Finance Restaurants 25 2026 report, up four places from last year. It remains the only Philippine and Southeast Asian restaurant brand included in the global ranking.

Mang Inasal posted one of the biggest gains in this year’s report, climbing from seventh to become the Philippines’ second strongest brand overall. Its Brand Strength Index rose to 95.2 out of 100, earning the highest AAA+ rating, while its brand value increased 28% to US$482 million.

Brand Finance also included Mang Inasal among its “Brands to Watch” for 2026, citing its strong consumer relevance, nationwide footprint and market positioning.

Meanwhile, Chowking advanced to 31st among the country’s 50 most valuable brands, reflecting continued growth in its domestic business.

The latest rankings coincide with continued sales growth for Jollibee Group’s Philippine operations. The company reported that domestic systemwide sales grew 9.6% in 2025, led by Mang Inasal with 15.6% growth, followed by Jollibee at 10.4% and Chowking at 6.1%.

Joseph Tanbuntiong, CEO of Jollibee Group Philippines and Head of Jollibee Brand Global, said the rankings validate the company’s strategy of growing multiple brands that serve different customer segments while maintaining strong market positions.

Brand Finance also recognized Jollibee as the country’s leading brand in environmental, social and governance (ESG) perceptions.

According to Brand Finance, the combined value of the Philippines’ 50 most valuable brands rose 11% to US$35.3 billion in 2026.

Brand Finance is an independent brand valuation consultancy that assesses brands based on financial performance, projected earnings, brand strength and royalty relief methodology.