Jollibee Recognized As World's Second Fastest-Growing Restaurant Brand

MANILA, PHILIPPINES - In a recent announcement by Brand Finance, the world's leading independent brand valuation agency, Jollibee has been named the second fastest-growing restaurant brand globally. The brand witnessed a substantial 51% increase in its value, reaching USD 2.3 billion. This surge propelled Jollibee from the 20th to the 17th position in the Global Restaurant Rankings. This achievement highlights Jollibee Group's proficiency in nurturing brands that achieve international success.

Jollibee's remarkable growth is not just about numbers; it's a reflection of the brand's deep connection with its customers worldwide. The brand's ascent to the fifth spot in the strongest restaurant brand category, upgrading its rating from AA- to AAA, underscores this bond. Notably, Jollibee stands as the only Philippine brand to make it to the 2024 Top 25 Most Valuable Restaurant Brands and Top 10 Strongest Restaurant Brands.

"We thank our loyal customers for their love for Jollibee, allowing us to grow the brand further and reach more people in various parts of the world," stated Ernesto Tanmantiong, Jollibee Group President and CEO. He further added that this recognition affirms the dedication and effective strategies implemented by Jollibee's leadership and teams over the years.

Since its inception in the Philippines in 1978, Jollibee has expanded its reach to 1,668 locations across 17 countries as of January 2024. Richard Shin, Chief Financial Officer of Jollibee Group, expressed optimism about the brand's strategic direction. He highlighted that Jollibee's resonance with diverse cultures and markets opens avenues for further expansion and growth, promising enhanced value for shareholders and franchisees.

Global Appeal and Expansion Plans

Jollibee's global appeal is attributed to its diverse menu that offers tasty, high-quality, and affordable food options. The brand's cohesive restaurant system is a key factor in its success across different markets. David Beal, Chief Marketing Officer of Jollibee Group, emphasized that Jollibee's growth is driven by its delicious offerings and compelling brand proposition.

The brand is committed to continuing its expansion, focusing on key markets such as the United States and the Europe, Middle East, Asia, and Australia (EMEAA) region while maintaining its market leadership in the Philippines.

Brand Love and Customer Loyalty

Jollibee recently celebrated the opening of its 100th store in North America, a testament to its aggressive growth plans for 2024. The brand has consistently seen enthusiastic customer responses during store openings in new markets. For instance, customers have been known to queue for hours or even camp out overnight to be among the first to taste Jollibee's signature offerings like the crispy and juicy fried chicken known as Jolly Crispy Chicken in North America and Chickenjoy in other markets.

Other popular menu items contributing to Jollibee's success include the Chicken Sandwich and Peach Mango Pie. These products have not only turned customers into loyal fans but have also played a significant role in establishing Jollibee as a beloved global restaurant brand across generations and geographies.

The support from loyal customers worldwide has been instrumental in reinforcing Jollibee’s position as a leading name in the global restaurant industry. #Jollibee