Jollibee rises as 5th strongest restaurant brand worldwide

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February 26, 2026 | 12:00am

MANILA, Philippines — Homegrown fast-food chain Jollibee has emerged as the fifth-strongest restaurant brand worldwide, based on a new report by brand valuation consultancy firm Brand Finance.

Jollibee advanced to the fifth spot in global ranking of the world’s strongest restaurant brands for 2026 from ninth place in 2025, with its brand strength index improving to 87.9/100 from 83.9 the previous year.

Jollibee, which is the flagship brand of Asian food conglomerate Jollibee Foods Corp., remained the Philippines’ sole representative among the world’s 25 most valuable restaurant brands and is the only Philippine and Southeast Asian brand included in the global ranking.

Ernesto Tanmantiong, Jollibee Group global president and chief executive officer, said the recognition reflects the brand’s rising global competitiveness and equity.

“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. It reflects the trust we have built, the disciplined execution of our teams and the growing power of our brand,” Tanmantiong said.

Brand Finance reported that Jollibee’s brand value rose by 32 percent to $3.3 billion in 2026, placing it 18th among the world’s 25 most valuable restaurant brands.

As the only Philippine and Southeast Asian brand in the global ranking, Brand Finance said Jollibee’s performance underscores the ability of home-grown brands to compete internationally through disciplined execution while sustaining strong brand equity and expectations for future earnings.

Jollibee’s continued expansion across Asia, North America and the Middle East has strengthened long-term growth visibility while preserving brand leadership in its core market.