Jollibee Soars to Second Spot Among World's Fastest-Growing Restaurant Brands

Amid its aggressive global expansion, Jollibee Foods Corp. (JFC) has earned the distinction of being the world's second fastest-growing restaurant brand, according to Brand Finance, a leading independent brand valuation agency. Jollibee's brand value soared 51 percent to $2.3 billion, moving up from 20th to 17th in this year's Global Restaurant Rankings.

JFC solidified its standing by ranking fifth in strongest restaurant brands, boosting its rating from AA- to AAA, and remained the sole Philippine entry in the 2024 Top 25 Most Valuable and Top 10 Strongest Restaurant Brands.

Brand Finance's report attributes Jollibee’s strong financial growth to its aggressive expansion, especially overseas. Offering a diverse, delicious, and affordable menu, the brand consistently attracts a global audience.

To sustain its growth momentum, Jollibee remains steadfast in expanding its store network in key markets such as the United States and the Europe, Middle East, Asia, and Australia (EMEAA) region, while sustaining market leadership in the Philippines.

The brand has recently marked a significant milestone by inaugurating its 100th store in North America, with the first customer lining up for 20 hours before the store opening.

Massive crowds have consistently shown brand love at new store openings, with many queuing for hours, camping overnight, or enduring cold weather to try Jollibee's signature Jolly Crispy Chicken (North America) or Chickenjoy (Philippines and other markets). This fan-favorite is a bestseller in Asia, Europe, and North America.

Other bestsellers include the Chicken Sandwich, a crispy, juicy chicken breast fillet with umami mayo in a toasted brioche bun; and the Peach Mango Pie, made with peaches and Philippine mangoes tucked in a warm, light, and crispy crust.

Jollibee, which was established in the Philippines in 1978, has since grown to encompass 1,668 locations across 17 countries as of January 2024.