MANILA, Philippines. — Jollibee has been recognized as the second fastest-growing restaurant brand in the world, according to the latest annual brand ranking report by Brand Finance. Surging by 51 per cent to USD$2.3 billion in brand value, Jollibee ascended from rank 20 to rank 17 in this year’s Global Restaurant Rankings.
The brand further solidified its position by achieving fifth place in the strongest restaurant brand category, elevating its rating from AA- to AAA. Additionally, Jollibee is the only Philippine brand listed in 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,” says Ernesto Tanmantiong, president and CEO, Jollibee Group. “Being ranked as the second fastest-growing brand in the world validates the effective work of all the leaders and teams of Jollibee — past and present — whose commitment to the brand and its customers has helped drive the brand’s sustained growth over the years.”
“This valuation from Brand Finance gives us confidence that we’re on the right track in our strategic goals for the brand,” says Richard Shin, Chief Financial Officer of Jollibee Group. “Jollibee’s ability to resonate with consumers across diverse markets and cultures opens opportunities for further expansion and growth, enhancing the potential for better shareholder value to investors and franchisees.”
Jollibee is now present in 17 countries with 1,668 store locations. To sustain its growth momentum, Jollibee remains steadfast in expanding its store network in key markets such as the U.S., Europe, Middle East, Asia and Australia, while sustaining market leadership in the Philippines. The brand recently celebrated milestone opening in Canada marked its 100th location in North America.
“Jollibee’s impressive brand value growth is a testament to the Jollibee Group’s expertise in building brands that are craved globally,” says David Beal, Chief Marketing Officer of Jollibee Group. “Our growth is underpinned by delicious offerings, a compelling brand proposition, and a cohesive restaurant system that positions us for success across markets.”
