Jollibee only Southeast Asian representative in ranking of world’s strongest restaurant brands

It was the only Southeast Asian brand in the top tier of the London-based consultancy’s annual ranking with its Brand Strength Index at 87.9 out of 100 points, up from 83.9 a year earlier.

Ernesto Tanmantiong, global president and chief executive of Jollibee Foods Corporation, said the recognition highlights the brand’s growing international appeal and competitiveness.

“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,” he said as quoted by Philstar.

Jollibee is best known for its signature Chickenjoy fried chicken, celebrated for its crispy exterior and juicy interior, and often ranked among the best fast-food fried chicken globally.

The Filipino chain is also popular for its distinctly sweet-style Jolly Spaghetti, along with menu staples such as Yumburgers and the Peach Mango Pie.

Jollibee is the largest fast foodchain brand in the Philippines, operating a network of more than 1,600 stores in 17 countries, according to its website.

Chinese hotpot chain Haidilao was named the strongest restaurant brand this year, although American McDonald’s, Starbucks, and KFC remain the world’s three most valuable.

Other Chinese brands such as ice cream chain Mixue and coffee group Luckin Coffee also featured prominently.