Jollibee Group brands named among ‘most valuable’

MANILA, Philippines — The Jollibee Group continues to thrive on the global stage, with three of its brands hailed as among the most valuable restaurant brands in Southeast Asia.

The group said that Jollibee, Mang Inasal and Chowking were recognized as the top three most valuable restaurant brands in Brand Finance’s ASEAN 500 2024 report.

Its flagship brand, Jollibee, saw a 51-percent surge in brand value to $2.3 billion, making it the most valuable restaurant brand in ASEAN.

Overall, Jollibee secured the 23rd spot among the region’s most valuable brands across categories.

The group attributed Jollibee’s increasing brand value and strength to its commitment to customer-centricity, product innovation, aggressive global expansion, strategic partnerships and a stronger focus on sustainability.

Mang Inasal, Jollibee Group’s casual dining brand, meanwhile, was recognized as ASEAN’s fastest-growing brand for 2024 across categories.

Its brand value soared by 201 percent to $374 million, ranking as the 146th most valuable brand in the region.

Mang Inasal became the second most valuable restaurant brand in ASEAN, following Jollibee.

Coming in as the third most valuable restaurant brand in the region is Chowking, the Jollibee Group’s brand that blends Filipino and Chinese cuisines.

Chowking posted a 56-percent jump in brand value, reaching $252 million.

“The top rankings of Jollibee, Mang Inasal and Chowking as restaurant brands in Brand Finance’s ASEAN 500 2024 report is a testament to our collective commitment to excellence and sustainable growth,” Jollibee Group global CEO Ernesto Tanmantiong said.

“We thank our teams who consistently make every experience at our stores delightful. We also share this recognition with our franchisees and business partners who share our values and our mission while driving long-term growth,” he said.

Brand Finance, a global brand valuation consultancy, conducts over 6,000 brand valuations, supported by original market research and publishes over 100 reports which rank brands across all sectors and countries.

The ASEAN 500 2024 report showcases that the region’s food, retail, hospitality and leisure and tourism sectors are spearheading regional economic growth, driven by rising post-pandemic consumer spending and digital innovation.

“As the impact of strategic alignment and shared resources in building consumer loyalty and driving sustained growth, iconic brands like Mang Inasal and Jollibee are growing and excelling within their sector. The collective strength of these brands reflects ASEAN’s unique ability to adapt and thrive, with its sector’s progress amplifying the region’s overall resilience and forward momentum,” Alex Haigh, managing director of Brand Finance in Asia Pacific, said.