Jollibee, Mang Inasal, Chowking Named Top Three Most Valuable Restaurant Brands in Brand Finance’s ASEAN 500 2024 Rankings

Fastest Growing ASEAN Brand. Mang Inasal, the beloved Filipino casual dining brand of the Jollibee Group, has been cited as the fastest growing ASEAN brand in Brand Finance’s ASEAN 500 2024 Report, with an outstanding 201% surge in brand value. Earlier this year, Mang Inasal was also assessed as the strongest restaurant brand in the Philippines.

Demonstrating the strength of its brand portfolio, the Jollibee Group continues to make its mark on the global stage, with well-loved brands Jollibee, Mang Inasal, and Chowking recognized as the top three most valuable restaurant brands in Brand Finance’s ASEAN 500 2024 report. 

Brand Finance is the world’s leading brand valuation consultancy. It conducts more than 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 reveals 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.

“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. 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.” ~Ernesto Tanmantiong, Global Chief Executive Officer of the Jollibee Group

Jollibee: Most Valuable Restaurant Brand in ASEAN

Jollibee Group’s iconic flagship brand, Jollibee, recorded an impressive 51% increase in brand value, reaching USD2.3 billion. This milestone crowned Jollibee as the most valuable restaurant brand in ASEAN and propelled it 19 places higher to secure the 23rd spot among the region's most valuable brands across categories.

This significant growth reflects Jollibee’s commitment to customer-centricity, product innovation, aggressive global expansion, strategic partnerships, and a stronger focus on sustainability—factors that have propelled its brand value and strength to new heights.

In a separate listing covering restaurant brands across the globe, Brand Finance has assessed Jollibee as the Top 2 fastest growing restaurant brand in the world, outperforming international giants.

Mang Inasal: ASEAN’s Fastest-Growing Brand

Mang Inasal, Jollibee Group’s beloved Filipino casual dining brand celebrated for its signature chicken inasal, was recognized as ASEAN’s fastest-growing brand for 2024 across categories. With an impressive 201% surge in brand value to USD 374 million, it soared 136 spots to rank as the 146th most valuable brand in the region. Notably, it also became the second most valuable restaurant brand in ASEAN, following its sister brand, Jollibee.

Brand Finance’s research highlights Mang Inasal’s exceptional scores in ‘familiarity’ and ‘recommendation,’ underscoring its strong recognition and enduring loyalty among consumers. 

Earlier this year, Brand Finance has also cited Mang Inasal as the strongest brand in the Philippines.

Chowking: Top 3 Most Valuable ASEAN Restaurant Brand

Top 3 Most Valuable ASEAN Restaurant Brand. Chowking earned near-perfect scores in familiarity and consideration metrics, making it the Top 3 most valuable ASEAN restaurant brand.

“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, Asia Pacific

Chowking, Jollibee Group’s popular brand blending Filipino and Chinese cuisines, demonstrated impressive growth with a 56% increase in brand value, reaching USD 252 million. With a strong Brand Strength Index (BSI) score of 75.6 out of 100 and an AA+ brand strength rating, Chowking earned near-perfect marks in familiarity and consideration metrics. It is now recognized as the 22nd most valuable brand in the Philippines and has risen to become the third most valuable restaurant brand in ASEAN.

About Jollibee Group 

Jollibee Foods Corporation (JFC), also known as the Jollibee Group, is one of the world’s fastest-growing restaurant companies, with a mission to deliver great-tasting food, bringing the joy of eating through its 19 brands with over 9,500 stores across 32 countries. 

The Jollibee Group’s portfolio includes eight wholly owned brands (Jollibee, Chowking, Greenwich, Red Ribbon, Mang Inasal, Yonghe King, Hong Zhuang Yuan, Smashburger), four franchised brands (Burger King, Panda Express, Yoshinoya in the Philippines, and Tim Ho Wan in China), and ownership stakes in other key brands like The Coffee Bean and Tea Leaf (80%), Compose Coffee (70%), SuperFoods Group that operates Highlands Coffee (60%), and bubble tea brand Milksha (51%). The Company also has membership interests in Tortazo, LLC, along with Chef Rick Bayless, for Tortazo in the U.S. and has recently invested in Botrista, a leader in beverage technology. 

The Jollibee Group recently signed an agreement with a subsidiary of Titan Dining LP (Titan Fund) for the transfer of ownership and management of the Tim Ho Wan business from Titan Fund to Jollibee Group’s wholly owned subsidiary, Jollibee Worldwide Pte. Ltd (JWPL). This agreement is subject to certain closing conditions and the transfer will be finalized after these closing conditions have been fulfilled, at which point Tim Ho Wan will become 100% owned by JWPL. The Jollibee Group also established a joint venture company that holds the franchise rights to operate Tiong Bahru Bakery and Common Man Coffee Roasters in the Philippines. 

The Jollibee Group’s global sustainability agenda, Joy for Tomorrow, underscores its commitment to sustainable business practices across food safety, employee welfare, community support, good governance, and environmental responsibility, among others. These focus areas are aligned with the United Nations Sustainable Development Goals (UN SDGs).

The Jollibee Group has been recognized as the Philippines' Most Admired Company by the Asian Wall Street Journal, named one of Asia's Fab 50 Companies, and listed among Forbes' World’s Best Employers and Top Female-Friendly Companies. The Company is also a three-time Gallup Exceptional Workplace Award recipient and featured in TIME’s World’s Best Companies and Fortune’s Southeast Asia 500 List.

To learn more about Jollibee Group, visit www.jollibeegroup.com

Jollibee Chickenjoy Voted Best Fast Food Fried Chicken by USA TODAY

Chickenjoy to the World. Jollibee’s world-famous Chickenjoy was hailed as the Best Fast Food Fried Chicken by USA TODAY in its 10Best Readers’ Choice Awards 2024.

Chickenjoy to the World. Jollibee’s world-famous Chickenjoy was hailed as the Best Fast Food Fried Chicken by USA TODAY in its 10Best Readers’ Choice Awards 2024.

Chickenjoy fans rejoice! Jollibee’s signature Chickenjoy was ranked first in USA TODAY’s 10 Best Fast Food Fried Chicken. Jollibee’s next-level crispy, juicy, and tasty Chickenjoy fried chicken bested other established global competitors in the USA TODAY 10 Best Readers’ Choice Awards 2024.

"This recognition underscores our unwavering commitment to delivering great tasting food that delights customers worldwide. It honors our dedicated employees across the company, particularly our store teams, who passionately create joyful and delicious experiences for our customers. We are immensely grateful to our loyal customers for their continued support and to those who voted for Jollibee’s Chickenjoy, making it the best among the best in the USA." ~Ernesto Tanmantiong, Global President and CEO of Jollibee Group

Nominees for the Best Fast Food Fried Chicken category were submitted by a panel of quick-service dining experts. USA TODAY 10Best’s editors narrowed down the list and selected the final set of nominees, then readers cast their votes to determine the winners.

The brand’s signature fried chicken has also received praise from other international outlets, including US-based Eater.com, Hong Kong-based South China Morning Post, and Yahoo! Singapore. Other notable bestsellers also continue to win raves include the mouthwatering  Chicken Sandwich, sweet style Jolly Spaghetti, and the crisply light, flaky, fruity Peach Mango Pie. Jollibee was also recognized as one of America’s Hottest Brands.

Other international publications, such as Yahoo! Singapore, South China Morning Post, and Eater.com, based in Hong Kong and the US, have also praised the brand's famous fried chicken. Notable bestsellers that are still receiving great reviews are the delicious Chicken Sandwich, the sweet Jolly Spaghetti, and the fruity, crisp, flaky Peach Mango Pie. Another one of America's Hottest Brands was Jollibee.

USA TODAY is a multi-platform news and information media company. The 10Best Reader’s Choice Awards highlight the best of the best in contests covering categories such as destinations, food and drink, hotels, and things to do. To read the full article, visit https://10best.usatoday.com/awards/travel/best-fast-food-fried-chicken-2024/.

About Jollibee Group 

Jollibee Foods Corporation (JFC, also known as Jollibee Group) is one of the fastest-growing restaurant companies in the world. Its mission is to serve great-tasting food and bring the joy of eating to everyone through its 18 brands with over 6,900 stores across 32 countries. 

The Jollibee Group has eight wholly owned brands (Jollibee, Chowking, Greenwich, Red Ribbon, Mang Inasal, Yonghe King, Hong Zhuang Yuan, Smashburger); four franchised brands (Burger King, Panda Express, and Yoshinoya in the Philippines, and Tim Ho Wan in certain territories in China); 80% ownership of The Coffee Bean and Tea Leaf; 60% ownership in the SuperFoods Group that owns Highlands Coffee; and 51% ownership of Milksha, a popular Taiwanese bubble tea brand. JFC also has a business venture with award-winning Chef Rick Bayless for Tortazo, a Mexican fast-casual restaurant business in the United States.

The Jollibee Group, through its subsidiary Jollibee Worldwide Pte. Ltd. (JWPL) owns 92% participating interest in Titan Dining LP, a private equity fund that owns the Tim Ho Wan brand. The Jollibee Group has a joint venture with the THW Group to open and operate THW restaurants in Mainland China. The Company also established a joint venture company that will own and operate Tiong Bahru Bakery and Common Man Coffee Roasters in the Philippines. Recently, the Jollibee Group signed agreements to own 10% ownership in Botrista, a leader in the beverage technology space. The Company also owns a 90% participating interest in Titan Dining Partners II Ltd to further grow Asia Pacific food service brands and/or bring strong global food service brands to Asia Pacific.

The Jollibee Group has launched its global sustainability agenda dubbed Joy for Tomorrow, which aims to strengthen the Company’s commitment to sustainable business practices. The agenda centers on the key pillars of Food, People, and Planet, and consists of 10 focus areas namely: food safety, food quality, nutrition & transparency, employee welfare, farmers livelihood, community support, good governance, packaging & recycling, waste reduction, and energy & water efficiency. Each focus area sets goals and initiatives that contribute and align with the United Nations Sustainable Development Goals (UN SDGs (Sustainable Development Goals)).

The Jollibee Group was named the Philippines' Most Admired Company by the Asian Wall Street Journal for ten years. It was also honored as one of Asia's Fab 50 Companies and among the World's Best Employers and World’s Top Female-Friendly Companies by Forbes. The Company is also a three-time recipient of Gallup’s Exceptional Workplace Award and was recently cited in TIME’s List of the World’s Best Companies and Fortune’s Southeast Asia 500 List.

To learn more about Jollibee Group, visit www.jollibeegroup.com

Jollibee USA Opens First Store in the State of Michigan, USA: Despite freezing weather, hundreds of Detroiters line up to try Jollibee’s signature Chickenjoy

A long line of people and cars flocked for the opening of Jollibee’s first location in Michigan state. Despite having to close the store early due to extreme weather conditions, Jollibee Sterling Heights was still able to exceed sales targets.

The snow did not bother Detroiters who appeared undeterred by the freezing conditions in Sterling Heights, Michigan as they witnessed the much-anticipated opening of Jollibee’s first store in Michigan state.

“We are thrilled to be opening our first store in the state of Michigan, an important milestone in Jollibee’s accelerated North America growth strategy. As the 10th largest U.S. state in terms of population, there is a huge opportunity for Jollibee to grow and thrive with the local communities in Michigan. We’re excited to introduce the residents of Michigan to Chickenjoy and the Jollibee experience.” ~Ernesto Tanmantiong, President and Chief Executive Officer of Jollibee Group

The milestone Jollibee branch is located at 44935 Woodridge Drive, in front of the Lakeside Mall in the city of Detroit–Michigan’s first capital city. While it had to cease dine-in services earlier than expected due to the bad weather, Jollibee Sterling Heights still exceeded its opening-day sales target, boosted by hundreds of hungry Detroiters who ordered through the store’s double-lane drive-thru.

“Despite the intense cold on the day of our opening, local Detroiters still came in droves to have a taste of our Jollibee favorites. We are truly grateful for their love and support. We look forward to seeing both familiar faces and first-time customers at our first Michigan location in the close-knit Sterling Heights community, where we can’t wait to create many new joyful moments for those who call the Detroit area home.” ~Maribeth Dela Cruz, President of Jollibee North America

FIRST IN MICHIGAN. Despite sub-zero weather in Sterling Heights, Detroiters flocked to witness the opening of Jollibee’s first location in the state of Michigan.

Among Jollibee–Sterling Heights’ opening-day bestsellers include Jollibee’s signature crispy and juicy Chickenjoy fried chicken, Chicken Sandwich (both regular and spicy versions), and Peach Mango Pie.

The Great Lakes State is officially the 14th U.S. state that Jollibee has reached in the market since it started its aggressive expansion effort in the region. Jollibee’s expansion in the market forms part of the Jollibee Group’s overall vision to be one of the top 5 restaurant companies in the world. For more information on the Jollibee Group, visit www.jollibeegroup.com.

About Jollibee Group 

Jollibee Foods Corporation (JFC, also known as Jollibee Group) is one of the fastest-growing restaurant companies in the world. Its mission is to serve great-tasting food and bring the joy of eating to everyone through its 18 brands with over 6,800 stores across 34 countries including the Philippines, United States, Canada, the People's Republic of China, United Kingdom, Vietnam, United Arab Emirates, and Australia. 

The Jollibee Group has eight wholly owned brands (Jollibee, Chowking, Greenwich, Red Ribbon, Mang Inasal, Yonghe King, Hong Zhuang Yuan, Smashburger); four franchised brands (Burger King, Panda Express, and Yoshinoya in the Philippines, and Tim Ho Wan in certain territories in China); 80% ownership of The Coffee Bean and Tea Leaf; 60% ownership in the SuperFoods Group that owns Highlands Coffee; and 51% ownership of Milksha, a popular Taiwanese bubble tea brand. JFC also has a business venture with award-winning Chef Rick Bayless for Tortazo, a Mexican fast-casual restaurant business in the United States.

The Jollibee Group, through its subsidiary Jollibee Worldwide Pte. Ltd. (JWPL) owns 92% participating interest in Titan Dining LP, a private equity fund that owns the Tim Ho Wan brand. The Jollibee Group has a joint venture with the THW Group to open and operate THW restaurants in Mainland China. Recently, the Jollibee Group has signed an agreement to establish a joint venture company that will own and operate Tiong Bahru Bakery and Common Man Coffee Roasters in the Philippines. 

The Jollibee Group has launched its global sustainability agenda dubbed Joy for Tomorrow, which aims to strengthen the company’s commitment to sustainable business practices. The agenda centers on the key pillars of Food, People, and Planet, and consists of 10 focus areas namely: food safety, food quality, nutrition & transparency, employee welfare, farmers livelihood, community support, good governance, packaging & recycling, waste reduction, and energy & water efficiency. Each focus area sets goals and initiatives that contribute and align with the United Nations Sustainable Development Goals (UN SDGs).

The Jollibee Group was named the Philippines' most admired company by the Asian Wall Street Journal for ten years. It was also honored as one of Asia's Fab 50 Companies and among the World's Best Employers and World’s Top Female-Friendly Companies by Forbes. The company is also a two-time recipient of Gallup’s Exceptional Workplace Award, making it the only Philippine-based company to receive the distinction. 

To learn more about Jollibee Group, visit www.jollibeegroup.com