13 May 2026

Jollibee crowned SEA’s top chicken QSR, earns global recognition

TIME and Euromonitor recognize Jollibee’s rise, as the Filipino brand blends local flavors with global ambition across Asia and North America.

aviNews Asia

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Jollibee has been named one of TIME’s 100 Most Influential Companies of 2026 and ranked by Euromonitor as Southeast Asia’s top chicken quick-service restaurant, underscoring its global ambitions and regional dominance.

For decades, Jollibee has led the Philippine fast-food market, outselling McDonald’s and KFC. Today, it is a global player under the Jollibee Group, which manages 19 restaurant brands including Smashburger and The Coffee Bean & Tea Leaf. In February 2026, Brand Finance ranked Jollibee the 18th most valuable restaurant brand worldwide, with CEO Ernesto Tanmantiong aiming for a top-five position.

TIME’s inclusion of Jollibee in its 2026 TIME’s 100 Most Influential Companies highlights the brand’s ability to expand internationally while staying true to its Filipino identity. Mr Tanmantiong emphasized that the company’s heritage remains “the heartbeat of our global journey.”

Expansion across North America and Asia

Jollibee’s international growth is accelerating. In 2025, it launched its first U.S. franchising program and now operates over 100 stores across North America, with plans to reach 350. Globally, the company intends to add more than 1,200 stores in 2026 alone, signaling aggressive expansion.

In Southeast Asia, Euromonitor International ranked Jollibee as the No. 1 chicken QSR by sales in 2025, reflecting strong consumer demand across the region. As of December 2025, Jollibee operated 1,658 stores in Southeast Asia, including 317 outside the Philippines.

Market leadership and local appeal

Jollibee’s success lies in balancing menu localization with brand consistency. Signature items like Chickenjoy and Jolly Spaghetti remain top sellers, while localized offerings such as Nasi Lemak Chickenjoy in Malaysia strengthen market relevance.

Consumer ratings reinforce this appeal. Stores in Vietnam, Singapore, and Brunei consistently achieve Google ratings above four stars, showing strong mainstream acceptance beyond Filipino communities. In Vietnam, Jollibee was ranked the No. 1 QSR by Euromonitor, despite not having the largest store network.

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Strong brand equity

Global recognition further cements Jollibee’s position. In 2026, Brand Finance ranked Jollibee among the Top 5 Strongest Restaurant Brands globally, awarding it an AAA brand strength rating. USA Today also named Jollibee’s fried chicken the No. 1 Best Fast-Food Fried Chicken for two consecutive years.

Mr Tanmantiong credits disciplined execution, deep consumer understanding, and strong operating systems for the brand’s resilience. He stressed that Jollibee’s growth strategy balances relevance with consistency, ensuring expansion while maintaining customer trust.

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