Jollibee, Mang Inasal, and Chowking are the top three most valuable restaurant brands according to Brand Finance's ASEAN 500 2024 rankings

“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

Iconic and Valuable Brand. Jollibee Group’s global flagship brand Jollibee continues to make waves, earning the top spot as the most valuable restaurant brand in Brand Finance’s ASEAN 500 2024 Report. In a separate listing, Jollibee has been valuated as the Top 2 fastest growing restaurant brand in the world, outperforming global giants in the industry.

The Jollibee Group's brand portfolio continues to make an impact on the global stage, with well-known brands Jollibee, Mang Inasal, and Chowking named the top three most valuable restaurant brands in Brand Finance's ASEAN 500 2024 report. 

Brand Finance is the world's top brand valuation consultancy. It conducts over 6,000 brand valuations based on original market research and publishes over 100 reports ranking brands in all sectors and countries. According to the ASEAN 500 2024 report, the region's food, retail, hospitality, leisure, and tourism sectors are driving regional economic growth, fueled by increased post-pandemic consumer spending and digital innovation.

Jollibee: Most Valuable Restaurant Brand in ASEAN

Jollibee Group's iconic flagship brand, Jollibee, saw a 51% increase in brand value, reaching USD2.3 billion. This achievement crowned Jollibee as the most valuable restaurant brand in ASEAN, propelling it 19 places higher to rank 23rd 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—all of which have propelled the company's brand value and strength to new heights.

In a separate ranking of restaurant brands around the world, Brand Finance ranked Jollibee as the second fastest growing restaurant brand in the world, outperforming international giants.

Mang Inasal: ASEAN’s Fastest-Growing Brand

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.

Mang Inasal, Jollibee Group's beloved Filipino casual dining brand known for its signature chicken inasal, has been named ASEAN's fastest-growing brand in 2024 across all categories. With a 201% increase in brand value to USD 374 million, it jumped 136 spots to become the 146th most valuable brand in the region. Notably, it has become ASEAN's second most valuable restaurant brand, trailing only its sister brand, Jollibee.

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

Earlier this year, Brand Finance named Mang Inasal 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