Jollibee crowned No. 1 chicken QSR in Southeast Asia

Jollibee crowned No. 1 chicken QSR in Southeast Asia

Richmond Mercurio
Philstar.com
01 May 2025

MANILA, Philippines — Jollibee, the flagship brand of Asian food conglomerate Jollibee Foods Corp., has been ranked the No. 1 chicken quick-service restaurant (QSR) in Southeast Asia by Euromonitor International.

The Jollibee Group said the recognition underscores the brand’s sustained growth and strong consumer demand across multiple Southeast Asian markets.

Euromonitor International’s assessment draws on comprehensive research methods, including in-country research, store checks, trade interviews and company analysis to determine market size and competitive positioning across the region.

Jollibee has built broad market appeal across Southeast Asia by balancing menu localization with a consistent core brand experience.

Ernesto Tanmantiong, Jollibee Group global president and CEO, said the recognition reinforces Jollibee’s role as a key driver of international growth and highlights the group’s capability to scale restaurant brands across diverse markets through strong fundamentals and execution discipline.

“This milestone underscores the strength of Jollibee as our flagship brand and our ability to build brands that connect across markets. It reflects years of disciplined execution — deep consumer understanding, strong operating systems and a growth strategy that balances relevance with consistency,” he said.

Tanmantiong said Jollibee is well-positioned to scale significantly over time, supported by disciplined expansion and strong market fundamentals.

He added that the group would focus on scalable brands that stay meaningful to customers as it expands across Southeast Asia and other regions.

“With 317 stores across Southeast Asia outside the Philippines, we have a solid platform for continued expansion in this high-growth region,” Tanmantiong said.

Jollibee was recently ranked No. 1 QSR in Vietnam by Euromonitor International, despite not having the largest store network.

In Singapore, Jollibee was previously recognized by The Straits Times as the No. 1 fast-food brand in customer service, based on a nationwide consumer survey.

Jollibee also stands as the No. 1 QSR by store network in Brunei.

“There’s a common perception that Jollibee primarily serves Filipino customers outside the Philippines, but what we’re seeing on the ground is very different,” Dennis Flores, president of Jollibee Europe, Middle East, Asia and Australia, said.

“In markets like Vietnam and Brunei, nearly all our customers are locals, and in Singapore and Malaysia, locals make up most of our customer base. This tells us that great taste and a strong brand experience resonate beyond borders — it’s something consumers choose, regardless of culture,” he said.