Jollibee is hailed as the Second Fastest-Growing Brand in the World by Global Restaurant Rankings. It rose from rank 20 to 17 and is the only Philippine brand listed in the 2024 Top 25 Most Valuable Restaurant Brands and Top 10 Strongest Restaurant Brands.
"We thank our loyal customers for their love for Jollibee, allowing us to grow the brand further and reach more people in various parts of the world," said Ernesto Tanmantiong, President and CEO at Jollibee Group. "Being ranked as the second fastest growing brand in the world validates the effective work of all the leaders and teams of Jollibee- past and present- whose commitment to the brand and its customers has helped drive the brand's sustained growth over the years."
The brand was established in the Philippines in 1978 and has since then grown to a portfolio of 18 brands, and located in 17 countries as of January 2024.
"This valuation from Brand Finance gives as confidence that we are on the right track in our strategic goals for the brand. Jollibee's ability to resonate with consumers across diverse markets and cultures opens opportunities for further expansion and growth, enhancing the potential for better shareholder value to investors and franchisees," said Richard Shin, CFO at Jollibee Group.
"Jollibee's impressive brand value growth is a testament to the Jollibee Group's expertise in building brands that are craved globally. Our growth is underpinned by delicious offerings, a compelling brand proposition, and a cohesive restaurant system that positions us for success across markets," said David Beal, CMO at Jollibee Group.
To sustain its growth momentum, Jollibee continuos expansion in key markets such as the United States, and Europe, Middle East, Asia, and Australia.
The brand has recently marked a significant milestone by inaugurating its 100th store in North America, with the first customer lining up for 20 hours before the store opening. The same passionate demonstration of brand love has been consistent across store openings in new markets, with massive crowds queuing for long hours, just to be the first to taste Jollibee's signature crispy and juicy fried chicken called Jolly Crispy Chicken in North America and Chickenjoy in the Philippines and other markets. This is a bestselling product that has won fan favorite across markets in Asia, Europe, and North America.
Other bestsellers include Chicken Sandwich, and Peach Mango Pie.
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