Jollibee Ranks No. 2 Most Valuable Philippine Brand for Third Consecutive Year; Mang Inasal Rises to No. 2 Strongest Brand Overall

Jollibee Group brands Jollibee, Mang Inasal, and Chowking, were the top 3 restaurant brands in the Brand Finance Philippines 50 2026 ranking, reflecting the strength and value of the Group’s portfolio of homegrown restaurant brands.

Key Highlights:

  • Jollibee, Mang Inasal, and Chowking ranked as the Philippines’ top three most valuable restaurant brands in Brand Finance Philippines 50 2026 report, reinforcing the Jollibee Group’s leadership in the category.
  • The Philippine restaurant sector reached approximately USD4.1 billion in brand value, growing 29% year-on-year, with Jollibee accounting for around 80% of total sector value.
  • Jollibee retained its position as the Philippines’ No. 2 most valuable brand for the third consecutive year, with brand value rising by approximately 32% to USD3.3 billion, supported by strong brand strength (BSI 87.9), global recognition as the fifth-strongest restaurant brand, and leading ESG perceptions in the Philippines.
  • Mang Inasal rose significantly in brand strength, emerging as the Philippines’ No. 2 strongest brand overall, with brand value increasing 28% to USD482 million, and earning recognition among Brand Finance’s “Brands to Watch” for 2026.
  • Mang Inasal’s 28% growth in brand value to USD482 million and Chowking’s advancement to No. 31 alongside Jollibee’s global trajectory highlight continued portfolio momentum, supported by Jollibee’s leadership in ESG perceptions in the Philippines.

    • MANILA, Philippines. 1 July 2026. – Jollibee Group brands Jollibee, Mang Inasal, and Chowking were recognized in the Brand Finance Philippines 50 2026 report as the country’s top three most valuable restaurant brands—reflecting the strength and complementary roles of the Group’s portfolio of homegrown brands.

    The restaurant sector, valued at approximately USD4.1 billion, grew 29% year-on-year, making it one of the fastest-growing sectors in this year’s ranking. Within this expanding category, Jollibee emerged as the dominant force, accounting for around 80% of the sector’s total brand value.

    The report highlights the breadth of the Group’s performance across its Philippine portfolio: Jollibee led the restaurant sector in brand value and ranked No. 2 most valuable among all Philippine brands; Mang Inasal rose significantly in brand strength, emerging as the country’s No. 2 strongest brand overall; and Chowking advanced in the ranking of the Philippines’ 50 most valuable brands.

    Jollibee is World’s 5th Strongest Brand and Philippines No. 2 Most Valuable Brand for 3rd consecutive year

    Flagship brand Jollibee retained its position as the Philippines’ second-most valuable brand for the third consecutive year, with brand value increasing by approximately 32% to USD3.3 billion.

    At the global level, Jollibee was recognized as the fifth-strongest restaurant brand worldwide in the Brand Finance Restaurants 25 2026 report, up four places from 2025. This reflects strong familiarity, advocacy, and price acceptance across its home market and key international markets.

    As the only Philippine and Southeast Asian brand in the global ranking, Jollibee continues to demonstrate the ability of a homegrown brand to compete internationally through scale, operational discipline, and deep cultural resonance. Jollibee’s continued expansion across Asia, North America, and the Middle East further reinforces its growth trajectory while sustaining strong brand equity in its core market according to Brand Finance.

    Further reinforcing its leadership, Jollibee was also cited as the top brand in ESG perceptions in the Philippines—highlighting its ability to combine strong market performance with growing trust and relevance among stakeholders.

    Mang Inasal is Philippines Top 2 Strongest Brand and “Brand to Watch”

    Mang Inasal delivered one of the strongest performances in the Brand Finance Philippines 50 2026 report, rising from seventh to second among the Philippines’ strongest brands. Its Brand Strength Index advanced 7.4 points to 95.2 out of 100, from 87.8 in 2025, lifting its brand strength rating from AAA to the top-tier AAA+ rating.

    The brand’s value also grew 28% to USD482 million, with Mang Inasal named one of Brand Finance’s “Brands to Watch” for 2026.

    Brand Finance credited Mang Inasal’s performance to its position within Jollibee Foods Corporation, which provides scale, operational support, and broad market visibility. The report also cited Mang Inasal’s strong consumer relevance, nationwide reach, and positioning as the Philippines’ “Grill Expert.”

    For Jollibee Group, the recognition reflects its brand-building expertise in shaping brands with clear consumer relevance, distinct positioning, and strong cultural resonance. Mang Inasal’s signature Chicken Inasal and Unli-Rice proposition continues to resonate with customers and reinforce its role in everyday Filipino dining.

    Chowking strengthens its standing

    Chowking improved its position in the Brand Finance Philippines 50, rising to No. 31 among the country’s most valuable brands.

    As the Group’s Chinese quick-service restaurant brand, Chowking continues to strengthen its presence in the Philippine market through Chinese-inspired favorites, accessible dining, and an expanding restaurant network.

    A strong Philippine foundation for global growth

    “This recognition affirms the strength of the Jollibee Group’s portfolio and the enduring relevance of our homegrown brands in the lives of Filipino consumers,” said Joseph Tanbuntiong, CEO, Jollibee Group Philippines and Head, Jollibee Brand Global. “Jollibee, Mang Inasal, and Chowking each serve distinct tastes, occasions, and customer needs, yet they are united by the same commitment to superior taste, value, and joyful service. As we continue to build brands that are deeply loved at home and increasingly recognized globally, we are grateful to our teams, franchisees, and customers who help us strengthen these brands every day.”

    The recognition supports the Jollibee Group’s multi-brand, multi-market strategy and underscores the role of its Philippine business in its global growth.

    In 2025, the Group’s domestic systemwide sales grew by 9.6%, led by Mang Inasal at 15.6%, Jollibee at 10.4%, and Chowking at 6.1%.

    Jollibee was recently recognized as the No. 1 Chicken Quick Service Restaurant in Southeast Asia based on 2025 foodservice value sales data from Euromonitor International and Vietnam’s No. 1 quick service restaurant. Tim Ho Wan, the Group’s internationally recognized dim sum brand, also earned its 17th consecutive Michelin recognition after its first year in under the Group.

    At the enterprise level, the Jollibee Group has been included in TIME’s World’s Best Companies and was the only Philippine company included in the global TIME100 Top 10 Food & Drink Companies and the TIME100 Most Influential Companies.

    These recognitions reflect the Jollibee Group’s continued efforts to build brands that are relevant in their home markets, scalable across geographies, and capable of delivering long-term value.

    How Brand Finance measures brands

    Brand Finance is an independent brand valuation consultancy established in 1996. It evaluates thousands of the world’s largest brands annually across industries and markets and publishes more than 100 reports each year.

    Brand value refers to the financial value of a brand as a business asset. Brand Finance assesses this through factors that include brand strength, revenues, royalty rates, and projected business performance.

    Brand strength is measured through the Brand Strength Index, which evaluates factors including familiarity, credibility, appeal, customer consideration, advocacy, and price acceptance. Brands receive a score out of 100 and a corresponding rating.

    The combined value of the Philippines’ 50 leading brands increased by 11% to USD35.3 billion in 2026.