Jollibee Group dominates Philippines restaurant brand rankings

Jollibee, Mang Inasal, and Chowking secure top positions in Brand Finance 2026 report.

Jollibee Group’s brands Jollibee, Mang Inasal, and Chowking have been recognised in the Brand Finance Philippines 50 2026 report as the country’s top three most valuable restaurant brands.

The ranking reflects brand value and brand strength metrics tied to consumer demand, pricing strength, resilience, and long-term business value, according to Brand Finance.

The Philippine restaurant sector reached approximately $4.1b in brand value, growing 29% year-on-year. Jollibee accounted for around 80% of total restaurant brand value within the sector.

Jollibee ranked No. 2 in brand value across Philippine restaurant and non-restaurant brands for the third consecutive year.

It recorded a Brand Strength Index score of 87.9 out of 100 and was ranked the fifth-strongest restaurant brand worldwide in the Brand Finance Restaurants 25 2026 report, the only Philippine and Southeast Asian brand included in the global ranking.

Brand Finance attributed its performance to stronger brand strength, sustained customer demand, brand appeal, same-store sales growth, rising transaction volumes, revenue growth, record systemwide sales, continued US expansion, and expansion in Vietnam, including the opening of its 200th store.

Mang Inasal rose from seventh to second in brand strength across Philippine restaurant and non-restaurant brands, with its Brand Strength Index increasing to 95.2 from 87.8, lifting its rating from AAA to AAA+.

Its brand value rose 28% to $482m, and it was included in Brand Finance’s “Brands to Watch” for 2026.

Chowking moved up to No. 31 amongst the country’s most valuable brands.

Jollibee Foods Corporation operates 20 brands across more than 10,400 stores and cafés in 33 countries, including Tim Ho Wan, The Coffee Bean & Tea Leaf, Compose Coffee, Smashburger, Highlands Coffee, and Milksha.

“Jollibee's brand value of $3.3b alone represents a substantial level relative to our current market capitalisation, highlighting a meaningful opportunity to convert brand strength into sustained, long-term value for our shareholders,” said Ernesto Tanmantiong, CEO of Jollibee Foods Corporation.