Based on the 2025 value sales in its Consumer Foodservice 2026 study.
Philippine fastfood giant Jollibee was recently ranked as the No. 1 Chicken Quick Service Restaurant (QSR) in Southeast Asia by to Euromonitor International.
The said ranking is based on its Limited-Service Restaurant classification, which includes fast food and takeaway formats.
The assessment also 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 is well-positioned to scale significantly over time, supported by disciplined expansion and strong market fundamentals,” said Ernesto Tanmantiong, Global President & CEO, Jollibee Group.
He added, “With 317 stores across Southeast Asia outside the Philippines, we have a solid platform for continued expansion in this high-growth region.”
As of December 31, 2025, Jollibee operates a total of 1,658 stores across Southeast Asia, including its strong base in the Philippines and a growing footprint in Vietnam, Malaysia, Singapore, and Brunei.
Across the region, the chain has built broad market appeal by balancing menu localization with a consistent core brand experience. in the key markets mentioned above, where they combinie signature items with local products and campaigns.
Jollibee stores in Vietnam, Singapore, and Brunei also maintain Google ratings of at least four stars, with the brand’s overall average rating across key Southeast Asian markets consistently above four.
Notably, the customer mix across these markets reflects strong mainstream appeal.
Signature products Chickenjoy and Jolly Spaghetti also remain among the brand’s top-selling items across markets, which the company said is able to “continue to drive repeat visits and strong customer affinity.”
There are also recent launches such as Spicy Nuggets, Spicy Spaghetti, and the Pistachio Kunafa Sundae sit alongside market-specific offerings like Nasi Lemak Chickenjoy in Malaysia.
“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,” said Dennis Flores, President for the EMEAA Region.
“In markets like Vietnam and Brunei, nearly all of 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.”
In Vietnam, Jollibee was also recently ranked the No. 1 Quick Service Restaurant by Euromonitor International despite not having the largest store network—mainly attributed to the brand’s strong same-store performance, consumer preference, and ability to lead the market on value sales rather than it footprint.
It has since expanded to 250 stores across more than 50 provinces and cities in the said country.
Over in Singapore, Jollibee has strengthened consumer engagement through locally relevant brand moments, including campaigns aligned with major cultural events.
It was also previously recognized as the number 1 Fast Food Brand in Customer Service by the national paper The Straits Times, based on a nationwide consumer survey.
In Brunei, Jollibee is the leading Quick Service Restaurant by store network, reflecting strong accessibility and brand presence across the country.
The brand was also named among the Top 5 Strongest Restaurant Brands Globally in Brand Finance’s Restaurants 25 ranking for 2026, earning an AAA brand strength rating that reflects strong consumer loyalty, consistency, and market relevance.
It was also the the Best Fast-Food Fried Chicken for two consecutive years by USA Today.
“This milestone underscores the strength of Jollibee as our flagship brand and our ability to build brands that connect across markets,” Tanmantiong furthered.
“It reflects years of disciplined execution—deep consumer understanding, strong operating systems, and a growth strategy that balances relevance with consistency. As we expand further, we remain focused on building brands that can scale while staying meaningful to the customers we serve.”
The Jollibee Group Global President & CEO also said that this recognition reflects the dedication of its teams and franchisees across Southeast Asia.
“Our growth is rooted in staying close to our customers, adapting to local tastes while consistently delivering the core favorites and experience people associate with Jollibee. We’re grateful for the trust of our customers and remain focused on strengthening the brand across the region,” he noted.