Demonstrating the strength of its brand portfolio, Jollibee Group continues to make its mark on the global stage, with beloved brands Jollibee, Mang Inasal and Chowking recognized as the top three most valuable restaurant brands in Brand Finance’s ASEAN 500 2024 report.
Brand Finance is the world’s leading brand valuation consultancy. It conducts more than 6,000 brand ratings, backed by original market research, and publishes more than 100 reports ranking brands across all sectors and countries.
The ASEAN 500 2024 report shows that the region’s food, retail, hospitality, leisure and tourism sectors are leading regional economic growth, driven by rising post-pandemic consumer spending and digital innovation.
“The top positions of Jollibee, Mang Inasal and Chowking as restaurant brands in Brand Finance’s ASEAN 500 2024 report are a testament to our collective commitment to excellence and sustainable growth,” said Ernesto Tanmantiong, global CEO of Jollibee Group.
“We thank our teams who consistently make every experience in our stores delightful. We also share this recognition with our franchisees and business partners who share our values and our mission while driving long-term growth.”
Jollibee: Most valuable restaurant brand in ASEAN
Jollibee Group’s iconic flagship brand, Jollibee, recorded an impressive 51% increase in brand value to $2.3 billion. This milestone crowned Jollibee as the most valuable restaurant brand in ASEAN, propelling it 19 spots higher to secure 23rd place among the region’s most valuable brands across all categories.
This significant growth reflects Jollibee’s commitment to customer centricity, product innovation, aggressive global expansion, strategic partnerships and a stronger focus on sustainability – factors that have propelled its brand value and strength to new heights.
In a separate list of restaurant brands around the world, Brand Finance has rated Jollibee as the 2 fastest growing restaurant brand in the world, outperforming international giants.
Mang Inasal: ASEAN’s Fastest Growing Brand
Mang Inasal, Jollibee Group’s beloved Philippine casual dining brand, celebrated for its signature chicken inasal, was recognized as ASEAN’s fastest growing brand for 2024 across all categories.
With an impressive 201% increase in brand value to $374 million, it rose 136 places to become the 146th most valuable brand in the region. Notably, it also became the second most valuable restaurant brand in ASEAN, behind its sister brand Jollibee.
Brand Finance’s research highlights Mang Inasal’s exceptional awareness and recommendation scores, underscoring its strong recognition and enduring loyalty among consumers.
Earlier this year, Brand Finance also named Mang Inasal the strongest brand in the Philippines.
Chowking: Top 3 Most Valuable ASEAN Restaurant Brands
Chowking, Jollibee Group’s popular brand that combines Filipino and Chinese cuisines, showed impressive growth with a 56% increase in brand value to $252 million.
With a strong Brand Strength Index (BSI) score of 75.6 out of 100 and an AA+ brand strength rating, Chowking achieved near-perfect marks for awareness and consideration. It is now recognized as the 22nd most valuable brand in the Philippines and has grown to become the third most valuable restaurant brand in ASEAN.
Alex Haigh, managing director of Brand Finance, Asia Pacific, said in a statement: “As the impact of strategic alignment and shared resources on building consumer loyalty and driving sustainable growth, iconic brands like Mang Inasal and Jollibee are growing within their industries . . The collective strength of these brands reflects ASEAN’s unique ability to adapt and thrive, with the sector’s progress strengthening the region’s overall resilience and forward momentum.”
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