Manila, Philippines – Jollibee has been ranked as the largest chicken quick-service restaurant (QSR) chain in Southeast Asia by value sales, according to Euromonitor International’s Consumer Foodservice 2026 study.
The ranking was based on 2025 value sales and placed Jollibee at the top of the region’s chicken QSR category. Euromonitor’s assessment covered limited-service restaurant formats, including fast food and takeaway outlets, and drew on store checks, trade interviews, company analysis, and in-country research.
As of 31 December 2025, Jollibee operated 1,658 stores across Southeast Asia, including 317 outlets outside the Philippines in markets such as Vietnam, Malaysia, Singapore, and Brunei.
Ernesto Tanmantiong, Global President and Chief Executive Officer of Jollibee Group, said, “Jollibee is well-positioned to scale significantly over time, supported by disciplined expansion and strong market fundamentals. With 317 stores across Southeast Asia outside the Philippines, we have a solid platform for continued expansion in this high-growth region.”
The company’s regional growth strategy focuses on balancing menu localisation with a consistent brand experience across markets. Signature products such as Chickenjoy and Jolly Spaghetti remained among the brand’s strongest-performing items, while market-specific offerings included Nasi Lemak Chickenjoy in Malaysia.
The report further highlights Jollibee’s customer ratings across Vietnam, Singapore, and Brunei that averaged more than four stars on Google reviews, which it attributed to product quality and service consistency.
Dennis Flores, President for the Europe, Middle East, Asia, and Australia (EMEAA) region, said, “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. 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.”
Separately, Jollibee Vietnam was ranked the country’s top quick-service restaurant brand by Euromonitor International despite not having the largest store network. the business had expanded from its first outlet in Ho Chi Minh City in 2005 to more than 250 stores across over 50 provinces and cities.
Accordingly, the growth can be attributed to Jollibee Vietnam’s tailored to local consumer preferences, with menu items such as Chickenjoy fried chicken, Chili Chicken, and Jolly Spaghetti remaining among its key offerings in the market.
It has continued to target younger consumers through school and community programmes, alongside campaigns on digital platforms.
Tanmantiong shared, “Vietnam is a highly dynamic and competitive market, and our progress reflects our focus on understanding local consumers and executing well on the fundamentals. It also underscores the strength of combining a well-loved brand with deep local understanding and consistent execution, reinforcing our belief that long-term growth in international markets comes from staying relevant to consumers while building strong operating foundations.”
Flores also stated, “We’re grateful to the Vietnamese consumers who continue to choose Jollibee and make us part of their everyday moments. This recognition belongs equally to our Jollibee Vietnam team, whose care for the customer and commitment to getting the fundamentals right have made this possible. As we move forward, we remain focused on delivering superior-tasting food and a consistently positive customer experience.”
