Jollibee Group’s Jollibee, Mang Inasal and Chowking Cited Among Most Valuable Brands in PH


Growing Iconic and Well-Loved Brands. Jollibee Group’s expertise in growing and scaling iconic and well-loved brands is made more evident by the inclusion of Jollibee, Mang Inasal, and Chowking among the Top 30 Most Valuable Brands in the Philippines.


MANILA, Philippines. 29 May 2024 – Three brands of the Jollibee Group – Jollibee, Mang Inasal, and Chowking – have been named among the Top 30 Most Valuable Brands in the Philippines by Brand Finance, a leading global independent brand valuation company.


Jollibee has been ranked second, while Mang Inasal and Chowking have been ranked 15th and 22nd respectively. Only these three restaurant brands have been included in the rankings that include mostly banking and technology brands.


“These impressive valuations can be attributed to our ability in developing and scaling iconic brands consistently by providing delicious products and menu innovations, effective restaurant and franchise system, and compelling consumer propositions brought to life through insightful marketing and relevant promotions,” said Jollibee Group President and Chief Executive Officer Ernesto Tanmantiong.


“Behind these efforts is the determination and hard work of the people and partners of the Jollibee Group, who have built and supported the brands that our customers can truly love and can all be proud of. They are the driving force of our growth today and in the future, as we continue to spread the joy of eating to everyone,” Tanmantiong added.





Brand Finance Rankings


The ranking on Most Valuable Brands refer to brand valuation, which is the future cash flow potential of the brand. This is also called the brand licensor's value, based on the brand's strength and future revenue forecasts in the markets where it operates. It is the financial value of the brand as a business asset.


With its brand value up 51% to USD2.3 billion, Jollibee, the highest valued restaurant brand in the Philippines, further moved up to rank 2 in this year’s list from rank 4 of last year. Jollibee was also ranked fifth in the 2024 Top 10 Strongest Filipino Brands, with a brand strength rating improvement from AA- to AAA. Its Brand Strength Index (BSI) score also increased by an impressive 19.3 points to 84.6 of 100.


The ranking on Strongest Brands refers to brand strength, also referred to as brand equity, which is a measure of the brand's competitive standing in the markets where it operates based on familiarity, appeal, and potential. 


According to Brand Finance, Jollibee achieved perfect scores in metrics on familiarity and recommendation, underscoring its exceptional brand recognition and consumer loyalty.


In a separate listing covering restaurant brands across the globe, Brand Finance has assessed Jollibee as the Top 2 fastest growing restaurant brand in the world, outperforming international giants like McDonald’s and Starbucks.


Strongest brand, largest brand value growth


Meanwhile, Mang Inasal was named as the strongest Filipino brand this year. The restaurant brand recorded a BSI score of 86.3 points out of a hundred, with a corresponding brand strength rating of AAA. Brand Finance noted that Mang Inasal’s impressive performance was driven by brand familiarity, as well as its expanded store network in the country.


Furthermore, Mang Inasal and Chowking were among the Philippine brands with largest brand value growth. Mang Inasal’s brand value is up 201% to USD374 million, while Chowking’s brand value is up 56% to USD252 million.


Chowking recorded a BSI score of 75.6 points out of a hundred and a brand strength rating of AA+. The brand achieved almost perfect scores in metrics on familiarity and consideration.


Jollibee Group’s iconic brands


Apart from these positive valuations, brands under the Jollibee Group have been recognized multiple times across different geographies. The Company’s global brands Jollibee and The Coffee Bean & Tea Leaf ® have been recently listed among the top 10 brands in Kuwait for customer satisfaction, with CBTL cited as the top brand in the café category. Another coffee brand under its portfolio, Highlands Coffee, has recently been recognized as the top food and beverage brand for customer experience in Vietnam.


In Newsweek’s list of America’s Favorite Restaurant Chains for 2023, the Jollibee Group brands Jollibee, Chowking, Smashburger, and CBTL were all included in their respective categories. In 2022, Jollibee was also cited as Most Favorite Fast-food Restaurant in Hong Kong and among the Hottest Brands in America.

Jollibee as a cultural icon. Jollibee Philippines President Fernando Yu Jr. shared how Jollibee has become a cultural icon in the Philippines and the significant role that Filipino culture plays in Jollibee's global expansion. “It's not just about the food; it's about the experience we offer—a taste of Filipino life and values with every meal. Wherever you find a Jollibee around the world, you'll find a connection to our heritage, fostering a deeper appreciation for our culture while driving our ambition to stand among the top global restaurant companies,” he said.

About Jollibee Group


Jollibee Foods Corporation (JFC, also known as Jollibee Group) is one of the fastest-growing restaurant companies in the world. Its mission is to serve great-tasting food and bring the joy of eating to everyone through its 18 brands with over 6,800 stores across 33 countries.


The Jollibee Group has eight wholly owned brands (Jollibee, Chowking, Greenwich, Red Ribbon, Mang Inasal, Yonghe King, Hong Zhuang Yuan, Smashburger); four franchised brands (Burger King, Panda Express, and Yoshinoya in the Philippines, and Tim Ho Wan in certain territories in China); 80% ownership of The Coffee Bean and Tea Leaf; 60% ownership in the SuperFoods Group that owns Highlands Coffee; and 51% ownership of Milksha, a popular Taiwanese bubble tea brand. JFC also has a business venture with award-winning Chef Rick Bayless for Tortazo, a Mexican fast-casual restaurant business in the United States.


The Jollibee Group, through its subsidiary Jollibee Worldwide Pte. Ltd. (JWPL) owns 92% participating interest in Titan Dining LP, a private equity fund that owns the Tim Ho Wan brand. The Jollibee Group has a joint venture with the THW Group to open and operate THW restaurants in Mainland China. The Company also established a joint venture company that will own and operate Tiong Bahru Bakery and Common Man Coffee Roasters in the Philippines. Recently, the Jollibee Group signed agreements to own 10% ownership in Botrista, a leader in the beverage technology space.  The Company also owns a 90% participating interest in Titan Dining Partners II Ltd to further grow Asia Pacific food service brands and/or bring strong global food service brands to Asia Pacific.


The Jollibee Group has launched its global sustainability agenda dubbed Joy for Tomorrow, which aims to strengthen the Company’s commitment to sustainable business practices. The agenda centers on the key pillars of Food, People, and Planet, and consists of 10 focus areas namely: food safety, food quality, nutrition & transparency, employee welfare, farmers livelihood, community support, good governance, packaging & recycling, waste reduction, and energy & water efficiency. Each focus area sets goals and initiatives that contribute and align with the United Nations Sustainable Development Goals (UN SDGs).


The Jollibee Group was named the Philippines' Most Admired Company by the Asian Wall Street Journal for ten years. It was also honored as one of Asia's Fab 50 Companies and among the World's Best Employers and World’s Top Female-Friendly Companies by Forbes. The Company is also a three-time recipient of Gallup’s Exceptional Workplace Award and was recently cited in TIME’s List of the World’s Best Companies. 


To learn more about Jollibee Group, visit




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