Showcasing the power of its brand collection, the Jollibee Group persists in leaving its footprint on the international landscape, with beloved brands Jollibee, Mang Inasal, and Chowking acknowledged as the top three most esteemed restaurant brands in Brand Finance’s ASEAN 500 2024 report.
Brand Finance stands as the foremost brand valuation consultancy globally. It performs over 6,000 brand valuations, bolstered by original market analysis, and disseminates more than 100 reports that rank brands across all sectors and nations.
The ASEAN 500 2024 report indicates that the region’s food, retail, hospitality, and leisure and tourism industries are driving regional economic expansion, fueled by increasing post-pandemic consumer expenditure and digital advancements.
“The premier positions of Jollibee, Mang Inasal, and Chowking as restaurant brands in Brand Finance’s ASEAN 500 2024 report affirm our unified dedication to excellence and sustainable development,” stated Ernesto Tanmantiong, global CEO of the Jollibee Group.
“We appreciate our teams who continually ensure every experience at our establishments is enjoyable. We also extend this acknowledgment to our franchisees and business associates who align with our values and mission while fostering long-term growth.”
Jollibee: Most esteemed restaurant brand in ASEAN
The iconic flagship brand of the Jollibee Group, Jollibee, experienced a remarkable 51% rise in brand value, reaching $2.3 billion. This achievement established Jollibee as the most esteemed restaurant brand in ASEAN and advanced it 19 ranks higher to secure the 23rd position among the region’s most valuable brands across various categories.
This noteworthy expansion illustrates Jollibee’s commitment to customer focus, product innovation, aggressive international growth, strategic collaborations, and a heightened emphasis on sustainability—elements that have driven its brand value and strength to greater heights.
In a separate ranking of restaurant brands worldwide, Brand Finance has recognized Jollibee as the 2nd fastest-growing restaurant brand globally, surpassing international behemoths.
Mang Inasal: ASEAN’s fastest-growing brand
Mang Inasal, Jollibee Group’s cherished Filipino casual dining brand renowned for its signature chicken inasal, was honored as ASEAN’s fastest-growing brand for 2024 across categories.
With a remarkable 201% rise in brand value to $374 million, it climbed 136 positions to rank as the 146th most valuable brand in the region. Notably, it also secured the distinction of being the second most valuable restaurant brand in ASEAN, following its sibling brand, Jollibee.
Brand Finance’s research highlights Mang Inasal’s outstanding scores in Familiarity and Recommendation, emphasizing its strong recognition and lasting loyalty among consumers.
Earlier this year, Brand Finance also named Mang Inasal as the strongest brand in the Philippines.
Chowking: Top 3 most valuable ASEAN restaurant brand
Chowking, the popular Jollibee Group trademark combining Filipino and Chinese cuisine, showed impressive growth with a 56% rise in brand value, reaching $252 million.
With a solid Brand Strength Index (BSI) score of 75.6 out of 100 and an AA+ brand strength rating, Chowking attained exceptional marks in familiarity and consideration metrics. It is now acknowledged as the 22nd most valuable brand in the Philippines and has ascended to be the third most valuable restaurant brand in ASEAN.
Alex Haigh, managing director of Brand Finance, Asia Pacific, stated in a release, “The influence of strategic alignment and shared resources in cultivating consumer loyalty and fostering sustained growth, iconic brands like Mang Inasal and Jollibee are progressing and excelling within their field. The combined strength of these brands reflects ASEAN’s unique capability to adapt and succeed, with its sector’s advancements amplifying the region’s overall resilience and forward movement.”
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