Brand Finance's ASEAN 500 2024 Rankings Name Jollibee, Mang Inasal, and Chowking as the Top Three Most Valuable Restaurant Brands

Top 3 Most Valuable ASEAN Restaurant Brand. Chowking earned near-perfect scores in familiarity and consideration metrics, making it the Top 3 most valuable ASEAN restaurant brand.

With the popular brands Jollibee, Mang Inasal, and Chowking named the top three most valuable restaurant brands in Brand Finance's ASEAN 500 2024 report, the Jollibee Group continues to leave its mark on the world stage, showcasing the strength of its brand portfolio. 

The top brand valuation consultancy in the world is Brand Finance. In addition to publishing over 100 reports that rank brands across all industries and nations, it performs over 6,000 brand valuations that are backed by original market research. Rising post-pandemic consumer spending and digital innovation are driving regional economic growth in the food, retail, hospitality, leisure, and tourism sectors, according to the ASEAN 500 2024 report.

“The top rankings of Jollibee, Mang Inasal, and Chowking as restaurant brands in Brand Finance’s ASEAN 500 2024 report is a testament to our collective commitment to excellence and sustainable growth. We thank our teams who consistently make every experience at 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.” ~Ernesto Tanmantiong, Global Chief Executive Officer of the Jollibee Group

Jollibee: Most Valuable Restaurant Brand in ASEAN

The iconic flagship brand of the Jollibee Group, Jollibee, saw a remarkable 51% increase in brand value, reaching USD 2.3 billion. By reaching this milestone, Jollibee was crowned the most valuable restaurant brand in ASEAN and moved up 19 spots to rank 23rd among the most valuable brands in the region across all categories.

This notable expansion is a result of Jollibee's dedication to customer-centricity, product innovation, aggressive international expansion, strategic alliances, and a greater emphasis on sustainability—elements that have elevated the company's brand value and strength to unprecedented levels.

Jollibee is the second-fastest growing restaurant brand globally, surpassing global behemoths, according to a separate listing by Brand Finance that covers restaurant brands worldwide.

Mang Inasal: ASEAN’s Fastest-Growing Brand

Fastest Growing ASEAN Brand. Mang Inasal, the beloved Filipino casual dining brand of the Jollibee Group, has been cited as the fastest growing ASEAN brand in Brand Finance’s ASEAN 500 2024 Report, with an outstanding 201% surge in brand value. Earlier this year, Mang Inasal was also assessed as the strongest restaurant brand in the Philippines.

The popular Filipino casual dining chain Mang Inasal, owned by the Jollibee Group and known for its famous chicken inasal, was named ASEAN's fastest-growing brand in 2024 across all categories. It jumped 136 spots to become the 146th most valuable brand in the region, with a remarkable 201% increase in brand value to USD 374 million. Notably, after its sister brand, Jollibee, it rose to become the second most valuable restaurant brand in ASEAN.

According to Brand Finance's research, Mang Inasal has outstanding "familiarity" and "recommendation" scores, demonstrating its widespread consumer recognition and steadfast loyalty. 

Mang Inasal was also named the Philippines' strongest brand by Brand Finance earlier this year.

Chowking: Top 3 Most Valuable ASEAN Restaurant Brand

“As the impact of strategic alignment and shared resources in building consumer loyalty and driving sustained growth, iconic brands like Mang Inasal and Jollibee are growing and excelling within their sector. The collective strength of these brands reflects ASEAN's unique ability to adapt and thrive, with its sector’s progress amplifying the region's overall resilience and forward momentum.” ~Alex Haigh, Managing Director of Brand Finance, Asia Pacific

Chowking, Jollibee Group’s popular brand blending Filipino and Chinese cuisines, demonstrated impressive growth with a 56% increase in brand value, reaching USD 252 million. With a strong Brand Strength Index (BSI) score of 75.6 out of 100 and an AA+ brand strength rating, Chowking earned near-perfect marks in familiarity and consideration metrics. It is now recognized as the 22nd most valuable brand in the Philippines and has risen to become the third most valuable restaurant brand in ASEAN.

About Jollibee Group 

Jollibee Foods Corporation (JFC), also known as the Jollibee Group, is one of the world’s fastest-growing restaurant companies, with a mission to deliver great-tasting food, bringing the joy of eating through its 19 brands with over 9,500 stores across 32 countries. 

The Jollibee Group’s portfolio includes eight wholly owned brands (Jollibee, Chowking, Greenwich, Red Ribbon, Mang Inasal, Yonghe King, Hong Zhuang Yuan, Smashburger), four franchised brands (Burger King, Panda Express, Yoshinoya in the Philippines, and Tim Ho Wan in China), and ownership stakes in other key brands like The Coffee Bean and Tea Leaf (80%), Compose Coffee (70%), SuperFoods Group that operates Highlands Coffee (60%), and bubble tea brand Milksha (51%). The Company also has membership interests in Tortazo, LLC, along with Chef Rick Bayless, for Tortazo in the U.S. and has recently invested in Botrista, a leader in beverage technology. 

The Jollibee Group recently signed an agreement with a subsidiary of Titan Dining LP (Titan Fund) for the transfer of ownership and management of the Tim Ho Wan business from Titan Fund to Jollibee Group’s wholly owned subsidiary, Jollibee Worldwide Pte. Ltd (JWPL). This agreement is subject to certain closing conditions and the transfer will be finalized after these closing conditions have been fulfilled, at which point Tim Ho Wan will become 100% owned by JWPL. The Jollibee Group also established a joint venture company that holds the franchise rights to operate Tiong Bahru Bakery and Common Man Coffee Roasters in the Philippines. 

The Jollibee Group’s global sustainability agenda, Joy for Tomorrow, underscores its commitment to sustainable business practices across food safety, employee welfare, community support, good governance, and environmental responsibility, among others. These focus areas are aligned with the United Nations Sustainable Development Goals (UN SDGs).

The Jollibee Group has been recognized as the Philippines' Most Admired Company by the Asian Wall Street Journal, named one of Asia's Fab 50 Companies, and listed among Forbes' World’s Best Employers and Top Female-Friendly Companies. The Company is also a three-time Gallup Exceptional Workplace Award recipient and featured in TIME’s World’s Best Companies and Fortune’s Southeast Asia 500 List.

To learn more about Jollibee Group, visit www.jollibeegroup.com