Jollibee Group brands named among 'most valuable'

The Jollibee Group continues to thrive on the global stage, with three of its brands hailed as among the most valuable restaurant brands in Southeast Asia.

- By RICHMOND MERCURIO

The group said that Jollibee, Mang Inasal, and Chowking were recognized as the top three most valuable restaurant brands in Brand Finance's ASEAN 500 2024 report.

Its flagship brand, Jollibee, saw a 51-percent surge in brand value to $2.3 billion, making it the most valuable restaurant brand in ASEAN.

Overall, Jollibee secured the 23rd spot among the region's most valuable brands across categories.

The group attributed Jollibee's increasing brand value and strength to its commitment to customer-centricity, product innovation, aggressive global expansion, strategic partnerships, and a stronger focus on sustainability.

Mang Inasal, Jollibee Group's casual dining brand, meanwhile, was recognized as ASEAN's fastest-growing brand for 2024 across categories.