Fast-food giant Jollibee reported strong growth in Southeast Asia in the first quarter this year, posting a robust 27.8 percent increase in systemwide sales outside its home market. The flagship brand of Jollibee Foods Corp. (Jollibee Group) saw strong performance across key regional markets, including Vietnam, Malaysia, Singapore, and Brunei—solidifying Southeast Asia’s role as a critical growth driver for the global quick-service restaurant (QSR) chain.
The sustained momentum contributed significantly to the Jollibee Group’s third consecutive year of record performance in 2024. A total of 51 new stores were opened across Southeast Asia last year, including the brand’s milestone 200th outlet in Vietnam.
“We are grateful for our consumers’ love for Jollibee, which reflects the strength of our flagship brand and the appeal of our offerings in different markets,” said Ernesto Tanmantiong, president and CEO of the Jollibee Group. “Our continued strong growth across our international markets, particularly Southeast Asia, is a testament to the hard work of our team and commitment to our 5-year strategy of tripling attributable net income.”
Jollibee’s market strength is evident in its deep local integration. In Vietnam and Brunei, the majority of its customers are local residents, with Brunei recognizing Jollibee as the market leader in the QSR category. In Singapore and Malaysia, local patronage remains a cornerstone of the brand’s success.
A key growth engine has been Jollibee’s culinary appeal—particularly its globally acclaimed Chickenjoy fried chicken, recently lauded by USA Today, Eater.com, and the South China Morning Post. Regional variants, including Spicy Chickenjoy, Chili Chicken in Vietnam, and Spicy Spaghetti in Malaysia, have resonated well with local tastes.
“As we expand our footprint, we continue to innovate with menu offerings that reflect local preferences,” said Dennis Flores, president of Jollibee Europe, Middle East, Asia, and Australia. “We’re also actively building relationships with franchise partners to bring Jollibee’s signature taste to even more Southeast Asian customers.”
The company’s Southeast Asian growth strategy aligns with its broader ambition to triple its business globally within five years. With strong brand equity, localized offerings, and a loyal customer base, Jollibee is leveraging the region’s dynamic QSR markets as a launchpad for sustained international expansion.
