Philippine fast-food giant Jollibee has climbed to fifth place in the 2026 ranking of the world’s strongest restaurant brands, up from ninth last year. The rise reflects stronger consumer recognition, preference, and loyalty across international markets, according to the company’s Brand Strength Index.
Jollibee remains the only Philippine and Southeast Asian brand on the list, with its brand value jumping 32 percent to US$3.3 billion, putting it among the 25 most valuable restaurant brands globally. The company also earned an AAA brand strength rating, signaling high customer trust, emotional connection, and broad acceptance of its pricing.
The brand’s continued expansion in Asia, North America, and the Middle East has reinforced its global footprint while keeping it a market leader at home.
