Jollibee Foods Corporation (PSE: JFC) announced on June 23, 2026, that its main brand, Jollibee, saw its brand value jump by 32% to $3.3 billion (around PHP 189 billion), according to a press release filed with the Philippine Stock Exchange.

What Does This Mean in Simple Terms?

Think of “brand value” like the worth of a popular toy or game character. If everyone loves it and wants to buy products with that character, the character becomes more valuable. That’s what happened to Jollibee – more people around the world love the brand, so it’s now worth more money.

According to Brand Finance Philippines 50 2026, an annual report that measures how valuable Filipino brands are, Jollibee ranked as the second most valuable Filipino brand for the third year in a row. This is like being the second most popular kid in school for three years straight!

Jollibee’s Achievements

The fast-food chain wasn’t just recognized locally. The report highlighted several important points about Jollibee:

• It remains the most valuable restaurant brand in the Philippines
• It’s the 5th strongest restaurant brand globally (that means in the whole world!)
• It leads all Philippine brands in ESG perceptions (this means people think Jollibee cares about the environment, employees, and doing good things for society)

The report explained that Jollibee’s growth came from consistent sales growth, more customers visiting their stores, and successful expansion in other countries. The brand now has 200 stores in Vietnam and continues expanding in the United States. They’ve also added digital kiosks where customers can order their food using touch screens.

Mang Inasal Makes Big Jump

Another brand owned by Jollibee Foods Corporation, Mang Inasal, also performed remarkably well. The chicken inasal restaurant chain jumped from being the 7th strongest brand to the 2nd strongest brand in the Philippines.

Mang Inasal’s brand value grew 28% to $482 million (approximately PHP 27.6 billion). The brand earned a “AAA+” rating, which is like getting an A+ on a very difficult test. Brand Finance even named it a “Brand to Watch” for 2026.

Michael Castro, Mang Inasal’s President, explained that their success comes from staying connected to what Filipinos love: great-tasting food, good value for money, and an authentic dining experience. The brand is known as the Philippines’ “Grill Expert” and is famous for its Chicken Inasal and unlimited rice offering.

What the CEO Says

Ernesto Tanmantiong, the Chief Executive Officer of Jollibee Foods Corporation, stated that these recognitions show the strength of their brands and the trust consumers have in them over many years. He explained that strong brands help create customer loyalty and support long-term business growth.

Tanmantiong also pointed out something interesting for investors: Jollibee’s brand value of $3.3 billion alone represents a substantial amount compared to the company’s current market capitalization, suggesting there’s an opportunity to convert this brand strength into value for shareholders.

About Jollibee Foods Corporation

Jollibee Foods Corporation is one of the world’s fastest-growing restaurant companies. The company operates a portfolio of 20 brands with over 10,400 stores and cafés across 33 countries.

Besides Jollibee, Chowking, and Mang Inasal, the company owns or has stakes in many other brands including Greenwich, Red Ribbon, Burger King (franchise), The Coffee Bean and Tea Leaf (80% ownership), Compose Coffee (70%), and Highlands Coffee (60%), among others.

Industry Context

The Brand Finance report showed that the combined value of the Philippines’ top 50 brands increased 11% to $35.3 billion in 2026. This reflects strong consumer spending and resilient demand in the Philippine market, according to the press release.

The restaurant industry in the Philippines continues to grow as more Filipinos eat out and as brands expand both locally and internationally. Jollibee’s performance shows that Filipino brands can compete not just locally but on the global stage.

This information is based on a press release filed by Jollibee Foods Corporation with the Philippine Stock Exchange on June 24, 2026.

This article is based on the company’s official press release and disclosures filed with the Philippine Stock Exchange’s Electronic Disclosure Generation Technology (PSE EDGE) system. For the complete and official version of the announcement, readers may visit the PSE EDGE website and search for the company’s filing directly.