The ranking is part of Campaign Asia’s authoritative list of Southeast Asia’s Top 50 Brands, created in partnership with research firm Milieu Insight. This comprehensive study evaluated brands across six key markets—Indonesia, Thailand, Philippines, Malaysia, Vietnam, and Singapore—spanning 10 industry sectors. Brands were assessed on critical attributes, including awareness, purchase behavior, quality, customer service, trustworthiness, innovation, advocacy, and overall brand touchpoints. This ensured a holistic view of their impact and performance in the region.

“We are honored to have three of our brands acknowledged among Southeast Asia’s top food brands. This recent recognition reflects our dedication to quality and innovation, as well as the strong relationships we’ve built with our customers and communities across the region,” said Ernesto Tanmantiong, Global Chief Executive Officer of the Jollibee Group.

“We extend our gratitude to our dedicated teams, franchisees, and business partners who bring our commitment to delivering joyful experiences to life, fueling the Jollibee Group’s collective success and growth,” he concluded.

Excellence in Awareness, Quality, and Trust Across the Region

Jollibee secured the number one spot in the list, surpassing global competitors. Notably, the brand achieved an overall score of 67.35%, reflecting its popularity and trust among consumers across the region.

Joining Jollibee in the top ranks, Mang Inasal was placed seventh, celebrated for its authentic Filipino inasal (roasted chicken) offerings and swift service. The brand’s marketing strategies and value-for-money pricing have strongly resonated with consumers, leading to high brand awareness and purchase frequency.

Meanwhile, Chowking secured the tenth position, recognized as the leading Chinese fast-food restaurant in the Philippines. Offering Chinese-inspired flavors, Chowking has become a favorite among customers seeking diverse and flavorful dining options.

This latest accolade adds to Jollibee Group’s growing list of international recognitions. Recently, Jollibee, Mang Inasal, and Chowking were ranked among the Top Three Most Valuable Restaurant Brands in Brand Finance’s ASEAN 500 2024 rankings. Additionally, CBTL and Highlands Coffee were also recognized for customer experience in Kuwait and Vietnam respectively, further cementing the company’s reputation for excellence and innovation across its markets.