Jollibee Foods Corporation today highlighted the strong showing of its brands in the newly released Brand Finance Philippines 50 2026, the annual report on the most valuable and strongest Filipino brands. Two of the Jollibee Group’s brands, Jollibee and Mang Inasal, were recognized among the nation’s most valuable and strongest, affirming the Jollibee Group’s position as a builder of leading consumer brands.
According to the report, the combined value of the Philippines’ top 50 brands rose 11% to USD 35.3 billion in 2026, reflecting resilient domestic demand and sustained consumer spending. Within this landscape, the Jollibee Group’s brands stood out for both their financial value and their underlying brand strength, the consumer perception measures that stimulate demand, support pricing, attract talent, build resilience, and reinforce investor confidence.
Jollibee: Philippines’ #2 Most Valuable Brand
Jollibee secured second place among the Philippines’ most valuable brands for the third consecutive year, with brand value increasing 32% to USD 3.3 billion. The flagship brand was also recognized as the fifth strongest restaurant brand globally, with the report attributing the uplift to stronger brand strength performance, sustained customer demand, and strong brand appeal across core markets.
Brand Finance linked Jollibee’s momentum to consistent and peer-leading same store sales growth, rising transaction volumes, revenue growth, and record systemwide sales. The brand further strengthened its international standing through milestones including its 200th store in Vietnam, continued US expansion, menu collaborations, and the rollout of digital kiosks. Jollibee was also cited as the leader in ESG perceptions in the Philippines, an increasingly important driver of brand value and stakeholder trust.
Mang Inasal: Philippines’ Second Strongest Brand and a “Brand to Watch”
Mang Inasal delivered one of the report’s most notable improvements, rising from the 7th to the 2nd strongest brand in the Philippines. Its Brand Strength Index advanced 7.4 points to 95.2 out of 100 (from 87.8 in 2025), earning a top tier AAA+ brand strength rating. The brand’s value grew 28% to USD 482 million, and Mang Inasal was named a “Brand to Watch” for 2026.
The report credited Mang Inasal’s position within Jollibee Foods Corporation, which provides scale advantages, operational support, and broad market visibility, alongside strong consumer relevance and nationwide penetration anchored on its positioning as the Philippines’ “Grill Expert.” Continued customer engagement around its signature Chicken Inasal and Unli-Rice proposition, together with strong cultural resonance in everyday Filipino dining, reinforced its brand equity.
In the report’s Brand Spotlight, Mang Inasal President, Michael Castro said: “Driving Mang Inasal’s momentum is its ability to stay deeply connected to what Filipinos truly value, great-tasting food, strong value for money, and an authentic dining experience that feels familiar and joyful.”
