Jollibee has secured the top spot as the No. 1 chicken quick service restaurant (QSR) brand in Southeast Asia based on 2025 value sales, according to global market research firm Euromonitor International.
The recognition highlights Jollibee’s continued dominance and expanding footprint across the region, driven by strong consumer demand and consistent brand growth. Known for its signature fried chicken and Filipino-inspired menu offerings, the brand has steadily gained traction not only in the Philippines but also in neighboring Southeast Asian markets.
Data from Euromonitor shows that as of the end of 2025, Jollibee operates a total of 1,658 stores across Southeast Asia. Of this number, 317 branches are located outside the Philippines, with a growing presence in countries such as Vietnam, Malaysia, Singapore, and Brunei.
Industry analysts attribute the brand’s success to its ability to localize offerings while maintaining its core identity, as well as its aggressive expansion strategy in key international markets. The latest milestone further strengthens Jollibee’s position as one of the region’s leading fast food players.
As competition in the quick service restaurant sector intensifies, Jollibee’s sustained growth signals strong brand loyalty and a resilient business model that continues to resonate with consumers across Southeast Asia.
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