Jollibee, Mang Inasal, Chowking named the 3 most valuable restaurants in the ASEAN 500 of Brand Finance.

Demonstrating the strength of its brand portfolio, the Jollibee Group continues to make its mark globally, with popular brands Jollibee, Mang Inasal and Chowking recognized as the top three most valuable restaurant brands in Brand Finance’s ASEAN 500 2024 report.

Brand Finance is the world’s leading brand consulting and valuation company. It conducts evaluations of more than 6,000 products, supported by real market research, and publishes more than 100 reports that evaluate products in all sectors and countries.

The ASEAN 500 2024 report reveals that the region’s food, retail, tourism and leisure and entertainment sectors are leading the region’s economic growth, driven by post-pandemic consumer spending and digital innovation.

“The top ranking of Jollibee, Mang Inasal and Chowking as restaurant brands in Brand Finance’s ASEAN 500 2024 report is a testament to our collective commitment to excellence and sustainable growth,” said Ernesto Tanmantiong, global CEO of Jollibee Group.

“We are grateful to our teams who always make everything done in our stores fun. We also share this recognition with our shareholders, and business partners who share our values ​​and mission while promoting long-term growth. “

Jollibee: The most valuable restaurant in ASEAN

Jollibee Group’s flagship company, Jollibee, recorded an impressive 51% increase in product value, reaching $2.3 billion. This milestone crowned Jollibee as the most valuable restaurant brand in ASEAN and propelled it up 19 places to secure the 23rd place among the region’s most valuable brands in all categories.

This remarkable growth reflects Jollibee’s commitment to customer focus, product innovation, aggressive global expansion, strategic partnerships and a strong focus on sustainability—factors that have driven the brand’s value and strength to the top.

In a separate list of restaurant brands from around the world, Brand Finance ranked Jollibee as the 2 fastest growing restaurant brands in the world, outperforming the international giants.

Mang Inasal: ASEAN’s fastest growing brand

Mang Inasal, Jollibee Group’s popular Filipino dining brand celebrated for its signature chicken dish, has been identified as the fastest growing ASEAN brand in 2024 across all categories.

With an impressive 201% increase in brand value to $374 million, it rose 136 spots to rank as the 146th most valuable brand in the region. Notably, it also became the second most important restaurant brand in ASEAN, after its sister brand, Jollibee.

Brand Finance’s research highlights Mang Inasal’s strengths in Familiarity and Recommendation, underscoring its strong recognition and enduring loyalty among consumers.

Earlier this year, Brand Finance also cited Mang Inasal as the strongest brand in the Philippines.

Chowking: ASEAN’s top 3 most important restaurant

Chowking, Jollibee Group’s popular brand that combines Filipino and Chinese food, showed impressive growth with a 56% increase in product value, reaching $252 million.

With a strong Brand Strength Index (BSI) score of 75.6 out of 100 and a brand strength rating of AA+, Chowking received near-perfect marks in familiarity and thoughtfulness metrics. It is now recognized as the 22nd most important brand in the Philippines and has risen to the third most important restaurant brand in ASEAN.

Alex Haigh, managing director of Brand Finance, Asia Pacific, said in a statement, “As a result of aligning strategies and shared resources to build consumer loyalty and drive continued growth, popular brands such as Mang Inasal and Jollibee are growing and leading in their field. . “

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