Popular local fast food chain ranks first in Southeast Asia's top 10 food brands—survey
Pinoy FRIED (pun intended)!
Jollibee's fried chicken is so beloved that it's often the first thing we crave when we return home from traveling. Even celebrities like Baekhyun from EXO's Baekhyun, LANY, Laufey, and the late Anthony Bourdain have raved about it.
Recently, the beloved Filipino fast-food chain reigned supreme in Southeast Asia, topping the list of the region's top 10 food brands in a recent survey based on Campaign Asia's top 50 brands.
In the study, it achieved an overall score of 67.35% based on factors like the highest purchase frequency score and being the Filipino's "top recommendation to others."
"Jollibee is the top fast-food restaurant in the Philippines and has become a source of national pride for the country," said Campaign Asia.
Meanwhile, South Korean fast food chain Lotteria ranked second overall, garnering a score of 64%, McDonald's in third (62.3%), KFC in fourth (61.5%), and Thailand's The Pizza Company in fifth (60.9%).
The ranking was based on Campaign’s authoritative list of Southeast Asia’s top 50 brands, created in partnership with research firm Milieu Insight.
The survey evaluated brands based on factors such as brand recognition, purchase frequency, product quality, customer satisfaction, trustworthiness, innovation, ease of interaction, and consumer advocacy.
As Jollibee scored the highest in Southeast Asia, the survey suggests that "consumers are more willing to support homegrown brands," making the local fast-food chain a "source of national pride" in the country as it continues "to expand and find success internationally."
In February, Jollibee was recognized as the second fastest-growing restaurant brand in the world, based on the latest annual brand ranking report by Brand Finance, the world’s leading independent brand valuation agency.
It garnered 51% to USD 2.3 billion (more than P133 billion) in brand value.
Founded in the Philippines in 1978, Jollibee now operates a network of more than 1,500 stores in 17 countries. Its Chickenjoy, Jolly Spaghetti, and Yumburgers are among its most popular menu items.