Jollibee, Mang Inasal, and Chowking Rank as Top 3 Most Valuable Restaurant Brands in ASEAN, According to Brand Finance.
The Jollibee Group continues to solidify its presence on the global stage, with its flagship brand Jollibee, along with Mang Inasal and Chowking, named as the top three most valuable restaurant brands in Brand Finance’s ASEAN 500 report for 2024.
Brand Finance, a global leader in brand valuation, evaluates more than 6,000 brands annually and publishes over 100 reports that rank companies across different sectors worldwide.
The 2024 ASEAN 500 report highlights the region’s food, retail, hospitality, and tourism sectors as key drivers of economic growth, fueled by increased consumer spending and digital innovation in the post-pandemic era.
“The recognition of Jollibee, Mang Inasal, and Chowking as the top restaurant brands in the ASEAN 500 report is a reflection of our commitment to excellence and long-term, sustainable growth,” said Ernesto Tanmantiong, CEO of the Jollibee Group.
“We owe this success to our dedicated teams, who consistently deliver outstanding customer experiences at our stores. We also share this achievement with our franchisees and partners, who help us grow while upholding our shared values and mission.”
Jollibee’s Remarkable Growth
Jollibee, the Group’s flagship brand, saw its brand value soar by 51%, reaching $2.3 billion. This significant increase made it the most valuable restaurant brand in ASEAN, moving up 19 spots to rank 23rd among all brands in the region, across various industries.
This growth is attributed to Jollibee’s focus on customer satisfaction, product innovation, and global expansion, as well as strategic partnerships and sustainability efforts.
Globally, Jollibee was also recognized as the second-fastest growing restaurant brand, surpassing many international competitors.
Mang Inasal: ASEAN’s Fastest-Growing Brand
Mang Inasal, known for its popular Filipino grilled chicken, was named ASEAN’s fastest-growing restaurant brand in 2024.
The brand’s value skyrocketed by 201%, reaching $374 million. This growth propelled Mang Inasal up 136 spots, landing at the 146th position in the region’s overall brand ranking.
The brand’s impressive rise also made it the second most valuable restaurant brand in ASEAN, behind Jollibee. Brand Finance’s research highlighted Mang Inasal’s strong familiarity and customer recommendation scores, underscoring its widespread recognition and loyalty.
Earlier this year, Brand Finance also named Mang Inasal as the strongest brand in the Philippines.
Chowking: A Strong Contender in The Region
Chowking, which blends Filipino and Chinese cuisine, also posted impressive growth with a 56% increase in brand value, reaching $252 million. The brand now holds a strong Brand Strength Index (BSI) score of 75.6 out of 100, with an AA+ brand strength rating. Chowking’s familiarity and consideration metrics earned near-perfect scores, helping it rise to become the third most valuable restaurant brand in ASEAN.
The brand is now ranked as the 22nd most valuable brand in the Philippines, further solidifying its position within the region.
A Reflection of ASEAN’s Resilience
Alex Haigh, Managing Director of Brand Finance Asia Pacific, commented, “The success of brands like Jollibee, Mang Inasal, and Chowking demonstrates the power of strategic alignment and shared resources in building consumer loyalty. These brands, through their strong market presence, reflect ASEAN’s ability to adapt, thrive, and drive long-term growth, amplifying the region’s resilience and momentum.”
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