New research from Brand Finance reveals that Jollibee is featured in the Restaurants 25 report for the 10th consecutive year
MANILA, 25 March 2025 – Jollibee is the sole restaurant brand from the Philippines and also the ASEAN region to be featured in the latest Restaurants 25 2025 report by Brand Finance, the world’s leading brand valuation consultancy.
Jollibee (brand value up 8% to USD2.5 billion), ranked 17th globally, has made an impressive mark by maintaining its presence in the global rankings for ten consecutive years since 2016.
Jollibee continues to be the Philippines’ most loved brand, leading the market with its strong consumer connection, best-selling products, and impactful storytelling. With over 1,000 stores nationwide—the largest fast-food chain in the country—it remains deeply embedded in Filipino culture through heartwarming campaigns like My Kwentong Jollibee and its commitment to delivering familiar, well-loved flavours.
Internationally, Jollibee’s aggressive expansion strategy has propelled its presence to over 1,600 stores across 17 countries, primarily through franchising. It brings time-tested Filipino favourites, led by its signature Chickenjoy, while tailoring offerings to local markets. With a reputation for great-tasting food and a fun dining experience, Jollibee is strengthening its foothold worldwide, spreading the joy of eating to an ever-growing global audience.
Alex Haigh, Managing Director Asia Pacific, Brand Finance, commented:
"Jollibee’s sustained success on the global stage is a reflection of its remarkable commercial capabilities. As the sole ASEAN brand in the global rankings and a fixture on the list for a decade, Jollibee exemplifies how a brand can build enduring consumer loyalty through cultural resonance, strategic expansion, and a consistently positive reputation. Its ability to maintain high familiarity and trust within its home market while engaging consumers internationally underscores the growing global influence of Philippine brands."
Restaurant Sector Global Insights
McDonald’s has become the world’s most valuable restaurant brand, with its brand value up 7% to USD40.5 billion. According to Brand Finance research, this rise is largely driven by an increase in its Brand Strength Index (BSI) score, which has climbed from 82.9 in 2024 to 90.5/100, earning a AAA+ rating. Starbucks’ brand value had declined 36% to USD38.8 billion, placing it second among the world’s most valuable restaurant brands.
Haidilao is the world’s strongest restaurant brand for two consecutive years, recording a Brand Strength Index (BSI) score of 94.1/100. The brand also recorded an increase in brand value, up 16% to USD3.6 billion. These strong results can be attributed to the expansion of its restaurant network, enhanced brand influence and customer experience, as well as the diversification of its product range.
With a 43% increase in brand value to USD5.7 billion, Chick-fil-A has become the sector’s fastest-growing brand, securing eighth position among the world’s leading restaurant brands. This rise is fuelled by the brand’s strong financial performance and rising BSI score, now at 89.4/100.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
