Jollibee rides regional sales boom with localized menus, store openings

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June 3, 2025 | 5:41pm

MANILA, Philippines — Fast-food giant Jollibee Foods Corp. is accelerating its push into Southeast Asia, armed with a strong regional sales growth to expand its store footprint in key markets.

The Manila-based company said its systemwide sales in Vietnam, Malaysia, Singapore and Brunei grew 27.8% in the first quarter of 2025, excluding its home market in the Philippines.

The momentum helped sustain Jollibee’s record financial performance for a third consecutive year, according to a disclosure.

Jollibee added 51 new stores in the region last year, including its 200th outlet in Vietnam, underscoring efforts to deepen its presence in a market that’s becoming increasingly competitive.

Localization strategy. Jollibee’s approach leans heavily on adapting its menu to local tastes.

In Vietnam, where nearly all customers are locals, the company has introduced products like Chili Chicken. In Malaysia, it offers a Spicy Spaghetti tailored to regional palates.

The brand’s flagship Chickenjoy fried chicken, recognized by USA Today and Eater.com, meanwhile, remains a key draw across all markets.

“Southeast Asia remains a critical part of our international growth,” CEO Ernesto Tanmantiong said. The company is aiming to triple attributable net income over the next five years, part of a broader expansion strategy that includes a focus on regional partnerships and franchise growth.

Expanding portfolio. Jollibee Foods operates a portfolio of 19 brands with more than 9,900 stores in 33 countries. Its wholly owned brands include Jollibee, Chowking, Greenwich, Red Ribbon, Mang Inasal, Yonghe King, Hong Zhuang Yuan, Smashburger and Tim Ho Wan. It also franchises Burger King, Panda Express, Yoshinoya, Common Man Coffee Roasters and Tiong Bahru Bakery in the Philippines.

In addition, the company holds significant stakes in several other brands:

• 80% in The Coffee Bean and Tea Leaf
• 70% in Compose Coffee
• 60% in Highlands Coffee (via SuperFoods Group), and
• 51% in bubble tea chain Milksha.

It also has a stake in Tortazo, a U.S. Mexican fast-casual concept, and has invested in Botrista, a beverage technology company.