Nelson Morales

Article (news)

Arthur Fuentes

ABS-CBN News

<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1777286084989jollibee vietnam.jpg" style="width:960px" class="fr-fic fr-dib" width="960"/>A Jollibee store in Vietnam. Handout</div>MANILA — Jollibee has been crowned the top quick-service restaurant brand in Vietnam, the company said, citing a new industry study. The Philippine-based fast food giant said Euromonitor International’s Consumer Foodservice 2026 report ranked Jollibee Vietnam as the number one quick service restaurant chain in the Southeast Asian country. This was despite Jollibee Vietnam not holding the largest store network in the country. The ranking highlights a rare feat of consumer loyalty over sheer scale in the high-growth Southeast Asian nation, Jollibee said.Since debuting in Ho Chi Minh City in 2005, the chain has expanded to over 250 outlets across 50 provinces. Jollibee said its strategy has relied on &quot;local relevance,&quot; tailoring its flagship fried chicken and spaghetti to Vietnamese palates while aggressively targeting the youth demographic. “Vietnam is a highly dynamic and competitive market, and our progress reflects our focus on understanding local consumers and executing well on the fundamentals,” said Ernesto Tanmantiong, Global President and CEO of Jollibee Group.He added that the success &quot;reinforces our belief that long-term growth in international markets comes from staying relevant to consumers while building strong operating foundations.&quot;The brand&#x27;s rise has been bolstered by a diverse mix of mall-based and delivery-focused hubs, the company said. Dennis Flores, President of Jollibee’s EMEAA region, credited the local team&#x27;s &quot;commitment to getting the fundamentals right&quot; for the top ranking.“We’re grateful to the Vietnamese consumers who continue to choose Jollibee and make us part of their everyday moments,” Flores said.The accolade follows a string of local wins for the Manila-based firm, including being named the most reputable F&amp;B company by Vietnam Report. For the Jollibee Group, the Vietnam model now serves as a blueprint for its global ambitions of becoming a top-five restaurant operator worldwide.

Euromonitor International Consumer Foodservice 2026 report ranked Jollibee Vietnam as the number one quick service restaurant chain in the Southeast Asian country.

Euromonitor International Consumer Foodservice 2026 report ranked Jollibee Vietnam as the number one quick service restaurant chain in the Southeast Asian country.

Jollibee ranks as top quick service restaurant in Vietnam — study

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Jollibee ranks as top quick service restaurant in Vietnam — study

Arthur Fuentes,

ABS-CBN News

Published April 27, 2026 06:37 PM PHT

Read More:

Jollibee

Vietnam

Euromonitor

fast food

quick service restaurant

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