Jollibee reinforces leadership in key markets in SE Asia

MANILA, Philippines — Jollibee Group’s flagship brand Jollibee has reinforced its dominance in key markets in Southeast Asia, sustaining its growth across the region in the first quarter.

Jollibee posted a 27.8-percent systemwide sales growth across its Southeast Asia operations outside the Philippines, including Vietnam, Malaysia, Singapore and Brunei during the period.

The increase was attributed to the brand’s continuous effort to build relevance and resonance with local customers, which resulted in strong local patronage across all Southeast Asian markets.

“We are grateful for our consumers’ love for Jollibee, which reflects the strength of our flagship brand and the appeal of our offerings in different markets. Our continued strong growth across our international markets, particularly Southeast Asia, is a testament to the hard work of our team and commitment to our five-year strategy of tripling attributable net income,” Jollibee Group global president and chief executive officer Ernesto Tanmantiong said.

In Vietnam, where Jollibee now operates over 200 stores, the group said that nearly all customers are Vietnamese.

Jollibee has also established itself as the market leader in the quick service restaurant category in Brunei, with almost all customers being locals.

The group said that Jollibee is likewise experiencing strong community patronage in Singapore and Malaysia, where the majority of its consumers are locals as well.

To sustain its momentum, Jollibee intends to continue its store network expansion across Southeast Asia, contributing to the global food company’s mid-term goal of tripling its business in five years.

The group said the ongoing expansion reinforces Southeast Asia’s critical role in its global growth strategy.

“Our commitment to delivering superior taste has fueled our growth in Southeast Asia and we’re grateful to have passionate franchisees and partners who share in this mission,” Dennis Flores, president of Jollibee Europe, Middle East, Asia and Australia, said.

“We are excited to strengthen these relationships, while also seeking new franchisees for new markets as we bring the joy of superior taste to more customers around the world,” Flores said.

As of end-March, the Jollibee Group’s store network across all brands stood at 9,935, composed of 3,393 stores in the Philippines and 6,542 abroad.

The group plans to spend between P18 billion and P21 billion this year to open 700 to 800 stores across brands and regions.

It expects to deliver an eight to 12 percent growth in system wide sales for 2025, with four to six percent growth in same store sales and store network growth of four to eight percent.

Operating profit growth is targeted to be in the range of 10 percent to 15 percent this year.