The Philippine fast-food powerhouse, Jollibee, has officially claimed the title of the top quick-service restaurant (QSR) brand in Vietnam, according to the Euromonitor International Consumer Foodservice 2026 report.
In a significant market shakeup, the brand secured the number one spot by prioritizing consumer preference and brand loyalty over the total number of physical locations.
Since its international debut in Ho Chi Minh City two decades ago, Jollibee has grown its Vietnamese footprint to over 250 branches spanning 50 provinces.
The company’s rise to the top is largely credited to a “local relevance” strategy—fine-tuning signature items like crispy fried chicken and sweet-style spaghetti to align with Vietnamese palates, particularly among 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.
Tanmantiong further noted that this milestone
“reinforces our belief that long-term growth in international markets comes from staying relevant to consumers while building strong operating foundations.”
The brand’s success has been fueled by a diversified real estate approach, utilizing a strategic mix of high-traffic mall locations and specialized delivery hubs.
Dennis Flores, president for the EMEAA region, attributed the brand’s dominance to the local team’s steady operational performance.
“We’re grateful to the Vietnamese consumers who continue to choose Jollibee and make us part of their everyday moments,” Flores stated.
This top-tier ranking follows previous honors, including being named the most reputable food and beverage firm by Vietnam Report.
As Jollibee Group pursues its ambition to become one of the world’s top five restaurant operators, its Vietnamese division now serves as the primary blueprint for global expansion.