Jollibee
Jollibee, a Filipino fast-food chain, has long dominated its home market and is now pursuing global expansion to become a top-five restaurant brand worldwide. The company, which owns multiple international chains, operates over 100 locations in North America and plans to open 350 stores across the continent and more than 1,200 globally in 2026. Despite its growth ambitions, Jollibee's leadership emphasizes maintaining its Filipino identity as central to its global strategy.
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For decades, Filipino fast-food chain Jollibee has been a leader in its home market, outselling McDonald’s and KFC. But the plucky fried-chicken joint, whose mascot is a grinning, bowtie-clad bee, is itself a global giant; it is the flagship brand of Jollibee Group, which controls 19 restaurants, including Smashburger, The Coffee Bean & Tea Leaf, Burger King Philippines, and Chowking. In February 2026, the consultancy Brand Finance ranked Jollibee the 18th most valuable restaurant brand globally, but president and CEO Ernesto Tanmantiong says he aims to turn it into a top-five player. Jollibee’s global expansion may help close the gap. In 2025, the company launched its first franchising program in the U.S.
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