Main characteristics:
- No. 1 QSR in Vietnam (Euromonitor): Achieved top ranking despite not having the largest store network
- 250+ stores in 50+ provinces: Continuous expansion since market entry in 2005
- Strong local relevance: Growth driven by localized menu, better taste and consistent execution
- ~1.5 million students reached in 676 schools: Deep engagement with youth, supported by 500+ scholarships and a 15,000-attended anniversary concert
- Recognized by independent institutions: Named the No. 1 Most Reputable F&B Company in Vietnam and Grab Vietnam’s 2025 Restaurant Partner of the Year
Manila, Philippines – Media Outreach Newswire – 8 May 2026 – Jollibee Vietnam has been named the No. 1 quick-service restaurant brand in Vietnam by Euromonitor International. Consumer Food Service 2026 Edition Study – Achieving top ranking despite not having the largest store network in the market. This recognition underlines the brand’s strong consumer relevance and execution in one of the Jollibee Group’s key international growth markets.
Jollibee Vietnam’s success reflects the brand’s steady growth over two decades, built through consistent execution and a strong relationship with Vietnamese consumers. Since opening its first store in Ho Chi Minh City in 2005, Jollibee Vietnam has expanded to more than 250 stores in more than 50 provinces and cities, establishing a broad national presence.
The expansion is supported by multiple store formats – including mall-based, street-front and delivery-oriented locations – allowing the brand to serve different consumer occasions across the country.
“Vietnam is a highly dynamic and competitive market, and our progress reflects our focus on understanding local consumers and executing well on the fundamentals,” he said. Ernesto Tanmuntiong, Global President and CEO of Jollibee Group. “It also underlines the strength of combining a popular brand with deep local understanding and consistent execution, reinforcing our belief that long-term growth in international markets comes from remaining relevant to consumers while building strong operational foundations.”
strong local relevance
Jollibee Vietnam’s development is based on a clear understanding of local tastes and behaviour. ChickenJoy core products such as Fried Chicken, Chili Chicken and Jolly Spaghetti continue to grow in popularity among consumers, backed by a passion for superior taste and warm, delightful service that encourages repeat visits.
The brand has maintained strong engagement with young consumers through school and community-based activities as well as digital platforms. In 2025, Jollibee Vietnam’s high school and university programs reached 676 schools and approximately 1.5 million students, while more than 500 scholarships were awarded. it is 20th-The anniversary concert, which was attended by over 15,000 people, further underlines the brand’s connect with the youth.
“We are grateful to Vietnamese consumers who continue to choose Jollibee and make us a part of their everyday moments,” said. Dennis Flores, EMEAA Region President. “This recognition equally belongs to our Jollibee Vietnam team, whose commitment to customer care and getting the basics right has made this possible. As we move forward, we remain focused on delivering better-tasting food and a consistently positive customer experience.”
Jollibee Vietnam’s performance has also been recognized by independent organisations. The brand was named the No. 1 Most Reputable F&B Company in Vietnam by Vietnam Report and awarded Restaurant Partner/Merchant of the Year 2025 by Grab Vietnam, reflecting its strong brand equity and market execution.
For Jollibee Group, Vietnam demonstrates how its brands can grow in international markets through a consistent approach to local adaptation and disciplined execution. And as Jollibee Vietnam continues to grow, the milestone highlights how sustained performance is built over time through relevance, stability and trust.
*Euromonitor International Limited; Consumer Food Service 2026 Edition, Food Service Value Sales in RSP, Data for 2025. Limited-service restaurant category Fast food restaurant by definition.
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