Filipino fast food chain ranks first in top 10 food brands in Southeast Asia list
Serving fried chicken, hamburgers, sweet spaghetti, and peach mango pie, Jollibee topped Campaign Asia's top food brands in Southeast Asia report. It bested global fast food giants like McDonald's, KFC, and Burger King.
In a report published in Campaign's website, the Filipino restaurant led the pack with a score of 67.35 percent. The ranking is based on Campaign's list of Southeast Asia's top 50 brands. The project, which was done in partnership with research firm Milieu Insight, surveyed six countries in Southeast Asia namely Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam.
The scores were based on brand “awareness, purchase, quality, buying experience, customer service, trustworthiness, innovation, brand touchpoints, and advocacy.”
Aside from Jollibee, two other Filipino fast food chains also made it to the top 10. Ranking second is South Korean fast food chain Lotteria with a score of 64 percent, followed by McDonlads (62.3 percent), KFC (61.5 percent), The Pizza Company (60.9 percent), Haidilao (60 percent), Mang Inasal (59.1 percent), J.Co Donuts & Coffee (58.3 percent), MK Restaurant (56.7 percent), and Chowking (56 percent).
The ranking is different, however, in each country. The top food brand in Indonesia,Thailand, and Vietnam is KFC, Haidilao in Singapore, and McDonald's in Malaysia. The Chickenjoy maker is also ranked third in Vietnam.
According to the report, having most Asian restaurants on the top 10 proves the growing support of Southeast Asians to restaurants from the region.
Jollibee has been growing in popularity globally, especially in North America. Last July, the fast food chain's Chickenjoy emerged as the best fried chicken in United States in a USA Today poll. The chicken bested the ones from American favorites like Popeye's Bojangles, and Chik-fil-A.
The Filipino fried chicken was also named best fast-food fried chicken in the US in 2022 by food website Eater.
Meanwhile, YouTuber and chef Joshua Weissman named the fast food chain's chicken sandwich as the best in the US.
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