Jollibee Group shares plans for expansion in Southeast Asia

Ernesto Tanmantiong, Global President and CEO attributes the company's growth across its international markets, particularly Southeast Asia, to the "hard work of our team and commitment to our five-year strategy of tripling attributable net income."

Jollibee Group is sharpening its focus on Southeast Asia as a key pillar in its long-term global expansion plans. Riding on what it calls its strong sales momentum and deepening local relevance, the company says the growth reflects its commitment to scale its store network across the region— supporting its mid-term goal of tripling its business within five years.

In 2024, the brand opened 51 new outlets in Southeast Asia, marking a significant milestone with the launch of its 200^th store in Vietnam. This expansion contributed to a 27.8% systemwide sales growth in Q1 2025 across markets including Vietnam, Malaysia, Singapore, and Brunei — outside its home base in the Philippines. The brand’s continued presence in these markets plays an increasingly strategic role in the group’s global performance, which reached record levels for the third consecutive year in 2024.

As the company eyes further expansion in Southeast Asia, it is also exploring new franchise partnerships to deepen its market presence. According to Dennis Flores, President of Jollibee Europe, Middle East, Asia, and Australia, collaboration with passionate franchisees remains key to delivering consistent product quality and customer experience across geographies.

Ernesto Tanmantiong, Global President and Chief Executive Officer, Jollibee Group shared: "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."

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Lead image / Jollibee Group