Jollibee banks on localisation to win in key Southeast Asian markets
The brand reported an increase of 27.8% in systemwide sales in Q1 in SEA
Jollibee reported an increase of 27.8% in systemwide sales in the first quarter of 2025 across its Southeast Asia operations outside the Philippines, citing efforts to build brand relevance and resonance in local markets as key strategies.
This was part of a larger goal of tripling its attributable net income in the next five years.
The brand is banking on efforts in localising its menu, which manifested in unique and exclusive menu items like the Chili Chicken in Vietnam and the Spicy Spaghetti in Malaysia.
In its last financial statement, Jollibee Group reported a Q1 2025 system-wide sales of $1.85b (P103.2b), an increase of 18.9% compared to 2024.
The increase was driven by a combination of 5.5% same-store sales growth (SSSG), mainly from volume growth and new store contribution. Meanwhile, consolidated revenues grew by 14.6% to $1.26b (P70.2b).
Same-store sales in its business in its home market in the Philippines increased by 8.5%, boosted by the robust SSSG of its grilled chicken brand Mang Inasal (15.9%), bakery brand Red Ribbon (11.1%), Jollibee (8.6%) and Chinese cuisine brand Chowking (6.2%).
SSSG of the international business grew slightly by 0.7%, with EMEAA posting 5.3%, NA Asian Brands 4.8%, Highlands Coffee 4.4%, Milksha 3.1%, and CBTL 2.8%. The Jollibee Group’s China business declined by 8.3%, but Yonghe King showed sequential improvement in monthly volume or transaction count (TC) growth during the first quarter.
The Jollibee Group was ranked as the second fastest-growing brand in the world by Brand Finance in 2024. It has 19 brands with over 9,900 stores across 33 countries.
