Jollibee Is #1 Food Brand in Southeast Asia, Says Survey

(SPOT.ph) Filipino fried chicken icon Jollibee just snatched the top spot in Southeast Asia's list of top 10 food brands, according to a survey based on Campaign Asia's list of Southeast Asia's top 50 brands. The local fast-food giant got an overall score of 67.35%, which mainly chalks up to "Pinoy pride."

Also read: This Jollibee Travel Tray Will Make Eating on the Road Easier

Jollibee bags #1 spot in Campaign Asia's list of Southeast Asia's food brands

According to the Campaign Asia study, Jollibee got an overall score of 67.35% based on factors like the highest purchase frequency score and being the Filipino's "top recommendation to others." This is a clear victory overtaking South Korean fast food chain Lotteria which got 64%.

Plus, as Campaign Asia points out, even if Jollibee didn't place in the top 10 food brands in other country's (Indonesia, Thailand, Singapore, and Malaysia)—aside from Vietnam where the Bee ranked third—it was ultimately Jollibee's high score from the Philippines that secured the top spot.

These findings were created in partnership with Milieu Insight, a global market research and data analytics company. Awareness, purchase, quality, buying experience, customer service, trustworthiness, innovation, brand touchpoints, and advocacy were evaluated during the survey.

Here's Campaign Asia's findings for the 50 food brands across Southeast Asia:

Campaign Asia's conclusion? "Local fast-food chains scored the highest in SEA." Local fast-food chains are crushing it across Southeast Asia, with homegrown brands getting all the love. Jollibee, in particular, has become a source of pride for Filipinos, as it continues to spread its wings internationally. 

We can't say we're not completely surprised by Jollibee's victory. After all, if Jollibee is ranked second as the fastest-growing restaurant worldwide, taking the first spot in Southeast Asia—where the homecourt is—should be a piece of... chicken, right?

Congratulations, Jollibee! Pa-Chickenjoy ka naman!

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