Jollibee is accelerating its franchising strategy in Vietnam as it looks to deepen its footprint in one of Southeast Asia’s most competitive quick-service restaurant (QSR) markets, following its recognition as the country’s leading QSR brand by Euromonitor International.
The Philippine fast-food giant first introduced franchising in Vietnam in 2015, opening the door for qualified local investors to operate Jollibee-branded outlets under a standardised operating system. While early expansion was relatively measured as the brand built scale and operational control, the company is now entering a more aggressive growth phase aimed at faster network expansion.
“Expanding through franchising not only helps the company accelerate its growth, but also creates more job opportunities, supports the domestic supply chain and contributes to the development of Vietnam’s food and beverage service industry,” a company spokesperson told local sources.
The renewed franchise push comes on the back of Jollibee being named Vietnam’s No 1 QSR brand in turnover by Euromonitor International. Since opening its first store in Ho Chi Minh City in 2005, Jollibee Vietnam has expanded to more than 250 locations across more than 50 provinces and cities. Its expansion has been supported by a multi-format strategy spanning shopping malls, street-front locations, and delivery-focused stores.
“Vietnam is a highly dynamic and competitive market and our progress reflects our focus on understanding local consumers and executing well on the fundamentals,” said Ernesto Tanmantiong, Global President and CEO of Jollibee Group. “It also underscores the strength of combining a well-loved brand with deep local understanding and consistent execution, reinforcing our belief that long-term growth in international markets comes from staying relevant to consumers while building strong operating foundations.”
