Jollibee’s fried chicken is taking social media by storm with its “Buy Fried Chicken, Get a Reindeer” campaign, making customers unusually flexible in their orders.
Customers are willing to accept missing items in their combos, such as a piece of chicken or a pasta dish, just to secure the highly coveted reindeer gift.
Customers flock to purchase the fried chicken combo with a reindeer gift.
According to Jollibee Foods Corporation’s report, the brand’s EBITDA in Vietnam reached 298 million pesos in Q3 2025, a 49% increase year-over-year.
This is the highest figure in the Europe, Middle East, and Africa (EMEA) region, excluding the Philippines and China.
Combined with 354 million pesos in Q2 and 904 million pesos in Q1, Jollibee Vietnam’s 9-month EBITDA totaled 1.56 billion pesos, equivalent to 697 billion VND, up 45%.
Alongside financial growth, Jollibee expanded its footprint with 14 new stores in Vietnam, closing 3, for a net gain of 11 locations, totaling 224.
Another highlight is Highlands Coffee, with Q3 EBITDA at 666 million pesos, or over 297 billion VND, the highest in two years and up 17.1% year-over-year.
In the first 9 months of 2025, Highlands Coffee’s EBITDA reached 1.909 billion pesos (852 billion VND), up 9.5%, contributing 29% to the coffee-tea segment and 6.1% to JFC’s total EBITDA.
Alongside revenue growth, Highlands Coffee expanded to 928 stores nationwide by September 2025, opening 109 and closing 31 for optimization.
Highlands Coffee began in 1999 as a packaged coffee brand, launching its first café in Ho Chi Minh City in 2002 after success with its roasted coffee products.
In 2012, Jollibee Foods Corporation acquired Highlands Coffee, now owning 60% of SF Vung Tau JSC, which holds 100% of Highlands Coffee’s operating company.
Thus, over half of Highlands Coffee is not Vietnamese-owned.
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