Jollibee Foods Corporation (JFC) has rebranded as Jollibee Group as it positions itself for further growth globally.

While its legal entity, JFC, remains unchanged, the company says the refresh will feature a new visual identity, simplified brand architecture, and unified naming across business units.

“At our core, we are here for one reason: To spread joy through superior taste,” Jollibee Group global president and CEO Ernesto Tanmantiong told Business World.

“This purpose drives our innovation, defines our customer promise, and fuels our momentum.”

The new identity was introduced to employees and partners during internal events, including the supplier summit and annual stockholders’ meeting. It is now being rolled out through global media and corporate communications.

“As we scale globally, we’re not only expanding our reach, we’re shaping a company known not just for business success, but for the joy and quality we bring to people’s lives,” Tanmantiong added.

Jollibee currently operates more than 9000 stores in 33 countries, including the US, the Middle East, and Southeast Asia. Its brands include Tim Ho Wan, The Coffee Bean and Tea Leaf, Jollibee, Chowking, Greenwich, Red Ribbon, and Mang Inasal.