How Jollibee’s Pistachio Kunafa Sundae Is Driving Its Global Growth

A dessert inspired by a viral food trend in the UAE is showing how Jollibee is using local consumer insights to build its presence in international markets.

Jollibee’s Pistachio Kunafa Sundae, first developed for the UAE and later introduced in Saudi Arabia, the UK, Italy, and other international markets, reflects the brand’s approach to combining its familiar menu with flavors and trends that resonate with local customers.

Inspired by the growing popularity of Dubai Chocolate and pistachio kunafa, the dessert transformed a premium and culturally relevant trend into a more accessible everyday treat through Jollibee’s familiar sundae format. The launch demonstrates how the brand can identify emerging consumer interests, develop products around them, and bring successful concepts to other markets.

“What makes these innovations meaningful is that they start with what customers in each market already enjoy,” said Dennis M. Flores, President of Jollibee Europe, Middle East, Asia, and Australia. “Pistachio Kunafa Sundae was born from a real food trend in the UAE, but it worked because our teams translated it into something accessible, familiar and unmistakably Jollibee.”

The Pistachio Kunafa Sundae is part of Jollibee’s broader strategy of balancing global brand consistency with local relevance. While signature products such as Chickenjoy, Jolly Spaghetti, and Peach Mango Pie remain central to the brand’s identity, localized menu innovations give customers additional reasons to visit and discover something new.

The strategy can also be seen across other international markets. In Vietnam, Spicy Spaghetti adds a locally relevant flavor profile to one of Jollibee’s core menu categories. The concept originated in Malaysia and has since expanded to other Southeast Asian markets. Meanwhile, Spicy Nuggets gained traction in Brunei, while the UK introduced the Ube Cloud Crunch Sundae and K-Spicy Chicken Sandwich to bring new flavors to familiar menu categories.

These market-led innovations are helping Jollibee expand its customer base beyond the Filipino diaspora. Local, non-Filipino customers account for nearly 100% of patronage in Vietnam and Brunei, about 87% in the UK, 85% in Singapore, and 70% in Hong Kong.

Jollibee is currently the No. 1 QSR chain in Vietnam based on Euromonitor data and also holds a market leadership position in Brunei. As of June 2026, localized product launches had helped energize their respective menu categories, from spaghetti in Vietnam to desserts in the UK, contributing to sales growth in these markets.

“Our goal is to build Jollibee into a truly global brand that is loved not only by Filipinos, but by people from different cultures and communities in every market we serve,” said Ernesto Tanmantiong, Global President and Chief Executive Officer, Jollibee Group. “By combining global consistency with local relevance, we create more opportunities to grow sustainably and bring the joy of Jollibee to more people around the world.”

From a viral pistachio dessert in the UAE to ube in the UK and spicy flavors across Southeast Asia, Jollibee’s international expansion shows how understanding local tastes can help a familiar Filipino brand find new audiences around the world.