Japanese yakitori chains enter Philippine fast-food market, taking on Jollibee

Japanese yakitori chains are entering the Philippine fast-food market, challenging dominant player Jollibee, Nikkei Asia reports today. The push highlights intensifying competition in a country where chicken-led menus shape mass-market dining and mall-based chains dominate footfall. Any traction could pressure prices and menus as incumbents defend share amid a post-pandemic spending rebound and rising delivery adoption.

Nikkei Asia frames the expansion as a bet that charcoal-grilled, yakitori-style skewers can stand out from fried-chicken heavy offerings and tap delivery-friendly demand in dense urban corridors. Jollibee Foods Corp remains the sector's pace-setter at home even as foreign brands test niches, raising the risk of a fresh price and promo battle across value meals and family buckets. Watch for brand announcements on store openings, pricing, and rollout timelines across Metro Manila and other major Philippine cities next. [Developing. This article will be updated.]