Jollibee Plans Big Growth in North America

Global fried-chicken restauranteur Jollibee (Pasig City, Philippines/U.S. HQ W. Covina, Calif.) has unveiled plans to triple its presence in the U.S. and Canada to 350 units within the next couple of years. The chain, which opened its first North American location in 1998 in Daly City, Calif., currently operates 76 stores in 14 U.S. states and 28 stores in Canada.

To help it achieve that growth goal, the company has launched a franchising program for both countries.

“Jollibee brings a special warmth and hospitality to the QSR landscape in North America – it’s a unique element that our brand is very proud of, and we are even more proud to provide that joyful dining experience that you won’t find anywhere else,” said Maribeth Dela Cruz, Business Group Head. “Franchise candidates have the opportunity to build upon 47 years of expansion and usher in a new era for Jollibee.”

The interior of the Jollibee in Alameda, Calif., which opened in October 2024 and marked the brand’s 12th location in the San Francisco Bay area. Photo: Courtesy of Jollibee

Jollibee officials say they plan to tap into a growing demand for alternatives to traditional American fast-food and QSR chains by offering an innovative and distinct menu with pricing designed to appeal to value-conscious consumers.

Under the new franchise program, qualified candidates will be able to choose from stand-alone buildings with or without drive-thru, strip mall endcaps, urban storefronts and exterior mall entrances. Jollibee is also exploring opportunities in such high-traffic locations as airports, transit hubs, food courts and college campuses.

Overall, Jollibee and its sister brands operate more than 9500 stores across 32 countries. In addition to its flagship brand, Jollibee’s portfolio includes eight wholly owned brands (Chowking, Greenwich, Red Ribbon, Mang Inasal, Yonghe King, Hong Zhuang Yuan, Smashburger and Tim Ho Wan), five franchised brands (Burger King, Panda Express, Yoshinoya, Common Man Coffee Roasters, and Tiong Bahru Bakery in the Philippines), and ownership stakes in The Coffee Bean and Tea Leaf (80%), Compose Coffee (70%), SuperFoods Group that operates Highlands Coffee (60%), and bubble tea brand Milksha (51%).