Does the USA Have Jollibee? An Expert's Perspective

With 70 stores in North America, 1500 stores worldwide and many more to come, Jollibee Foods Corporation is on a mission to spread the pleasure of eating.

Technomic

has consistently cited Jollibee among the 500 best restaurants in the United States. The flagship brand, Jollibee, is a fast food chain with more than 1400 locations around the world. It was founded in 1978 in the Philippines and arrived in the United States in 1998 in Daly City, California.

Currently, there are 66 stores in the US and the rest of North America, but that is about to change. Jollibee plans to reach 300 locations in North America by 2024, expanding beyond the 12 states and four Canadian provinces it currently resides in. This year alone, 28 new locations will open, including downtown Chicago, downtown Times Square and the first store in downtown Vancouver. Maribeth Dela Cruz, president of Jollibee North America, says authenticity will be critical as the chain expands.

To build an international brand in the US, Jollibee's goal is to offer a unique and differentiated product to differentiate itself from US players. The menu showcases the brand's Philippine roots, such as Fiesta de Palabok - a traditional dish of Filipino noodles covered with garlic sauce, crushed pork rinds, shrimp and egg. In addition to authenticity, Dela Cruz highlights Jollibee's ability to “serve joy” through its FSC (food, service and cleaning) standards. Jollibee plans to build stores with double drive-thrus, more outdoor seating, curbside pickup parking spaces and designated mobile ordering areas within restaurants.

Operationally, Jollibee has faced the same headwinds as most of the industry. Rising commodity costs have been a challenge but Jollibee has forged strong relationships with suppliers for its best-selling items. In terms of labor, turnover has remained relatively low due to a culture that focuses on family and fun. For newer stores, application rates have been slower but Jollibee must remain competitive with salary rates and training and development opportunities it offers. Founded in the Philippines in 1978, Jollibee first arrived in the United States in 1998 with a store in Daly City, California.

Now it is on track to reach 300 locations by 2024 - bringing its unique flavors and joy-filled atmosphere to more people across North America.