Jollibee's Expansion in the USA: A Look at the Fast-Growing Asian Restaurant Chain

With over 1500 stores worldwide and 70 stores in North America, Jollibee Foods Corporation is one of the largest and fastest growing Asian restaurant companies in the world. The flagship brand, Jollibee, is a fast food chain that has been consistently cited by Technomic* as one of the 500 best restaurants in the United States. Jollibee was founded in 1978 in the Philippines, but did not arrive in the United States until 1998 in Daly City, California. Currently, there are 66 Jollibee stores in the US and 12 Canadian states and four provinces.

However, Jollibee plans to reach 300 locations in North America by 2024. This year alone, the brand will open 28 locations, including downtown Chicago, downtown Times Square and the first store in downtown Vancouver. Maribeth Dela Cruz, President of Jollibee North America, believes that 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 topped with garlic sauce, crushed pork rind, shrimp and egg.

In addition to authenticity, Dela Cruz highlights Jollibee's ability to “serve joy in every way we can” to consumers. Jollibee has faced the same headwinds as most of the industry when it comes to operations. 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 a spirit of family and fun.

Redbook Magazine ranked Jollibee as the fourth best fast-food fried chicken in the United States, surpassing McDonald's and KFC. Popeyes topped the list, followed Chick-Fil-A and Hattie B's. This year alone, Jollibee opened 12 stores in North America safely and successfully amid the pandemic. In honor of its arrival in Pinellas Park and Maui, Jollibee will offer an exclusive tasting for select fans at each store before it opens to the public. Jollibee Foods Corporation has been named the most admired company in the Philippines by the Asian Wall Street Journal for eight consecutive years and was honored as one of the “50 Fab Companies of Asia” by Forbes Asia magazine.

It also opened its first ghost kitchen in Chicago last year. Jollibee Foods Corporation is proud to be one of the largest and fastest growing Asian restaurant companies in the world. With its mission to spread pleasure through eating and its commitment to serve great tasting food and spread joy to everyone, Jollibee is sure to become a household name across North America.

Tristan Gagliardo
Tristan Gagliardo

Proud social media ninja. Bacon expert. Unapologetic gamer. Proud zombie nerd. Freelance pop culture scholar.

Leave a Comment

Required fields are marked *