Jollibee Foods Corporation is the largest and fastest growing Asian restaurant company in the world. With 70 stores in North America, 1500 stores worldwide, and many more to come, their mission is to spread the pleasure of eating. The flagship brand, Jollibee, has more than 1,400 locations around the world, with a presence in Europe, the Middle East, East Asia, Southeast Asia and North America. It was founded in 1978 in the Philippines and arrived in the United States in 1998. Currently, there are 66 Jollibee stores in the US and 12 Canadian states and four provinces.
Jollibee plans to reach 300 locations in North America by 2024. This year alone, 28 new stores will open, including downtown Chicago, downtown Times Square and the first store in downtown Vancouver. Maribeth Dela Cruz, President of Jollibee North America, believes there is demand for such a movement. She says there is a growing interest and acceptance of flavors by international brands that arrive with new flavors and varied menus. 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 rinds, shrimp and egg. In addition to authenticity, Dela Cruz highlights Jollibee's ability to “serve joy in every way we can” to consumers. The company calls it FSC or food, service and cleaning standards. Jollibee has faced the same headwinds as most of the industry.
Rising commodity costs have been a challenge but they have forged strong relationships with suppliers for their 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. This year alone, Jollibee opened 12 stores safely and successfully amid the pandemic. Today they will open their 21st store in California located at 8436 Mira Mesa Boulevard in San Diego.
They also opened their first store in south central Texas located at 5033 NW Loop 410. Founded in the Philippines in 1978, Jollibee first arrived in the United States in 1998 with a store in Daly City, California. Jollibee is renowned for its fried chicken plus a burger made with an exclusive dressing and spaghetti topped with Jollibee's sweet sauce and thick slices of ham, minced meat and hot dogs. The list only includes the Jollibee fast-food chain brand of Jollibee Foods Corporation (JFC) and excludes other brands owned by the company. As reported in a 1990 article in The Washington Times, Jollibee had two locations in Taiwan and one in Brunei along with 58 locations in the Philippines.