With its mission to spread the pleasure of eating, 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 with more than 1,400 locations around the world. Founded in 1978 in the Philippines, Jollibee arrived in the United States in 1998 and currently has 66 stores across the country. The brand plans to reach 300 locations in North America by 2024, expanding beyond the 12 US states and four Canadian provinces it currently resides in.
This year alone, Jollibee will open 28 locations, including downtown Chicago, downtown Times Square and the first store in downtown Vancouver. 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, Jollibee focuses on “serving joy in every way we can” to consumers.
The company calls it FSC or food, service and cleaning standards. Jollibee plans to build stores with double drive-thrus, more outdoor seating, curbside parking spaces and designated mobile ordering areas within restaurants. The popular fast-food chain has faced headwinds such as rising commodity costs and labor shortages affecting other industries. To remain competitive with salary rates and training and development opportunities it offers, Jollibee must stay engaged with its workers.
At the start of the pandemic, the brand encouraged its customers to experience the joy of Jollibee from home through advance pickup, takeout and self-service. In April, Jollibee announced the launch of its nationwide delivery service through DoorDash. This month, Jollibee will open its 21st store in California located at 8436 Mira Mesa Boulevard in San Diego. Later this month, Jollibee will open a store on downtown Toronto's historic Yonge Street.
Finally, Jollibee will open its first branch in San Antonio, Texas. Jollibee is the largest fast-food chain brand in the Philippines and operates a Philippine network of more than 1,400 stores. It has more than 240 international branches across Europe, Middle East, East Asia, Southeast Asia and North America. In North America alone it has 58 stores across the region with 45 stores in US states.