Jollibee: The Fastest Growing Asian Restaurant Chain in the US

Jollibee Foods Corporation is the largest and fastest growing Asian restaurant company in the world. With 70 stores in North America, 1,300 stores worldwide and many more to come, their mission is to spread the pleasure of eating. Jollibee is the flagship brand of JFC, and it has become one of the most popular fast food chains in the US. The chain was founded in 1978 in the Philippines, but it didn't arrive in the US until 1998 in Daly City, California.

Currently, there are 66 Jollibee stores in the US and 12 Canadian states and four provinces. The brand 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. 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 menu also showcases the brand's Philippine roots, such as the Fiesta de Palabok, which Jollibee describes as a “traditional dish of Filipino noodles topped with garlic sauce, crushed pork rind, shrimp and egg.” 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.

In addition to authenticity, Jollibee focuses on “serving joy in every way we can” to consumers. This includes 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. Jollibee has faced some headwinds due to rising commodity costs, particularly with chicken.

However, 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. The pandemic has also had an impact on Jollibee's operations. To counter this, they have encouraged customers to experience the joy of Jollibee from the comfort and safety of their own homes through advance pickup, takeout and self-service.

They also opened their first ghost kitchen in Chicago last year. Jollibee is now one of the most popular fast food chains in the US. With an aggressive international expansion plan and a focus on authenticity and customer service, they are sure to continue growing in popularity.

Tristan Gagliardo
Tristan Gagliardo

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

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