Jollibee Foods Corporation is one of the largest and fastest growing Asian restaurant companies in the world. With over 1,400 stores worldwide, the flagship brand, Jollibee, has made its presence known in North America with 70 stores. The chain has expanded to 12 Canadian provinces and four US states, with plans to reach 300 locations in North America by 2024. Jollibee first opened its doors in the United States in 1998 in Daly City, California. Currently, there are 66 stores located in the US, with 28 more opening this year.
These new locations include downtown Chicago, downtown Times Square and the first store in downtown Vancouver. The menu at 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 chain also showcases its Philippine roots with dishes like Fiesta de Palabok, a traditional dish of Filipino noodles topped with garlic sauce, crushed pork rind, shrimp and egg. In order 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.
To do this, the company focuses on FSC or food, service and cleaning standards. This includes 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 raw materials.
In terms of labor, turnover has remained relatively low due to a culture that focuses on a spirit of family and fun. The company opened its first ghost kitchen in Chicago last year and plans an “aggressive expansion” in the United States in the coming years. Customers have asked Jollibee to reopen indoor dining and stores have complied, but self-service will remain a priority going forward. So where can you find Jollibee in America? The chain currently has stores located in Arizona, California, Florida, Hawaii, Illinois, Maryland, Nevada, New Jersey, New York and Pennsylvania.
In addition to these states, Jollibee also has locations in Texas and Chandler, California.
