Jollibee set for most aggressive expansion in North America

Homegrown fastfood giant Jollibee Foods Corp. is plotting its most aggressive expansion in North America with the planned opening of 28 stores next year, extremely bullish about the multi-billion dollar industry.

Undented by the Covid-19 pandemic, JFC will roll out 19 branches of its flagship Jollibee brand in the US and nine in Canada in line with its goal to boost its network to 300 across North America.

These new stores will be in addition to the five that will open in San Antonio, Texas; Westheimer Road in Houston; and San Diego and Delano in California as well as in Yonghe St. in Toronto, Canada this month.

December openings will bring Jollibee’s outlet count to 17 this year.

While the restaurant industry has been among the hardest hit by the global health crisis, JFC immediately pivoted to meet the challenges and the demands of its customers by focusing on off-premise channels such take-out and drive through.

“We have remained nimble and optimistic which has led Jollibee to defy expectations amidst an extremely difficult year and experience double-digit sales growth across North America,” said Maribeth Dela Cruz, president of Jollibee Group North America, Philippine Brands.

The new store locations are home to a sizable Filipino community and have heavy pedestrian traffic.

Texas plays a key role in Jollibee’s US expansion strategy. As the second largest city in the state, San Antonio represents a major milestone for the brand and is a sign of Jollibee’s continued growth in the US.

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