Experienced restaurant operators already know how to run a QSR. They understand labor, real estate, food costs, speed of service and the operational discipline required to build a successful multi-unit business.

So, when those operators evaluate their next franchise investment, the question is often not whether a concept can work. It is whether the opportunity offers enough room to build something substantial.

For Jollibee, the global quick-service restaurant brand known for its Chickenjoy fried chicken, that distinction is becoming an important part of its franchise growth story. While many established QSR systems have already developed much of their most desirable territory, Jollibee combines the infrastructure and recognition of a global restaurant brand with significant white space across North America.

“Why should somebody choose Jollibee? It comes down to five areas,” said Peter Wright, vice president of franchising for Jollibee Group North America. “Brand strength, growth potential, unit-level economics, franchisee support and leadership.”

A Global Brand With North American White Space

Jollibee is not an emerging restaurant concept attempting to prove that its food or operating model can resonate with consumers. “The number one reason to join Jollibee is brand strength,” said Wright. “We are a globally recognized brand in the QSR market.”

The brand has more than 1,700 restaurants worldwide and more than 100 locations across North America, where it continues to build on an especially loyal following among Filipino-American consumers while reaching a broader mainstream audience.

That creates an unusual proposition for experienced operators: an established global brand with considerable room to grow in the U.S. and Canada.

“Number two is the growth opportunity,” Wright said. “There is significant white space opportunity across North America. That comes in the form of multi-unit development agreements that pave the way for long-term expansion.”

Rather than pursuing widespread single-unit franchising, Jollibee is targeting experienced multi-unit restaurant operators who can develop five to 10 or more locations within a territory. The strategy lets qualified operators think beyond a single restaurant from the start.

For operators accustomed to mature QSR systems, where prime territories may already be heavily developed, that runway can be particularly meaningful.

“There is certainly no shortage of popular chicken-focused QSR concepts,” Wright said. “That said, most of the existing brands don’t have the kind of development opportunity in terms of untapped markets that we have.”

The Economics Get Experienced Operators’ Attention

The third piece of Wright’s case is economics.

According to Jollibee’s 2026 Franchise Disclosure Document, the brand’s 37 free-standing restaurants open for the full 2025 calendar year generated average annual gross sales of $4,907,120. Its 40 reporting in-line restaurants averaged $5,074,194 in annual gross sales.*

“Number three is attractive economics,” Wright said. “Strong unit economics combined with available development territories, creates a great opportunity for long-term investment.”

Those volumes can change the equation for operators accustomed to building several lower-volume restaurants to reach the same revenue level.

Veteran QSR operator George Almeida saw that potential when he signed a 15-unit agreement to develop Jollibee across Northern California. Almeida brought nearly four decades of restaurant experience to the opportunity, including years in the Fuddruckers system and experience operating Dave’s Hot Chicken restaurants.

“We looked at the AUV compared to the build-out costs,” Almeida said. “As someone with a lot of experience in the QSR space, I can say that the numbers they are producing in the U.S. and the volumes they are already doing are very impressive.”

Built for Operators Who Know How to Scale

Almeida is the type of franchisee Jollibee hopes to attract as it enters new markets. Wright said the company has specific expectations for the operators it brings into the system.

“Franchisees should have restaurant development and operating experience with an emphasis on service and hospitality, and also the ability to manage complexity,” Wright said. “We are looking for franchisees that are growth-oriented and are focused on executing at the highest level.”

But experienced operators are not expected to build alone. “Number four is the franchise support that we provide,” Wright said. “We have a dedicated franchise support structure. We have the technology-enabled systems to support that, combined with collaborative business planning and support.”

That infrastructure matters when operators are committing to multiple restaurants. Jollibee’s franchise strategy is designed around developing a relatively concentrated group of sophisticated operators, allowing the franchisor and franchisee to work together on long-term market development rather than simply opening individual locations.

Creating a Franchisor of Choice

The final piece, Wright says, is alignment.

As Jollibee expands its franchise footprint, the company is measuring its success not only by restaurant openings, but also by its ability to become the kind of organization experienced operators want to continue growing with.

“The fifth thing is that we’ve got strong internal alignment throughout our entire organization. We want to create an environment where franchisees can achieve strong financial returns and operational excellence while sustaining long-term growth,” Wright said. “A key goal for Jollibee is to become a franchisor of choice.”

For operators comparing Jollibee with other QSR opportunities, that means the decision extends beyond choosing another restaurant brand. It is an opportunity to enter a globally established system while meaningful territory remains to build a sizable multi-unit business in North America.

“What I hear from the franchisees who have joined Jollibee is how much they love our company culture and values, and especially the team,” Wright said.

Ultimately, that combination of brand strength, white space, economics, support and organizational alignment is the case Jollibee is making to experienced operators.

To find out more information on costs to buy this franchise, please visit https://1851franchise.com/jollibee.

*Annual gross sales are derived from 37 free-standing and 40 in-line reporting locations open for the full 2025 calendar year. Annual gross sales for free-standing locations ranged from $2,053,972 to $9,820,614, with an average of $4,907,120 (19/51% exceeded the average). Annual gross sales for in-line locations ranged from $2,205,139 to $9,407,510, with an average of $5,074,194 (18/45% exceeded the average). Some outlets have earned this amount. Your individual results may differ. There is no assurance that you will earn as much. See Item 19 of the JBM LLC Franchise Disclosure Document.