Jollibee, the fast-growing global quick-service restaurant brand, is proving that there’s room to rewrite the rules in the crowded American fast-food landscape. By offering a distinctive crave-worthy menu, delivering heartfelt service, and executing a bold franchising strategy, Jollibee is rapidly becoming one of the most compelling franchise opportunities in the market and a major disruptor in the U.S. QSR space. 

According to Beth Dela Cruz, President of Jollibee Group North America, the brand’s strength lies in two key pillars: products and people. 

“Going to Jollibee isn’t just about grabbing a quick bite,” Dela Cruz said. “It’s about enjoying truly great products. We’re very meticulous about the quality of every item on our menu, from our Chickenjoy, chicken sandwich, to our pies. There’s so much time, effort, and validation that goes into each product.” 

But it's not just the food that’s winning hearts; it’s the experience. “You can feel the difference in the warmth of the service,” Cruz said. “That level of genuine hospitality isn’t something you often find in the quick-service space. We’ve created a unique atmosphere, and that’s a big part of what makes Jollibee so special.” 

A Menu That Defies Expectations

Jollibee’s menu is truly unlike any other in the QSR category. Where other brands often specialize in one item, Jollibee’s menu offers diversity without compromise, from its world-famous Chickenjoy to Chicken Sandwiches to Angus Burgers, Filipino-style spaghetti, and peach mango pies. 

“Our menu is more diverse than what you’ll find at most QSR brands,” said Dela Cruz. “We serve chicken, burgers, pies, and our version of spaghetti. Operationally, that adds complexity, but it also allows us to welcome more people in. We aren’t just satisfying one craving. We’re offering something for everyone. That’s a key differentiator for us.” 

This variety allows Jollibee to appeal to a broader base of customers, including mainstream American diners. “We’ve proudly held onto our Filipino roots, but we’re no longer just opening in Filipino-centric communities,” Dela Cruz said. “We’re expanding into diverse, general markets, and the food speaks for itself. The flavors resonate instantly, and that’s what keeps guests coming.” 

Strategic Growth Backed by Strong Performance 

With over 1,700 locations worldwide and 100+ in North America, Jollibee, which is the flagship brand of the Jollibee Group, is pushing hard into the U.S. market with an aggressive, thoughtful expansion strategy. The company has strategically opened flagship locations in high-visibility areas like Times Square, downtown Chicago, and Los Angeles, alongside suburban stores placed within strong national retail corridors. 

“We’re building stores that serve as billboards for the brand,” said Dela Cruz. “Our main efforts right now are focused on making Jollibee more accessible to everyone.” 

According to Dela Cruz, franchising is the key to achieving the company’s ambitious goal: becoming one of the top five restaurant companies in the world. “Franchising has always been about growing with the right partners,” Dela Cruz said. “As Jollibee continues to expand, we’re focused on creating opportunities for entrepreneurs to build something meaningful, with the support of a brand that’s already proven its momentum in North America and beyond.”

Why Franchisees Are Taking Notice 

Jollibee’s investment model also offers a compelling proposition. Free-standing stores average annual sales of approximately $4.55 million, while in-line locations average $4.62 million, with some in-line locations even surpassing $9 million annually*. ​​​ And while startup costs, ranging from $ 1.64 million to $4.89 million, are comparable to other leading chicken concepts, the upside potential is significantly higher. 

“In terms of investment, we are comparable to other chicken QSR brands,” Dela Cruz said. “But our sales are much stronger.” 

The brand’s operational excellence is reflected in its high standards, as 100% of U.S. locations are Food, Service, and Cleanliness (FSC) certified, and 78% exceed a 90% quality score. 

Franchisees benefit from robust support, including training, site selection, and operational systems. The brand is actively targeting experienced, community-minded operators with a minimum net worth of $5 million and $2 million in liquid capital. 

The Right Time To Join 

As Jollibee pushes into mainstream markets and continues to earn national acclaim, including “Best Chain Fried Chicken in America” by Eater and “America’s Best Fast Food Fried Chicken” by USA Today for two years in a row, it is redefining what a global QSR brand can look like in North America. 

“The opportunity to invest in Jollibee is unique because we’re at a transformative moment,” said Dela Cruz. “We’ve built a very loyal base. Now, we’re expanding that joy to a broader audience. Franchisees joining now will play a critical role in shaping the future of this brand.” 

For Dela Cruz, the momentum is personal. “We’re constantly learning and we’re applying that knowledge. And we’re laser-focused on growth,” Dela Cruz said. 

With high-performing stores, beloved menu items, and a clear vision for national expansion, Jollibee is proving that heritage, hospitality, and bold ambition can go hand-in-hand — and disrupt an industry in the process. 

Interested in joining Jollibee’s growth story? Learn more about franchising opportunities at: https://www.jollibeefoods.com/franchising. 

*Annual gross sales is derived from 71 reporting locations open for all of 2024 (70 corporate and 1 franchised; 33 free-standing and 38 in-line). Annual gross sales for free-standing ranged from $1,731,944 to $8,752,538 with an average of $4,552,103 (14 / 42.4 % exceeded avg). Annual gross sales for in-line ranged from $2,047,256 to $9,906,004 with an average of $4,626,370 (16 / 42.1% exceeded avg). Some outlets have earned this amount. Your individual results may differ. There is no assurance that you’ll earn as much.  See Item 19 of the JBM LLC FDD.