After years of success with company-owned restaurants, Jollibee kicks off its U.S. franchising era, signaling a bold new chapter in its North American growth strategy.
Jollibee, the global fried chicken phenomenon hailed by USA TODAY and Eater as serving the best fast-food fried chicken in America, is opening its first United States franchise location, and it’s doing so in one of the most dynamic food markets in the world: New York City.
The new restaurant, located in Queens directly across from the Queens Center Mall and in front of a major subway entrance, marks a pivotal moment for the brand as it transitions from exclusively corporate-owned growth to a hybrid model that welcomes high-caliber franchise partners.
“This is very exciting. It will be our third restaurant in Queens and sixth in New York,” said Beth Dela Cruz, President of Jollibee Group North America. “We acquired the site as a corporate location, but when a franchisee signed on in that area, we offered it to him so he could build the restaurant under his company. We know that we’re doing well in New York, and this location is positioned for great success.”
While Jollibee already has a strong corporate presence in the U.S., this first franchised restaurant kicks off a new phase of accelerated expansion through JBM LLC, Jollibee’s North American franchising entity. With over 100 restaurants currently open across the U.S. and Canada, and a goal of reaching 500 restaurants by 2028, franchising is expected to fuel the majority of that growth.
With this inaugural franchise restaurant, Jollibee aims to maintain the exacting standards that have powered its reputation for excellence.
This restaurant marks the launch of our very first franchise location,” Dela Cruz said. “As the franchisor, we’re thrilled to see our franchisee bring our brand to life by upholding our operational standards. This is a significant milestone for us—not only in expanding our footprint but also in refining and evolving our system based on real-world experience.
We’re here to observe how our franchisees operate within our framework and understand what support they need to thrive. Ultimately, our goal is seamless consistency—whether a guest walks into a corporate-owned or franchise location, the experience should be indistinguishable. The same warmth, inviting ambiance, and gold-standard food and service must be felt in every visit.”
Maintaining a clean, welcoming space for dine-in customers and delivering joyful experiences remains a core brand pillar, and the Queens franchisee is receiving robust support to ensure the restaurant lives up to Jollibee’s FSC (Food, Service, Cleanliness) certification standards, which all U.S. restaurants achieved in 2024.
The opening of this franchise location isn’t just a real estate development; it’s a key strategic milestone in Jollibee’s mission to become one of the top five restaurant companies in the world. Already a beloved brand among Filipino-American communities, Jollibee is expanding its appeal through a universal menu that features items like Chickenjoy, Jolly Spaghetti and Chicken Sandwiches, drawing in mainstream American diners.
The Queens location, with its high visibility and foot traffic, will serve as a flagship example of how franchise partners can successfully extend Jollibee’s joyful brand experience into new communities. For the company, this restaurant is also a testing ground to understand how best to support franchisees on their path to multi-unit ownership.
“Opening in New York with our first U.S. franchisee is a bold step forward and a sign of things to come,” Dela Cruz said. “This is just the beginning of an exciting new chapter for Jollibee in North America.”
For more information on franchising with Jollibee, visit: https://1851franchise.com/jollibee/info.
Jollibee
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Jollibee's Big Apple Debut: Beloved Global Fried Chicken Giant To Open First U.S. Franchise Location in New York City.
After years of success with company-owned restaurants, Jollibee kicks off its U.S. franchising era, signaling a bold new chapter in its North American growth strategy.
Jollibee, the global fried chicken phenomenon hailed by USA TODAY and Eater as serving the best fast-food fried chicken in America, is opening its first United States franchise location, and it’s doing so in one of the most dynamic food markets in the world: New York City.
The new restaurant, located in Queens directly across from the Queens Center Mall and in front of a major subway entrance, marks a pivotal moment for the brand as it transitions from exclusively corporate-owned growth to a hybrid model that welcomes high-caliber franchise partners.
“This is very exciting. It will be our third restaurant in Queens and sixth in New York,” said Beth Dela Cruz, President of Jollibee Group North America. “We acquired the site as a corporate location, but when a franchisee signed on in that area, we offered it to him so he could build the restaurant under his company. We know that we’re doing well in New York, and this location is positioned for great success.”
While Jollibee already has a strong corporate presence in the U.S., this first franchised restaurant kicks off a new phase of accelerated expansion through JBM LLC, Jollibee’s North American franchising entity. With over 100 restaurants currently open across the U.S. and Canada, and a goal of reaching 500 restaurants by 2028, franchising is expected to fuel the majority of that growth.
With this inaugural franchise restaurant, Jollibee aims to maintain the exacting standards that have powered its reputation for excellence.
This restaurant marks the launch of our very first franchise location,” Dela Cruz said. “As the franchisor, we’re thrilled to see our franchisee bring our brand to life by upholding our operational standards. This is a significant milestone for us—not only in expanding our footprint but also in refining and evolving our system based on real-world experience.
We’re here to observe how our franchisees operate within our framework and understand what support they need to thrive. Ultimately, our goal is seamless consistency—whether a guest walks into a corporate-owned or franchise location, the experience should be indistinguishable. The same warmth, inviting ambiance, and gold-standard food and service must be felt in every visit.”
Maintaining a clean, welcoming space for dine-in customers and delivering joyful experiences remains a core brand pillar, and the Queens franchisee is receiving robust support to ensure the restaurant lives up to Jollibee’s FSC (Food, Service, Cleanliness) certification standards, which all U.S. restaurants achieved in 2024.
The opening of this franchise location isn’t just a real estate development; it’s a key strategic milestone in Jollibee’s mission to become one of the top five restaurant companies in the world. Already a beloved brand among Filipino-American communities, Jollibee is expanding its appeal through a universal menu that features items like Chickenjoy, Jolly Spaghetti and Chicken Sandwiches, drawing in mainstream American diners.
The Queens location, with its high visibility and foot traffic, will serve as a flagship example of how franchise partners can successfully extend Jollibee’s joyful brand experience into new communities. For the company, this restaurant is also a testing ground to understand how best to support franchisees on their path to multi-unit ownership.
“Opening in New York with our first U.S. franchisee is a bold step forward and a sign of things to come,” Dela Cruz said. “This is just the beginning of an exciting new chapter for Jollibee in North America.”
For more information on franchising with Jollibee, visit: https://1851franchise.com/jollibee/info.
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