Jollibee’s expansion strategy in Texas is already underway, and now San Antonio is quickly becoming a focal point. With one operating restaurant in the market, the brand has gained valuable insight into how local consumers respond to its distinctive menu, warm service and culturally rooted identity.

“Our experience in Texas generally, and San Antonio specifically, is that there's significant demand to bring Jollibee to more markets in Texas and expand the number of locations in each market where we are currently operating,” said Peter Wright, vice president of franchising for Jollibee Group North America.

Across the state, Jollibee currently operates seven locations including the DFW Metroplex, Houston and San Antonio. Every new restaurant also brings meaningful economic impact, with each location generating between 40 and 60 jobs in its local community.

As Jollibee evaluates its long-term U.S. growth strategy, Texas stands out as a top-tier opportunity, second only to California in terms of development potential. 

“After California, we believe Texas presents the next biggest development opportunity for Jollibee, with our preliminary real estate trade area analysis showing the capacity to build 150 Jollibee restaurants in Texas and 15 in San Antonio,” Wright said.

One of Jollibee’s unique advantages in San Antonio is its ability to resonate across multiple audiences at once. San Antonio’s large Filipino American population, influenced in part by the presence of Joint Base San Antonio, has played an important role in supporting the brand’s initial success. But that is only part of the story.

“Absolutely, the Fil-Am community is a big supporter, and we know we will continue to build wide appeal as locations and brand awareness grow,” Wright said.

That dual dynamic — strong cultural loyalty paired with increasing mainstream adoption — is a powerful growth driver. It allows Jollibee to open with a built-in customer base while simultaneously attracting new guests drawn to its differentiated menu, from its signature Chickenjoy to its sweet-and-savory flavor profiles.

Jollibee’s flexible real estate strategy, which allows the brand to thrive in standalone buildings, shopping centers or drive-thru spots, also gives franchisees the freedom to build what actually works for their specific neighborhood.

Combined with strong unit-level performance across North America and a growing U.S. fan base, the San Antonio market presents a compelling case for long-term investment.

Jollibee’s next phase of growth in San Antonio will be driven by the right franchise partners — operators who understand the market, recognize the brand’s momentum and are prepared to scale alongside it.

For franchisees looking to enter a high-demand category with a globally recognized brand and a proven ability to win both culturally and commercially, Jollibee’s San Antonio push represents a rare moment to get in early and grow with purpose.

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