A multi-unit deal can look great on paper. But execution is where growth plans either accelerate or stall. Real estate negotiations, permitting timelines, construction coordination, staffing and day-to-day operational consistency all hit at once when you’re trying to open multiple locations across multiple markets.
For seasoned operators, that’s exactly why the right operating partner matters as much as the brand itself, especially in a concept like Jollibee, where the opportunity is early, the demand is real and the standards are non-negotiable.
“We see a lot of opportunity,” said franchisee Paul Avila. “Being that we do own and operate other concepts in the QSR sector, I think that we have a great understanding of systems and processes and how to grow rapidly and do it in a way that’s very effective and efficient.”
Now, together with Sunny Datta, a multi-brand operator with more than two decades in the QSR world, Avila is gearing up to lead Jollibee’s earliest franchise growth as the brand’s first franchisee group with a 20-store development deal.
Multi-unit investors often focus on capital requirements and territory availability. Those matter. But the difference between a “signed deal” and a scalable business is the ability to execute repeatedly — across cities, crews and construction calendars — without letting standards slip.
Datta has lived that reality. “We have grown and gained experience across several brands operating over 130 restaurants across five states,” he said.
When development ramps up, the bottlenecks can include everything from permitting delays, holiday slowdowns at city offices, staffing shortages in construction trades, landlord negotiations and lease timing, and sequencing multiple openings across different municipalities.
Scaling multi-unit growth without added friction requires an operating partner who can manage the moving parts. That means putting repeatable systems in place, from site selection and vendor coordination to construction, hiring and opening playbooks, so each launch builds on the last.
And with strong average unit volumes, prime markets still available and a powerful support infrastructure, Jollibee operators certainly have no reason to try and reinvent the wheel.
Jollibee’s evolution in the U.S. is also creating a unique growth moment. The brand opened its first U.S. franchise location in Queens, New York — which has already exceeded expectations — and secured multi-unit agreements in Sacramento, California, and Dallas-Fort Worth, Texas. While it’s long been beloved within Filipino communities, the brand’s franchise strategy is increasingly about broader mainstream demand, without losing what makes it special.
“We are turning more into a fried chicken brand versus a Filipino brand,” Avila said. “But we aren’t going to forget about the actual Filipino culture where this whole brand started. There is a very large loyal customer base for this brand. People drive hours to go and eat at Jollibee.”
A strong operating partner doesn’t just build restaurants. They protect the guest experience, reinforce service standards and ensure every new unit earns repeat visits from day one.
“Once you get that product into their mouth, they’re definitely going to become a full-fledged fanatic of the brand,” said Avila. “Once we get people into the restaurants, we’ll be able to provide them with outstanding service and an awesome product.”
With an iconic global brand entering a new franchising era, the bar for operating partners is high. Jollibee’s Chickenjoy has already earned national recognition — including “America’s Best Fast-Food Fried Chicken” from USA TODAY two years in a row. As QSR categories get saturated, chicken continues to expand, making Jollibee a rare opportunity in a booming space.
That's why seasoned operating partners are key to unlocking franchise growth. Their proven experience lowers the risk for the franchisor and builds confidence that brand standards will be consistently met in every new location.
For Datta, earning that trust was central to becoming the first franchisee group. “It’s their baby and they want to make sure we treat that baby right,” he said. “I think they felt very comfortable with us and the way we operate, so they gave us this opportunity to be the very first franchisee.”
Multi-unit growth is ultimately a test of repeatability. Can you take what works in one store and make it work again in the next city? With a different landlord? A different permitting office? A different labor pool?
Avila and Datta are building that engine now, with new store opening in 2026. For investors looking at multi-unit restaurant development, their story shows that the brand may create demand, but the operating partner creates scale.
For more information on franchising with Jollibee, visit: https://1851franchise.com/jollibee/info.
Jollibee
SPONSORED
As Jollibee expands across the U.S. and Canada, the right franchise operating partners are needed for the global brand to protect beloved brand standards across new markets.
A multi-unit deal can look great on paper. But execution is where growth plans either accelerate or stall. Real estate negotiations, permitting timelines, construction coordination, staffing and day-to-day operational consistency all hit at once when you’re trying to open multiple locations across multiple markets.
For seasoned operators, that’s exactly why the right operating partner matters as much as the brand itself, especially in a concept like Jollibee, where the opportunity is early, the demand is real and the standards are non-negotiable.
“We see a lot of opportunity,” said franchisee Paul Avila. “Being that we do own and operate other concepts in the QSR sector, I think that we have a great understanding of systems and processes and how to grow rapidly and do it in a way that’s very effective and efficient.”
Now, together with Sunny Datta, a multi-brand operator with more than two decades in the QSR world, Avila is gearing up to lead Jollibee’s earliest franchise growth as the brand’s first franchisee group with a 20-store development deal.
Multi-unit investors often focus on capital requirements and territory availability. Those matter. But the difference between a “signed deal” and a scalable business is the ability to execute repeatedly — across cities, crews and construction calendars — without letting standards slip.
Datta has lived that reality. “We have grown and gained experience across several brands operating over 130 restaurants across five states,” he said.
When development ramps up, the bottlenecks can include everything from permitting delays, holiday slowdowns at city offices, staffing shortages in construction trades, landlord negotiations and lease timing, and sequencing multiple openings across different municipalities.
Scaling multi-unit growth without added friction requires an operating partner who can manage the moving parts. That means putting repeatable systems in place, from site selection and vendor coordination to construction, hiring and opening playbooks, so each launch builds on the last.
And with strong average unit volumes, prime markets still available and a powerful support infrastructure, Jollibee operators certainly have no reason to try and reinvent the wheel.
Jollibee’s evolution in the U.S. is also creating a unique growth moment. The brand opened its first U.S. franchise location in Queens, New York — which has already exceeded expectations — and secured multi-unit agreements in Sacramento, California, and Dallas-Fort Worth, Texas. While it’s long been beloved within Filipino communities, the brand’s franchise strategy is increasingly about broader mainstream demand, without losing what makes it special.
“We are turning more into a fried chicken brand versus a Filipino brand,” Avila said. “But we aren’t going to forget about the actual Filipino culture where this whole brand started. There is a very large loyal customer base for this brand. People drive hours to go and eat at Jollibee.”
A strong operating partner doesn’t just build restaurants. They protect the guest experience, reinforce service standards and ensure every new unit earns repeat visits from day one.
“Once you get that product into their mouth, they’re definitely going to become a full-fledged fanatic of the brand,” said Avila. “Once we get people into the restaurants, we’ll be able to provide them with outstanding service and an awesome product.”
With an iconic global brand entering a new franchising era, the bar for operating partners is high. Jollibee’s Chickenjoy has already earned national recognition — including “America’s Best Fast-Food Fried Chicken” from USA TODAY two years in a row. As QSR categories get saturated, chicken continues to expand, making Jollibee a rare opportunity in a booming space.
That's why seasoned operating partners are key to unlocking franchise growth. Their proven experience lowers the risk for the franchisor and builds confidence that brand standards will be consistently met in every new location.
For Datta, earning that trust was central to becoming the first franchisee group. “It’s their baby and they want to make sure we treat that baby right,” he said. “I think they felt very comfortable with us and the way we operate, so they gave us this opportunity to be the very first franchisee.”
Multi-unit growth is ultimately a test of repeatability. Can you take what works in one store and make it work again in the next city? With a different landlord? A different permitting office? A different labor pool?
Avila and Datta are building that engine now, with new store opening in 2026. For investors looking at multi-unit restaurant development, their story shows that the brand may create demand, but the operating partner creates scale.
For more information on franchising with Jollibee, visit: https://1851franchise.com/jollibee/info.
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