Jollibee is best known for Chickenjoy fried chicken, but its growth story is increasingly tied to where and how the brand can open. As restaurant sites become harder to secure, Jollibee’s flexible model gives franchise operators more options than a single standard buildout.

“The flexibility of our real estate strategy is a real plus for franchise developers,” said Peter Wright, vice president of franchising. “We have stores operating in a variety of formats, including free-standing and endcaps with and without drive-thrus, inline urban core, mall and food courts.”

The brand is also actively exploring nontraditional environments such as airports, transit hubs, college campuses, military bases and medical centers.

For developers, that means a single tenant can support multiple site types across a portfolio. For multi-unit operators, it means development doesn’t stall waiting on a single ideal pad. 

This flexibility is also especially powerful in nontraditional and underdeveloped pockets of major metros, where demand exists but real estate doesn’t fit a cookie-cutter model. Mall locations, inline spaces and endcaps can often deliver strong economics without the barriers associated with ground-up development.

Standout examples include the Times Square location and the first franchise location on Queens Boulevard in Flushing, Wright said, which operate as walk-up stores in a demanding real estate environment.

And the results speak for themselves. Freestanding locations average approximately $4.91 million in annual gross sales, while inline locations average about $5.07 million.*

The brand is set to showcase this key competitive advantage when tens of thousands of real estate developers, brokers and operators gather at ICSC Las Vegas 2026 from May 18 to 20, all searching for brands that can actually work.

For multi-unit operators, the appeal goes beyond real estate flexibility. Jollibee offers a globally recognized brand with a loyal and expanding customer base: one that reduces the need to build awareness market by market.

“Jollibee doesn’t rely on existing traffic because we create it,” Wright said. “That’s a meaningful difference when you’re looking at activating a site or strengthening a retail mix. We bring energy, volume and repeat visits.”

As ICSC Las Vegas 2026 brings together the industry’s key decision-makers, Jollibee’s message is clear: the future of restaurant growth belongs to brands that can adapt.

“We’re looking for experienced operators who want to scale,” Wright said. “Our model gives them multiple ways to grow within a territory, not just one path tied to a single format.”

By designing its model around how customers actually live, shop and travel, rather than forcing development into outdated prototypes, Jollibee is opening doors in both traditional and nontraditional markets.

For those attending ICSC Las Vegas 2026 (May 18-20) or any developer/operator seeking an adaptable, high-volume tenant, Jollibee is ready to talk about scale. Reach out to Vice President of Franchising Peter Wright at [email protected] or visit the Jollibee website to learn more. 

*Annual gross sales are derived from 37 free-standing and 40 inline 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 inline 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.