As experienced restaurant operators evaluate where to place their next growth bets, many are looking for more than another familiar QSR concept. They want strong unit-level economics, category momentum, meaningful development whitespace and a brand with real cultural staying power. For a growing number of multi-unit operators, that combination is leading them to Jollibee, the global fast-food sensation famous for its Chickenjoy fried chicken and warm hospitality.
"It starts with the food,” said Peter Wright, vice president of franchising for Jollibee Group North America. “When speaking to prospective franchisees, I ask them, ' Why Jollibee?’ They always say number one is our great tasting food.”
That is the foundation of Jollibee’s franchise story. The brand, known globally for its Chickenjoy fried chicken, Chicken Sandwich and Peach Mango Pie, has built a deeply loyal customer base while continuing to broaden its appeal across the U.S. and Canada. For operators who already understand restaurant systems, staffing, real estate and guest experience, Jollibee offers something both proven and still underdeveloped in North America.
“Number two is the opportunity to grow in the chicken category, one of the strongest growth categories among restaurant segments,” Wright said. “Investing in a business that is part of a significant growth trend is important.”
But category growth alone is not what makes Jollibee stand out. The $63 billion U.S. chicken space is crowded, with several well-known brands competing aggressively for market share. Wright said the difference is that Jollibee still offers significant room for experienced operators to build meaningful territory.
“An important decision-making factor is the whitespace opportunity,” Wright said. “There is certainly no shortage of popular chicken-focused QSR concepts. That being said, most of the existing brands don’t have the kind of development opportunity in terms of untapped markets that we have.”
That opportunity is especially attractive to operators who are not looking for a one-off investment, but a platform for long-term growth. Jollibee is actively seeking multi-unit developers who can build at scale and execute consistently across markets.
“We are awarding franchise development rights to multi-unit developers who will develop 10 or more locations,” Wright said. “That creates a sizable business opportunity for somebody, and means we will have a small number of high-quality franchisees building significant businesses. In terms of creating a great guest experience throughout all of our stores, it’s more effective to manage a smaller group of operators than a broad one.”
Last, but certainly not least, Wright says, is the strength of the unit-level economics. According to the 2026 Franchise Disclosure Document, free-standing Jollibee restaurants open for the full 2025 calendar year reported average annual gross sales of approximately $4.91 million, while in-line restaurants averaged approximately $5.07 million.*
The brand’s impressive performance is part of what drew the attention of veteran QSR operator George Almeida. Almeida, who spent nearly 40 years in the Fuddruckers system and later operated Dave’s Hot Chicken restaurants in Northern California, signed a 15-unit agreement to bring Jollibee to Northern California.
“We looked at the AUV compared to the build-out costs,” Almeida said. “As someone with a lot of experience in the QSR space, I can say that the numbers they are producing in the U.S. and the volumes they are already doing are very impressive.”
Almeida also saw something beyond the numbers: a brand with a deep emotional connection and significant mainstream upside.
“The Bay Area is Jollibee heaven,” Almeida said. “From the demographics, we have one of the largest Filipino communities in the country. Jollibee’s strongest asset is its reputation among the Filipino community in the U.S. It is an absolute icon within that community. But the exciting thing for me is the number of people who have never heard of Jollibee, given the volume the stores are already doing. The upside potential of getting the general population familiar with the quality of the operations and the food is so exciting. That is unlimited. This is a great asset because you have an iconic brand that anyone can love.”
That balance is central to Jollibee’s positioning. It is familiar enough for consumers to understand quickly, but differentiated enough to create curiosity and loyalty.
“Jollibee is a fried chicken QSR concept, and most people understand what that means,” Wright said. “At the same time, we differentiate ourselves with the great taste of our food, menu items you won’t find elsewhere, and warm hospitality. It’s a balance between familiarity and discovery.”
For Jollibee, the ideal franchisee is not simply a capital partner. Wright said the brand is looking for operators with deep restaurant experience, strong hospitality instincts and the ability to manage complex systems while maintaining high standards.
“Franchisees should have restaurant development and operating experience where there is an emphasis on service and hospitality, and also the ability to manage complexity,” Wright said. “We are looking for franchisees that are growth-oriented and are really focused on executing at the highest level.”
As Jollibee continues to expand toward its long-term goal of 500 North American restaurants, the company is focused on partnering with operators who can grow responsibly and preserve the guest experience that has made Jollibee beloved around the world.
“What I hear from the franchisees who have joined Jollibee is how much they love our company culture and values, and especially the team,” Wright said.
To find out more information on costs to buy this franchise, please visit https://1851franchise.com/jollibee.
*Annual gross sales are derived from 37 free-standing and 40 in-line 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. Annual gross sales for in-line locations ranged from $2,205,139 to $9,407,510, with an average of $5,074,194. 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.
Jollibee
SPONSORED
Multi-unit operators are adding Jollibee for more than category momentum, investing in a brand with strong economics, development whitespace and deep consumer loyalty.
As experienced restaurant operators evaluate where to place their next growth bets, many are looking for more than another familiar QSR concept. They want strong unit-level economics, category momentum, meaningful development whitespace and a brand with real cultural staying power. For a growing number of multi-unit operators, that combination is leading them to Jollibee, the global fast-food sensation famous for its Chickenjoy fried chicken and warm hospitality.
"It starts with the food,” said Peter Wright, vice president of franchising for Jollibee Group North America. “When speaking to prospective franchisees, I ask them, ' Why Jollibee?’ They always say number one is our great tasting food.”
That is the foundation of Jollibee’s franchise story. The brand, known globally for its Chickenjoy fried chicken, Chicken Sandwich and Peach Mango Pie, has built a deeply loyal customer base while continuing to broaden its appeal across the U.S. and Canada. For operators who already understand restaurant systems, staffing, real estate and guest experience, Jollibee offers something both proven and still underdeveloped in North America.
“Number two is the opportunity to grow in the chicken category, one of the strongest growth categories among restaurant segments,” Wright said. “Investing in a business that is part of a significant growth trend is important.”
But category growth alone is not what makes Jollibee stand out. The $63 billion U.S. chicken space is crowded, with several well-known brands competing aggressively for market share. Wright said the difference is that Jollibee still offers significant room for experienced operators to build meaningful territory.
“An important decision-making factor is the whitespace opportunity,” Wright said. “There is certainly no shortage of popular chicken-focused QSR concepts. That being said, most of the existing brands don’t have the kind of development opportunity in terms of untapped markets that we have.”
That opportunity is especially attractive to operators who are not looking for a one-off investment, but a platform for long-term growth. Jollibee is actively seeking multi-unit developers who can build at scale and execute consistently across markets.
“We are awarding franchise development rights to multi-unit developers who will develop 10 or more locations,” Wright said. “That creates a sizable business opportunity for somebody, and means we will have a small number of high-quality franchisees building significant businesses. In terms of creating a great guest experience throughout all of our stores, it’s more effective to manage a smaller group of operators than a broad one.”
Last, but certainly not least, Wright says, is the strength of the unit-level economics. According to the 2026 Franchise Disclosure Document, free-standing Jollibee restaurants open for the full 2025 calendar year reported average annual gross sales of approximately $4.91 million, while in-line restaurants averaged approximately $5.07 million.*
The brand’s impressive performance is part of what drew the attention of veteran QSR operator George Almeida. Almeida, who spent nearly 40 years in the Fuddruckers system and later operated Dave’s Hot Chicken restaurants in Northern California, signed a 15-unit agreement to bring Jollibee to Northern California.
“We looked at the AUV compared to the build-out costs,” Almeida said. “As someone with a lot of experience in the QSR space, I can say that the numbers they are producing in the U.S. and the volumes they are already doing are very impressive.”
Almeida also saw something beyond the numbers: a brand with a deep emotional connection and significant mainstream upside.
“The Bay Area is Jollibee heaven,” Almeida said. “From the demographics, we have one of the largest Filipino communities in the country. Jollibee’s strongest asset is its reputation among the Filipino community in the U.S. It is an absolute icon within that community. But the exciting thing for me is the number of people who have never heard of Jollibee, given the volume the stores are already doing. The upside potential of getting the general population familiar with the quality of the operations and the food is so exciting. That is unlimited. This is a great asset because you have an iconic brand that anyone can love.”
That balance is central to Jollibee’s positioning. It is familiar enough for consumers to understand quickly, but differentiated enough to create curiosity and loyalty.
“Jollibee is a fried chicken QSR concept, and most people understand what that means,” Wright said. “At the same time, we differentiate ourselves with the great taste of our food, menu items you won’t find elsewhere, and warm hospitality. It’s a balance between familiarity and discovery.”
For Jollibee, the ideal franchisee is not simply a capital partner. Wright said the brand is looking for operators with deep restaurant experience, strong hospitality instincts and the ability to manage complex systems while maintaining high standards.
“Franchisees should have restaurant development and operating experience where there is an emphasis on service and hospitality, and also the ability to manage complexity,” Wright said. “We are looking for franchisees that are growth-oriented and are really focused on executing at the highest level.”
As Jollibee continues to expand toward its long-term goal of 500 North American restaurants, the company is focused on partnering with operators who can grow responsibly and preserve the guest experience that has made Jollibee beloved around the world.
“What I hear from the franchisees who have joined Jollibee is how much they love our company culture and values, and especially the team,” Wright said.
To find out more information on costs to buy this franchise, please visit https://1851franchise.com/jollibee.
*Annual gross sales are derived from 37 free-standing and 40 in-line 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. Annual gross sales for in-line locations ranged from $2,205,139 to $9,407,510, with an average of $5,074,194. 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.
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