Quick-service restaurant chain Jollibee has launched its first franchising programme in the US to accelerate the brand’s growth strategy.
The brand has established a subsidiary, Jollibee Brands Management (JBM), to oversee franchise operations in the US.
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JBM is currently assessing potential franchisees in current and new markets to offer ownership opportunities for different locations and business models.
Prospective franchisees will have the option to operate stand-alone restaurants with or without drive-through facilities, strip mall endcaps, urban storefronts and exterior mall entrances.
Jollibee is also considering high-traffic locations such as airports, transit hubs, food courts and college campuses.
Franchisees will benefit from the brand’s market presence and support and training programme.
The brand anticipates the franchising programme to steer expansion, with franchise-owned stores to comprise the majority of its US footprint.
Honeybee Foods Corporation, doing business as Jollibee, business group head Maribeth Dela Cruz stated: “Jollibee brings a special warmth and hospitality to the QSR landscape in North America – it’s a unique element that our brand is very proud of, and we are even more proud to provide that joyful dining experience that you won’t find anywhere else.
“Franchise candidates have the opportunity to build upon 47 years of expansion and usher in a new era for Jollibee.”
Since opening its first North American store in 1998 in Daly City, California, Jollibee now operates 76 stores in 14 states across the US and 28 in Canada.
Jollibee aims to expand its North American presence to 350 stores.
Jollibee restaurants in the US reported average gross sales of $4.3m in 2024, supported by 50 consecutive months of positive same-store sales growth. The brand attributed this performance largely to increasing customer transactions.
In February 2025, Jollibee partnered with beverage company Botrista to enhance its beverage offerings across US locations.
