Jollibee's Global Expansion Plans

Written By Joel Silverstein

Interesting story about Jollibee's global expansion plans. 

They are looking to increase store count to 500 locations in the USA. Currently, there are 72 company-owned Jollibee locations there. Foreign restaurant brands have historically performed poorly in the US market and a brand with a Filipino heritage is not exactly a household name outside of Asian communities. Also, there is hardly a shortage of restaurant concepts selling hamburgers and fried chicken.
I would have suggested they focus on their Tim Ho Wan concept given the wide acceptance of Chinese cuisine in the USA market. Time will tell if this is a viable strategy but Jollibee is to be commended for their ability to take risks and grow their business globally. Lots of learnings here for American chains!

Joel Silverstein

Joel Silverstein is a long-term resident of the Asia Pacific region and has helped leading international and local companies achieve sustained growth in overseas markets. As a former senior executive and experienced Board member, Silverstein is a frequent contributor to major media outlets on the topics of hospitality & retail, business practices in international markets, and succeeding in turbulent environments. He recently relocated to the United States after 40 years of residence overseas.

https://www.canyonspringsadvisors.com/our-team
Previous

How South Korea's F&B Industry Feels in 2024
Next

2023 Financial Results for Luckin Coffee