100th Jollibee store in North America opens

Philippine-based Jollibee Foods Corp., one of the biggest food conglomerates in Asia, has strengthened its presence in North America with the opening of its 100th store in the region.

The new branch in Strawberry Hill, British Columbia is part of Jollibee’s efforts to accelerate its expansion in North America, the largest quickservice restaurant market in the world.

It is also a key pillar for the Jollibee Group’s growth strategy to be among the world’s top five restaurant chains.

Ernesto Tanmantiong, president and CEO of the Jollibee Group, said the new store is a reflection of the strength of the company’s North America team.

“The launch of our 100th store in North America is a crucial milestone for us, demonstrating the strength of our Jollibee North America team and the continued support of our diverse fan base,” he said.

The group, he said, has come a long way from its first store in North America in Daly City back in 1998.

“We hope you will continue to cheer us on as we open the next 100 stores in North America, and soon achieve our vision of becoming among the top five restaurant companies in the world,” he said.

The long-awaited 100th outlet is situated at 12047 72nd Avenue, in the highly popular Strawberry Hill Shopping Center.

Maribeth Dela Cruz, president of Jollibee Group North America Asian Brands, said the support from customers was strong and “was incredible to witness.”

“The fans here in British Columbia are amazing, and we’re thrilled to be expanding our footprint with this second location in such a vibrant and welcoming community,” she said.

During the opening last week, the first customer started queuing as early as 12:15 p.m. the prior day for a 20-hour wait, JFC said.

Customers ordered Jollibee’s signature fried chicken — the Jolly Crispy Chicken, known as Chickenjoy in the Philippines and other markets — chicken sandwich, and peach mango pie.

Jollibee’s 100th North America opening follows the recent opening in Sterling Heights, Michigan — its first in the US state.

The Jollibee brand currently has more than 1,600 restaurants across 17 countries and is quickly expanding across North America.

The Jollibee Group, which includes other brands, has a store count of 6,805 stores worldwide as of end November 2023.