Jollibee Franchise Expansion in Texas

Jollibee — the globally beloved fast-food brand known for its iconic Chickenjoy, craveable menu innovations and vibrant Filipino-American heritage — has officially set its sights on Texas as a priority market for franchise growth. With nearly 10 stores already operating in the state and customer demand rapidly rising, the brand sees Texas as one of the most promising expansion territories in its nationwide development strategy.

“This is an important market to us because we have a store presence in the state fueling awareness of the brand,” said Peter Wright, vice president of franchising for Jollibee Group North America. “We are very pleased with the response from customers and have been receiving a lot of demand to open more stores.”

Texas represents a unique white-space opportunity for Jollibee thanks to its booming population, diverse demographics and strong appetite for high-quality QSR concepts. While the brand continues to resonate deeply with Filipino communities, its customer base has broadened across the United States.

“As Jollibee stores opened across the country, we are seeing a larger percentage of customers coming from the general population,” Wright said. “That gives us a lot of confidence that we can grow with mainstream consumers.”

Texas expansion plans

Jollibee’s expansion strategy for Texas spans all four major metros, each offering strong customer density and diverse real estate opportunities.

“For franchise development, we have a franchisee that is going to develop in Dallas-Fort Worth,” Wright said. “We are also targeting growth in Houston, San Antonio, and Austin.”

These markets rank among the nation’s fastest-growing cities, supported by robust suburban expansion, rising demand for drive-thru-friendly QSR formats and high visibility across commercial corridors. Jollibee’s proven real estate flexibility — including free-standing units, in-line restaurants, drive-thrus and non-traditional sites — allows the brand to enter each market with precision and scalability.

Market potential

While Texas already has established Jollibee locations, the brand believes the market is still in the early stages of its long-term development potential.

“We have the potential to open approximately 100+ locations in Texas,” Wright said. “The demand is there, and the stores we have open in Texas give us the confidence to grow.”

Jollibee’s rapid expansion across North America is driven by strong unit economics, a loyal and growing customer base and a multi-format real estate strategy that prioritizes accessibility and convenience. The brand’s ability to perform in both urban centers and suburban communities gives franchisees flexibility — and options — when entering a high-growth market like Texas.

With the Dallas-Fort Worth development already underway and additional territories in Houston, Austin and San Antonio open for franchise partners, Jollibee is welcoming experienced operators to join the brand at a pivotal moment.