Jollibee Plans Expansion in San Antonio With Up to 15 New Locations

Jollibee is preparing for significant expansion in San Antonio, with plans to add as many as 15 restaurants in the market by 2031, according to San Antonio Express-News. The Filipino fast-food brand currently operates one San Antonio restaurant near Ingram Park Mall, but Peter Wright, vice president of franchise development, said the company has identified roughly 14 areas with immediate development potential. The expansion is part of a broader push across Texas, which Jollibee has identified as a top priority because of its large population centers, diverse communities and substantial remaining white space.

Rather than pursuing an aggressive opening schedule, Jollibee plans to develop San Antonio over a five- to six-year period based on market conditions and the availability of strong sites. The brand is targeting locations near major traffic generators such as shopping centers, big-box retailers, hospitals and colleges, while evaluating factors including demographics, traffic counts, accessibility and visibility.

“The opportunity is tremendous there,” Wright said. “There’s a lot of white space and a lot of opportunity to grow.”

Central to that strategy is finding an experienced local multi-unit franchise partner. Wright said Jollibee is seeking an operator with restaurant development experience, strong operational capabilities and meaningful ties to the San Antonio community. The brand has already partnered with a multi-unit franchisee in Dallas-Fort Worth and is similarly searching for partners in Austin, Houston and other Texas markets.

“We’ve been really pleased with the customer response and the business that we’re doing at our restaurants,” Wright said. “What it’s told us is that there’s a lot more demand and more opportunity.” At the time of the Express-News report, Jollibee operated seven restaurants across Texas, 103 throughout North America and more than 1,700 locations globally.