Jollibee Targets California for Franchise Expansion

Jollibee, the beloved global fast-food brand known for its iconic Chickenjoy and vibrant Filipino-American heritage, has set its sights on the Golden State. With Sacramento, Los Angeles, San Francisco and San Diego identified as key expansion markets, Jollibee is inviting experienced entrepreneurs to join the brand’s bold West Coast push.

“This is the state where we opened our first Jollibee store in the U.S in 1998 and that location is still operating today,” said Beth Dela Cruz, President of Jollibee Group North America. “We’ve already expanded the brand significantly in California. The awareness is strong, and the demand is definitely there.”

California represents a unique opportunity for Jollibee thanks to its sizable Filipino-American population and multicultural communities that align with the brand’s growing mainstream appeal. And Jollibee has already evolved beyond a niche offering. “Right now, Jollibee attracts a diverse customer base, especially here in California," Dela Cruz said. "We're resonating with people from all backgrounds and communities."

California expansion plans

With room to add nearly 200 locations across the state, the brand sees tremendous white space in both densely populated urban centers and high-traffic suburban hubs. “Los Angeles and the Bay Area are huge opportunities for us,” Dela Cruz said. “We know these markets well and they’re ready for more Jollibee restaurants.”

For Jollibee, success in California means prioritizing accessibility through smart site selection and flexible restaurant formats. “We really encourage franchisees to look at drive-thru locations,” Dela Cruz said. “That’s how you give your customers every option, whether it's moms who prefer the drive-thru, people ordering to-go or third-party delivery. It just makes the experience easier for everyone.”

But it doesn’t stop there. Jollibee is also focused on expanding into non-traditional locations like airports, university campuses, hospitals, and especially regional and super-regional malls. “We’re looking at centers with strong daily traffic,” Dela Cruz said. “It’s all about making the brand more convenient and visible to more people.”

National franchise growth

Beyond California, Jollibee is open for franchise growth in all 50 states. The brand’s broader expansion plan includes additional priority markets like Texas, New York, Florida, and New Jersey.

As Jollibee expands across North America, its adaptable real estate strategy and strong financial performance make it a compelling investment opportunity. Free-standing stores average annual sales of approximately $4.55 million, while in-line locations average $4.62 million, with some in-line locations even surpassing $9 million annually. ​​ This provides franchisees with a rare opportunity to invest in a QSR concept with both cultural cachet and serious financial upside.

From suburban drive-thrus to urban food courts and airport kiosks, Jollibee is building a multi-format presence that aligns with today’s consumer behaviors.

“We’re placing restaurants where they can thrive,” Dela Cruz said. “Whether that’s a downtown endcap, a regional mall or a hospital cafeteria, we’re focused on making Jollibee accessible wherever our customers are.”

With deep roots in California and a clear roadmap for expansion, Jollibee’s franchise growth strategy is well-positioned to turn the state’s cultural diversity and consumer density into a long-term success story.