Jollibee US Franchise Launch: Roseville, California, Store Signals New Growth Strategy

Global fast food brand Jollibee is shifting its U.S. expansion strategy into franchising with its first domestic franchised location in Roseville, California. The Roseville opening kicks off a 24-unit development agreement with franchisees Sanjive Datta and Ajay Chopra, along with operating partner Paul Avila. The multi-unit deal targets expansion across California, Nevada and Texas, Nation’s Restaurant News recently reported.

Historically, Jollibee relied primarily on company-owned stores to scale, a conservative approach that helped the brand build massive sales volumes per location. However, the chain is now looking for experienced multi-unit operators to rapidly expand its footprint beyond its current 80 U.S. locations.

The brand enters this new phase with significant financial momentum:

• Strong Unit Economics: A typical U.S. Jollibee generated over $5 million in sales last year, up 10% year-over-year.

• Consistent AUV Growth: The chain's average unit volumes (AUVs) have expanded by at least 4.8% in nearly every year over the past decade.

• Impressive System Sales: Jollibee generated roughly $400 million in total U.S. revenue in 2025.

“This opening reflects the momentum behind our franchising program and the strength of the experienced operators joining us,” Beth Dela Cruz, president of Jollibee North America, said in a company statement.

Jollibee opened its first U.S. store in Daly City, California, in 1998 and recently opened a location in San Francisco. Choosing Northern California for the flagship franchise made strategic sense. Looking ahead, the chain is focused on multi-unit franchisees who are interested in Florida, New York and the Northeast as its next priority markets.