---
title: "Jollibee US Franchise Launch: Roseville, California, Store Signals New Growth Strategy"
url: https://burnaze.com/article/aa9ebd27-1f57-4d46-958d-1cb4c38373b3
source: "1851 Franchise"
original_url: https://1851franchise.com/jollibee/franchise-roseville-california-2733167
category: "Fast casual"
industry: "Restaurants"
segment: "Fast casual"
published: 2026-09-29T21:16:20.000Z
modified: 2026-10-31T15:30:55.636Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/1790621938_feature.png
---

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

**TL;DR:** Jollibee is shifting its US expansion strategy to franchising with its first domestic franchised location in Roseville, California, as part of a 24-unit development agreement. The brand aims to expand across California, Nevada, and Texas, and is looking for experienced multi-unit operators to rapidly grow its footprint beyond its current 80 US locations.

*originally published in 1851 Franchise on 2026-09-29. [Read the original](https://1851franchise.com/jollibee/franchise-roseville-california-2733167).*

## Story

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.

## Entities

- 1851 Franchise (publication)
- unit expansion (topic)
- QSR (sector)
- franchising (topic)
- texas (location)
- Florida (location)
- new york (location)
- California (location)
- growth strategy (topic)
- Nevada (location)
- Jollibee (company)
- Northeast (location)

---
Originally reported by 1851 Franchise (https://1851franchise.com/jollibee/franchise-roseville-california-2733167). Summarized by Burnaze (https://burnaze.com/article/aa9ebd27-1f57-4d46-958d-1cb4c38373b3).