Hey McDonalds, Don't Go Too Far with Technology

Founded in 1978 in the Philippines by Tony Tan Caktiong , Jollibee started as an ice cream parlor and quickly pivoted to a fast-food concept that blended traditional fast food like fried chicken with its Filipino heritage. The brand grew rapidly and became the flagship of Jollibee Foods Corporation , one of the largest restaurant companies in the world. Today, Jollibee operates over 1,700 locations globally and has been expanding aggressively in North America.

Vision: Jollibee aims to become one of the world’s top five restaurant companies, growing its presence across the globe while maintaining strong customer loyalty.

Jollibee is famous for its Chickenjoy, Chicken Sandwich and Peach Mango Pie.

The brand has a strong emotional appeal among Filipino-Americans while also attracting a broader customer base.

Jollibee’s U.S. locations boast high average unit volumes (AUVs), with some stores exceeding $9 million in annual sales.

Jollibee is aggressively growing in North America, intending to reach several hundred locations by 2028.

Jollibee has decades of success in the fast-food industry.

Strong sales numbers make this an attractive investment.

Jollibee provides extensive operational and marketing support.

A dedicated customer base ensures consistent demand.

Jollibee is actively expanding across the U.S. and Canada.

The estimated total investment for a Jollibee franchise ranges from $2,107,902 to $4,589,057 for a free-standing restaurant and from $1,614,568 to $2,964,092 for an in-line restaurant.

The franchise fee for opening a Jollibee location is $40,000, which is fully payable upon signing the franchise agreement.

Jollibee franchisees are responsible for the following ongoing payments and fees:

• Royalty fees

• Marketing fees

• Technology fees

• Other fees

According to the 2026 FDD, there were 77 Jollibee restaurants (37 free-standing and 40 in-line) operating for the entirety of 2025. These locations reported the following annual gross sales:

• Free-standing restaurants: $4.91 million

• In-line locations: $5.07 million

Jollibee offers an extensive training program that covers all aspects of operations, including customer service, kitchen management and financial systems.

Franchisees receive assistance with site selection, lease negotiation, supply chain management and marketing strategies.

Jollibee provides franchisees with a customized point-of-sale system and digital ordering capabilities to streamline operations.

Jollibee franchisees should have significant current business experience owning and operating multiple restaurants, along with strong customer service orientation and the ability to maintain quality standards.

Franchisees are expected to be actively involved in operations or hire a designated operator who meets Jollibee’s standards. Semi-absentee ownership is considered on a case-by-case basis.

Many Jollibee restaurants have experienced strong sales performance. The brand is particularly successful in high-traffic locations with strong Filipino-American communities.

"We see a lot of opportunity. Being that we do own and operate other concepts in the QSR sector, I think that we have a great understanding of systems and processes and how to grow rapidly and do it in a way that’s very effective and efficient. We are turning more into a fried chicken brand versus a Filipino brand.

But we aren’t going to forget about the actual Filipino culture where this whole brand started. There is a very large loyal customer base for this brand. People drive hours to go and eat at Jollibee.

Once you get that product into their mouth, they’re definitely going to become a full-fledged fanatic of the brand. Once we get people into the restaurants, we’ll be able to provide them with outstanding service and an awesome product.”

The global fried chicken market continues to show strong, sustained growth, reinforcing the category’s long-term appeal and scalability.

From 2019 to 2024, the market reached approximately $93.33 billion , expanding at a 5.26% compound annual growth rate (CAGR).

Growth is expected to accelerate in the coming years, with projections reaching $130.63 billion by 2029 at a 6.96% CAGR, and further expanding to $178.15 billion by 2034 at a 6.40% CAGR.

Modern consumers are increasingly seeking diverse and convenient dining options, leading to a surge in demand for international flavors and fusion cuisines.

Additionally, chicken continues to be one of the fastest-growing restaurant segments.

This trend presents opportunities for QSRs that offer unique menu items catering to these evolving tastes.

The integration of technology, such as artificial intelligence (AI), is transforming the QSR industry.

AI is being utilized to enhance customer experiences, streamline operations, and optimize supply chains, making it a pivotal factor in the industry's evolution.

Despite growth prospects, the industry faces challenges, including rising labor costs, supply chain disruptions and intense competition.

Brands are responding by innovating their menus, adopting technology and exploring new service models to maintain profitability and customer engagement.

Jollibee operates in a highly competitive landscape, contending with both global giants and regional players:

• McDonald's : With a vast global presence, McDonald's offers a diverse menu that appeals to a broad customer base. The company is investing in AI and technology to enhance operations and customer service.

• KFC (Yum! Brands): Specializing in fried chicken, KFC has a strong international footprint and continues to innovate its menu to cater to local tastes. Yum! Brands is expected to see a rebound in same-store sales, driven by global growth strategies.

• Chick-fil-A: Known for its chicken sandwiches and exceptional customer service, Chick-fil-A has a loyal customer base and is expanding rapidly across the U.S.

• Popeyes: Gained significant attention with its chicken sandwich, leading to increased competition in the chicken segment of QSRs.

1. Request Information: Fill out an online franchise application form to express interest in becoming a Jollibee multi-unit owner in North America.

2. FDD Review and Application: After confirming financial qualifications, review the FDD in detail. Once you’ve evaluated the opportunity, submit your formal application for consideration.

3. Attend Discovery Day: Visit the Jollibee Support Center to meet the executive team, explore the brand’s support systems and gain deeper insight into ownership, operations and the overall business model.

4. Finalize and Sign Multi-Unit Franchise Agreement: Engage in final discussions to ensure alignment on business terms, then execute the multi-unit franchise agreement to officially join the system.

5. Site Selection and Buildout: Work alongside Jollibee’s real estate and development teams to secure a location and complete the buildout process, with ongoing operational support.