Jollibee Opens New Midtown NYC Location at E 42nd St

Jollibee, the global fast food brand with over 1,700 units around the world, has opened another Midtown Manhattan location at 14. E. 42nd St., part of its higher-level national growth journey, which targets New York as a prime area of focus.

"We see tremendous demand for the brand, which gives us the confidence that it's a great market to continue to grow in," Peter Wright, vice president of franchise development, told the New York Business Journal. "We're just scratching the surface of the New York area."

While proximity to the two other Midtown locations at 609 Eighth Ave. and 1500 Broadway was one draw for the new E. 42nd St. restaurant, Wright also highlighted high foot traffic and proximity to Grand Central Station as additional draws.

Though New York City’s real estate landscape can be challenging for some restaurant brands, Jollibee’s model makes it easier and will support the brand’s continued growth across the city.

"One of the really nice things about the Jollibee concept is the flexibility in real estate formats," Wright said. "We have successful stores operating in food courts and strip centers all the way to standing stores with drive-thru windows."