Jollibee Details Growth Plans, Starts Franchising

Jollibee, part of the Jollibee Foods Corp., which owns Smashburger and other brands, announced today the launch of its first franchising program in the U.S. The program will play a key role in helping the brand meet its expansion goals, which includes reaching 350 stores across the U.S. and Canada in the next couple of years.

Jollibee currently operates 76 stores spanning 14 states in the U.S. and 28 stores in Canada. It opened its first North American location in 1998 in Daly City, Calif.

Jollibee established a U.S. subsidiary, JBM LLC, to operate its U.S. franchise program. Franchisees can choose from stand-alone buildings with or without a drive-thru, strip mall endcaps, urban storefronts and exterior mall entrances. The brand also will consider high-traffic locations, like airports, transit hubs, food courts and college campuses.

Maribeth Dela Cruz, business group head, Honeybee Foods Corp. dba Jollibee, says in the release, “Jollibee brings a special warmth and hospitality to the QSR landscape in North America—it’s a unique element that our brand is very proud of, and we are even more proud to provide that joyful dining experience that you won’t find anywhere else.”