MANILA, Philippines – Jollibee Group, the Philippine-based fast-food conglomerate, is significantly accelerating its North American expansion strategy, earmarking key metropolitan areas including San Francisco, California, and Queens, New York, for upcoming store locations. This strategic push follows a series of successful recent openings across the United States and Canada, signaling the company’s commitment to strengthening its footprint in the lucrative North American market.
Latest Milestone: Pacific Northwest Entry
The intensification of Jollibee’s North American presence is highlighted by the recent inauguration of its first restaurant in the state of Oregon. Located in Hillsboro, a prominent city within the Portland metropolitan area, the new store officially commenced operations on May 30, 2025. The outlet is situated at 10875 N.E. Cornell Road within the bustling Tanasbourne Village Shopping Center, a location selected for its high visibility and accessibility.
The opening day drew considerable public interest, with patrons forming extensive queues to experience the brand’s popular offerings. The initial reception proved exceptionally strong, with the Oregon location reportedly exceeding its Day 1 sales targets by a remarkable 132 percent. This performance underscores the growing demand for Jollibee’s menu items in new markets.
Maribeth Dela Cruz, who serves as the Business Group Head at Honeybee Foods Corporation dba Jollibee, expressed enthusiasm regarding the company’s foray into the Pacific Northwest region. “We are thrilled to finally bring the joy of Jollibee to our fans and new customers in Oregon,” Dela Cruz stated. She added, “Expanding into the Portland metro area marks an important step in our North American journey, and we are excited to introduce our unique and beloved dining experience to the community here.”
Broader North American Growth Strategy
The Oregon opening is part of a broader, aggressive growth plan for Jollibee across North America. The company has been steadily adding new locations in strategic markets over the past couple of years.
Prior to the Hillsboro debut, Jollibee opened a store in Tacoma, Washington, in October 2023. More recently, another outlet launched in Seattle, Washington, in June 2024. These openings in Washington state, neighboring Oregon, demonstrate a coordinated effort to build density and brand recognition in the Pacific Northwest, preparing the ground for further expansion.
The planned entries into San Francisco and Queens, New York, represent a significant escalation in Jollibee’s strategy, targeting two of the most competitive and diverse metropolitan food markets in the United States. Securing prime locations in these high-profile cities is crucial for elevating Jollibee’s brand visibility and attracting a wider customer base, including expatriate communities and local residents seeking new culinary experiences.
Brand Recognition and Acclaim
Jollibee, the flagship brand of the Jollibee Group, has garnered significant international recognition, contributing to its strong performance and growth trajectory. In 2024, the brand received a notable accolade from USA Today, being voted “the best fast-food fried chicken in America.” This recognition positions Jollibee favorably against established domestic competitors and highlights the appeal of its signature product, Chickenjoy.
Further underscoring its global momentum, Brand Finance, a leading brand valuation consultancy, cited Jollibee as the second fastest-growing restaurant brand globally. This ranking reflects the company’s rapid expansion, increasing brand value, and growing consumer base across continents, particularly in North America.
The combination of critical acclaim, demonstrated market success in new territories like Oregon, and planned entries into major cultural hubs such as San Francisco and New York City indicates a robust period of expansion for Jollibee in North America. The company appears well-positioned to capitalize on its unique brand identity and popular menu offerings as it continues its ambitious growth plans in the coming years.
