Think of Jollibee as the McDonald’s of the Philippines. Tony Tan Cakiong started his quickservice concept, which has spread throughout that archipelago nation and beyond, in 1975 as an ice cream parlor, soon adding burgers and sandwiches. The chain opened it first U.S. unit almost a quarter century later in Daly City, California. Known particularly for children’s parties, restaurants provide everything from special food to invitations, goodie bags and “Jollitown gang” entertainment. The U.S. stores, most targeted to Filipino immigrant neighborhoods, feature burgers and chicken and a separate breakfast menu and often serve 24/7. Jollibee food has some Filipino touches such as rice noodles and a fiery chili-powdered fried chicken. Parent company Jollibee Foods Corp. is traded on the Philippines Stock Exchange. Expansion to nearly 900 stores throughout the world (about 25 of those are in the U.S.) has come through franchising.

LocationCity of Industry, Calif.
2012 Systemwide Sales ($000)$35,000,000*
YOY Sales Change2.9%
2012 U.S. Units27
2012 Average Unit Volume ($000)$1,400,000*
Future 50 Year2013

*Technomic estimate

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