Jollibee expands U.S. footprint with San Francisco store

Jollibee Foods Corporation (PSE: JFC) is accelerating its North American expansion with the opening of a new Jollibee restaurant in downtown San Francisco, reinforcing its strategy to scale one of its fastest-growing international markets.

The new store, which opened on July 31 at 934 Market Street near the Powell Street BART station, strengthens Jollibee’s presence in the San Francisco Bay Area—its most established U.S. market and home to the brand’s first American restaurant in Daly City, which opened in 1998.

The opening comes as Jollibee continues to expand its North American network to more than 100 stores across the United States and Canada, reflecting the company’s sustained push to grow beyond its traditional Filipino customer base and capture a wider mainstream market.

That strategy has gained momentum as Chickenjoy was named USA TODAY’s best fast-food fried chicken in America for the third consecutive year in July 2026, underscoring the brand’s growing appeal among American consumers.

“The Bay Area has welcomed Jollibee with open arms ever since we debuted our very first U.S. location in Daly City nearly three decades ago, and we are absolutely thrilled to bring our joyful dining experience to the heart of downtown,” said Beth Dela Cruz, President of Jollibee North America. “This dynamic city is a milestone location for us as we continue to accelerate our growth across California.”

Jollibee plans to further expand in California with upcoming locations in Oxnard, Elk Grove, and Roseville. The Roseville branch, scheduled to open on August 7, will become the brand’s third franchised restaurant in North America.

The company is also advancing its North American Franchising Program, supported by an average unit volume of US$4.9 million—about 2.5 times higher than many quick-service restaurant competitors—and multi-unit franchise commitments across Nevada, New York, Texas, and Washington. These metrics underscore Jollibee’s long-term confidence in the North American market.

Jollibee serves as the flagship brand of the Jollibee Group and remains a major driver of the company’s international growth strategy. Earlier this year, the group became the only Philippine company recognized on both TIME100 Most Influential Companies and the TIME100 Companies Industry Leaders in Food & Drink top-10 list, highlighting its growing global presence.