Jollibee expands US footprint with downtown San Francisco opening

Jollibee is strengthening its North American expansion strategy with the opening of a new restaurant in downtown San Francisco, reinforcing its presence in one of its most significant US growth markets while advancing broader ambitions to scale the brand across the region.

The new outlet, which opened on 31 July at 934 Market Street near the Powell Street BART station, expands Jollibee's footprint in the Bay Area, a market that holds particular significance for the Philippine fast-food chain. The region was home to its first US restaurant, which launched in Daly City in 1998.

The latest opening brings added momentum to Jollibee's North American network, which now comprises more than 100 stores across the US and Canada. The company said the expansion reflects its efforts to build mainstream recognition for its differentiated quick-service restaurant offering beyond its traditional Filipino and Filipino-American customer base.

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That wider consumer appeal has been supported by recent brand recognition, with Chickenjoy named the "best fast-food fried chicken in America" by USA TODAY for the third consecutive year in July 2026.

"The Bay Area has welcomed Jollibee with open arms ever since we debuted our very first US 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."

California remains a priority market for the brand, with additional locations planned in Oxnard, Elk Grove and Roseville. The Roseville restaurant, scheduled to open on 7 August, will become Jollibee's third franchised outlet in North America.

The expansion also aligns with the company's broader franchising strategy. Through its North American franchising programme, Jollibee said it has secured multi-unit franchise commitments in states including Nevada, New York, Texas and Washington.

The company added that the programme is underpinned by an average unit volume of US$4.9 million, around 2.5 times that of many quick-service restaurant industry players, positioning the brand for continued long-term growth across the region.

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