Jollibee's Growing New York City Presence Proves the Philippines Can Survive American FDIs

Jollibee Group

Is it me, or am I getting reactive? Regardless, I'm probably obsessed with Jollibee right now. The first Jollibee article I wrote discussed how Jollibee is proof that the Philippines is more than ready to face off against FDI in the Philippines. My most recent Jollibee article is about how the company ranks as the top quick service in Communist Vietnam. Right now, I just want to feel pride in Jollibee's latest achievement in New York City. This is another lesson in adaptation in international marketing.

From an Insider PH article by Princess Daisy C. Ominga, and edited by Corrie S. Narisma, here's a lesson on business evolution in the world market:

Why it matters

The strong turnout highlights Jollibee’s efforts to move beyond its traditional Filipino customer base and build wider appeal among American consumers, particularly in dense metropolitan markets.

The company said customer traffic remained steady after opening day, driven mainly by demand for Chickenjoy and the Chicken Sandwich in both original and spicy variants.

Beth Dela Cruz, president of Jollibee North America, said the sustained customer response reflects the brand’s growing visibility in New York.

“The response to our East 42nd Street opening is very encouraging—not just the strong turnout on day one, but the steady demand we continue to see,” Dela Cruz said.

The Midtown branch offers dine-in, take-out, online ordering, and catering services, operating daily from 9 a.m. to midnight.

By the numbers

With the new store, Jollibee’s North American network now consists of 81 stores in the United States and 28 in Canada.

The expansion comes as Jollibee continues to receive global recognition for its brand and products. The company cited Brand Finance’s 2026 ranking that placed Jollibee among the top five strongest restaurant brands globally with an AAA brand strength rating.

Chickenjoy was also recognized by USA Today’s Readers’ Choice Awards as the best fast-food fried chicken in the United States for the second straight year, according to the company.

Jollibee Group global president and CEO Ernesto Tanmantiong said the Manhattan opening demonstrates the company’s ability to compete in mature international markets.

“Supported by products that customers come back for and a disciplined approach to expansion, we remain focused on growing Jollibee in a way that is sustainable, repeatable, and built for long-term success,” Tanmantiong said. 

Jollibee has actually outclassed McDonald's in certain areas. It's not because Jollibee was sheltered from McDonald's. It competed with McDonald's. I confess I still prefer Chicken McDo over Chickenjoy, while I prefer Jollibee Yum Burgers over McBurgers, for personal reasons. Now, as we look into the history of Jollibee, we need to realize some evolving wisdom of the Tan brothers, Ernest Tanmantionng and Tony Tancaktiong.

This CNBC article by Karen Gilchrist, published in 2019, reveals this truth:

Tanmantiong said he, Tan Caktiong (now Jollibee chairman), their two other brothers and the rest of the team, initially planned to embark on that path by by targeting Filipino customers living overseas. But, in fact, he said, they’ve been surprised to find Jollibee’s distinct taste has a home among non-native patrons, too. Indeed, they account for 50 percent of the company’s overseas customer base.

That should help Tan Caktiong on his latest mission to turn Jollibee into one of the world’s top five restaurant companies in terms of market capitalization. Having become the largest restaurant in Asia in 2014, Jollibee will have to face off against the likes of Starbucks, Yum! Brands and Domino’s to secure that accolade.

Tanmantiong said, however, that his brother loves a challenge.

“Tony is a visionary and he loves to dream big,” Tanmantiong said. “That’s primarily the reason why (Jollibee Foods Corporation) is where it is today. Because of that bold vision, the entire organization has been challenged, but it has been fulfilling trying to achieve the vision.”

The big dream has been getting bigger. As Jollibee grows, it shows that Filipinos have zero excuse to keep supporting the Filipino First Policy. The Filipino First Policy caused the Philippines to fail. Jollibee is thriving in countries were competition is high. Whether it's democratic countries like Canada and America, or Communist Vietnam, Jollibee's growth was because it faced competition. If Jollibee is becoming better in other countries than the Philippines, it's because the Philippines needs more competition.