Chickenjoy momentum fuels Jollibee's next California move
The new store at 934 Market Street, near the Powell Street BART station, opened on July 31, strengthening Jollibee's presence in the Bay Area, home to the brand's first U.S. restaurant in Daly City in 1998, according to a company statement.
The opening brings Jollibee's North American footprint to more than 100 stores across the U.S. and Canada, underscoring the market's importance in the Jollibee Group's international growth strategy.
The expansion comes weeks after Chickenjoy was named USA TODAY's "best fast-food fried chicken in America" for the third consecutive year, a recognition the company said reflects the brand's growing appeal beyond Filipino and Filipino-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," Jollibee North America president Beth Dela Cruz said.
"This dynamic city is a milestone location for us as we continue to accelerate our growth across California."
Why it matters
California remains one of Jollibee's biggest growth markets in North America, with additional stores planned in Oxnard, Elk Grove and Roseville.
The Roseville branch, scheduled to open on Aug. 7, will become the company's third franchised store in North America.
The bigger picture
Jollibee said its North American Franchising Program continues to gain traction, backed by an average unit volume of $4.9 million—about 2.5 times that of many quick-service restaurant peers—and multi-unit franchise commitments in Nevada, New York, Texas and Washington.
The expansion supports the Jollibee Group's broader international ambitions. The company recently became the only Philippine firm included in both the 2026 TIME100 Most Influential Companies list and the TIME100 Companies Industry Leaders in Food & Drink top-10 shortlist. — Princess Daisy C. Ominga | Ed: Corrie S. Narisma
