Jollibee bets on airport hubs for global visibility, opens store at HKIA

Insider Spotlight

• Jollibee strengthens global expansion through high-traffic airport locations
• Hong Kong International Airport branch marks brand’s first airport store in the market
• Company now operates 28 stores across Hong Kong and Macau
  
  
  

Jollibee Foods Corp. is deepening its push into major international transit hubs as part of a broader effort to increase global brand visibility and attract a more diverse customer base beyond its traditional overseas Filipino market.

The company recently unveiled its first airport-based store in Hong Kong, located at Hong Kong International Airport (HKIA) Terminal 2, one of Asia’s busiest travel gateways. 

The move reflects Jollibee’s strategy of building a stronger presence in high-traffic commercial locations where it can capture international travelers and diaspora communities.

Why it matters

Airport locations offer restaurant brands access to steady passenger volume, extended operating hours, and stronger global exposure, particularly in tourism-driven economies such as Hong Kong.

The HKIA branch operates 24 hours daily and features a travel-themed design tailored for airport consumers, including self-service kiosks and mobile ordering systems intended to improve operational efficiency and customer convenience.

“Hong Kong International Airport is an important gateway for travelers from around the world, making it a strategic location for Jollibee to bring the brand closer to new and diverse customers as we continue to expand internationally,” said Jollibee Group Global CEO and president Ernesto Tanmantiong.

According to a company release, the storefront was designed to resemble a giant suitcase and incorporates destination-inspired visuals highlighting Jollibee’s expanding international footprint.

By the numbers

The airport branch brings Jollibee’s network in Hong Kong and Macau to 28 stores. The company first entered Hong Kong in 1996 with a branch in Central.

Jollibee said demand in Hong Kong remains strong, supported by sustained consumer interest in its flagship Chickenjoy product. 

The company cited a November 2025 NielsenIQ study indicating surveyed Hong Kong consumers preferred Chickenjoy’s crispiness and juiciness.

The airport store also carries Hong Kong-exclusive menu items, including Calamansi Tea Soda, alongside staples such as Chickenjoy, Jolly Spaghetti, and the Jollibee Chicken Sandwich.

The expansion comes as Jollibee continues to accelerate its overseas growth strategy. The Jollibee Group now operates more than 10,400 stores and cafés across 33 countries under multiple restaurant brands. — Princess Daisy C. Ominga | Ed: Corrie S. Narisma