Jollibee grows NYC presence with new Midtown Manhattan store

Insider Spotlight

• Jollibee opened its third Manhattan branch near Grand Central Station
• North America network reached 109 stores after the latest opening
• Majority of customers at launch were non-Filipino consumers
• Chickenjoy and Chicken Sandwich continue driving repeat demand
  
  
  

Jollibee Foods Corp. expanded its North American footprint to 109 stores following the opening of a new Manhattan branch, signaling sustained traction for the Filipino fast-food giant in the competitive U.S. restaurant market.

In a company release, Jollibee Group said the new Jollibee Manhattan East 42nd Street branch opened on March 31 at 14 East 42nd Street, between Fifth and Madison Avenues, near New York City’s Grand Central Station.

The branch marks the brand’s third Manhattan location and its latest push into high-traffic urban centers as it accelerates growth across North America.

The opening drew long lines even before operations began, with the company estimating that around 95 percent of customers during launch came from the mainstream U.S. market, while only 5 percent were Filipino or Filipino American consumers.

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. — Princess Daisy C. Ominga | Ed: Corrie S. Narisma