Jollibee has officially entered the Oregon market with the opening of its first store in the state, located at Tanasbourne Village Shopping Center in Hillsboro. The launch, held on 30 May, represents a milestone in the Filipino fast-food giant’s continued North American expansion, marking its 105th store in the region.
The opening drew significant consumer enthusiasm, including one fan who waited nearly 21 hours to be first in line. First-day sales exceeded expectations by 132 percent, led by demand for Jollibee’s signature Chickenjoy fried chicken, Peach Mango Pie, Jolly Spaghetti, and Chicken Sandwich.
The Hillsboro location, offering dine-in, takeout, and drive-thru services—with online ordering to follow—adds to recent regional openings in Seattle and Tacoma, Washington. According to Maribeth Dela Cruz, Business Group Head of Honeybee Foods Corporation (Jollibee’s U.S. subsidiary), the move into Oregon aligns with the company’s strategy to tap into the Pacific Northwest’s dynamic food culture and appetite for global flavors.
The expansion comes as Jollibee garners increasing U.S. recognition, including being named “Best Fast-Food Fried Chicken in America” by USA Today in 2024 and the world’s second fastest-growing restaurant brand by Brand Finance.
The Oregon debut underscores Jollibee’s broader goal of growing its global presence and delivering its “joyful dining experience” to new markets.
