Jollibee Group is banking on the Philippines’ growth beyond Metro Manila, identifying more than 1,500 potential trade areas for expansion between 2027 and 2030 as it looks to turn its nationwide footprint into another engine of growth.
The company had more than 3,500 Philippine stores as of the first half of 2026, with 71 percent of the newly identified trade areas lying outside the capital region, pointing to opportunities in provincial cities and underserved communities. Actual openings will depend on site availability, commercial viability, and expected returns.
The expansion comes on the back of solid operating performance. Jollibee Group Philippines posted 10 percent systemwide sales growth in both 2024 and 2025, while same-store sales rose 8 percent and 5 percent, respectively. Both measures continued to grow in the first half of 2026, suggesting momentum is coming from existing outlets as well as network expansion.
Jollibee, Mang Inasal, and Chowking account for nearly 90 percent of Philippine systemwide sales, with the flagship Jollibee brand contributing about 62 percent.
“Our scale provides a strong foundation for future growth,” said Joseph Tanbuntiong, chief executive of Jollibee Group Philippines and head of Jollibee Brand Global, citing opportunities to reach more consumers through disciplined expansion and more accessible store formats.
The challenge is to make new locations productive, not merely numerous. Mang Inasal offers an early test case: its first drive-thru opened in Sta. Maria, Bulacan, in December 2025. By mid-2026, eight drive-thru outlets were operating, generating average daily sales about 40 percent higher than other stores, according to the company.
That performance could encourage wider use of alternative formats, alongside delivery, digital ordering and dine-in outlets, to capture more customer visits and occasions.
Brand leaders also see room to deepen their reach. Jollibee Philippines president Ferns Yu Jr. emphasized accessibility and community ties, while Mang Inasal president Mike Castro highlighted drive-thru expansion. Chowking president Ana Aluyen pointed to selective growth and improved store execution.
With 1,500 potential trade areas on the map, Jollibee has a substantial runway. The real test will be converting that map into sustainable sales and returns.
Jollibee Foods Corp., listed on the Philippine Stock Exchange, is one of the world’s fastest-growing
restaurant companies. It manages and operates a portfolio that includes 20 brands (the “Jollibee Group”) with over 10,700 stores and cafés across 33 countries.
