Jollibee to grow Europe footprint with 50 stores in 5 years

Homegrown fast-food giant Jollibee Foods Corporation (JFC) said Tuesday it is investing £50 million to expand its footprint in Europe to 50 stores in the next five years.

In a statement, JFC said it has so far opened stores in Rome, Liverpool, and Leicester City in 2020 despite the pandemic.

For this year, the restaurant chain will open its Europe flagship location in Leicester Square, London.

This will be followed by seven other store openings, including its first stores in Scotland (Edinburgh), Wales (Cardiff), and Spain (Madrid), the fast-food chain said.

JFC said its new stores in Europe have been designed to adapt to changes brought about by the pandemic, with contactless kiosks and pick-up settings.

“The Jollibee Group is dedicated to growing the Jollibee brand in the UK and across Europe. Investing £50 million demonstrates our commitment to become a major player in the European quick-service industry,” said Dennis Flores, Jollibee Group Regional Business head for Europe, Middle East, Asia, and Australia.

“The pandemic may have been a setback, but it will not deter us from pursuing our vision for Jollibee in the UK and the rest of Europe,” he added.

JFC said it has introduced multiple new menu items that cater to the local European market palate, including Asian Slaw, Tropical Burger, Mango Coconut Sundae, and Asian Chicken Tender Rice Bowl.

“We know from our research that the overall dining experience is just as important as the quality of our food. So, while we pride ourselves on our delicious menu, we knew we could do more to enhance the overall restaurant experience for our UK customers,” said William Tan Untiong, Jollibee Group chief real estate officer.

JFC said over five million pieces of Chickenjoy have been sold across Europe since the brand first debuted in the region. — Ted Cordero/BM, GMA News