Homegrown restaurant chain Jollibee is expanding its operations in Europe with the aim expanding to 50 stores in the continent in the next five years.
In a statement, Jollibee noted that 70 percent of the customers in its latest UK stores are locals, prompting it to add more branches to reach more European customers.
This comes on the heels of its successful Rome, Liverpool, and Leicester City openings in 2020, which opened to much fanfare despite the pandemic.
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 in Edinburgh, its first in Wales in Cardiff, and its first in Spain in Madrid.
Jollibee’s new stores in Europe have been designed to adapt to changes brought about by the pandemic by including contactless kiosks for speed and safety, and pick-up settings to make take-outs even more convenient.
“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.
He added that, “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.”
Jollibee has introduced multiple new menu items that cater to the local market palate and hopes to draw in more local customers through its new and refreshed store design that showcases its Filipino heritage while adapting to the European market.
“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.
Jollibee Group Market Head for Europe Adam Parkinson reiterates that community spirit and hospitality—both central to Jollibee as a brand and Filipino culture—must remain the defining characteristics of the brand’s customer service even as the company invests in technology to enhance its delivery and take-out experience.
By end-April, Jollibee UK will launch an app that will allow customers to order in advance.
“When restrictions are lifted, we know our customers will want to return to their social lives, and restaurants play a key role in that,” said Parkinson.
He said “We are committed to creating a great place for our customers to spend time with loved ones – something everyone is craving for right now. Simultaneously, we are investing in technologies such as a mobile app for click and collect along with instore contactless kiosk options to bring additional convenience to our customers."