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Manila Bulletin devider Business devider The Stock Market devider 20 outlets by 2028: Jollibee eyes major North America push for Tim Ho Wan

20 outlets by 2028: Jollibee eyes major North America push for Tim Ho Wan

Published Jan 19, 2026 03:57 pm

Jollibee Foods Corp. (JFC), one of the largest Asian food service companies, is planning to develop the North American market for its Tim Ho Wan Chinese cuisine brand, with the aim of opening 20 branches by 2028.

In a disclosure to the Philippine Stock Exchange (PSE), the firm said it also aims to grow Tim Ho Wan into one of the most valuable Chinese restaurant brands in the world.

Jollibee’s confidence comes from the opening of Tim Ho Wan Irvine, the brand’s first company-operated United States (US) location under JFC management, marking a pivotal milestone for the group that was achieved within one year of assuming full ownership.

“Early indicators point to encouraging customer uptake, reinforcing management’s conviction in the brand’s scalability in Western markets,” Jollibee noted.

It added that the Irvine store establishes a repeatable operational template for broader US and international expansion, positioning Tim Ho Wan to leverage Jollibee Group’s global supply chain, strong franchising discipline, and growing leadership in Chinese cuisine internationally.

In the US, early customer response to newly opened non-company-operated stores has been encouraging, supporting management’s conviction in the scalability and long-term growth potential of the Tim Ho Wan brand across international markets.

“The Tim Ho Wan concept continues to emerge as a strategic growth engine for the Jollibee Group, highly complementary to the group’s portfolio and well positioned for long-term global expansion,” Jollibee said.

Since its acquisition by the group in 2024, execution initiatives—including product, quality, and service enhancements—have translated into strong customer reception and top-tier ratings on established consumer review platforms.

In Hong Kong, Tim Ho Wan delivered a rapid turnaround under JFC’s leadership, with 100 percent of stores now profitable within six months post-acquisition, including the first Tim Ho Wan location opened following the acquisition.

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