Jollibee opens new store in heart of New York City
Published Apr 3, 2026 09:16 am
The new Jollibee location at 14 East 42nd Street, which opened on March 31, 2026. The store is the Philippine brand’s third outpost in Manhattan as it targets high-traffic commuter hubs near Grand Central Terminal.
Jollibee Foods Corp. (JFC) opened its third Manhattan location last March 31, as part of the Philippine fast-food giant’s aggressive North American expansion strategy aimed at challenging established Western chicken chains.
In a statement, Jollibee said the new outlet, situated at 14 East 42nd Street between Fifth and Madison Avenues, placed the brand in one of the world’s highest-traffic corridors, just steps from Grand Central Terminal.
The company leveraged strong sales momentum to secure a larger slice of the United States (US) quick-service market.
Jollibee reported an average unit volume of approximately ₱256.5 million ($4.5 million) for its US stores, a figure the company said was 2.5 times the industry average for the chicken category. This high productivity encouraged the group to accelerate its growth through a recently launched franchising program, securing commitments in key states including California, Texas, and Washington.
Beth Dela Cruz, business group head for Honeybee Foods Corp., which operates Jollibee in the US, said the Midtown location was central to the brand’s goal of reaching a diverse mix of commuters and tourists.
The expansion served as a pillar of the Jollibee Group’s broader ambition to become one of the five largest restaurant companies globally.
The parent company, JFC, currently manages a portfolio of 19 brands with more than 10,000 locations across 32 countries.
The 42nd Street store featured the brand’s signature menu, led by Chickenjoy, a bone-in fried chicken product that has earned cult status among international diners. Other core offerings included the Jolly Spaghetti, a sweet-style pasta dish, and the Peach Mango Pie.
To mark the opening, the company held a three-day promotional event, offering incentives such as a year’s supply of chicken sandwiches to the first 100 customers who visited the store during the launch period.
The Jollibee Group’s aggressive posture in the US followed a series of strategic acquisitions and investments. Its portfolio now includes a 100 percent stake in Smashburger and Tim Ho Wan, as well as majority stakes in The Coffee Bean & Tea Leaf and Compose Coffee.
The company also maintained membership interests in Tortazo, LLC, along with Chef Rick Bayless, for the Tortazo brand in the US.
In the Philippines, Jollibee has been a dominant market force for four decades, frequently outperforming global rivals in its home territory.