While it is already the leading Philippine fast-food giant and is looking overseas for greater expansion, Jollibee Foods Corp. (JFC) still sees strong growth potential within the country as the provinces remain underserved.

During the firm’s annual stockholders’ meeting (ASM) last week, Jollibee Group Global President and Chief Executive Officer (CEO) Ernesto Tanmantiong highlighted “the clarity of our strategic direction and the depth of our commitment to building a business that creates enduring value.”

The company reaffirmed that the Philippines remains a highly attractive growth market for Jollibee Group, with significant runway for continued expansion.

“While it has strong nationwide presence, its market penetration in many provincial municipalities remains relatively low at approximately 15 percent, creating substantial opportunity to bring its brands closer to more consumers across the country,” Tanmantiong said.

Jollibee Group also sees growth potential beyond opening more stores. These opportunities include delivery, digital channels, new dayparts, menu innovation, and deeper customer engagement that can drive increased frequency across its portfolio of brands.

“Supported by its strong brand equity, operational excellence, and continued relevance across generations of Filipino consumers, the company expects the Philippines will remain a powerful growth engine for the Jollibee Group over the long term,” Tanmantiong noted.

Meanwhile, Jollibee Group is undertaking an ongoing strategic review of its international business, which remains a significant long-term growth and value-creation platform for the company.

The firm said its international business has reached a scale and maturity that provide multiple pathways to unlock value over time.

Supported by a diversified brand portfolio, a presence across multiple markets, favorable industry trends, and significant whitespace opportunities, the business is well positioned to capture attractive global growth opportunities.

“The strategic review is intended to evaluate opportunities to further support the growth ambitions of the international business and enhance long-term shareholder value,” the company said.

Jollibee Group said it remains focused on executing its growth strategy, improving returns, allocating capital with discipline, and building a stronger global business that can create sustainable value for shareholders.

“In a dynamic environment shaped by evolving consumer preferences, ongoing cost pressures, and rising expectations around corporate responsibility, we stayed focused on what matters most: staying passionate about superior taste, serving customers with joy, empowering our people, strengthening our brands, and investing for the future,” said Tanmantiong.