The Philippine restaurant group is targeting expansion across Jollibee, Mang Inasal and Chowking between 2027 and 2030, with 71% of identified opportunities located outside Metro Manila.
Jollibee Group is preparing for another phase of domestic expansion after identifying more than 1,500 potential trade areas across the Philippines for new restaurants between 2027 and 2030. The pipeline highlights the group’s ambition to deepen its presence in provincial markets while creating further opportunities to scale its established restaurant brands.
The expansion assessment covers three of its leading Philippine brands- Jollibee, Mang Inasal and Chowking, with approximately 71% of the identified locations situated outside Metro Manila. The strategy reflects the group’s intention to move beyond established metropolitan markets and tap demand in provincial cities and emerging commercial centres.
For the franchising sector, the development is significant. Jollibee’s established domestic network, multi-brand portfolio and experience in operating across different market formats provide a platform for further network development. However, the company has not confirmed how many of the 1,500 potential locations will be franchise-operated or company-owned.
Jollibee Group Philippines operates more than 3,500 stores nationwide, providing an extensive distribution and restaurant network. Its expansion strategy combines new restaurant openings with investments in delivery, drive-thru facilities, digital ordering and more flexible store formats.
Joseph C. Tanbuntiong, CEO of Jollibee Group Philippines and Head of Jollibee Brand Global, said the company’s existing scale provides a strong foundation for further growth, particularly in markets beyond its current footprint.
The group is also looking to build on its recent domestic performance. Jollibee Group Philippines recorded 10% systemwide sales growth in both 2024 and 2025, while same-store sales increased by 8% and 5%, respectively.
Jollibee remains the largest contributor to the Philippine business, accounting for approximately 62% of systemwide sales. Mang Inasal and Chowking also form important parts of the group’s domestic portfolio, allowing it to target different consumer segments and dining occasions.
Mang Inasal’s expansion into alternative restaurant formats illustrates the group’s approach to improving the economics of its network. After opening its first drive-thru restaurant in Sta. Maria, Bulacan, in December 2025, the brand had eight drive-thru locations operating by the first half of 2026. These restaurants generated average daily sales approximately 40% higher than the brand’s other outlets.
Franchising Remains Central to Jollibee’s Global Growth Strategy
The Philippine expansion pipeline comes as Jollibee Foods Corporation continues to grow its international restaurant network through a combination of company-operated and franchised restaurants.
The group reported a global network of 10,767 stores in the first half of 2026, representing 6.4% year-on-year growth. Of the 461 gross new stores opened during the period, 323 were franchised, accounting for approximately 70% of new openings.
The company’s international franchise development also includes North America, where Jollibee opened its first franchised restaurant in California in August 2026 under a 24-unit development agreement covering Northern California, Nevada and Texas.
In Canada, the brand has secured development agreements for 26 additional restaurants across British Columbia and Edmonton, further demonstrating its use of multi-unit franchise partnerships to accelerate market penetration.
While the 1,500 Philippine trade areas represent potential development opportunities rather than confirmed restaurant commitments, the scale of the pipeline underlines the group’s long-term domestic ambitions.
For Jollibee, the next phase will involve balancing company-owned expansion, franchise development and alternative store formats as it looks to strengthen its position in the Philippines while continuing to build its international restaurant network.
