Jollibee Foods Corporation plans expansion into 1,500 Philippine trade areas

Jollibee Foods Corporation has identified more than 1,500 potential trade areas across the Philippines for a major store expansion campaign scheduled between 2027 and 2030. The strategy marks a significant shift toward provincial markets, with 71 percent of the identified areas located outside of Metro Manila.

The expansion will focus on the company’s three primary brands in the Philippines: the flagship Jollibee brand, Mang Inasal, and Chowking. These brands currently account for nearly 90 percent of the group’s systemwide sales in the country.

This growth roadmap follows strong financial performance, with the Jollibee Group’s Philippine systemwide sales increasing by 10 percent in both 2024 and 2025. As of the first half of 2026, the company operated over 3,500 stores in the Philippines. Joseph C. Tanbuntiong, CEO of Jollibee Group Philippines, stated that expansion will be guided by site viability, sustainable returns, and improved accessibility through various store formats.