Jollibee Group's Restaurant Empire Accelerates North American Expansion: Smashburger and Premium Brands Drive Growth Trajectory

Record Growth in North American Market

Jollibee Foods Corporation has demonstrated impressive momentum across its North American operations, delivering systemwide sales growth of 20.2% alongside same-store sales expansion of 6.7% during the first quarter of 2023. The organization, which operates under a diversified portfolio that includes the Filipino flagship Jollibee brand, the American burger concept Smashburger, and the premium beverage chain The Coffee Bean & Tea Leaf, has successfully captured market share across multiple segments in the region.

The North American division concluded Q1 2023 with 89 operational locations for Jollibee, representing the addition of three new units during the quarter. Among these openings was a landmark double drive-thru facility in Orlando, Florida—a format representing the first of its kind for the group in North America. The previous year had witnessed even more aggressive expansion, with 11 new establishments launched, including prominent locations in New York’s Times Square and Vancouver, marking the brand’s inaugural entry into British Columbia.

Strategic Positioning and Brand Recognition

Maribeth Dela Cruz, President of Jollibee Group North America, attributed the company’s expansion success to consistent customer patronage and operational excellence. The organization has observed a notable demographic shift, with its signature fried chicken product, Chickenjoy, gaining traction among mainstream American consumers alongside its established Filipino-American customer base. This crossover appeal represents a significant validation of the brand’s competitive positioning within the world’s largest quick-service restaurant sector.

The Chickenjoy offering garnered recognition as America’s Best Chain Fried Chicken in 2022 according to Eater.com, outperforming 15 competing fried chicken products from global QSR chains. Concurrently, the broader brand earned inclusion among America’s Hottest Brands by AdAge, a leading American marketing publication, signaling its cultural resonance and market momentum.

Ownership Structure and Portfolio Diversification

Jollibee Foods Corporation maintains comprehensive ownership of Smashburger, its burger-focused quick-service concept, which has contributed substantially to the group’s North American performance metrics. The company similarly operates The Coffee Bean & Tea Leaf through an 80% ownership stake, while managing an expansive international franchise network encompassing 16 brands and exceeding 6,500 outlets across 34 territories worldwide.

Forward-Looking Expansion Plans

The corporation has articulated ambitious objectives for 2023, projecting the addition of 550 to 600 new stores globally through organic development and franchise partnerships. This aggressive expansion agenda underscores the organization’s strategic positioning of North America as a critical market in its trajectory toward becoming one of the world’s five largest restaurant companies.

For the full year 2023, JFC Group forecasts global systemwide sales growth between 15.0% and 20.0%, with same-store sales expansion anticipated at 7% to 10.0%. Store network additions are projected to exceed 5.0%, while operating income growth is expected to range from 20.0% to 25.0%. Capital expenditures have been budgeted at Php17.0 to 19.0 billion to support infrastructure and development initiatives.

Corporate Recognition and Sustainability Commitment

The organization has garnered recognition from prominent institutions for both workplace practices and governance standards. Forbes has consecutively designated the Jollibee Group as among the World’s Best Employers for three consecutive years, positioning it as the highest-ranked restaurant entity and Philippine-based organization receiving this distinction. Additionally, the company received recognition through the ASEAN Corporate Governance Scorecard Golden Arrow Awards, acknowledging its performance in shareholder equity, transparency protocols, and stakeholder accountability mechanisms.

The group has launched its sustainability framework, “Joy for Tomorrow,” addressing ten focus areas spanning food safety, nutrition transparency, employee welfare, community engagement, and environmental stewardship initiatives aligned with United Nations Sustainable Development Goals.

Market Context

JFC President and CEO Ernesto Tanmantiong characterized the first quarter performance as reflecting sustained momentum despite macroeconomic headwinds. The organization maintained broad-based growth across its entire portfolio, with all operating brands delivering double-digit systemwide sales gains relative to the comparable prior-year quarter, while simultaneously achieving robust operating profit expansion.