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JFC US expansion now at high gear

Our ‘People-First’ commitment means that we are responsible for our employees and their families especially during these most challenging times

Raffy Ayeng

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Fastfood king Jollibee Foods Corp. (JFC) plans to put up 37 new branches across the United States and Canada, as part of its North America expansion plans, to top off its goal until 2024 to put up 400 branches including those for its other brands such as Chowking and Goldilocks in the continent.

During the recently concluded virtual celebration of the 75th Anniversary of the official establishment of diplomatic relations between the Philippines and the United States, Luis Velasco, Vice President for Marketing of JFC, said Jollibee will be setting another record in its North American expansion plans.

“We plan to open 37 new restaurants across the US and Canada this year, as we work towards our goal of having more than 400 restaurants among our three brands by 2024. These investment opportunities are anchored to build out our supply chain even more, creating additional partnerships with companies in the US, and the ability to employ more people at our stores, and our headquarters in Los Angeles,” he stressed.

 

US employer

Velasco said currently, JFC’s US operations employ over 4,000 persons in the United States, and its success is rooted in its people-focus culture that seeks to feed customers and business partners.

“We are proud to take on the challenge and the goal to transpose these positive values in family culture company, and build relationships wherever we operate. We are proud about making Jollibee a productive, joyful and fulfilling place to work and do business with. And we are proud of bringing beloved Filipino brands and products to more people in the US and around the world,” Velasco added.

He maintained that JFC is always thankful for the collaboration and relationship between its home country and the US, airing that it looks forward to opening up more opportunities in the years to come.

 

Caring amid the pandemic

During the onset of the worldwide pandemic, Velasco said JFC has also provided refuge to communities and healthcare front liners, as stores have donated thousands of meals to healthcare workers and hospitals around the US.

“This is our own little way of showing our appreciation for the hospital workers and education service during the Covid-19 pandemic. With all these efforts, our US business saw continued expansion and continued growth across key business metrics, which has inspired us to further look ahead this year and the years to come,” he explained.

The Tony Tan Caktiong-led JFC began in 1975 as a small ice cream parlor, envisioned to make it big around the world.

Today, Jollibee is the number one most dominant fast-food brand in the Philippines, with over 1400 stores, and the only market in the world where a local brand is bigger than any other fast-food global giant.

Today the Jollibee group operates a portfolio of 17 brands, including Chowking and Goldilocks, with over 5800 restaurants in 35 countries.

“As we grow even bigger, we aspire to be among the top five restaurant companies in the world. The United States is a key pillar for us. We’re working hard to make it big in the US, the most competitive market in the world. But we are doing it because of our mission to spread the joy of eating through superior tasting food, great value and joyful service,” Velasco emphasized.

After 23 years of operation in the US, JFC has established a total of 112 restaurants for its three major brands, with the continuous perspective to grow and operate in 12 states.

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