Jollibee, a Philippines-based chicken chain, has opened its first franchised location in the United States in Roseville, California. The new location is part of a 24-unit deal with franchisees Sanjive Datta and Ajay Chopra, who will work alongside operating partner Paul Avila.
Jollibee’s expansion is a significant milestone, as the chain has largely grown through company-owned stores in the US. A typical Jollibee location generates over $5 million in sales, a 10% increase from the previous year.
Expansion Strategy
Jollibee has shifted its expansion strategy to multi-unit franchising, believing the brand has a strong enough presence in the US to support faster growth. They have focused on partnering with experienced multi-unit franchisees to achieve this goal.
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The choice of Roseville as the first franchised location makes sense, given Jollibee’s history in Northern California. Jollibee’s first US restaurant was opened in Daly City, California, in 1998, and the company recently opened a location in downtown San Francisco.
Franchising Program
According to the report, the franchise group has agreed to open locations in Northern California, Nevada, and Texas, with the next locations expected to be in Fort Worth, Texas, and the Sacramento area. Jollibee is eyeing Florida, New York, and the Northeast as priority markets.
Beth Dela Cruz, president of Jollibee North America, stated that the opening of the Roseville location reflects the momentum behind the company’s franchising program and the strength of the experienced operators joining the brand.
Jollibee has seen significant growth in recent years, with average-unit volumes increasing by at least 4.8% in all but two years over the past decade. The brand generated nearly $400 million in sales from 80 restaurants in 2025.
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Global Presence
Globally, Jollibee operates more than 1,800 locations, with a strong presence in the Philippines and other countries. The company’s expansion into the US market is a key part of its growth strategy.
The new location in Roseville is expected to be followed by two to three locations per year starting in 2028, as the franchise group works to expand the brand’s presence in the US.
The Roseville location is a significant step forward for Jollibee’s franchising program, and the company will continue to focus on partnering with experienced multi-unit franchisees to drive growth in the US market.