Jollibee Group targets provincial markets with 1,500-area expansion pipeline

Jollibee Group is eyeing more than 1,500 potential trade areas across the Philippines between 2027 and 2030, with 71% of the identified locations outside Metro Manila, as it looks to extend the reach of its restaurant brands nationwide.

The opportunities span its three Philippine champion brands, Jollibee, Mang Inasal and Chowking, and reflect the group's ambitions to tap provincial markets while building on its existing store network.

As of the first half of 2026, Jollibee Group Philippines operated more than 3,500 stores. The expansion pipeline follows two consecutive years of 10% growth in systemwide sales in 2024 and 2025, supported by network expansion and same-store sales growth of 8% and 5%, respectively.

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“Our scale provides a strong foundation for future growth, and we see even greater opportunities to reach more consumers, particularly in markets beyond our existing footprint, and serve more occasions. We will pursue these opportunities through aggressive but disciplined expansion, guided by site viability and sustainable returns, alongside stronger execution and store formats that make our brands more accessible,” said Joseph C. Tanbuntiong, CEO of Jollibee Group Philippines and head of Jollibee brand global.

The three brands collectively account for nearly 90% of the Philippine business' systemwide sales, with Jollibee alone contributing approximately 62%.

The 1,500 potential trade areas identified through the group's network assessment represent opportunities rather than confirmed store openings. Any expansion will depend on site availability, commercial viability and the group's investment criteria.

“Our opportunity is to bring the joy of Jollibee to more Filipino families, creating more bonding moments through the food they love and experiences they cherish. As we expand our reach, we remain committed to strengthening the stores and communities we already serve, growing with discipline, and making Jollibee more accessible for every occasion. Ultimately, our growth is not just about opening more stores but about bringing more joy to more Filipinos every day,” said Jollibee Philippines president Ferns Yu Jr.

Mang Inasal, meanwhile, is looking to expand its footprint through additional locations and alternative store formats. Its president, Mike Castro, pointed to drive-thru as one way to improve accessibility while maintaining operational standards.

The brand opened its first drive-thru outlet in Sta. Maria, Bulacan, in December 2025. By the first half of 2026, it had eight drive-thru locations, recording average daily sales approximately 40% higher than those of its other stores.

“Mang Inasal has considerable room to grow by bringing our Ihaw-Sarap, Unli-Saya experience to more communities. We are expanding thoughtfully, improving accessibility through formats such as drive-thru, and strengthening execution so that every new store builds on the trust and loyalty of our consumers,” Castro said.

Alongside opening more outlets, Jollibee Group Philippines plans to increase consumer access through delivery, drive-thru, digital ordering and flexible store formats. The strategy also aims to encourage more frequent visits and capture additional dining occasions, while improving productivity across its existing network.

For Chowking, this means reaching more communities and positioning its Chinese-style menu across everyday dining occasions.

“Chowking's growth opportunity comes from serving more communities and becoming relevant across more everyday dining occasions. We are focused on expanding selectively, elevating store execution and developing formats that make our Chinese-style favourites easier for more customers to enjoy,” said Ana Aluyen, president of Chowking Philippines.

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