Jollibee, a popular Filipino fast-food chain, is trying to win over American palates with its famous Chickenjoy and spaghetti. Born from the nostalgia of Filipino immigrants, Jollibee aims to expand across North America through franchise programs, targeting 350 locations in the next few years.
Jollibee’s iconic mascot, “Jabee,” is a well-known figure among Filipinos, symbolizing the chain’s significance in the country’s food culture. Its signature dishes have become synonymous with Filipino identity, alongside McDonald’s and Coca-Cola, which are staples of American fast food.
With its expanding presence, Jollibee is directly challenging Colonel Sanders’ KFC empire in the US market. The stakes are high as these two global brands compete for a share of mainstream America’s appetite.
Source: https://www.bloomberg.com/news/features/2025-09-26/jollibee-is-on-a-quest-to-conquer-the-us-fast-food-market