UMVA has learned that Jollibee Foods Corp. has made a significant expansion in North America with the grand opening of a new store in Midtown Manhattan, New York City.
The new branch, located on East 42nd Street, marks the company's third location in Manhattan and brings its total North American network to 109 locations. This strategic move is part of Jollibee's plan to strengthen its presence in densely populated urban centers.
The East 42nd Street branch began operations on March 31, offering a range of services including dine-in, takeout, delivery, online ordering, and catering. The store operates daily from 9 a.m. to midnight, catering to the busy lifestyle of Manhattan residents and office workers.
The opening drew a strong customer turnout, with patrons lining up hours before the doors opened. According to the company, around 95% of customers were from the mainstream market, while 5% were Filipino or Filipino American, indicating a broad appeal of the Jollibee brand.
“The response to our East 42nd Street opening is very encouraging — not just the strong turnout on day one, but the steady demand we continue to see,” said Jollibee North America President Beth Dela Cruz. “Manhattan brings together a highly diverse customer base, and we are grateful for the opportunity to introduce Jollibee to new customers while making it more accessible to longtime fans in New York.”
The Manhattan opening is part of Jollibee's broader strategy to expand in high-footfall locations that support customer trial and repeat visits. The company's North American network now includes 81 stores in the United States and 28 in Canada.
“The opening of Jollibee Manhattan East 42nd Street demonstrates that our brand can connect with a broad customer base in one of the most competitive restaurant markets in the world,” said Jollibee Group Global President and Chief Executive Officer Ernesto Tanmantiong. “Supported by products that customers come back for and a disciplined approach to expansion, we remain focused on growing Jollibee in a way that is sustainable, repeatable, and built for long-term success.”
The successful opening of the East 42nd Street branch was also reflected in the company's stock performance, with shares in Jollibee rising 1.35% to close at P135 apiece.
