Jollibee store

Jollibee Food Corporation (JFC) is to open 500 stores worldwide, and one to enter in Sabah, closest to its home country the Philippines, and home to a massive Filipino Community in Malaysia.

 “For Malaysia, we are doing it first in the eastern part, Kota Kinabalu. There are a lot of Filipinos (there), so we first focus on the Filipinos and then start spreading”, Jollibee founder and chairman Tony Tan Caktiong said.

As the Philippines’ No. 1 fast food chain, it plans to conquer new markets around the globe. A budget of $131 million has been set aside for its expansion plan for countries and renovations worldwide, and part of it for Jollibee Malaysia.

 “These markets are key to the brand’s global growth due to possible potential patronage from the local and Filipino community.” Dennis Flores, head of Jollibee International Business, Europe, Middle East, Asia and Australia said.

“We put our consumers at the heart of our marketing strategies. Our team carefully studies each new market to make sure that our brand values and USPs are communicated effectively.” He added.

In the past, Jollibee had already landed their first market in the year 1990 and was closed down due to the Asian financial crisis back in 1997. Now, JFC continues to expand their market globally, coming back to the “land below the wind,” Malaysia.

Jollibee is a Filipino fast food restaurant chain primarily known for their “crispylicious and juicylicious” fried chicken or “Chicken Joy,” specialty of around 1,200 Jollibee outlets worldwide.