Jollibee, a Filipino fast-food chain with a significant following for its crispy Chickenjoy, is expanding its presence across the United States, opening a new restaurant in Roseville, California, on August 7.
This marks the first location under a substantial franchise development agreement aimed at opening 24 new restaurants across Northern California, Nevada, and Texas. The Roseville restaurant is located at 1913 Douglas Blvd.
The company is currently accelerating its US growth, with over 100 Jollibee restaurants operating in North America and further expansion planned for Florida, New York, and the Northeast. While the Roseville opening is the first under this new franchise agreement, Jollibee has had a presence in California for decades, with its first US restaurant opening in Daly City in 1998. This initial location became a key foothold, particularly within Filipino-American communities in the Bay Area.
Franchise Growth and Expansion Strategy
The new Roseville location is particularly significant as it represents the first restaurant opened under a franchise agreement with operators Sanjive Datta and Ajay Chopra, who will work with operating partner Paul Avila. This group plans to open subsequent locations in Fort Worth and the Sacramento area, with a goal of establishing two to three new restaurants annually from 2028 onward.
Beth Dela Cruz, president of Jollibee North America, stated that the Roseville opening highlights the "momentum behind our franchising program." The company is actively seeking experienced multi-unit operators, leveraging its North American system's average unit volume of $4.9 million to attract investment.
Brand Recognition and Menu
Jollibee's expansion coincides with growing national recognition. In July, USA Today named Jollibee the 'Best Fast-Food Fried Chicken in America' for the third consecutive year, and the company was included on TIME's 100 Most Influential Companies list for 2026. The chain's menu features its signature Chickenjoy, served with options like gravy and rice, alongside chicken sandwiches, Jolly Spaghetti, and its popular Peach Mango Pie.
Founded in 1975 by Tony Tan Caktiong as an ice cream parlor in the Philippines, Jollibee evolved into a fast-food chain by 1978. It has since become the flagship brand of Jollibee Foods Corporation, which operates over 10,700 stores globally across 33 countries. The parent corporation's portfolio includes 20 brands, such as Chowking, Greenwich, Red Ribbon, Mang Inasal, Smashburger, and Tim Ho Wan, as well as investments in businesses like The Coffee Bean & Tea Leaf.