Founded in the Philippines more than 45 years ago, Jollibee is on a mission to become a household name in North America. Headlined by its world-famous “Chickenjoy” fried chicken and fueled by the growing interest of new international flavors and diverse menus, Jollibee is winning over the N.A. palate, one joyful customer at a time. This year marks Jollibee’s 25th anniversary in the U.S., and now more than ever the company is ready to bring its special brand of joy to more customers in more cities from coast to coast.

Jollibee first opened its doors in the U.S. back in 1998 in Daly City, California, with a goal to bring a comforting “taste of home” to the area’s large Filipino community. While its initial strategy of entering markets where Jollibee already had high awareness resulted in modest growth, in 2005, the brand realized there was great opportunity to grow awareness and appeal among a broader audience and increase its market share in the region.

Enter Maribeth Dela Cruz. At that time, Maribeth was already a Jollibee veteran,
after starting out as a shift manager in 1986 and working her way up to various leadership roles serving the chain’s vast Philippines operations. She knew in her heart that there was a place for Jollibee in the U.S. – the brand simply needed to focus on what it does best: offering superior-tasting food at great value, paired with its warm and friendly service. Through this more streamlined approach, the brand was not only able to bolster loyalty among its core fanbase, but also entice new audiences of all backgrounds – and the rest, as they say, is history.

Find out more: www.jollibeefoods.com/

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