Jollibee’s Rapid Global Expansion Continues, Opens at American Dream Mall in New Jersey —

Filipino fast food giant Jollibee is now at the American Dream Mall in East Rutherford, NJ. This is the restaurant’s fourth outpost in the Garden State.
AJPress photo by Momar G. Visaya

Two stores are due to open in Scotland this month

JOLLIBEE has officially opened its fourth outlet in New Jersey at the American Dream Mall in East Rutherford.

The fast-food giant’s 77th store in North America is located in the second-largest mall in the United States today, right next to MetLife Stadium, off the New Jersey Turnpike.

“People have waited a long time for American Dream to open and now we are here. The mall has a lot to offer aside from retail stores, it also has theme parks and plenty of dining options including Jollibee,” said Merle Caleon, Regional Manager of Jollibee.

The 38,000 square foot food hall in the billion dollar mall offers visitors a wide range of restaurants and global dishes from various food vendors. The 3.5 million square foot mega mall opened its entertainment complex in October 2019.

Jollibee’s opening follows recent news that the Filipino fast-food giant plans to open a store near Grand Central on 42nd Street.

According to Commercial Observer, the new outpost will be at 14 East 42nd Street, between Fifth Avenue and Madison, and a stone’s throw from the New York City Public Library and Bryant Park. It’s half the size of the flagship at 1500 Broadway, which boasts an area of ​​7,127 square feet.

Reports indicate that Grand Central will open late next year. The Times Square flagship, meanwhile, is set to open this year, along with another in Jamaica, Queens.

“As Jollibee strives to establish 500 stores in North America over the next five to seven years, increasing our presence in New York City represents a critical part of our expansion goals in the United States. United,” Maribeth Dela Cruz, business group leader of Honeybee Foods Corporation, which operates Jollibee’s U.S. operations, said in a statement. “The proximity of this space to Grand Central Terminal provides an incredible opportunity to build brand awareness with a much larger and more diverse audience.”

“We really want to capture the mainstream market right now. It has always been our mission, not just to reach Filipinos, but to cross over,” Caleon added.

There are also plans to open in Philadelphia and Alexandria, according to Caleon. The new stores are part of the brand’s plans to reach 150 stores in the United States by 2023.

Merle Caleon, regional manager of Jollibee, explains that the company’s rapid expansion includes the opening of branches in Philadelphia and Alexandria in addition to the Times Square flagship store and soon-to-be-opened branches near Grand Central and the Jamaica in Queens.
AJPress photo by Momar G. Visaya

European expansion

Jollibee also announced on Wednesday February 16 the opening dates for its highly anticipated first locations in Scotland. On February 24, Jollibee will open in the capital city center at 136 Princes Street, Edinburgh, marking its entry into Scotland. The brand will quickly open its second Scottish store in Glasgow on March 25. Both Scottish restaurants will serve halal meat to meet the needs of all communities in both cities.

“This is an important moment for us as we introduce Jollibee to Scotland with not just 1 but 2 restaurants to be launched in a month, showing our commitment to growing in Europe,” said Ernesto Tanmantiong, CEO of Jollibee Group. “We look forward to serving delicious food to our Scottish customers in a joyful restaurant experience.”

Edinburgh and Glasgow both have a large student presence and an active youth community, making them ideal cities for Jollibee, which has enjoyed huge success with young people looking for new dining experiences.

Over the past 18 months, overall UK sales have increased by 417%, with the Jollibee Chicken Sandwich and the new Spicy Chickenjoy receiving rave reviews.

The first Jollibee in the UK opened in London in 2018 and has since added eight more locations to the map, including Cardiff, Newcastle, Liverpool, Leeds and Leicester Square in London’s West End.

In its UK restaurants, Jollibee has served an incredible 1.3 million pieces of Chickenjoy since January 2021.

“Receiving Jollibee in 2021 gave us confidence that our new store design and locally relevant menu created specifically for our European audience was working,” said Dennis Flores, President of Jollibee Europe, Middle East, Asia and Australia. .

The unveiling of Jollibee’s first Scottish location coincides with the announcement last month that new COVID restrictions would be lifted across Scotland.

“Most people haven’t been able to try new things over the past few years, so bringing the fun, cheerful and colorful Jollibee Restaurant to customers will be a great start to 2022,” said Adam Parkinson, Chief Commercial Officer of Jollibee Europe. . “We are optimistic that opening now in Scotland is an opportune time for Jollibee and will bring customers something different and exciting.”

Jollibee was originally founded in 1978 and has over 1,500 stores in 17 countries, including the United States, Canada, Spain, Italy, Philippines, Singapore, Vietnam, United Arab Emirates and the United Kingdom in England and Wales. not

Momar G. Visaya

Momar G. Visaya is the editor of the Asian Journal. You can reach him at [email protected]

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