Jollibee is entering a new phase of its Canadian expansion, moving beyond its company-operated model and turning to franchise partners to help bring the Filipino fast-food chain to more communities across the country.

The Manila-based company operates in five provinces and has signed its “first multi-unit franchise agreement” in B.C., according to the president of Jollibee Group North America.

“The agreement includes 16 new Jollibee restaurants in the province over the next five years, building on the four company-operated locations already operating there. This follows a 10-store development agreement for the Edmonton market,” Beth Dela Cruz told FoodNX in an email interview.

“Together, these commitments represent a 26-restaurant franchise pipeline and put us on track to nearly double Jollibee’s Canadian network over the next five years.”

Combined with Jollibee's current 28 Canadian locations, the new restaurants would bring Jollibee's Canadian network to 54 locations by 2031.

Jollibee sees Canada as a major growth market

Canada is a “major growth market” for the company, she said.

“We have spent the past decade building brand awareness, operating experience and a loyal customer base in Canada.”

The quick-service restaurant (QSR) currently operates more than 10,700 stores and cafés across 33 countries.

Its first Canadian location opened in Winnipeg in December 2016, drawing lines of customers around street corners despite bitterly cold weather

The menu combines Western-style burgers, fries and soft drinks with Filipino-inspired offerings such as crispy fried chicken, Jolly Spaghetti that features a sweet banana-ketchup sauce with hot dogs and ground beef, and a mushroom-gravy topped burger steak. Desserts include peach mango and Ube (sweet purple yam) pies.

Move to add franchises to company-owned locations

After a decade in Canada, the company believes the time is right to accelerate its expansion, according to Dela Cruz.

“We have proven that the concept can resonate across communities and we are attracting experienced operators who can help us grow responsibly. Franchising allows us to complement our company-operated foundation with strong local partners who share our standards and commitment to the guest experience.”

As a country with a large Filipino population (957,000 people according to Statistics Canada's 2021 census) and a multicultural fabric, Canada is perfect for more locations to be launched.

“The market is diverse, dynamic and highly receptive to distinctive restaurant concepts. That makes it an exciting environment for Jollibee as we bring our signature menu and joyful dining experience to more communities across the country,” she said.

The Filipino community is expected to reach around 1.7 million to 2.4 million people in Canada by 2041, Statistics Canada said.

‘Competitive’ real estate landscape

But that growth doesn’t come without its challenges. “We are navigating a competitive real estate environment. The key is not simply finding sites but finding the right sites. This includes locations that are accessible, visible and well-positioned to serve the communities where we see demand,” Dela Cruz said.

“We are taking a disciplined approach and working with experienced development partners who understand their local markets.”

When selecting franchise owners, Jollibee looks for “people-focused leaders and active members of their local communities,” Dela Cruz explained.

“Our ideal franchisees are experienced multi-unit restaurant operators — preferably with QSR experience — who share Jollibee’s values and long-term vision. They bring operational discipline; the capacity to build and lead strong teams across multiple locations and a commitment to high standards, especially in quality and service.”

For now, the chain will continue on its efforts to grow from its current base.

“We want Jollibee to become an even more familiar and beloved restaurant brand across Canada, reaching both our longtime fans and new guests," Dela Cruz said.

"We see franchising as an important part of that future, working alongside company-operated restaurants to help us expand responsibly and sustainably.”