JFC identifies 1,500 potential locations for expansion

Jollibee Foods Corp. (JFC) has identified around 1,500 areas in the Philippines where it could open stores by 2030, according to a BusinessMirror report dated 29 October 2026. Nearly 71% of these areas are outside Metro Manila, as the company prepares for its next phase of expansion.

Potential locations, not confirmed openings

It is important to distinguish between the number of areas identified and the number of stores confirmed for opening. According to JFC, actual openings will still depend on the availability of suitable premises, the location’s commercial viability and the group’s expansion criteria.

The announcement therefore does not amount to a promise of 1,500 new stores opening immediately. These areas represent opportunities the company sees through to 2030, but each potential site must still pass its assessment.

Joseph C. Tanbuntiong, chief executive of Jollibee Philippines and global head of the Jollibee brand, said the company would pursue rapid but disciplined expansion. Its approach centres on suitable locations and sustainable returns on investment, alongside more efficient operations and store formats that are easier for customers to access or use.

For the franchise community, the key message is that the company sees a broad range of opportunities, but identifying an area does not automatically mean a store has been approved.

Most opportunities lie outside Metro Manila

With nearly 71% of the identified areas outside Metro Manila, the plan has a clear geographical emphasis. It shows that JFC sees a substantial share of potential new locations beyond the capital’s main market.

However, the scale of expansion remains subject to site-by-site assessment. An area may be identified as promising, but finding available premises that meet the store’s requirements and the company’s standards is a separate matter.

This approach places equal emphasis on reaching more customers and maintaining disciplined decision-making. The aim is not simply to put more stores on the map; sustainable returns on investment are also among JFC’s stated criteria.

This distinction matters to those following the franchise sector. A major group’s national strategy can help investors understand which markets it is considering, but it does not replace an assessment of a specific location.

Three core brands will lead expansion

Jollibee, Mang Inasal and Chowking will be the main drivers of expansion. According to the company, these three brands account for around 90% of its total system-wide sales in the Philippines.

This means the next phase will focus on the brands that already contribute most to the group’s Philippine business. JFC also reported that its system-wide sales in the Philippines grew by 10% in each of 2024 and 2025.

Like-for-like sales also rose over the same period: by 8% in 2024 and 5% in 2025. System-wide sales and like-for-like sales growth are different measures, so the two sets of figures should be kept distinct.

These results provide context for the expansion plan. The Philippine business had recorded growth before the announcement, while the group continues to set conditions for future openings.

Growth will not come solely from new stores

According to JFC, the next phase of growth will involve more than increasing store numbers. Its objectives also include serving more customers, encouraging more frequent visits and catering for a wider range of dining and purchasing occasions.

The company cited delivery, drive-throughs, digital ordering and more adaptable store formats as ways to extend its customer reach. It also sees more efficient operations as a means of improving productivity at existing stores.

Practical takeaway: Prospective franchise investors should treat the announcement as an indication of the group’s expansion strategy, not a guarantee that a site will be available. Assess the location, commercial viability and brand requirements before committing capital.