Jollibee Takes on Colonel Sanders in a Battle for American Palates
Once pitched as a taste of home for Filipino immigrants, Jollibee is now chasing mainstream America with crispy Chickenjoy and sweet spaghetti.
It’s said that the first three words a Filipino child learns are Mom, Dad, and “Jabee,” short for the wide-grinning mascot of the country’s beloved fast-food chain, Jollibee.
Famous for its crunchy fried Chickenjoy and smoky-sweet spaghetti, Jollibee is as central to the Filipino identity as McDonald’s and Coca-Cola are to Americans’. Now the chain is intent on making its mark on the US and plans to more than triple its presence, to 350 locations, across North America in the next few years — largely through its franchise program.