How to Expand Your Business in the USA: Jollibee's Bold Global Expansion Strategy
They are looking to increase store count to 500 locations in the USA. Currently, there are 72 company-owned Jollibee locations there. Foreign restaurant brands have historically performed poorly in the US market and a brand with a Filipino heritage is not exactly a household name outside of Asian communities. Also, there is hardly a shortage of restaurant concepts selling hamburgers and fried chicken.
I would have suggested they focus on their Tim Ho Wan concept given the wide acceptance of Chinese cuisine in the USA market. Time will tell if this is a viable strategy but Jollibee is to be commended for their ability to take risks and grow their business globally. Lots of learning here for American chains!
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