Jollibee Opens 200th Store in Vietnam
Photo Caption: Jollibee Group celebrates the opening of its 200th Jollibee Store in Vietnam, solidifying its position as one of the top restaurant chains in the country. The ceremony was led by Jollibee Group executives, including Jollibee Group Global Chief Executive Officer Ernesto Tanmantiong (2nd row, 5th from left); Jollibee Group Philippines CEO and Jollibee Global Head Joseph Tanbuntiong (2nd row, 6th from left); Jollibee Group Global Chief Business Support Officer William Tan Untiong (2nd row, 3rd from left); Jollibee Group Chief Financial and Risk Officer Richard Shin (2nd row, 2nd from left); Jollibee EMEAA President Dennis Flores (2nd row, 4th from left); Jollibee Vietnam Managing Director Lam Hong Nguyen (1st row, 3rd from left).
HO CHI MINH CITY, Vietnam, December 12, 2024 – The Jollibee Group, one of the largest and fastest-growing restaurant companies in the world, marks a significant milestone with the grand opening of its 200th Jollibee store in Vietnam. This achievement underscores the company’s success in market penetration and reinforces its commitment to international growth.
Jollibee Vietnam’s 200th store was inaugurated on December 12, 2024, at 704 Hau Giang Street, Ward 12, District 6, Ho Chi Minh City, with crowds eagerly awaiting their Jollibee favorites.
“This incredible 200-store milestone in Vietnam, our largest international market, signifies the acceleration of Jollibee’s global expansion, bringing us closer to our vision of becoming one of the Top 5 restaurant companies in the world,” said Ernesto Tanmantiong, Jollibee Group Global Chief Executive Officer. “What’s significant to us is how Jollibee was able to be a part of the Vietnamese people’s lives and was provided the opportunity to bring them many joyful moments.”
“We are honored that millions of Vietnam citizens have embraced Jollibee, and truly love the food from Chickenjoy, Jolly Spaghetti to Chili Chicken, which was specially made for the Vietnamese. We share this milestone with the Jollibee Vietnam team who rose above many obstacles to fulfill our mission of providing delicious food to bring the joy of eating across the Vietnamese communities,” Tanmantiong added.
“The success we’ve achieved in Vietnam is what we continue to strive for in markets across Asia and the rest of the world where we operate,” said Dennis Flores, Jollibee President for Europe, Middle East, Asia, and Australia (EMEAA). “In Vietnam, almost 100% of the customers are Vietnamese. This is a testament to how Jollibee can appeal to diverse markets and cross borders. By staying true to our commitment to deliver great-tasting food with consistent quality and warm friendly service, while listening closely to each market’s preferences and constantly innovating, we are poised to further accelerate our growth momentum.”
Jollibee’s Two-Decade Success Story in Vietnam
Jollibee Vietnam’s journey did not happen overnight. Beginning modestly in 2005 with its first branch in Coop Mart Xa Lo Hanoi, the brand has grown to become a beloved dining destination for Vietnamese customers.
“It is the continuous support of the Vietnamese people, and their fondness for Jollibee’s signature offerings like Chickenjoy and Jolly Spaghetti that has fueled this remarkable growth and inspired us to strive towards becoming the quick-service restaurant (QSR) with the widest network in Vietnam,” said Lam Hong Nguyen, Jollibee Vietnam Managing Director.
Jollibee’s success in Vietnam is largely attributed to its menu of exceptional-tasting products loved by locals. Signature dishes like Chickenjoy, perfectly crispy fried chicken, and sweet-style Spaghetti, a unique and beloved offering, have become iconic favorites. The spicy and flavorful Chili Chicken, developed specifically for Vietnamese customers, further complements the diverse menu and caters to the distinct local palate—an approach that has also won over local customers in other markets such as Hong Kong, Singapore, and the United Arab Emirates (UAE) with the Spicy Chickenjoy offering; and in the United Kingdom (UK) and Spain with Chicken Sandwich.
To support growing customer demand, Jollibee established its own ISO 22000-certified commissary in Vietnam to produce its fast-moving products. It is the first and only QSR in Vietnam to support its operation through a self-managed commissary, with the capacity to support 400 stores locally.
Ensuring Success in Asia and Across the World
Jollibee Group’s sustained growth in Vietnam is a testament to its strategic approach, operational excellence, and deep understanding of local preferences.
For almost 20 years, its flagship brand, Jollibee, has delighted Vietnamese customers with its unique and joyful dining experience. The company also continues to grow its presence in the country with its homegrown coffee brand, Highlands Coffee.
Highlands Coffee has grown exponentially since Jollibee Group acquired a 50% stake in 2012, expanding from 56 stores to a network of 763 in Vietnam and 815 globally. Today, the company holds a controlling 60% share of the business. Highlands Coffee is the market leader for Vietnamese coffee, known for its commitment to quality, sustainability, and community building. Its strategic growth has solidified its presence, especially in key urban areas, resonating strongly with both locals and visitors.
Looking ahead, Jollibee Group is well positioned for continued expansion in Asia and across the world. It recently entered the South Korean market with its acquisition of Compose Coffee. It has also entered into an agreement to acquire full ownership and control of Hong Kong-based dim sum restaurant Tim Ho Wan from Titan Dining LP (Titan Fund). Jollibee Group has also entered a joint venture with Singapore-based Food Collective Pte. Ltd. (FCPL) to expand the Tiong Bahru Bakery and Common Man Coffee Roasters chains in the Philippines.
