As part of its efforts to further widen its customer base, Jollibee is rolling out a new store design catered to the local European market. Photo shows a render of the new store concept.

With 70% of its customers in its latest UK stores now being locals, homegrown restaurant brand Jollibee is further expanding its reach to local European customers by growing to 50 stores in that continent in the next five years. This comes on the heels of its successful Rome, Liverpool, and Leicester City openings in 2020, which opened to much fanfare despite the pandemic.

This year, the restaurant chain will open its Europe flagship location in Leicester Square, London. This will be followed by seven other store openings, including its first stores in Scotland in Edinburgh, its first in Wales in Cardiff, and its first in Spain in Madrid. Jollibee’s new stores in Europe have been designed to adapt to changes brought about by the pandemic by including contactless kiosks for speed and safety, and pick-up settings to make take-outs even more convenient.

“The Jollibee Group is dedicated to growing the Jollibee brand in the UK and across Europe. Investing £50 million demonstrates our commitment to become a major player in the European quick-service industry,” said Dennis Flores, Jollibee Group Regional Business Head for Europe, Middle East, Asia, and Australia. “The pandemic may have been a setback, but it will not deter us from pursuing our vision for Jollibee in the UK and the rest of Europe.”

Jollibee has introduced multiple new menu items that cater to the local market palate, including Asian Slaw, Tropical Burger, Mango Coconut Sundae, and Asian Chicken Tender Rice Bowl. The brand hopes to draw in more local customers through its new and refreshed store design that showcases its Filipino heritage while adapting to the European market.

“We know from our research that the overall dining experience is just as important as the quality of our food. So, while we pride ourselves on our delicious menu, we knew we could do more to enhance the overall restaurant experience for our UK customers,” said William Tan Untiong, Jollibee Group Chief Real Estate Officer. “Jollibee is a place of joy across the world, and so the ‘upbeat’ part of our restaurant branding was crucial to get right. It is lighthearted, fun, and built on the idea of community spirit.”

“Across the business, the customer always comes first, a value we are proud of here in the Philippines and one which guides us in every new market,” added Tan Untiong.

Jollibee Group Market Head for Europe Adam Parkinson reiterates that community spirit and hospitality—both central to Jollibee as a brand and Filipino culture—must remain the defining characteristics of the brand’s customer service even as the company invests in technology to enhance its delivery and take-out experience. By end-April, Jollibee UK will launch an app that will allow customers to order in advance.

“When restrictions are lifted, we know our customers will want to return to their social lives, and restaurants play a key role in that. We are committed to creating a great place for our customers to spend time with loved ones – something everyone is craving for right now. Simultaneously, we are investing in technologies such as a mobile app for click and collect along with instore contactless kiosk options to bring additional convenience to our customers,” said Parkinson.

Over five million pieces of Chickenjoy have been sold across Europe since the brand first debuted in the region.

With 70% of its customers in its latest UK stores being locals, Jollibee is further expanding its reach to local European customers by growing to 50 stores in Europe in the next five years.

Jollibee’s new store design also adapts to changes brought about by the pandemic by including contactless kiosks for speed and safety and external pick-up settings to make take-outs even more convenient.

To cater to local tastes, Jollibee introduced exclusive menu items such as Asian Slaw, Tropical Burger, Mango Coconut Sundae, and Asian Chicken Tender Rice Bowl. In photo is the Tropical Burger.