A beloved Filipino chicken chain is spreading its wings across the US, opening a groundbreaking restaurant in California.
Jollibee, which developed a loyal following for its crispy Chickenjoy, peach mango pies and distinctly Filipino take on fast food, opened its new restaurant in Roseville on August 7.
The restaurant at 1913 Douglas Blvd is the first location in an expansion project across Northern California, Nevada and Texas.
The announcement comes as Jollibee accelerates its US growth, with more than 100 restaurants now operating across North America and even more planned for Florida, New York and the Northeast.
Although the Roseville restaurant is the first California location opened under a new franchise agreement, the company has actually been serving customers in the state for decades.
Jollibee's US history in Northern California dates back to 1998, when it opened its first American restaurant in nearby Daly City.
That location became an important foothold for the brand in the US, particularly among Filipino-American communities in the Bay Area.
Since then, Jollibee continued building its presence in the region, including the recent opening of a restaurant in downtown San Francisco.
The Jollibee restaurant at 1913 Douglas Blvd. is the first location delivered under a huge 24-unit franchise development agreement spanning Northern California, Nevada and Texas.
Jollibee's Roseville opening is particularly significant because it is the first restaurant in a 24-unit agreement between Jollibee and franchise operators Sanjive Datta and Ajay Chopra.
They will work alongside operating partner Paul Avila, who has experience running multiple restaurants across major quick-service restaurant brands.
The group plans to open its next restaurants in Fort Worth and the Sacramento area, before targeting a pace of two to three new locations a year from 2028.
Beth Dela Cruz, president of Jollibee North America, said the Roseville opening demonstrated the 'momentum behind our franchising program' as the company looks to bring its food and service to more communities.
The company also said its North American system has an average unit volume of $4.9 million, a figure it is using to attract experienced multi-unit operators.
The chain's rapid expansion comes as its profile in the US continues to grow. In July, USA Today named Jollibee the 'Best Fast-Food Fried Chicken in America' for the third consecutive year.
The company was also included on TIME's 2026 list of the 100 Most Influential Companies.
But Jollibee had humble beginnings, with Tony Tan Caktiong opening an ice cream parlor in Quezon City with his family in the Philippines in 1975.
Chickenjoy is the headline act, with crispy fried chicken served alongside options such as gravy and rice, while the menu also includes chicken sandwiches, Jolly Spaghetti and its much-loved Peach Mango Pie.
The chain has since continued building its presence in the Northern California region, including the recent opening of a restaurant in downtown San Francisco
The business eventually moved beyond ice cream and into hot meals, and in 1978 the first Jollibee restaurant was established.
What started as a local Filipino business grew into one of the country's most recognizable brands, with Jollibee eventually becoming the flagship of Jollibee Foods Corporation.
Today, the group operates more than 10,700 stores and cafes across 33 countries and has a portfolio of 20 brands.
That portfolio goes well beyond Jollibee itself, including brands such as Chowking, Greenwich, Red Ribbon, Mang Inasal, Smashburger and Tim Ho Wan, as well as stakes in The Coffee Bean & Tea Leaf and other food and beverage businesses.
But Jollibee itself has arguably become the group's international calling card. Its appeal comes partly from offering something that looks familiar to American fast-food customers while adding flavors and dishes rooted in Filipino food culture.
Chickenjoy is the headline act, with crispy fried chicken served alongside options such as gravy and rice, while the menu also includes chicken sandwiches, Jolly Spaghetti and its much-loved Peach Mango Pie.
