Jollibee Group is looking beyond Metro Manila to fuel its next growth phase in the Philippines, identifying more than 1500 potential trade areas for expansion between 2027 and 2030.

Around 71 per cent of the opportunities are in provincial markets, reflecting the group’s push to extend its reach beyond established urban centres. The pipeline covers its three major Philippine brands: Jollibee, Mang Inasal and Chowking.

Jollibee Group Philippines operated more than 3500 stores as of the first half of this year. Its systemwide sales grew 10 per cent in both 2024 and 2025, while same-store sales increased 8 per cent and 5 per cent, respectively. 

“Our scale provides a strong foundation for future growth, and we see even greater opportunities to reach more consumers, particularly in markets beyond our existing footprint, and serve more occasions,” said Joseph C Tanbuntiong, CEO, Jollibee Group Philippines and head of Jollibee Brand Global.

“We will pursue these opportunities through aggressive but disciplined expansion, guided by site viability and sustainable returns, alongside stronger execution and store formats that make our brands more accessible.” 

Beyond new stores, the group is focusing on delivery, drive-thru, digital ordering and flexible formats to improve accessibility and sales productivity.

• Further reading: Jollibee Group moves 189 Philippine stores to renewable energy.