Retail

I tried the Filipino fast-food chain set to rapidly expand across the US and saw why it has a huge following

Brittany Chang
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Jollibee branded containers with fried chicken sticking out of the top, larger container.
A bucket of Jollibee fried chicken. Brittany Chang/Insider
  • Jollibee — a Filipino fast-food chain with a global cult following— has a menu unlike any US chain.
  • The company wants to have 500 stores open in North America within the next five years.
  • I tried Jollibee's popular menu items and its fried chicken sandwich was the best I've ever had.
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We're all familiar with mega chains like Chick-fil-a, Taco Bell, and McDonald's.

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McDonald's Scott Olson/Getty Images

But one of the fastest growing fast food chains in the US is a company you might have never heard of.

Customers inside a Jollibee queued up in front of a counter of cashiers and cash registers.
A Jollibee location in Manila in 2000. RA/HL/Reuters Photographer
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Meet Jollibee, a global Filipino fast-food company, otherwise known as the "McDonald's of the Philippines."

Two pieces of bone-in fried chicken, one spicy and the other regular, both sitting on a plate in front of Jollibee branded packaging.
Two pieces of bone-in fried chicken, one spicy and the other regular. Brittany Chang/Insider

Source: CNBC

 

And if you've never seen the brand in your neighborhood, that may change in the next few years.

The Jolly Spaghetti sitting on a paper container with a red sauce, meat, and cheese toppings.
The Jolly Spaghetti. Brittany Chang/Insider
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Jollibee Foods Corp — Jollibee's parent company that also owns brands like Smashburger — recently reported 2021 profits roughly on par with its pre-pandemic 2019 profits.

The Benigno Aquino, the former Philippine president, smiling at a Jollibee location as workers pose and smile for the cameras in Singapore in 2014.
The Benigno Aquino, the former Philippine president, at a Jollibee location in Singapore in 2014. Edgar Su/Reuters

Source: Jollibee Ford Corporation

 

"Beyond 2022, our outlook for business growth is even brighter," Ernesto Tanmantiong, Jollibee Food Corp's CEO, said in a press release, noting that he expects to see "very strong expansion" in North America, China, Southeast Asia, and Europe.

Bone-in chicken being dipped into a container of gravy. There are Jollibee branded packages surrounding the fried chicken being dipped.
Bone-in chicken and gravy. Brittany Chang/Insider
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The $5.5 billion fast-food giant currently has 56 stores across the US in cities like New York, Philadelphia, Los Angeles, and Chicago ....

A statue of the Jollibee mascot standing next to a sign that read s"dance along with me" that depicts the mascot is dancing.
The Jollibee in Manhattan. Brittany Chang/Insider

Source: Jollibee, Yahoo Finance 

 

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… with new openings in locations like Dallas, San Francisco, and the suburbs of Washington, DC.

A soda dispenser with an ad that shows Chickenjoy,
The Jollibee in Manhattan. Brittany Chang/Insider

Source: San Francisco Chronicle, The Burn, The Dallas Morning News

 

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By 2027, Jollibee wants to have 500 stores open in North America, starting with at least 20 new locations by the end of 2022, a spokesperson told Insider.

The Jolly Spaghetti. Someone is holding chopsticks, pulling the spaghetti up.
The Jolly Spaghetti. Brittany Chang/Insider
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The announcement of new Jollibee openings has often foreshadowed massive local hype. In 2020, customers in Texas waited up to four hours just to grab a bite at a new location, Sarah Blaskovich reported for the Dallas Morning News.

People in line for Joillibees.
People in line at the first Jollibees to open in the United Kingdom in London in 2018. Henry Nicholls/Reuters

Source: The Dallas Morning News

 

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And it's easy to see why fans would wait hours in line for Jollibee.

Jollibee's bone-in spicy fried chicken. There are small red flags sticking out of the chicken showing "spicy."
Jollibee's bone-in fried chicken. Brittany Chang/Insider

The Filipino chain's menu shares some similarities with Chick-fil-a and KFC: Jollibee specializes in fried chicken, whether it be chicken sandwiches or fried chicken buckets.

A cross section of the Deluxe Fried Chicken Sandwich cut in half, showing lettuce, tomatoes, mayo, and a large slab of fried chicken. There are Jollibee branded containers in the back.
The Deluxe Fried Chicken Sandwich. Brittany Chang/Insider
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It also offers the classic sides, like gravy, mashed potatoes, and french fries.

Jollibee branded containers with fried chicken sticking out of the top, larger container.
A bucket of Jollibee fried chicken. Brittany Chang/Insider
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But unlike the traditional US fast food joint, Jollibee also sells items like adobo rice, a sweet spaghetti, and palabok fiesta (a noodle dish with garlic, pork, shrimp, and eggs).

The Jolly Spaghetti sitting in a container. The pasta is topped with red sauce, meat, and cheese.
The Jolly Spaghetti. Brittany Chang/Insider

Source: Jollibee 

 

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I've only had Jollibee once on a whim several years ago, and I don't remember what I ordered at the drive-thru.

Jollibee's bone-in fried chicken, regular and spicy. The photo shows a close up of the crispy chicken.
Jollibee's bone-in fried chicken, regular and spicy. Brittany Chang/Insider

So I decided to visit the fast-food chain's Manhattan location to see what all the hype is about.

The exterior of the Jollibee in Manhattan. A sign reads "home of the famous Chickenjoy."
The Jollibee in Manhattan. Brittany Chang/Insider
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Jollibee currently operates one location in Manhattan just a short walk from tourist hotspots like Times Square.

Jollibee's bone-in spicy fried chicken. There are small red flags sticking out of the chicken showing "spicy." There are Jollibee branded containers in the back.
Jollibee's bone-in fried chicken. Brittany Chang/Insider

 

 

It also recently announced plans to open an outpost in Grand Central Terminal in 2023 as part of its large North American expansion plan.

A spicy and regular fried chicken leg sitting on a plate. The spicy chicken has a small red flag that reads "spicy." There are Jollibee containers in the back.
Jollibee's bone-in fried chicken, regular and spicy. Brittany Chang/Insider

Source: Eater

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The line to get into Manhattan's sole Jollibee has been known to extend out the door, but when I went on an early Tuesday afternoon, I only waited a few minutes to order.

A line leading up to the cash register at Jollibee. The menu is illuminated in the back.
The Jollibee in Manhattan. Brittany Chang/Insider

Source: CNBC

 

Like other fast-food chains, Jollibee had a sign at the cash register asking for patience as it deals with staffing shortages.

The cash register at Jollibee. Someone is order with the cashier.
The Jollibee in Manhattan. Brittany Chang/Insider
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But I waited less than ten minutes for my large takeout order of spicy and regular bone-in fried chicken with gravy, a chicken sandwich, a side of adobo rice, a peach mango pie, and a pineapple quencher.

Jollibee's six-piece Chickenjoy bucket with spicy and regular bone-in fried chicken next to a sandwich wrapper, two containers of gravy, adobo rice, a sandwich with a buttery bun, a container that reads "peach mango pie," a beverage, and a container of spaghetti.
Brittany Chang/Insider

The smell of my "Chickenjoy" fried chicken bucket turned heads as I brought my hefty bag of takeout home with me on the subway.

A close-up of Jollibee's six-piece Chickenjoy bucket with spicy and regular bone-in fried chicken.
Jollibee's six-piece Chickenjoy bucket with spicy and regular bone-in fried chicken. Brittany Chang/Insider
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And even after the almost 30-minute journey, my precious fried chicken cargo, the brand's magnum opus, was still warm and perfectly crispy.

Two pieces of bone-in fried chicken, one spicy and the other regular. Both are sitting on a plate. The spicy chicken has a small red flag that reads "spicy."
Two pieces of bone-in fried chicken, one spicy and the other regular. Brittany Chang/Insider

Years of being served dry, bland fried chicken has made me picky, but Jollibee's perfectly seasoned Chickenjoy justifies its global cult following.

A close-up of Jollibee's six-piece Chickenjoy bucket with spicy and regular bone-in fried chicken. The lid of the bucket sits askew on top of the bucket.
Jollibee's six-piece Chickenjoy bucket with spicy and regular bone-in fried chicken. Brittany Chang/Insider
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The original bone-in fried chicken hits all the marks: It's moist on the inside, shatteringly crisp on the outside, and perfectly spiced.

A close-up of Jollibee's six-piece Chickenjoy bucket with spicy and regular bone-in fried chicken.
Jollibee's six-piece Chickenjoy bucket with spicy and regular bone-in fried chicken. Brittany Chang/Insider

I didn't finish my entire order, but a day later, my Chickenjoy was still perfectly crunchy. I mean, can't you just hear those crispy bits through the picture?

A hand holding up a bitten bone-in fried chicken piece.
A bone-in fried chicken piece. Brittany Chang/Insider
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The chicken was especially delicious dunked in the side of runny gravy, creating a creamy contrast to the bird's fried shell.

Bone-in chicken being dipped into a container of gravy. There are Jollibee branded packages surrounding the fried chicken being dipped.
Bone-in chicken and gravy. Brittany Chang/Insider
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And the spicy iteration, a 2021 addition to the menu, was just as delightful, albeit the "delicious blend of chilis and seasonings in the marinade" wasn't enough for me to lunge for a glass of water.

Jollibee's bone-in spicy fried chicken. There are small red flags sticking out of the chicken showing "spicy."
Jollibee's bone-in fried chicken. Brittany Chang/Insider

Source: Jollibee 

 

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The bone-in fried chicken was great, but the chicken sandwich was even more satisfying.

The deluxe chicken sandwich sitting on Jollibee wrappers with Jollibee branded containers in the back.
The Deluxe Chicken Sandwich. Brittany Chang/Insider

There's nothing more annoying than soggy chicken smothered between buttered buns (I'm looking at you, Chick-fil-a).

A cross section of the Deluxe Fried Chicken Sandwich cut in half, showing lettuce, tomatoes, mayo, and a large slab of fried chicken.
The Deluxe Fried Chicken Sandwich. Brittany Chang/Insider
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Luckily, the fried chicken breast in the Deluxe Chicken Sandwich was just as crispy and juicy as the bone-in thighs, dispelling all dry chicken breast stereotypes.

The deluxe chicken sandwich sitting on Jollibee wrappers with Jollibee branded containers in the back.
The Deluxe Chicken Sandwich. Brittany Chang/Insider
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This crispy fried chicken complemented its "umami mayo" and refreshing lettuce and tomato accouterments, making for a crave-able chicken sandwich and the best I've probably ever had.

A cross section of the Deluxe Fried Chicken Sandwich cut in half, showing lettuce, tomatoes, mayo, and a large slab of fried chicken. There are Jollibee branded containers in the back.
The Deluxe Fried Chicken Sandwich. Brittany Chang/Insider

Source: Jollibee

 

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And Jollibee definitely didn't skimp on the chicken portion size.

A cross section of the Deluxe Fried Chicken Sandwich cut in half, showing lettuce, tomatoes, mayo, and a large slab of fried chicken. There are Jollibee branded containers in the back.
The Deluxe Fried Chicken Sandwich. Brittany Chang/Insider

The buttery toasted brioche bun (the best vessel for a sandwich, in my opinion) was also the perfect foil for the light vegetables and fried meat.

The deluxe chicken sandwich sitting on Jollibee wrappers.
The Deluxe Chicken Sandwich. Brittany Chang/Insider
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The brand’s Chickenjoy and chicken sandwiches are the stars of the show, but Jollibee’s unique (by American standards) offerings are what sets it apart from US competitors.

A cross-section of the Peach Mango Pie sitting on a Jollibee branded container. The Peach Mango Pie packaging is in the back.
The Peach Mango Pie. Brittany Chang/Insider

Almost every major fast-food chain has its own take on fried chicken, but no other chain has Jolly Spaghetti.

The Jolly Spaghetti sitting on a paper container with a red sauce, meat, and cheese toppings. There are Jollibee branded containers in the back.
The Jolly Spaghetti. Brittany Chang/Insider
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I've heard mixed reviews about Jollibee's spaghetti, a pasta dish topped with ham, cheese, ground meat, hot dog-like sausages, and a sweet sauce.

The Jolly Spaghetti. Someone is holding chopsticks, pulling the spaghetti up.
The Jolly Spaghetti. Brittany Chang/Insider

Source: Jollibee

Maybe I set my bar low, but I was pleasantly surprised by the sweet Jolly Spaghetti.

An overhead shot of the Jolly Spaghetti sitting in a paper container.
The Jolly Spaghetti. Brittany Chang/Insider
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Emphasis on sweet. Jolllibee's use of banana ketchup in the sauce makes the pasta uniquely saccharine.

The Jolly Spaghetti sitting on a paper container with a red sauce, meat, and cheese toppings. There are Jollibee branded containers in the back.
The Jolly Spaghetti. Brittany Chang/Insider

Source: CNBC

It's not the typical tomato-based Italian sauce that strikes a balance between sugar and acidity.

A cast iron skillet filled with whole wheat pasta, fresh garlic and herbs, and pasta sauce.
Lilechka75 / Getty Images
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Instead, it reminded me of Japan's use of ketchup in some rice and spaghetti dishes, creating a subtly sweet and Western flavor profile in an otherwise salty dish.

The Jolly Spaghetti sitting on a paper container with a red sauce, meat, and cheese toppings. There are Jollibee branded containers around the spaghetti.
The Jolly Spaghetti. Brittany Chang/Insider

To me, the Jolly Spaghetti tasted like the food I often ate as a child: Asian food with an American twist. But it's definitely not for everyone, especially for customers expecting a ragu or Italian marinara sauce.

The Jolly Spaghetti sitting on a paper container with a red sauce, meat, and cheese toppings.
The Jolly Spaghetti. Brittany Chang/Insider
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And the surprisingly large-portioned spaghetti isn't the only carb I liked from Jollibee.

Adobo rice, gravy, the Deluxe Chicken Sandwich, and the Jolly Spaghetti. The chicken sandwich is sitting on Jollibee-branded packaging.
Adobo rice, gravy, the Deluxe Chicken Sandwich, and the Jolly Spaghetti. Brittany Chang/Insider

Until Jollibee, I had never seen adobo rice at a fast-food chain. And the side did not disappoint.

Brown adobo rice with bits of meat sitting inside a white container.
The adobo rice. Brittany Chang/Insider
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It's more muted than the vinegar, bay leaf, garlic, and soy sauce punch I'm used to in Filipino chicken adobo, but it still had the savory and salty profile I had hoped for.

Two containers of gravy next to a container of adobo rice.
The adobo rice and gravy. Brittany Chang/Insider

Jollibee's adobo rice serves its purpose as a side dish.

The Jolly spaghetti, Deluxe Chicken Sandwich, adobo rice, and gravy. All the items are sitting in Jollibee branded containers.
The Jolly spaghetti, Deluxe Chicken Sandwich, adobo rice, and gravy. Brittany Chang/Insider
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While not the star of the meal, the soft rice was a nice supporting character to the crispy chicken thighs.

Jollibee's six-piece Chickenjoy bucket with spicy and regular bone-in fried chicken next to a sandwich wrapper, containers in a palstic bag, a beverage, a peach mango pie container, and another container that reads Jollibee.
My Jollibee haul. Brittany Chang/Insider

And it's not all about the savory foods at Jollibee.

The Jolly Spaghetti sitting on a paper container with a red sauce, meat, and cheese toppings. There are Jollibee branded containers around the spaghetti.
The Jolly Spaghetti. Brittany Chang/Insider
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When I asked friends for order recommendations, everyone suggested the Pineapple Quencher, a sweet pineapple juice.

A plastic cup filled with the Pineapple Quencher.
The Pineapple Quencher. Brittany Chang/Insider

The "quencher" was definitely sugary, but it didn't leave a weird, sticky aftertaste I've grown used to with artificial juices. While too sweet for me to chug, sips of the Pineapple Quencher provided a nice break from the savory fried meats and carbs.

The adobo rice, gravy, and Pineapple Quencher. All of the packaging shows Jollibee or its mascot.
The adobo rice, gravy, and Pineapple Quencher. Brittany Chang/Insider
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However, the Peach Mango Pie, Jollibee's flaky dessert pastry, was too sweet for my liking.

The paper packaging of the Peach Mango Pie.
The Peach Mango Pie. Brittany Chang/Insider

I had one bite and decided that was more than enough.

A cross-section of the Peach Mango Pie sitting on a Jollibee branded container.
The Peach Mango Pie. Brittany Chang/Insider
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Overall, the clear winners to me were the Pineapple Quencher, Chickenjoy, Deluxe Chicken Sandwich, and adobo rice.

The Deluxe Fried Chicken Sandwich showing a large piece of fried chicken, mayo, and lettuce.
The Deluxe Fried Chicken Sandwich. Brittany Chang/Insider

The Jolly Spaghetti was a quiet success in my books, but it definitely isn't for everyone.

An overhead shot of the Jolly Spaghetti sitting in a paper container.
The Jolly Spaghetti. Brittany Chang/Insider
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And the Peach Mango Pie was too sweet for my liking.

The Peach Mango Pie sitting on its packaging.
The Peach Mango Pie. Brittany Chang/Insider

But that Deluxe Chicken Sandwich, my favorite of all the items I tried, will definitely keep me returning to Jollibee.

The deluxe chicken sandwich sitting on Jollibee wrappers with Jollibee branded containers in the back.
The Deluxe Chicken Sandwich. Brittany Chang/Insider
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It’s been a few days since I had this meal, and I still can’t stop thinking about the sandwich.

The deluxe chicken sandwich sitting on Jollibee wrappers with Jollibee branded containers in the back.
The Deluxe Chicken Sandwich. Brittany Chang/Insider

All it took was one bite to turn me into a Jollibee cult follower excited for its massive North American expansion and the chance for more Americans to try the Filipino chain.

Two pieces of bone-in fried chicken, one spicy and the other regular, both sitting on a plate in front of Jollibee branded packaging.
Two pieces of bone-in fried chicken, one spicy and the other regular. Brittany Chang/Insider

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