Industry

Jollibee Is Heading to Madrid

In line with the conglomerate's European expansion plan.
IMAGE UNSPLASH, JOLLIBEE
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Jollibee is going big in Spain, choosing Madrid as the location of its first branch in the country. No date has been announced, but it will likely launch by the end of 2021. The Madrid branch will be part of the Filipino homegrown brand's European expansion plan, in which the conglomerate is investing P3.3 billion to open over 50 stores on the continent.

According to Jollibee president and CEO Ernesto Tanmantiong, “the fried chicken segment is underrepresented in Spain’s restaurant segment compared to other markets,” making Jollibee’s first Spanish store both a challenge and an opportunity.

“Entering Spain is a key part of our accelerated expansion plan in Europe,” said Dennis Flores, president of Jollibee Europe, Middle East, Asia, and Australia. “The way that local mainstream consumers patronize Jollibee in the U.K. and in other parts of the world such as the U.S., U.A.E., Singapore, Vietnam, and Hong Kong shows the universal appeal of Chickenjoy and our other bestsellers, and we are excited to replicate this success in Spain as well.”

Jollibee’s aggressive European expansion plan is part of its long-standing goal of becoming one of the world’s top five restaurant brands. The Filipino brand is known for curating its menus and stores in OFW-rich communities to cater to the local markets. For example, in the U.K., home of thousands of OFWs, Jollibee has expanded its customer base so that over 75 percent of its customers are now “mainstream British.”

Jollibee’s Spanish store will include the classic Chickenjoy and Jolly Spaghetti in its menu, as well as the Chicken Burger. The latter is not a best-seller in the Philippines, but could possibly do well with the Madrid market.

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As Jollibee continues its expansion plan despite the ongoing pandemic, it is launching its Madrid branch with several health protocols and adjustments in place. These include an outdoor seating area, external pick-up areas for takeout, digital kiosks for easier transactions, and hand-wash stations.

Jollibee Group is one of Asia’s fastest-growing restaurant companies and currently operates over 5,800 stores in 33 countries. Its wholly-owned brands include its pioneering brand Jollibee, as well as Chowking, Greenwich, Red Ribbon, Mang Inasal, Yonghe King, Hong Zhuang, Smashburger, and most recently, Tim Ho Wan.

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Anri Ichimura
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