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

Brittany ChangFeb 20, 2022, 19:45 IST

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.

We're all familiar with mega chains like Chick-fil-a, Taco Bell, and McDonald's.

McDonald'sScott Olson/Getty Images

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

A Jollibee location in Manila in 2000.RA/HL/Reuters Photographer

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.Brittany Chang/Insider

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

The Jolly Spaghetti.Brittany Chang/Insider

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, at a Jollibee location in Singapore in 2014.Edgar Su/Reuters

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.

"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 and gravy.Brittany Chang/Insider

"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.

The $5.5 billion fast-food giant currently has 56 stores across the US in cities like New York, Philadelphia, Los Angeles, and Chicago ....

The Jollibee in Manhattan.Brittany Chang/Insider

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

The Jollibee in Manhattan.Brittany Chang/Insider

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.Brittany Chang/Insider

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

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.

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

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.

The Deluxe Fried Chicken Sandwich.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.

It also offers the classic sides, like gravy, mashed potatoes, and french fries.

A bucket of Jollibee fried chicken.Brittany Chang/Insider

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.Brittany Chang/Insider

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).

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.Brittany Chang/Insider

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

The Jollibee in Manhattan.Brittany Chang/Insider

Jollibee currently operates one location in Manhattan just a short walk from tourist hotspots like Times Square.

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.

Jollibee's bone-in fried chicken, regular and spicy.Brittany Chang/Insider

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.

The Jollibee in Manhattan.Brittany Chang/Insider

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.

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

The Jollibee in Manhattan.Brittany Chang/Insider

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.

Brittany Chang/Insider

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.

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

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

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.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.

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

The original bone-in fried chicken hits all the marks: It's moist on the inside, shatteringly crisp on the outside, and perfectly spiced.

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 bone-in fried chicken piece.Brittany Chang/Insider

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 and gravy.Brittany Chang/Insider

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 fried chicken.Brittany Chang/Insider

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.

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

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).

The Deluxe Fried Chicken Sandwich.Brittany Chang/Insider

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.Brittany Chang/Insider

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.

The Deluxe Fried Chicken Sandwich.Brittany Chang/Insider

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.

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

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.Brittany Chang/Insider

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.

The Peach Mango Pie.Brittany Chang/Insider

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.

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

The Jolly Spaghetti.Brittany Chang/Insider

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.Brittany Chang/Insider

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

The Jolly Spaghetti.Brittany Chang/Insider

Emphasis on sweet. Jolllibee's use of banana ketchup in the sauce makes the pasta uniquely saccharine.

The Jolly Spaghetti.Brittany Chang/Insider

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

Lilechka75 / Getty Images

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.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.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.

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.Brittany Chang/Insider

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

The adobo rice.Brittany Chang/Insider

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.

The adobo rice and gravy.Brittany Chang/Insider

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.

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

The Jolly spaghetti, Deluxe Chicken Sandwich, adobo rice, and gravy.Brittany Chang/Insider

While not the star of the meal, the soft rice was a nice supporting character to the crispy chicken thighs.

My Jollibee haul.Brittany Chang/Insider

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

The Jolly Spaghetti.Brittany Chang/Insider

When I asked friends for order recommendations, everyone suggested the Pineapple Quencher, a sweet pineapple juice.

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.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.

However, the Peach Mango Pie, Jollibee's flaky dessert pastry, was too sweet for my liking.

The Peach Mango Pie.Brittany Chang/Insider

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

The Peach Mango Pie.Brittany Chang/Insider

Overall, the clear winners to me were the Pineapple Quencher, Chickenjoy, Deluxe Chicken Sandwich, and adobo rice.

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.

The Jolly Spaghetti.Brittany Chang/Insider

And the Peach Mango Pie was too sweet for my liking.

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.Brittany Chang/Insider

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.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.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.

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

We're all familiar with mega chains like Chick-fil-a, Taco Bell, and McDonald's.

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

Meet Jollibee, a global Filipino fast-food company, otherwise known as the "McDonald's of the Philippines."

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

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.

"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.

The $5.5 billion fast-food giant currently has 56 stores across the US in cities like New York, Philadelphia, Los Angeles, and Chicago ....

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

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 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.

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

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.

It also offers the classic sides, like gravy, mashed potatoes, and french fries.

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).

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

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

Jollibee currently operates one location in Manhattan just a short walk from tourist hotspots like Times Square.

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

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.

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

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.

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

And even after the almost 30-minute journey, my precious fried chicken cargo, the brand's magnum opus, was still warm and perfectly crispy.

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

The original bone-in fried chicken hits all the marks: It's moist on the inside, shatteringly crisp on the outside, and perfectly spiced.

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?

The chicken was especially delicious dunked in the side of runny gravy, creating a creamy contrast to the bird's fried shell.

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.

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

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

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.

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.

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

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 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.

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

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.

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

Emphasis on sweet. Jolllibee's use of banana ketchup in the sauce makes the pasta uniquely saccharine.

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

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.

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.

And the surprisingly large-portioned spaghetti isn't the only carb I liked from Jollibee.

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

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.

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

While not the star of the meal, the soft rice was a nice supporting character to the crispy chicken thighs.

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

When I asked friends for order recommendations, everyone suggested the Pineapple Quencher, a sweet pineapple juice.

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.

However, the Peach Mango Pie, Jollibee's flaky dessert pastry, was too sweet for my liking.

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

Overall, the clear winners to me were the Pineapple Quencher, Chickenjoy, Deluxe Chicken Sandwich, and adobo rice.

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

And the Peach Mango Pie was too sweet for my liking.

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

It’s been a few days since I had this meal, and I still can’t stop thinking about the sandwich.

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.