I tried the Filipino fast-food chain set to rapidly expand across the US and saw why it has a huge following
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'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.
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
Source: CNBC
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
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 and gravy. Brittany Chang/Insider
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
Source: Jollibee, Yahoo Finance
… 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
Source: 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
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
Source: Jollibee
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
Source: Eater
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
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 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
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
Source: Jollibee
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
Source: Jollibee
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
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
Source: Jollibee
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
Source: CNBC
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
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
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
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
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