Jollibee Foods Corp. (JFC) has opened a new Jollibee restaurant in downtown San Francisco, marking another step in the Philippine fast-food giant's broader North American expansion strategy.

The new outlet, located at 934 Market Street near the Powell Street Bay Area Rapid Transit (BART) station, brings JFC's total network to more than 100 stores across the United States and Canada. The company said the location further solidifies its footprint in the Bay Area, a region that has been central to Jollibee's US operations since the brand first entered the American market.

Jollibee opened its first US store in Daly City, California, in 1998. Daly City, located just south of San Francisco, is home to a significant Filipino-American community and has long served as a key market for the brand. Since then, Jollibee has steadily expanded across North America, operating stores in states including California, Hawaii, Nevada, Texas, Washington, and New York, as well as in Canada.

"The Bay Area has welcomed Jollibee with open arms ever since we debuted our very first US location in Daly City nearly three decades ago, and we are absolutely thrilled to bring our joyful dining experience to the heart of downtown," Jollibee North America President Beth Dela Cruz said in a statement on Monday.

"This dynamic city is a milestone location for us as we continue to accelerate our growth across California," she added.

The downtown San Francisco store is the latest in a series of planned openings across the state. JFC said it intends to launch additional locations in Oxnard, Elk Grove, and Roseville, California. The Roseville outlet, scheduled to open on August 7, will become Jollibee's third franchised restaurant in North America.

The company noted that its North American franchising program is backed by multi-unit franchise commitments in Nevada, New York, Texas, and Washington, signaling continued momentum for the brand's growth model in the region. The push comes as JFC, publicly traded on the Philippine Stock Exchange, pursues a long-stated ambition to become one of the world's largest restaurant operators. The company has broadened its international portfolio in recent years through acquisitions including US-based Smashburger and The Coffee Bean & Tea Leaf, giving it a growing presence beyond its flagship fried chicken and Filipino-comfort-food concept.

Jollibee is the flagship brand of Jollibee Foods Corp., one of the largest restaurant companies in Asia. Headquartered in Pasig City, Philippines, JFC operates a global portfolio of brands and continues to expand its international operations across multiple markets.

— Alexandria Grace C. Magno