Jollibee, known as "the McDonald's of the Philippines," is aiming to win over more Americans, and it's working thanks to fun fast food like its Chickenjoy and its appeal with the social media set. » Subscribe to CNBC Make It.:
On a cold day in New York City, just a short walk from Times Square, a line of people has formed; they’re neatly herded by a rope in front of an unassuming building sandwiched between the city’s many skyscrapers. A man stands guard by the door, asking individuals how many people are in their party and ushering in just a few at a time.
It isn’t the scene outside some hot New York City nightclub. It’s lunchtime in Midtown and the crowd is waiting to eat at Manhattan’s first Jollibee — suddenly, it’s the place to be.
Jollibee, known as “the McDonald’s of the Philippines” — where it was founded — has a relatively small presence in the U.S.; there are only 37 stores over a handful of states. But in the Philippines the fast-food chain is an absolute sensation, handily beating McDonald’s and Burger King in popularity and local market share. There, Jollibee has more than 750 stores and is a dominant market leader.
Now, Jollibee is aiming to win over more Americans, with plans to grow to 150 stores within the next five years. And it’s making progress: Store openings attract crowds (at the October Manhattan location opening a couple showed up 20 hours early to be first in line for a year of free fried chicken), social media influencers love Jollibee, and fans and analysts alike have compared the food to American staples like Kentucky Fried Chicken. Jollibee declines to disclose U.S. sales figures but tells CNBC Make It that it had “record-setting, double-digit sales growth in 2017.”
A big part of Jollibee’s “secret sauce” is its menu, which is eclectic by American fast-food standards.
“One of the key things really is that it’s popular food — fried chicken, pasta, pies — but it’s twisted in a different way that’s very true to Jollibee in its uniqueness,” Jose Minana, Jollibee’s group president for North America, tells CNBC Make It. “It’s almost like a mosaic of different flavors, it’s not just that one blanket that fits all.”
Offerings vary by location, but there are fan favorites.
Take Jolly Spaghetti: The red sauce on the noodles is sweet, made from banana ketchup (a Filipino staple), and the concoction also has ground meat, hot dog slices and cheese, which add a tangy flavor.
Then there’s Jollibee’s most famous offering — Chickenjoy. The hand-breaded fried chicken is praised for being crispy and juicy; it’s made with a secret marinade and served with a side of gravy that’s been called “ethereal. ” It is often ordered as a combo with Jolly Spaghetti.
Some say Chickenjoy is even better than Kentucky Fried Chicken.
”[Jollibee] is going to be up there when we talk about Chick-fil-A and KFC, who’s got the best chicken?” Kara Nielsen, vice president of trends and marketing at food and beverage consulting firm CCD Helmsman, tells CNBC Make It. “That I could see happening.”
(Kentucky Fried Chicken did not respond to CNBC Make It’s request for comment.)
But it’s not just the spaghetti and chicken. Fans love menu items like Fiesta Noodles (a recreation of “pancit palabok,” a noodle dish with toppings like shrimp, ground meat and hard-boiled eggs); Breakfast Joy Corned Beef (served with garlic rice and a fried egg); and for dessert, peach and Filipino mango pie or Halo-Halo (a concoction of shaved ice, ube and jackfruit ice cream, leche flan and jellies).
Read more about Jollibee here:
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Why everyone is obsessed with Jollibee fast food — from its sweet spaghetti to fried chicken better than KFC | CNBC Make It.
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