Success in the capital will see Jollibee launch three regional sites
Dennis Flores, Jollibee president and head of international business for the company says that he can see the company becoming a major player on the UK’s fast food scene.
Queues at the official UK opening were reportedly 18 hours long, and a large proportion of the clientele were London-based Filipinos, or “brand ambassadors”, according to Flores.
“The main companies here are undoubtedly ahead of us, but we want to be a major player,” Flores told BigHospitality at the UK restaurant’s launch.
“How major? We will see in the next 5 years. We are just humbled by the brand love and support, and will do our best not to disappoint our guests.”
Jollibee is best known for its Chickenjoy fried chicken; Jolly Spaghetti (described by the late Anthony Bourdain as “deranged, but alluring”) which is topped with chopped up hot dogs; tuna pie; unusual breakfast dishes such as corned beef with garlic rice and egg; and rice served wrapped up in pucks.
While some might doubt how popular Jollibee’s style of Filipino-style fast food will be when translates to a UK clientele, Flores is not concerned about the reaction he believes the restaurant will get from the wider UK population.
“We’re very confident given our track record in Singapore and Hong Kong where over 50% of our customers are locals,” he says.
“We have over 100 stores in Vietnam where almost everyone is a local, and the feedback that we got from the London locals we invited to this launch today told us even more that we can and will be successful here.”
The Jollibee group operates 2,700 outlets across the Philippines, making it the largest fast food group in the country.
Earlier this year the company, the current market value of which is $5.2bn, acquired a majority stake in Smashburger, and launched sites under the Jollibee brand in Milan, Toronto and Macau.
The company says that it aims to have an equal contribution in sales from its local and international outlets by 2023.
The chain secured the former Wagamama site in Earl's Court through property company AG&G. The site was chosen due to Earl's Court’s high level of Filipino residents, according to AG&G director Richard Negus.
