Jollibee confirms six new UK openings as it prepares to launch London flagship

The group, which currently operates three restaurants in London, Liverpool and Leicester respectively, is preparing to launch a new flagship location in Leicester Square​​ next month that will kickstart a £30m plan to open a Jollibee in 'every major city in the UK'.

Sites in Edinburgh, Newcastle, Leeds, Nottingham, Cardiff and Reading have now been confirmed, with further openings expected to be announced in the coming months.

It has previously been reported that Jollibee is planning to open a total of 10 new restaurants in the UK this year​​, with a further 15 to 20 openings expected in 2022.

Last year the group, which operates more than 1,466 stores globally, announced plans to open 50 restaurants across the UK in the next three to five years​​​​, as well as grow its presence in Italy, Spain and other European markets.

To that end Jollibee is set to open its first site in Spain this year, in the capital Madrid. 

The Leicester Square flagship, and indeed all further UK openings, will feature a new store design and branding that reflects Jollibee's Filipino heritage and is based on a customer-first approach designed to cater especially to 18 to 30-year-olds.

“When restrictions are lifted, demand will return for social experiences," says Adam Parkinson, business head for Jollibee Europe.

"As community spirit and hospitality are central to both Jollibee as a brand and the Filipino culture, it was important for us to build a restaurant that is based on shared experiences and family values.

"With the new store design, we wanted to create spaces that feel like home, where customers can relax, feel comfortable, and enjoy the atmosphere with family and friends.”

Jollibee was founded in the Philippines back in 1978.

The chain is best known for its Chickenjoy fried chicken; Jolly Spaghetti, which is topped with chopped up hot dogs and tomato sauce; and a breakfast dish of corned beef with garlic rice and egg. 

It opened its first UK restaurant in London’s Earl’s Court back in 2018.