Feature Photo: View of a Jollibee restaurant at 5033 Northwest Loop 410 in San Antonio. Image: Google Streets.

Posted: 1-4-2026

by Art Benavidez

San Antonio (Bexar County) — Jollibee, the global quick-service restaurant brand best known for its signature Chickenjoy and Filipino-American roots, is accelerating plans to grow across Texas, targeting the state’s largest and fastest-growing metro areas as part of its broader U.S. expansion strategy. Company leaders say rising brand awareness and strong customer demand have positioned Texas as a priority market for long-term development.

With nearly 10 locations already operating statewide, Jollibee sees significant runway for growth in Dallas-Fort Worth, Houston, San Antonio, and Austin. Peter Wright, vice president of franchising for Jollibee Group North America, told 1851 Franchise that existing stores have helped introduce the brand to a broader audience, fueling momentum beyond its core Filipino customer base and into the mainstream quick-service market.

Each of Texas’ major metros offers a combination of population growth, demographic diversity, and high-traffic commercial corridors that align with Jollibee’s expansion model. The brand’s flexible real estate strategy — including freestanding restaurants, in-line spaces, drive-thru format,s and nontraditional locations — allows it to adapt to dense urban districts as well as rapidly expanding suburban areas across the state.

Looking ahead, Jollibee estimates the potential for more than 100 locations in Texas, underscoring the scale of its ambitions in the state. With development already underway in the Dallas-Fort Worth area and additional franchise opportunities available in Houston, Austin, and San Antonio, the company is positioning Texas as a cornerstone market in its continued push to build a national footprint.

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