Franchising
Jollibee launches $70.6M European expansion with London store
May 12, 2021
As part of Jollibee's $70.6 million European growth plans, the Philippines-based brand will open a newly designed store model on Leicester Square in London next week, a news release said.
Jollibee said the design and corresponding branding hones in a customer-first approach concentrated on customers in the 18- to 30-year-old age group. The opening is part of a $42.3 million investment in store development in the U.K. alone and the Leicester Square store will act as the European
lagship for the brand. In fact, the release said that the opening will precede six more store launches across the U.K. as well as the brand's first restaurant in Spain, this one in Madrid.
The fried chicken-centered brand said its research indicates that younger adults today are seeking "new experiences and … shareable and authentic moments, all while looking for convenience and value for money" in the brands they support. The company's reimagined store design furthers what it said is "optimum customer flow" along with a variety of seating areas, including booths, communal areas and window seats. The stores also feature hand-wash stations, pick-up counters and self-order kiosks that it said all cater to a new post-pandemic "normal."
The design also features allotments for customers to create "key moments" through what it called "Instagram-able" features inspired by Jollibee's Filipino heritage, including a gallery wall with Southeast Asian-style art, colorful tiles and traditional Filipino fabric.
"The new design of Jollibee is unique within its sector," Patrick Abrams, managing director of Jollibee's design firm, Applied Studio, said in the release. "The standard, formulaic design has been completely rethought and we hope it will be disruptive. It's a step up from the competition and provides customers with an unparalleled experience.
"Customer satisfaction and providing premium hospitality was the priority through all facets of our design. We think we have created something that looks great but also functions exceptionally well so that the dining experience is as good as the aesthetics."
Jollibee, founded in 1978 in the Philippines, has over 1,478 locations. The restaurant opened its first store in the UK in 2018 in Earl's Court, London, followed by two restaurants in Liverpool and Leicester, which opened in 2020. Jollibee Group has, across its brands, over 5,800 stores globally including Chowking, Greenwich, Red Ribbon and Mang Inasal in the Philippines; Smashburger, The Coffee Bean and Tea Leaf in the U.S. and the Burger King, PHO24 and Panda Express franchises in the Philippines and Dunkin' Donuts in several territories in China.
