Jollibee is preparing for one of its largest periods of Canadian expansion since entering the country a decade ago, with 26 new restaurants committed through franchise development agreements in Western Canada.
The fast-food chain has entered into a multi-unit development agreement for 16 restaurants in British Columbia over the next five years, up from four Jollibee locations currently operating in the province. The agreement follows a separate commitment for 10 restaurants in the Edmonton market.
Together, the two agreements almost match Jollibee’s existing network of 28 company-operated locations across Canada. If all of the committed restaurants are developed and the existing network remains in place, the Canadian footprint would increase to at least 54 locations.
After spending much of its first decade in Canada building a company-operated network, Jollibee is now using experienced multi-unit franchise operators to accelerate development.
British Columbia Set for Major Jollibee Expansion
The British Columbia agreement was signed through JBM LLC, the Jollibee entity responsible for the company’s North American franchise program, with an experienced multi-brand food retail operator. The identity of the franchise operator has not been publicly disclosed.
Jollibee currently operates four restaurants in British Columbia, with two in Vancouver and two in Surrey. If all 16 restaurants included in the agreement are developed, the provincial network could eventually reach 20 locations.
Specific cities and sites have not been announced, leaving open how much of the development will be concentrated in Metro Vancouver and how broadly the chain could expand across the province.
Jollibee opened its first Vancouver restaurant in 2022. Its subsequent expansion included a location at Strawberry Hill in Surrey that became Jollibee’s 100th North American restaurant when it opened in early 2024.
“Canada continues to be an attractive growth market for Jollibee, supported by strong consumer demand, strong brand relevance, and increasing interest from experienced franchise operators,” said Richard Shin, Jollibee Group Chief Financial and Risk Officer and Jollibee Group International Chief Executive Officer.
“This latest agreement reflects the growing appeal of the Jollibee brand and our confidence in the long-term opportunity in Canada,” Shin added. “As we continue to expand through disciplined franchising, we remain focused on partnering with operators who share our commitment to operational excellence, sustainable growth, and building scale in priority markets.”
Edmonton Agreement Adds Another 10 Restaurants
Jollibee previously entered into a multi-unit development agreement for 10 restaurants in the Edmonton market, where the brand is already established.
The chain currently operates four restaurants in Edmonton. Alberta has eight locations overall, including three in Calgary and one in Red Deer, making it Jollibee’s second-largest provincial market after Ontario.
Individual locations and opening schedules for the 10 additional restaurants have not been disclosed. The commitment could substantially increase Jollibee’s presence in the Edmonton market, depending on where within the development territory the restaurants are located.
The Edmonton and B.C. agreements also illustrate the scale possible under the franchise model. Sixteen planned restaurants in B.C. compare with four currently operating across the province, while Edmonton has 10 additional restaurants committed against an existing base of four in the city.
Canadian Network Could Nearly Double
Jollibee currently operates 28 restaurants across five provinces. Ontario is its largest Canadian market with 12 locations, followed by Alberta with eight, British Columbia with four, Manitoba with three and Saskatchewan with one. The chain does not currently operate restaurants in Quebec or Atlantic Canada.
The 26 restaurants covered by the two Western Canadian development agreements are equivalent to approximately 93 per cent of Jollibee’s existing Canadian footprint.
Multi-unit development agreements establish commitments to open restaurants over time, while individual projects remain subject to site selection, approvals, construction and other development considerations.
Jollibee spent roughly its first decade in Canada building a 28-location company-operated network. It has now secured commitments for almost the same number of additional restaurants through two franchise development agreements.
Franchising Opens a New Growth Phase
Jollibee historically relied on company-operated restaurants while establishing the brand in the United States and Canada. It later created JBM LLC to support a larger North American franchising strategy and began recruiting experienced restaurant operators capable of developing multiple locations.
By the end of 2025, Jollibee was describing its North American strategy as a transition from a strictly company-owned model toward a hybrid structure combining corporate and franchised restaurants.
Working with multi-unit operators gives Jollibee another way to build density in existing markets and enter new ones without relying exclusively on company-operated development. The company has emphasized that it is seeking franchise partners with substantial restaurant operating and multi-unit development experience.
The relatively small size of Jollibee’s existing Canadian network means even a handful of large development agreements could materially change its national footprint.
New Restaurants Could Take Several Forms
Jollibee’s Canadian franchise program identifies several potential restaurant formats, including freestanding locations with or without drive-thrus, shopping-centre end caps, urban storefronts and mall locations.
That gives operators flexibility to pursue different sites depending on the market rather than relying on a single restaurant format, particularly as Jollibee adds density in metropolitan areas and expands into other trade areas.
For Canadian landlords and shopping-centre owners, the 26 committed restaurants could generate a substantial site-development pipeline over the next five years.
Jollibee Targets Larger North American Footprint
Earlier in 2026, Jollibee had 109 restaurants across the United States and Canada, including 81 in the U.S. and 28 in Canada. The company has outlined a target of 500 North American restaurants by 2030, with franchising expected to play an important role in reaching that scale.
Jollibee has also been signing agreements with experienced multi-unit operators in the United States. Its Canadian agreements extend that model north of the border as the company builds a larger North American franchise network.
The expansion comes alongside recent sales growth. Jollibee reported 6.8 per cent same-store sales growth for the brand in North America during the first quarter of 2026.
Jollibee is also working to broaden its appeal beyond the Filipino consumers who helped establish a strong following for the brand in the U.S. and Canada. Building a wider quick-service restaurant customer base will be increasingly important if the chain reaches the scale envisioned by its North American development plans.
More Canadian Markets Could Follow
The first large Canadian franchise commitments have been concentrated in Western Canada, but Jollibee says it continues to see franchise interest across the country and remains engaged with prospective partners in multiple provinces. It has not disclosed which markets could be next or announced additional Canadian development agreements.
The B.C. and Edmonton deals show how quickly Jollibee’s footprint can grow once multi-unit operators are secured. British Columbia could move from four restaurants to as many as 20 under one agreement, while the Edmonton market has another 10 restaurants committed on top of an existing base of four in the city.
Franchising could produce similar increases elsewhere if additional agreements are reached. Jollibee’s discussions with prospective operators across multiple provinces indicate that its Canadian franchise strategy extends beyond the two Western Canadian agreements, although no further markets have been confirmed.
That leaves considerable room for growth both in provinces where Jollibee already operates and in large parts of Canada where the chain has no presence today.
From Establishing the Brand to Building Scale
Jollibee opened its first Canadian restaurant in Winnipeg in December 2016 and subsequently expanded into Ontario, Alberta, Saskatchewan and British Columbia. Over roughly a decade, it established a 28-store company-operated network spanning five provinces.
With 26 franchised restaurants now committed in two Western Canadian markets and discussions underway with prospective operators elsewhere in the country, the company’s next stage of Canadian growth could move considerably faster.
The 16-store British Columbia agreement therefore carries significance beyond the province. It shows how Jollibee is moving from establishing the brand through a relatively small company-operated network toward using multi-unit franchise partners to build scale across Canada.
If that model expands beyond British Columbia and Edmonton, Jollibee’s Canadian footprint could ultimately grow well beyond the 54 restaurants represented by its existing network and current development commitments.
