The site is operated by business leaders Sanjive Datta and Ajay Chopra, alongside operating partner Paul Avila. This opening signals a shift in Jollibee’s North American growth strategy, moving from exclusively company-operated stores to a partnership-driven model. The group expects to accelerate development with plans for additional sites in Fort Worth and the Sacramento area, targeting a pace of two to three new restaurants annually starting in 2028.
Jollibee Launches First California Franchise in Roseville Expansion
A 24-unit development agreement has officially broken ground in Roseville, California, marking the first time the global fast-food brand has utilized a franchise model in the state. The new location at 1913 Douglas Blvd. serves as the anchor for an aggressive multi-state expansion strategy covering Nevada and Texas.
This expansion leans on the brand’s strong regional history, which began with its first U.S. location in Daly City in 1998. With a reported average unit volume of $4.9 million across its North American system, the company is positioning itself to capture wider market share. Beyond the current development agreement, Jollibee has identified the Northeast, Florida, and New York as primary targets for future growth, seeking experienced operators to scale its footprint.
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