Jollibee to set foot in Madrid

Home-grown quick service restaurant brand Jollibee announced Wednesday it is entering Spain, choosing Madrid — the country’s capital and most populous city — as its first location.

In a statement, Jollibee said the Madrid store will open later this year as part of the brand’s 50-store expansion plan across Europe.

"Opening Jollibee stores in Spain is a milestone that forms part of our vision of becoming among the top five restaurant companies in the world and part of our commitment to grow in Europe," said Ernesto Tanmantiong, president and CEO of Jollibee Group.

"The fried chicken segment is underrepresented in Spain's restaurant segment compared to other markets, so we are very excited to introduce the Chickenjoy we are known and loved for around the world to the people of Spain," he added.

For his part, Jollibee Europe, Middle East, Asia, and Australia president Dennis Flores said entering Spain is a key part of the group’s accelerated expansion plan in Europe.

"The way that local mainstream consumers patronize Jollibee in the UK and in other parts of the world such as the US, UAE, Singapore, Vietnam, and Hong Kong shows the universal appeal of Chickenjoy and our other bestsellers, and we are excited to replicate this success in Spain as well," Flores said.

Jollibee said it intends to continue its success in expanding its customer base beyond Filipinos in Spain just as it did in the UK, where 75% of its customers in its latest stores are now the mainstream British.

The company said first restaurant in Spain will feature its much-loved bestsellers, such as the Chickenjoy, Jolly Spaghetti, and Chicken Burger.

“Our future customers in Spain are looking to return to their normal social lives. And restaurants play a key role in that. As we grow, we are simultaneously investing in technology while ensuring we never lose the friendly customer service that Jollibee is known for. Ultimately, we are committed to create a great place for our customers to spend time with friends and family,” said Adam Parkinson, business head for Jollibee Europe.

With changing customer habits brought about by the pandemic, Jollibee said it will implement several changes at its Madrid restaurant that include outdoor seating areas, external pick-up areas for take-away food, digital kiosks for easier transactions, and hand-wash stations.

The store will also have spaces where customers can gather, creating a community feel that is warm and welcoming for all who walk through the door.

"We are excited to launch in Madrid and bring Jollibee to Spain. We have been working tirelessly to deliver Jollibee’s fantastic menu and bring our joyful customer service to the Spanish people and I personally can’t wait to see the first customers come through our doors in Madrid," said Clara Breda, general manager of Jollibee Spain. —Ted Cordero/KBK, GMA News