Jollibee opens its first store in Cardiff, Wales, UK. Handout photo

Jollibee:  Asian fastfood giant lands in Wales

By Edward Era Barbacena

Today, Jollibee opens its doors to the people of Cardiff, with the global restaurant chain’s first store launch in Wales. A queue of approximately 125 people started forming at 6am this morning, wrapping around the store on Queen Street, stretching down Charles Street, as Jollibee fans eagerly awaited a taste of Jollibee’s world famous fried chicken.

Jollibee is a much-loved restaurant chain, founded in 1978 by Tony Tan Caktiong in the Philippines. Tony, the son of Chinese immigrants, built up his business from humble ice cream store beginnings, then later on expanded his offering to a selection of hot food. The brand continues to be owned by Jollibee Group and is now the market leader in the country’s restaurant industry, with over 1,478 locations around the world as of December 31, 2020.

Wales is one of the four countries comprising the United Kingdom which has a $1.4-billion fried chicken market.  The opening is in line with the company’s thrust to expand across the UK and Europe and open 50 stores within five years.

Adam Parkinson, Business Head of Jollibee Europe, officially cut the ribbon in the opening ceremony alongside the Cardiff team and Jollibee’s iconic bee mascot.

Adam Parkinson, Business Head of Jollibee Europe, said: “The turnout has been incredible and it’s encouraging to see the people of Wales really get behind Jollibee. This opening is very pivotal for us as Wales is an important country to expand into and key to our success as we continue our growth across Europe. We are excited to embark on this new and exciting journey in Wales!” 

“Opening our first Jollibee in Wales is part of our continued commitment to expand across Europe and bring our delicious Chickenjoy to more people around the world,” Ernesto Tanmantiong, the company’s CEO, said.

Known for its scenery and friendly people, Wales will be home to Jollibee’s sixth store in the United Kingdom.  The new restaurant is on the corner of Queen Street and Charles Street, in the heart of Cardiff’s prime pedestrianized area. The restaurant is housed in a two-story corner building painted deep purple, with one side of the building showing a wall mural in line with the brand’s colorful new store design.

Jollibee’s launch queues are renowned around the world due its cult following. The restaurant is famous in the Philippines and draws hundreds of fans. The brand is excited to welcome Welsh customers through the door and serve up the crispiest and juiciest fried chicken around. From Manila to London, Liverpool to Leeds and now Cardiff, the brand has big ambitions to rival the major fast-food names in the UK and Europe.