Filipino fried chicken chain to open London flagship with £50m European expansion

An Asian restaurant chain has announced that it is investing £50m into its European expansion with a new London flagship.

Jollibee, a Filipino fried chicken restaurant, is opening a new flagship site in Leicester Square, London, to be followed by an additional seven stores across the country.

The £50m investment will push the company’s growth across Europe, with 50 restaurants set to open across the continent by the end of 2025.

Dennis Flores, president and regional business head across Europe, the Middle East, Asia and Australia, commented: “Jollibee is dedicated to growing the brand here in the UK and across Europe.

“Investing £50m proves our commitment to become a major player in the quick service industry here.

“We adapted our approach to appeal to a young British demographic which meant building a premium, inviting space with a touch of our distinctive Asian heritage.

“The pandemic may have been a setback, but it will not deter us from pursuing our vision for Jollibee in the UK and the rest of Europe.”