Jollibee's journey in Vietnam began in 2005, evolving into a widespread presence since opening its first store at Coop.mart Xa Lo Ha Noi (TP HCM). Over two decades, the brand has become a popular choice for many families, offering dishes that suit Vietnamese tastes and friendly service. The network has expanded from a few initial outlets to 230 branches.
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Staff at a newly opened branch. *Photo: Jollibee Vietnam* |
Central to Jollibee's expansion has been a steadfast commitment to quality and operational consistency. In 2019, Jollibee opened a processing plant in Long An, adhering to ISO 22000:2018 standards. This facility ensures control over ingredients and flavors from production, enabling system expansion while maintaining consistent quality. This commitment has helped the brand build long-term loyalty among Vietnamese consumers.
The recent expansion in December saw 15 new stores open across Vietnam, strategically located from north to south. Northern regions welcomed new branches in Ha Noi, Hai Phong, Lang Son, and Tuyen Quang. Meanwhile, the South saw additional openings in TP HCM, Dong Nai, Can Tho, and Ca Mau. This expanded network aims to meet the increasing demand for services and bring products closer to customers in various localities.
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Bee, the brand's iconic bee mascot, poses with young customers. *Photo: Jollibee Vietnam* |
Alongside its expansion, Jollibee has also focused on enhancing the in-store experience through modern and comfortable designs. Designs feature bright tones and open layouts, optimizing the experience for families, students, and children. These space upgrades have been consistently implemented since late 2024, ensuring a uniform experience across the entire system.
These latest openings bring Jollibee's total store count to 245 nationwide, a significant achievement coinciding with its 20th anniversary in Vietnam. This milestone prompts the brand to reflect on its market journey, characterized by product innovation, upgraded spaces, and expanded reach into more localities.
(Source: Jollibee Vietnam)
