Fast food chain says UAE is key market in its overseas expansion plan

Jollibee, the Philippines-based fast food chain, has announced plans to expand across the UAE to reach 25 outlets in the country by 2020.

In line with its plans, the brand has opened its 12th store in Al Ain Mall and it is set to open two more outlets over the next quarter at Abu Dhabi’s Al Wahda Mall and Dubai’s Deira City Centre.

The company said in a statement that the UAE plays a significant role in the company’s regional development plan.

In an aim to further cater to the Gulf, Jollibee has also widened the scope of its menu options to ensure it satisfies the diverse palates of the UAE, it added.

Jollibee said it has introduced new offerings that include the double patty beef burger, the spicy chicken burger and spicy chicken tenders, in addition to its regular serving of their flagship products Chickenjoy and Jolly spaghetti.

“The UAE is a key expansion market for the brand, ever since we launched our first outlet in Dubai Mall in 2015. As we continue to grow, our commitment to offer diverse choices and optimum value for money remains firm,” said Hisham Al Gurg, CEO, Jollibee UAE.

“The awareness of the brand in the UAE is increasing rapidly. The launch of the new restaurants is driven by strong demand from customers, thereby bringing the brand closer, not only to the larger Filipino community present in the country, but also to several other nationalities.”

An area of growth for the fast food chain is the soon-to-be launched chatbot ordering under the brand name of Bee Talks. Customers will be able to place their orders with the ease of a click via Jollibee’s Facebook Messenger or through their mobile browsers for home deliveries.

The expansion plan comes as the GCC food and beverage industry is expected to continue to grow at 7.1 percent annually, reaching $196 billion by 2021, according to MENA Research Partners.

Jollibee was launched in 2015 in the UAE, where it operates under Golden Bee restaurants. The Filipino chain has 39 outlets in the GCC.

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