Jollibee Lands on Market Street, Its First Downtown San Francisco Restaurant

Jollibee has opened its first downtown San Francisco restaurant, taking space on Market Street near the Powell Street BART station, the city's busiest transit hub. The location welcomed its first customers on July 31, nearly three decades after the Filipino fried-chicken chain opened its first US store in Daly City, just south of San Francisco.

Beth Dela Cruz, president of Jollibee North America, said the Bay Area has "welcomed Jollibee with open arms" since that first Daly City location and called the San Francisco store a milestone as the company accelerates growth across California. The launch weekend was paired with giveaways: the first 100 customers on opening day received a year of free Chickenjoy, one 6-piece bucket per month for 12 months, plus an "I Heart Jollibee SF" t-shirt. The first 100 customers on August 1 received a "Jolly Waves" tote bag, and the first 100 on August 2 received two sets of Jollibee decorative lights.

The opening adds to a fast-growing US footprint. Jollibee now runs 13 locations in Northern California, with restaurants in Elk Grove and Oxnard already announced as upcoming additions. The chain has more than 100 US stores and has said it aims to reach 500 by 2030, supported by roughly 1,800 global locations across 17 countries, the majority in the Philippines. The brand is also deepening its Bay Area ties through a partnership with the Golden State Warriors.

Why the Powell Street Location Matters for Jollibee's 500-Store Push

Why Powell Street Is More Than a Commuter Stop

The Market Street location sits at one of San Francisco's highest-traffic intersections, where BART, Muni and the Powell Street cable car lines converge. For a brand still building US awareness beyond its established Filipino-American customer base, that placement buys daily exposure to commuters and tourists that a suburban store cannot easily match. The store itself is a single outlet, but its position gives the company a visible flagship in a city with a significant Filipino community and steady foot traffic.

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A 500-Store Target Starts in California

The San Francisco opening is a small step toward a much larger goal: more than 100 US stores today and 500 by 2030. That fivefold expansion implies an aggressive build-out, and California is clearly the proving ground — the chain counts 13 Northern California locations today, with Elk Grove already named as the next addition and Oxnard due in the southern part of the state. The Golden State Warriors partnership reinforces Jollibee's Northern California identity while giving it marketing reach beyond restaurant advertising. None of this guarantees the 2030 target will be met, but the pattern of dense urban flagships plus suburban expansion shows how the company intends to try.

Where Jollibee Customers in California Can Find the Brand Next

  • Bay Area diners can visit the new location on Market Street near Powell Street BART; the grand-opening giveaways have already been distributed, but the restaurant is now in regular operation.
  • California customers outside San Francisco are next in line: Jollibee has announced upcoming locations in Elk Grove and Oxnard, following its 13 existing Northern California stores.