The Jollibee Group’s expansion in North America shows no signs of slowing, with the Filipino fast-food giant officially opening its first Oregon location in Hillsboro – marking a strategic move into the heart of the Pacific Northwest’s thriving culinary landscape.
The new outlet, situated in the busy Tanasbourne Village Shopping Centre, opened its doors on 30 May to overwhelming fanfare. Among the eager crowd was Filipino-American community advocate Christian Aniciete, who waited almost a full day to claim the first spot in line. The result? Sales soared 132% above target on opening day.
Jollibee’s signature offerings – including the iconic Chickenjoy fried chicken, Peach Mango Pie, Jolly Spaghetti, and Chicken Sandwich – flew out of the kitchen throughout the day, underscoring the brand’s growing resonance with both nostalgic fans and new customers.
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“We are very excited to continue expanding our footprint in the Pacific Northwest with the opening of our very first Jollibee in the State of Oregon – it has been a dream for a long time, and we’re thrilled to finally make it a reality in Hillsboro,” said Maribeth Dela Cruz, business group head, Honeybee Foods Corporation dba Jollibee.
“The Portland metro area has a vibrant food scene that embraces international flavours, so we can’t wait to introduce our joyfully unique dining experience to the area’s residents and visitors, especially those seeking new and exciting culinary experiences,” she added.
The Hillsboro store – Jollibee’s 105th in North America – joins recent openings in Tacoma and Seattle, Washington, as part of the brand’s continued westward expansion. Additional sites are already in the pipeline, including locations in San Francisco and Queens, reinforcing the company’s intention to build a lasting presence in major urban centres across the US.
Guests at the Hillsboro branch can choose between dine-in, take-out, and drive-thru options, with online ordering to be introduced in the coming weeks.
Jollibee is the flagship brand of the Philippines-based Jollibee Group, one of the fastest-growing restaurant companies in the world. The brand blends fast-food familiarity with a distinctly joyful and culturally rooted experience.
In 2024, it earned a top spot in the USA Today rankings for “best fast-food fried chicken in America” and was recognised as the second fastest-growing restaurant brand globally by Brand Finance.
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