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Thousands queue in Madrid for opening of first Jollibee store in Spain

By PhilSTAR L!fe Published Sep 24, 2021 3:07 pm

Filipino favorite fast-food restaurant Jollibee is in Spain!

Jollibee opened its first store in Spain in the heart of Madrid at Puerta del Sol, Calle Arenal nº4 on Sept. 23. The store is one of Jollibee’s biggest openings in Europe with thousands of customers queueing as early as 10 p.m. on the previous night.

According to a company news release, Jollibee’s debut in Spain comes as the brand continues to expand its current network of more than 1,400 restaurants worldwide, including in cities such as New York, Rome, London, Los Angeles, Dubai, Singapore and Hong Kong.

Jollibee Madrid is the brand’s largest restaurant in Europe, with a capacity of about 200 diners, and showcases new design features including a full-size indoor palm tree in a large two-storey dining room.

Ernesto Tanmantiong, CEO of Jollibee Group, said, “Our entry into Spain is a major milestone in Jollibee’s history and our international expansion. The heartwarming reception to our opening in Spain inspires us in our journey to bring our much-loved Chickenjoy to more countries in Europe, and is in line with our vision to become among the top five restaurant companies in the world.”

Inaugurating Jollibee’s first store in Spain was Philippine Ambassador to Spain Philippe J. Lhuillier (second from left), with Jollibee Europe Business Head Adam Parkinson (right) and Jollibee Spain general manager Clara Breda (left).

Dennis Flores, president of Jollibee Europe, Middle East, Asia, and Australia (EMEAA), said,”Our first restaurant in Madrid is an important step in our European expansion, especially as we grow Spain into one of our core markets in the region. With our delicious food, friendly prices, and warm service, we hope to continue enticing more locals to love our food just as we see in other countries across EMEAA.”

For the first time in Madrid, customers were able to try Jollibee’s fan favorites: including its world-famous Chickenjoy that is delicately hand-breaded for a crispy exterior, cooked hotter and faster for maximum juiciness, and marinated to the bone for next-level flavor. Fans were also excited to try Jollibee Europe’s emerging bestsellers, such as the new Spicy Chicken Burger, Sriracha Chicken Loaded Fries, and the popular Tropical Chicken Burger - delicately crafted with a breaded chicken breast topped with cheese, lettuce, slightly spicy Chili Ginger sauce, and a slice of pineapple for a unique twist.

Adam Parkinson, business head of Jollibee Europe, said, “We have worked hard to ensure we were ready to introduce the Spanish people to Jollibee, and to see it come to fruition today was a very humbling moment and a reminder of the opportunity Jollibee has in Spain and throughout Europe. To see both our loyal fans and the local community come together and enjoy the experience over some great food was amazing—it’s what we are all about!”

The Madrid restaurant introduces Jollibee’s brand redesign for European customers to Spain, aiming to create a memorable experience with bright graphics, bold wall murals, and tiles inspired by woven fabrics. Unique to the Madrid restaurant is a life-sized palm tree adorning its double-height central dining space—something not seen in any other Jollibee restaurant in the region.

The local Madrid community joined the celebration of Jollibee’s first store in Spain.

Clara Breda, general manager of Jollibee Spain, said, “After seeing the reception to the opening, I can say that all the work we have been doing for over a year to bring Jollibee to Spain has been worth it. We are confident that Jollibee will become a meeting point for different generations who want to try new experiences and taste our menu with unique flavors”.

To ensure a safe experience for customers, the restaurant features take-out pick-up areas, digital kiosks to facilitate transactions, and hand-washing stations.

Jollibee Group is one of the fastest-growing Asian restaurant companies in the world. It operates in 33 countries, with over 5,800 stores globally with branches in the Philippines, United States, Canada, the People’s Republic of China, United Kingdom, Italy, Vietnam, Brunei, Singapore, Saudi Arabia, United Arab Emirates, Qatar, Oman, Kuwait, Bahrain, Indonesia, Costa Rica, Egypt, Panama, Malaysia, South Korea, Japan, India, and now Spain.