SINGAPORE – In the 12 years since Jollibee Foods Corporation arrived in Singapore, the Philippine fried chicken giant has quietly rewritten what it takes to survive and thrive in one of the world’s most cut-throat fast-food markets.
Today, Singapore is more than just one of Jollibee’s fastest-growing international markets.
Amid the intense competition, high costs and demanding customers and employees, the Republic has also become a test bed that forces Jollibee to optimise operations, innovate its menu and elevate its service, lessons that shape the fast-food chain’s playbook for new markets from Britain to Spain.
“Singapore is the toughest market in the world. But it’s also our fastest-growing and most innovative (market),” Jollibee’s president and head of international business Dennis Flores told The Straits Times in an interview.
“The expectations of customers, landlords and even employees are just on another level.
“But that’s why Singapore is so important. What we learn here – how to run efficiently, innovate and serve customers better – helps us everywhere else. If you can succeed here, you can succeed anywhere.”
Jollibee has certainly written a strong growth story in Singapore since operating here in 2013.
The Republic led Jollibee’s international performance in the first half of 2025, surpassing the fast-food chain’s double-digit global sales growth on the back of menu innovations, strong delivery demand and wider store coverage, Mr Flores said.
The chain currently operates 26 outlets in Singapore, including stores opened during the pandemic.
Four new outlets opened in 2025, including at the National University of Singapore and Punggol Digital District. A Hougang Mall outlet is due to open in December.
“Our brand is resonating very well with the locals here, so we are going where our customers want us to be,” Mr Flores said, adding that 80 per cent to 90 per cent of Jollibee’s customers in Singapore are locals, and not just members of the Filipino community who supported the brand when it first opened.
In Singapore’s competitive market, consistency in taste and quality is what keeps Jollibee ahead.
“Whether it’s a health trend or new competitor, there will always be demand for great-tasting fried chicken that is prepared fast and served with a smile,” Mr Flores said, adding that most of Jollibee’s customers patronise it because “they love the taste of our fried chicken”.
“We want to be the first brand customers think of when they crave fried chicken. So wherever you go in the world, we make sure our Chickenjoy tastes the same.”
That belief is at the core of Jollibee’s global strategy and it is especially true in Singapore, where consumers are highly discerning when it comes to taste, he said.
One way to keep them hooked is to make sure the menu is stacked with options that suit local tastes.
Jollibee’s Spicy Chickenjoy, which started out in Singapore, is “one of the spiciest in the world”, while Nasi Lemak Chickenjoy, introduced in 2020, has remained in demand.
In 2025, Jollibee Singapore also rolled out original and spicy nuggets, loaded fries and a coco pineapple pie, products shaped by local insights.
