A giant bee head wearing a chef’s hat recently appeared outside an empty storefront in Alameda Landing, signaling the arrival of Jollibee, the popular Philippines-based fast food chain. On Friday, October 11, excitement filled the air as more than 100 eager customers lined up early in the morning for the highly anticipated opening.
By 8:20 a.m., the line wrapped around the building, with a DJ playing music near a merchandise table. The first 100 customers were eligible for a free T-shirt and a free chicken sandwich every month for a year. On Saturday, the giveaway included trendy bucket hats, and baseball caps were offered on Sunday.
Jollibee began in the Philippines in the late 1970s, serving American-style fast food classics like hamburgers (Yumburger) and fried chicken (Chickenjoy), alongside Filipino favorites such as sweet spaghetti and palabok (noodles with pork and shrimp). The first U.S. location opened in Daly City in 1998, quickly gaining a loyal following among Filipino-Americans.
Recently, Jollibee has been attracting a wider audience, with Chickenjoy being named the #1 Best Fast Food Fried Chicken by USA Today this summer, surpassing competitors like Chick-fil-A and Popeyes.
In recent years, Jollibee has aggressively expanded outside traditional Filipino-American communities, with 12 locations in the Bay Area and another planned in San Francisco next year. The Alameda branch marks the 75th Jollibee to open in the United States. Jollibee spokesperson Jillian Gonzales noted that the busiest locations include Daly City, Tukwila, Washington, and Sterling Heights, Michigan.
The restaurant is open seven days a week from 9 a.m. to 10 p.m., including holidays like Christmas and Thanksgiving.
However, these extended hours have sparked tension among employees advocating for pay raises, double pay on holidays, and improved working conditions. Jollibee is currently hiring both full-time and part-time employees from Alameda, and it remains to be seen if working conditions will improve compared to other locations.
Customers like Camille Lynn and Kim Abbott arrived at 4 a.m. from Fremont and Walnut Creek to be part of the grand opening. They expressed their excitement not only for the free sandwich giveaway but also for the opportunity to embrace their Filipino heritage. “We love Jollibee, and we feel like it’s a Filipino rite of passage to experience a Jollibee grand opening!” they said.
Alex Webb, another Alameda resident, joined the line at 7:30 a.m. for the giveaway. Ash Cisek, who arrived at 5 a.m., shared, “I’m half-Filipino, and my sister loves Jollibee. She’s away at college and was really sad about missing this promotion, so I wanted to get the shirt for her.”
While Chickenjoy was the standout favorite among attendees, many also praised the Peach Mango Pie, a fried dessert with a sweet filling, and the Pineapple Quencher, a refreshing drink with tropical flavors.
Chin, the first person in line, expressed his excitement about having a Jollibee location nearby after previously visiting the ones in Hayward and Daly City. He planned to visit the new restaurant weekly and shared his love for Jollibee’s chicken and spaghetti.
Related topics:
- Unusual Options Activity for Chipotle Mexican Grill on October 14
- Chick-fil-A to Open Five New Locations in The UK
- Burger King to Open New Restaurant in Seven Hills