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Crossing the Cultural Chasm: Jollibee’s Aggressive 500-Store Push into the American Mainstream
For a heritage brand, the transition from serving a loyal diaspora to capturing mainstream market share is the most precarious phase of international expansion. As of July 2026, the Philippines-based mega-brand Jollibee is navigating this crossover with aggressive precision. Currently operating approximately 110 locations in North America, corporate leadership has codified a rigid target of […]