Maribeth Dela Cruz will discuss how she plans to compete with the biggest chicken chains in North America, during her keynote, “Bringing Joy to North America: A Conversation with Jollibee President Maribeth Dela Cruz,” at the Restaurant Franchising and Innovation Summit, March 11-13, in Myrtle Beach.
Although fried-chicken chain Jollibee was born in the Phillippines, the 2,000-unit chain has over 100 North American locations and is taking on U.S. competitors with a newly launched franchising initiative, said Maribeth Dela Cruz, president of Jollibee North America.
“We have an audience who wants our food; Jollibee’s presence in NA captured the hearts of Filipino-Americans looking for a taste of home but also converted an international audience and rose to become the best fast-food fried chicken in America,” she said in an interview with FastCasual. “This recognition beat established homegrown brands like Popeyes and Chick-fil-A.”
Dela Cruz will share the strategy behind the goal of hitting 350 North American stores by 2028 during her keynote, “Bringing Joy to North America: A Conversation with Jollibee President Maribeth Dela Cruz,” at the Restaurant Franchising and Innovation Summit, March 11-13, in Myrtle Beach.
“What was once a small challenger brand from the Philippines has continued to prove that unique products and unique brand identity make for a successful business,” she said. “With franchising, we are confident that we can continue to reach our customers where they are.”
The executive will also detail her journey from starting as a shift manager in the Philippines to leading the expansion across North America and navigating a changing restaurant industry.
“I’m excited to share how this legacy brand from the Philippines has grown (in North America) and the exciting path that we are charting forward with our newly launched franchise program,” Dela Cruz said.
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Founded in 2000, Networld Media Group is a leading media communications company specializing in digital media, events and associations in the technology, restaurant, banking, and retail industries. It’s media brands include ATMmarketplace.com, DigitalSignageToday.com, FastCasual.com, KioskMarketplace.com, QSRweb.com, RetailCustomerExperience.com and RewardsThatMatter.com. Events under the Networld umbrella include the Fast Casual Executive Summit, the Restaurant Franchising & Innovation Summit and the Self-Service Innovation Summit.
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