Asian fast food giant Jollibee’s flagship UK restaurant has opened in Leicester Square, with more than 300 fans queuing from 3 o’clock in the morning to get a taste of what its kitchen has to offer.
Some excited customers stood in line for seven hours before the site opened to serve up its first orders of crispy fried ‘Chickenjoy’, Jolly Spaghetti and chicken burgers.
The ambassador of the Philippines, Antonio Lagdameo, attended the opening, cutting the ribbon alongside the head of Jollibee Europe, Adam Parkinson.
Jollibee’s launch queues are renowned around the world due its cult following of loyal fans. The restaurant is famous in the Philippines and around much of Asia and draws hundreds of chicken-lovers to its openings.
It is now open in four cities across the UK – London, Liverpool, Leeds, and Leicester – with six further launches planned before the end of 2021.
Mr Parkinson said: “This is a very proud moment for Jollibee in the UK as we open our London flagship. I was thrilled to see how many hundreds of fans turned up this morning to support us on opening day.
“This central London location represents our commitment to establishing Jollibee as a major chicken restaurant chain in the UK. We are bringing a premium fast-casual dining experience to London all at fast-food prices, providing young millennials, Gen-Z and our loyal fans a fun and joyous restaurant to share great food and social moments.”
Jollibee was founded in 1978 by Tony Tan Caktiong in the Philippines. The son of Chinese immigrants, he built up his business from humble ice cream store beginnings, then later on expanded his offering to a selection of hot food.
Parent company, Jollibee Group, operates 5,800 stores globally and is present in 33 countries. It is listed on the Philippine Stock Exchange.