During a sightseeing trip to Reading in the United Kingdom, we stumbled upon something unexpected: a Jollibee! We spotted it while walking through the city centre, and its iconic red logo with the smiling bee face immediately caught our attention. For those unfamiliar, Jollibee is a fast food chain with a unique twist that hails all the way from the Philippines.
The Origins of Jollibee
Jollibee was founded in 1978 by Tony Tan Caktiong in Manila, Philippines. What started as a small family-run ice cream parlour soon evolved into a fast food restaurant after discovering the Filipino public’s love for fried chicken, sweet spaghetti with sausage, and burgers with a flavour quite unlike the American style. With vision and ambition, Tony Tan decided to adapt the menu to local tastes, which created a strong emotional connection with customers.
Jollibee is part of the Jollibee Foods Corporation (JFC), which has since acquired other international chains such as Smashburger, The Coffee Bean & Tea Leaf and more. Today, Jollibee is one of the most beloved brands in the Philippines and has begun its international expansion with great success, especially among Filipino communities abroad.
Jollibee in the UK
What surprised us the most was that the UK now has 13 Jollibee locations. This shows that the concept has been well received by the British public, not just by Filipinos living here. The Reading branch had a modern, colourful and very family-friendly atmosphere, with cheerful decor and cultural references on the walls. The in-store experience was excellent, from the intuitive self-service kiosks to the spotless menu displays and clean environment.
The staff were friendly and attentive, and the open kitchen allows you to see how the food is prepared, which is always reassuring. We saw both families and young people enjoying their meals, which suggests that Jollibee has managed to connect with a broad range of customers.
And in Spain?
Spain, on the other hand, currently has just one Jollibee, located in Madrid. Even though Barcelona is home to a large and vibrant Filipino community, the chain has yet to open a branch in the Catalan capital. Personally, I believe opening a Jollibee in Barcelona would be a brilliant idea, as its unique menu offers something distinctly different from chains like KFC or Popeyes.
The flavour has a unique and authentic character. For example, the “ChickenJoy” is crispy on the outside, juicy on the inside, and the gravy (a traditional Filipino brown sauce) adds a comforting touch rarely found in other chains. The spaghetti has a particularly sweet taste that may come as a surprise, but wins over those looking for something different. Their hot dog, topped with grated cheese, ketchup and mustard, is a simple yet effective mix of flavours.
Honestly, I prefer Jollibee over other similar brands. It has identity, history, and a variety that breaks away from the monotony of typical fast food. I have no doubt that a Jollibee in Barcelona would be a huge success – not only among the Filipino community, but also among foodies curious to try something new.
Affordable prices and generous portions
One of the highlights we noticed during our visit was the pricing. For an international restaurant, the prices were quite reasonable – especially considering the portion sizes and quality of ingredients. Here are a few examples:
- 4-piece chicken tenders combo with chips and a drink: £8.49
- 2-piece spicy ChickenJoy with gravy, chips and a drink: £7.49
- Mango and coconut sundae: £1.99
- Hot dog with grated cheese, ketchup and mustard: included in meal deals or around £3–4 on its own
Altogether, a full dinner for two including dessert came to just £17.97, taxes included. A surprisingly fair price given the quality, quantity, and presentation. The restaurant also offered eat-in and takeaway options, which is very convenient for those passing through the city or catching a train from the nearby station.
Jollibee is more than just a brand – it’s a different kind of experience. Its fusion of flavours, rich history, eye-catching design and family-friendly ethos make it a delightful and refreshing alternative in the fast food world. Beyond the marketing, Jollibee offers a heartfelt connection to a vibrant culture, and a new way to enjoy quick meals.
Here’s hoping we’ll soon be able to enjoy one in Barcelona. I’m certain it would be a huge success – and I, for one, would be among its most loyal customers from day one.
