JOLLIBEE Foods Corp. has launched the first Jollibee shop in Maryland, about 30 minutes from Washington DC, at the Westfield Wheaton Mall.

The fast-food chain intends to sell itself to visitors and so-called “Gen Pop” consumers who are unfamiliar with it but willing to try different foods.

“We are delighted to welcome our fans who have eagerly awaited Jollibee’s launch in the DC, Maryland, and Virginia areas, as well as to bring the brand to interested new customers,” Maribeth D. Dela Cruz, president of the Jollibee company for North America, Philippine brands, said in a statement on Thursday.

Since the beginning of the year, Jollibee has launched five new locations in the city.

The fast-food restaurant chain currently has 49 locations in 12 US states.

“Jollibee fans should expect more stores to open during the year in big cities such as Los Angeles, Chicago, and New York City,” the business added.

It plans to open 300 stores in North America by 2024.

Jollibee generated a net profit of P153 million in the first quarter of the year, reversing a loss of P1.68 billion in the same timeframe last year. Its revenue fell by 12% to P34.68 billion from P39.43 billion.

Over the time, revenue from its foreign division accounted for 41.1 percent of total global system-wide sales, with sales from the sector increasing by 1.3 percent.

According to the group, North America was one of the regions where revenue volumes for Philippine products were already equivalent or marginally higher than in March 2019.

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