Jollibee is Conquering Spain for the Philippines with Chickenjoy

Here's what the announcement in Spanish means.

by Joel Guinto

Photo/s: Eloisa Lopez/Reuters

Jollibee is opening its first branch in Spain in the capital, Madrid, promising to bring fried chicken with a tropical twist to the land of the Philippines' former colonial masters of 300 years.

The Filipino firm's foray to Madrid was announced on the 500th year anniversary of the start of Spain's colonization of the Philippines. Jollibee is Asia's largest fast food chain and is seeking its place in the global top five.

A teaser on Jollibee Espana's Facebook page however revealed its star product for that market -- Chickenjoy.

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Madrid will soon taste fried chicken with a "tropical twist", according to the announcement. While Jollibee is marketed as an all-around restaurant in the Philippines, there's an emphasis on Chickenjoy when it is promoted abroad. It's a "friend chicken and burgers" restaurant.

Europe is one of Jollibee's growth areas, opening its most recent overseas stores in the UK and the Vatican.