Jollibee is preparing to open its first-ever franchised U.S. location on the West Coast, marking a major milestone in its American expansion strategy. Until now, nearly all U.S. stores have been corporate-owned, but this shift toward a franchise-led model signals a new phase of accelerated growth and market penetration.
For potential franchisees, investors, and QSR analysts, the biggest question is:
What pricing structure will the first West Coast franchise use, and how closely will it follow existing market benchmarks?
To answer this, we analyzed five months of California menu pricing trends (Jul–Nov 2025) across Jollibee’s core categories. California is the closest and most accurate regional proxy for the upcoming location, making it the ideal foundation for forecasting the new store’s introductory pricing.
Below is a detailed breakdown of what customers, franchise operators, and QSR observers can expect on Day 1.
🍔 Burgers — Forecast Price: ~$12.85–$12.95
California Trend:
Stayed completely stable at $12.90 for five consecutive months, showing zero volatility across the period.
What This Means: The new store is expected to launch very close to the California benchmark, reflecting stability in this category that indicates strong cost control and predictable margin structures, while franchisees can benefit from a price point that already performs well in competitive West Coast market
🥪 Sandwiches — Forecast Price: ~$10.50–$10.60
California Trend:
Prices gradually increased from $10.28 → $10.55, reflecting a soft, controlled upward adjustment.
What This Means: The new West Coast pricing will likely adopt a modest premium within the expected range, striking a balance that maintains Jollibee’s value perception while absorbing rising supply-chain costs, and establishing a strategic pricing lane that supports both profitability and competitive positioning.
🍗 Fried Chicken Bucket — Forecast Price: ~$17.40–$17.50
California Trend:
Remained fixed at $17.42, showing the strongest stability of any category.
What This Means: This category will likely serve as the anchor price for the new store, with buckets acting as Jollibee’s high-volume hero product; stable pricing boosts both sales and predictability, while consistency signals confidence in demand elasticity across West Coast markets.
🍱 Meals — Forecast Price: ~$26.10–$26.25
California Trend:
Soft decline from $26.21 → $26.13, while other states remained flat.
What This Means: The new franchise may adopt slightly more competitive meal pricing, especially during its first 60–90 days, to support strong trial traffic and repeat visits as the brand builds its regional presence, with a mild downward trend indicating room for flexibility without compromising margins.
🥤 Perfect Pairs — Forecast Price: ~$13.55–$13.70
California Trend:
Averaged at $13.69, ending slightly lower at $13.61.
What This Means: This category will likely be used strategically with promotional bundles, with mild price adjustments expected during launch to maximize upsell opportunities, as combos remain one of Jollibee’s most effective basket-builders and are crucial for first-year unit economics.
🔍 What This Means for the West Coast Launch
1. California Provides the Most Reliable Pricing Baseline
With minimal fluctuations across nearly all categories, California gives the franchise a stable, proven foundation for price setting.
2. Franchisees Gain Clear Visibility Into First-Year Unit Economics
Forecasted prices indicate predictable performance, making planning easier for new franchise operators.
3. Pricing Stability Supports a Strong Opening Strategy
Low volatility allows the brand to focus on strategic promotions, localized marketing, opening-week traffic spikes, and long-term loyalty building.
4. Competitive Pricing Will Boost Early Footfall
The data reflects an intentional balance between value and margin an approach designed to support strong customer adoption within the first 60–90 days.
Bottom Line
The new West Coast franchise will almost certainly launch with highly stable, data-backed pricing that mirrors California’s historical averages. This ensures a strong value perception right from Day 1 while giving franchise operators a reliable, proven framework for sustainable first-year performance.