Jollibee, Filipino Fast Food, Comes to Queens

The Jollibee line on Sunday at 3 p.m.

New York City has a strange relationship with fast food restaurants—our first McDonald’s, for example, opened in 1973, ten full years after the franchise had sold its one-billionth hamburger. McDonald’s initially took off in the Big Apple in part because diners accustomed to the joint’s kitsch and cheeseburgers were eager to share it with others. The opening of a new fast food restaurant within the five boroughs, it so happens, is hardly ever completely new to everyone.

Such is the case Jollibee, a Filipino fast food chain that serves a mashup of burgers, pasta, fried chicken, and Filipino dishes. New York’s first Jollibee opened in Woodside on Saturday; there are already more than 600 locations in the Philippines and some more all over the world, including two-dozen on the West Coast. On Saturday, the lines were not only out the door on Roosevelt Avenue; they went around the block. By the afternoon, the line wrapped around two blocks: Yelper Luke V. waited five hours for Jollibee’s Chickenjoy. Verdict: “I must say that although it wasn't worth a 5 hour wait, it still tasted delicious.”

Jollibee’s vice president for operations told the New York Times, “We’re expecting a line outside at 7 a.m.,” and “I notified the local police precinct.” On Sunday, there were streamers of yellow caution tape strung up around the restaurant, keeping the crowd in place. Occasionally customers braving the long wait would ask for someone to hold their place, so they could step out momentarily and take pictures of the very long line.

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By Hugh Merwin in Food on February 17, 2009 12:37 PM

Comments [rss]

uberathlete

lol @ a bunch of you racist barbarians.

Some of you have to gain an understanding of why this joint is so popular. Well, it's so popular in the Philippines that in some years its sales trump the combined sales of McDonalds, KFC, and Wendy's in the country.

It's popularity stems from nostalgia and the fact that it actually serves up some good food. Not the healthiest, but tasty. And there's lots of variety. I think in general, Americans love to overrate themselves, and it extends to food. Some of the most bland food I've ever tasted has been in the States. So get over yourselves and go get a Chicken Joy or a Peach Mango Pie. I guarantee ya'll that this fast food chain will be successful as it slowly expands in the US. There are enough crap establishments in the States that survive. This one is one of the most admired companies in all of Asia. So dump the clown and get friendly with the orange bee.

ivyleaguecrew

i feel like filipinos just like to wait on lines for whatever reason.. this looked like some kind of rare sneaker release...

golivar

i'm a fil-am and living in manila right now, and i disagree. take it from me, filipinos here (and i think asians in asia in general), do not understand the concept of waiting in line. it's "me first" all the way.

also, chow-king is much better than jollibees. i believe they're owned by the same company. here, wherever there is a jollibees, there's a chow-king pretty much right beside it.

Addicted to Chocohol

I've seen them in Hong Kong (where they've been mercilessly run over by Filipino domestic helpers on Sundays), but it should be interesting to see who would go there in Queens.

Nick S

love the mcrib avatar.

NannyState

It's been over twenty years since I've had some Olongapo Chicken.

...it's a restaurant? Oh.

Tar_Baby

I know it didn't happened, but what were the chances that someone were to have been stomped to death by crowd?

whitecastlerock

Yawn. Just another place for health inspectors to ticket and fine....

ides_of_march

Thanks for the heads-up. I'll have to check it out next time I'm over that way and the queues have gone.

bornbrednewyorker

Was there free food on the opening day? That can be the only explanation for this.

I've heard rumor that the Miami based Cuban fast food joint Pollo Tropical is coming to NYC. Expect long lines for this one as the food is actually good. A better trend than these horrifying hamburger chains.