Jollibee draws big crowds on opening day

Hundreds of people waited in line for hours at the new Jollibee Filipino fast-food restaurant that opened June 26 on N. Beauregard Street in Lincolnia.

There was even one couple, Naomi and David Session, who showed up at midnight Saturday for the 9 a.m. opening Sunday morning, reports Ricky Esquivias, marketing director at Jollibee USA. 

At about 1 p.m. a couple of people leaving the restaurant with bags full of Jollibee’s unique versions of fried chicken (Chickenjoy), spaghetti, and peach mango pie said they waited for three hours. 

So why does Jollibee have such a huge cult following? “The Filipino flavors add a unique twist to fast food,” Esquivias says. 

Also, spaghetti is not a standard fast food, and, because there aren’t that many Jollibee outlets in the U.S., “there’s an exclusivity to it,” he says.

In addition, Esquivias says, the Jollibee bee mascot’s “silly, over-the-top dances are very popular on social media.”

A Facebook post by Jollibee USA urges the people of DMV “to come experience our crispy delicious Chickenjoy. It’s like go-go music for your mouth.”