Six years after it was first announced that Jollibee would be returning to San Francisco, it has finally come to fruition. The company had originally filed public permits for the Market Street location in November 2020. On Thursday, July 30, the company’s spokespeople and San Francisco’s leadership gathered at the intersection of Market and Fifth streets to make the announcement. Starting Friday, July 31, it will open its doors to customers.
The eatery has taken over the retail space on the beleaguered corner of Market and Fifth. Situated above Powell Street Station’s Hallidie Plaza, the area is an unofficial gateway from Union Square to the Tenderloin. Because of its proximity to an area best known for drug scenes, the area has suffered a significant amount of blight and crime. The 24-hour Carl’s Jr., on the same block, has protective plexiglass panels between cashiers and customers.
Now, though, the block does seem to be changing, with a number of projects and developments.
Jollibee, a fast-food chain based in the Philippines, is best known for several specialty items, including Chickenjoy Fried Chicken, Jolly Spaghetti (pasta with sweet-style tomato sauce, sliced hot dogs, and cheese), and Peach Mango Pie.
The new location is at 934 Market Street. The stated hours on their website are 9 a.m. to 10 p.m., seven days a week, but representatives said they will actually stay open until midnight. San Francisco’s first-ever Jollibee opened in 1999 at 200 Fourth Street, across from the Moscone Center. It served the SoMa/Yerba Buena area for about 12 years before closing in 2011.
Mayor Daniel Lurie, Senator Scott Wiener, and District 3 Supervisor Danny Sauter were on hand to celebrate the opening.
Lurie highlighted the changes in the San Francisco business community, explaining that the permitting system has become faster and easier. In February 2026, the administration announced the City Business Portal, an online platform that helps new enterprises start, and the PermitSF portal, which helps business owners apply for, manage, and pay for commercial permits. The entire system is streamlined.
Lurie mentioned the frustration of people wanting to invest in the city, noting that six years is far too long for any business to launch. He pointed out the office-to-housing conversion that is just across the street, and that there is a boom in interest for businesses wanting to open on Market Street.
“We have assigned restaurants to have a single public health inspector from start to finish, we eliminated permits for sidewalk tables and chairs, and we’re allowing storefront changes to be approved in weeks instead of a lengthy hearing process,” Lurie said. Over 80 percent of permits are now approved within 30 days. To date, the digital system has issued more than 1,500 permits.
“We are so fired up to have a Jollibee here,” said Lurie. “For years all of us have driven by the corner, we’ve seen the sign, and years of permitting, bureaucrats, and delays. Business owners in San Francisco shouldn’t have to navigate this just to get open.”
At the end of the speeches, Jollibee employees wheeled in a giant bucket of fried chicken, and pieces to toast the new venture were distributed to the indoor crowd. Throughout the event, staff and company representatives happily told everyone to “have a ‘Jollie’ day.”
As for the outside community, many were looking in with curiosity and excitement, including San Francisco native Patrick Lane Jr. “When I first came to the neighborhood, it looked like it was closing down,” said Lane. “But I feel very heartfelt that its opening. This should be nice for this neighborhood because everyone loves chicken.”
This article has been updated.
