Jollibee Foods Corporation, the Philippines’ largest fast-food restaurant operator, is making another major move to expand its global business empire, this time by entering the fast-growing hot pot market. The company, long known for its expertise in quick-service dining, is now shifting towards a more diverse, premium food concept.
Famous for its iconic fried chicken, Jollibee has grown into a global fast food powerhouse, competing with industry giants like McDonald’s and Yum! Brands. Over the years, the company has expanded aggressively across North America, Asia, and the Middle East. With this latest move, Jollibee is continuing its strategy of branching beyond traditional fast food into new dining categories.
The company has announced plans to acquire Shabu All Day, widely regarded as one of South Korea’s leading hot pot brands. The deal is valued at approximately $87 million for full ownership, marking a significant step into the premium and experience driven dining segment. This acquisition reflects Jollibee’s intent to capture a piece of the rapidly growing hot pot market.
Founded in 2014 in Seoul, Shabu All Day has rapidly expanded into Korea’s largest hot pot chain, with around 169 locations nationwide. The brand is known for its all-you-can-eat hot pot experience, offering premium beef, a wide variety of cooked dishes, unlimited desserts, and alcoholic beverages for adult customers. Its focus on quality, variety, and value has made it a favorite among diners seeking both comfort and social dining experiences.
Shabu All Day’s strong reputation is supported by impressive financial performance. The chain generates approximately $285 million in annual system-wide sales, with an average of $2.4 million in revenue per location. For Jollibee, acquiring such a high-performing brand represents a strategic entry into the global hot pot industry, which continues to gain popularity across multiple regions.
Industry analysts expect sustained growth in this segment. According to Euromonitor International, the global hot pot market could reach $90 billion by 2029. This growth is largely driven by increasing consumer preference towards communal and customizable dining experiences, where customers can personalize their meals and enjoy food in a shared setting.
Jollibee Group Chairman Tony Tan Caktiong emphasized that the acquisition aligns with the company’s long-term strategy of investing in high-performing and scalable restaurant brands. By adding Shabu All Day to its portfolio, Jollibee is positioning itself to benefit from both premium dining trends and international market expansion.
This move also strengthens Jollibee’s presence in South Korea, following its 2024 acquisition of a 70% stake in Compose Coffee for $340 million. Together, these investments highlight the company’s strong confidence in the region’s foodservice market and its long-term growth potential.
If completed as expected, Shabu All Day will join Jollibee’s expanding global portfolio and play a key role in its push into one of Asia’s fastest-growing dining formats.
