Filipino fast food chain Jollibee plans to expand its store network in North America to 250 by 2023. Its parent company Jollibee Foods Corporation (JFC) said it is committing to further expand the brand in North America, having identified the region as a key growth market.

There are currently 46 Jollibee outlets in North America, with the first store opened in 1998 in California. The expansion plan was announced at the inauguration of its new North American headquarters in West Covina, California on Friday. It says the new 28,000sqft headquarters will serve as a center of operations for Jollibee and its sister brands Chowking and Red Ribbon.

“The new Jollibee headquarters will ably support operations around North America in its quest to become a major fast food player in the region,” says the company. Jollibee has a restaurant network of more than 1400 at home and more than 230 elsewhere abroad.

Parent company JFC has more than 5800 restaurants in 35 countries globally, with recent investments including a joint venture to open Tim Wan Ho restaurants in China.