Korea’s leading value-focused coffee chain draws robust pre-opening demand; expansion supports Jollibee Group’s scalable coffee platform
Jollibee Foods Corporation (PSE: JFC) today shared an update on Compose Coffee, its majority-owned South Korean coffee brand, following a strong pre-opening debut in Taiwan as the company advances its international coffee growth strategy.
Compose Coffee—one of South Korea’s leading value-focused coffee chains—delivered a standout debut in Taiwan, attracting strong crowds during the pre-opening of its first store and signaling a highly encouraging start in a new market. The opening performance reinforces the brand’s ability to generate immediate consumer demand outside Korea and supports its positioning as a scalable growth platform within the Jollibee Group portfolio.
Customers began lining up as early as 8:00 a.m., with demand building throughout the day. At peak periods, the store sold approximately one cup every 20 seconds, while wait times stretched up to two hours, reflecting strong excitement around the brand’s arrival. This enabled the store to generate approximately NT$70,000 in Day 1 sales.
The response underscores the appeal of Compose Coffee’s value-driven offering, combining high-quality delicious beverages, competitive pricing, and generous serving sizes. Its Korea-inspired menu resonated strongly with local consumers, with signature items such as the iced Americano, red bean injeolmi milkshake, and dalgona latte emerging as customer favorites. Leveraging K-pop’s sustained momentum—anchored by BTS’ return to the stage and V as Compose Coffee’s brand ambassador—has helped elevate brand buzz and encourage first-time trial among new customers.
The Taiwan launch marks another milestone in Compose Coffee’s strategic international expansion, highlighting the brand’s ability to attract and engage customers in new markets. Insights from the pre-opening will be used to further enhance operations and customer experience ahead of the official launch.
Jollibee Group CEO for the International business, Richard Shin, said: “We are encouraged by the strong early response to Compose Coffee’s proposition in Taiwan. We believe the brand has unlimited potential to become a leading global brand. Built around great-tasting, quality coffee at accessible prices—Compose Coffee is designed for everyday enjoyment—supported by a simple, efficient store model that can scale across markets.”
The brand’s proven store format and value-led menu are designed to be replicated across international markets, supporting Jollibee Group’s growth ambitions in coffee— including its previously announced plans to enter the Philippine market this year.
Compose Coffee’s “Pour Over Coffee” is now available in every room at Hotel 101 Madrid, which features approximately 500 rooms. With daily in-room coffee consumption, this partnership provides a stable annual recurring revenue stream from this key account.
Compose Coffee forms part of the Jollibee Group’s expanding coffee and beverage portfolio, which continues to gain traction globally. The brand’s entry into Taiwan provides early learnings that will support disciplined expansion as Compose Coffee prepares to enter the Philippine market this year.
With an established network of approximately 3,000 stores in South Korea, Compose Coffee represents a profitable and scalable growth platform that contributes meaningfully to Jollibee Group’s expanding international business.
Compose Coffee has also earned strong consumer recognition in its home market, including highest customer satisfaction rating among South Korea’s leading low-cost coffee franchises in a recent survey by the Korea Consumer Agency (KCA). The recognition underscores the brand’s focus on quality and customer experience as it expands internationally.