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Crowd: New Jollibee in Kahului worth the wait

50 employees at Maui Marketplace location

The front of Friday’s long line poses for a group photo before Jollibee’s opening at the Maui Marketplace in Kahului. The Maui News / MATTHEW THAYER photo

KAHULUI — There’s only one reason to go without sleep, staying overnight in a lawn chair under the stars off Dairy Road in Central Maui.

“Chickenjoy,” said Clarence A. Fune, who had slightly red eyes and a big white smile. “It’s so worth it.”

The Kahului resident was second in line at the grand opening for Filipino fast food restaurant Jollibee on Friday morning, which was attended by hundreds of residents, along with company officials, a mascot, a DJ, an emcee and various media outlets. The first 50 people in line won a bucket of Chickenjoy once a month for 12 months.

Jollibee, known for it’s crispy fried chicken Chickenjoy and it’s sweet Filipino spin on spaghetti Jolly Spaghetti, started in the Philippines in 1975 and is now found around the world. The newest spot in Maui Marketplace’s old Bank of Hawaii building is the 41st location in the U.S. and the fifth in Hawaii (Oahu has four locations).

Maui’s Jollibee, with an indoor and outdoor dining area, has 50 employees, said company spokeswoman Maisie Heine.

Jollibee Foods Corp. decided to expand to Maui because of the Valley Isle’s strong Filipino presence. The company is eyeing another spot on Oahu and potential locations on other Hawaii islands.

“Maui has a good population of Filipinos — 30 percent of the population here are Filipino,” said Beth Dela Cruz, president of Jollibee Foods Corp. North America, Philippine Brands Group. “It just made sense to come to Maui. In fact, we have a lot of customers who go from Maui to Oahu every weekend . . . who get their (Jollibee) products and bring it all the way back here.

“For Maui, it’s now their turn to have a Jollibee.”

With chants of “it’s our turn” and “Jollibee,” along with several moments when crowd members broke into dance, the energy was high Friday morning despite many who stayed in line eight hours or more for a chance to win prizes, check out the restaurant and order food.

“This is history in the making,” said Anna Matsui, a Wailuku resident, who said she’s eaten Jollibee since childhood. “Maui has a huge Filipino community and many of us will have to fly off island just to have our Jollibee. I’m just so proud of our fellow Filipinos for coming out, coming here, just to show love and welcome our Jollibee.”

The Maui News / MATTHEW THAYER photo

First-in-line Frank Barbosa of Kihei said the “juicy, tender” Chickenjoy for breakfast was worth waiting about 15 hours in line and using a cot overnight. He arrived at 4:40 p.m. Thursday and entered the restaurant after 9 a.m. when doors opened.

“It was exciting. I met a lot of people out there,” he said after starting to eat Chickenjoy. “It was fun.”

Barbosa, who said he is Filipino and born and raised on Maui, said Jolliebee is for everyone, regardless of ethnic makeup.

“You have to come out here and try it,” he said. “Taste that chicken — it will bring a smile to your face.”

Dela Cruz said Jollibee has a strong following around the world. When asked about whether the food is just for Filipinos, she said: “Absolutely not, OK?”

The Maui News / MATTHEW THAYER photo

“It’s a Filipino favorite, it’s all about the taste of home for them,” Dela Cruz said. “But taste knows no barriers. Filipinos or non-Filipinos get curious and try the product. When they try it, they truly love it.”

The Maui News / MATTHEW THAYER photo

The Maui News / MATTHEW THAYER photo

The Maui News / MATTHEW THAYER photo

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