Other American Studies Commons^™

“Fast Food For The Filipino Soul”: Consuming Identity At Jollibee In Queens, Rebecca Gehman

American Studies Senior Theses

On February 13, 2009 in Woodside, Queens an estimated 4,500 Filipino- Americans formed a line outside in thirty five-degree weather. Braving the cold and a nearly four hour wait these Filipino-Americans were desperate for the first east-coast extension of Jollibee to open itʼs doors. The media that covered the opening attempted to understand what was behind this Filipino fervor, one New York Times article was titled “Fast Food for the Filipino Soul”. Filipinos told reporters they were desperate for a “taste of home.” But what is this “taste of home”? The Filipino owned and operated fast food chain serves hot …