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On a cold day in New York City, just a short walk from Times Square, a line of people has formed; they’re neatly herded by a rope in front of an unassuming building sandwiched between the city’s many skyscrapers. A man stands guard by the door, asking individuals how many people are in their party and ushering in just a few at a time.

It isn’t the scene outside some hot New York City nightclub. It’s lunchtime in Midtown and the crowd is waiting to eat at Manhattan’s first Jollibee — suddenly, it’s the place to be.

Jollibee, known as “the McDonald’s of the Philippines” — where it was founded — has a relatively small presence in the U.S.; there are only 37 stores over a handful of states. But in the Philippines the fast-food chain is an absolute sensation, handily beating McDonald’s and Burger King in popularity and local market share. There, Jollibee has more than 750 stores and is a dominant market leader.