Jollibee is a fast-food chain from the Philippines that opened its first New York branch six months ago beneath the No.7 train tracks in Woodside, Queens. Also known as the McDonald's of the Philippines, Jollibee is now the largest Filipino food company. According to food experts, Jollibee owes its success in the Philippines to the fact that it caters to local tastes, unlike McDonald's. Gene Gonzalez, a restaurateur and food consultant who runs the Manila-based Center for Asian Culinary Studies, said Jollibee adjusted its burger to taste like the meatballs that Filipinos like. "Unlike Americans, Filipinos do not like pure beef patties, which can be bland. They like their burgers to taste like meatballs, which are stronger-flavored, with flavor extenders - spices, garlic, onion, celery," he said. Jollibee is located at 62-29 Roosevelt Avenue at 63rd Street in Woodside, Queens.