Jollibee

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This article is about the fast food chain. For the company which owns the brand and other fast food
chains, see Jollibee Foods Corporation.

Jollibee

Product Fast food chain

type

Owner Jollibee Foods Corporation

Country Philippines

Introduced January 1978; 41 years ago

Markets Southeast Asia, Middle East, Western Europe,

North America, East Asia (Hong Kong, Macau)

Tagline "Langhap-Sarap"

Website www.jollibee.com.ph

Jollibee is a Filipino multinational chain of fast food restaurants owned by Jollibee Foods
Corporation (JFC). As of April 2018, JFC had a total of about 1,200 Jollibee outlets worldwide;[1] with
presence in Southeast Asia, the Middle East, East Asia (Hong Kong, Macau), North America, Europe
(Italy,[2] UK[3]).
 Contents

 1History
 2Products
 3Ownership and management
 4Branch locations
 5Marketing and advertising
o 5.1Customer base
o 5.2Mascots
o 5.3Mass media
 5.3.1Television series
 5.3.2Web advertising
 6Notes
 7References
 8External links

History
In 1975, Tony Tan Caktiong and his family opened a Magnolia ice cream parlor in Cubao, Quezon
City.[4][5] The outlet later began offering hot meals and sandwiches upon request from customers.
When the food items became more popular than ice cream, the family decided to convert the ice
cream parlor into a fast food restaurant which became the first Jollibee outlet in 1978.[6] Management
consultant Manuel C. Lumba advised the family on the change in strategy.[4] Initially Jollibee was
named "Jolibe" but changed its name to "Jollibee".[7]
The company that would be managing the chain of fast food, Jollibee Foods Corporation was
incorporated in January 1978.[note 1] By the end of that year, there were seven branches in Metro
Manila. The first franchised outlet of Jollibee opened in Santa Cruz, Manila in 1979.[10]
Jollibee experienced rapid growth. It was able to withstand the entry of McDonald's in the Philippines
in 1981 by focusing on the specific tastes of the Filipino market, which differed from the American
fast food company.[11] The first Jollibee store overseas opened in Taiwan in 1986 which is now
closed.[12] Jollibee continued to expand and set up outlets both within the country and abroad. Mr.
Tan Caktiong, the son of poor Chinese immigrants, is now a billionaire.[13]

Products

Two pieces of Chicken Joy, the chain's core product, along with a serving of rice.

Jollibee is a fast food restaurant with American-influenced items, as well as casual Filipino fare.
Among the establishment's best sellers are its Yumburger,[14] the house hamburger first introduced
during their early days of operation; Chicken Joy,[15] a fried chicken meal introduced in the 1980s;
and Jolly Spaghetti, their sweet-style interpretation of spaghetti, which is being advertised as "the
meatiest, cheesiest spaghetti". (The Jolly Spaghetti resembles that of Italian spaghetti, with its
blanket of ragù, but under the ground beef are pieces of hot dog and ham.)[13] In the Philippines,
Jollibee serves Coca-Cola products for its beverages; in overseas markets, the chain
serves Pepsi products.
The Chickenjoy, a key product of Jollibee is a breaded crispy chicken meal. The way the chicken is
marinated is a trade secret. It is cited in 2019 as the bestseller of the fastfood brand in "every market
in the world" according to Dennis Flores, the head and President of Jollibee Foods Corporation
for EMEAA.[7]
Outside the Philippines, key products such as its chicken, spaghetti, and burgers are sold overseas
but also offers localized products in its international markets such as chili chicken in Vietnam
and nasi lemak in Brunei.[7]

Ownership and management

Jollibee, the fast food chain brand is owned by the Jollibee Foods Corporation which is based
in Pasig, Philippines. JFC has been open to franchising since 1979[16] with over 1000 Jollibee outlets
being operated by franchisees. JFC also owns other fast food brands in the Philippines such
as Chowking, Greenwich Pizza, Red Ribbon Bakeshop, Mang Inasal, and Burger King Philippines.[17]

Branch locations
Main article: List of countries with Jollibee outlets

Branches around the world:

Current locations
Former locations
Planned locations (as of 2015)
Jollibee Food Truck in Baliuag, Bulacan

Jollibee started with five branches in 1978. The JFC has Jollibee branches outside the Philippines in
locations in other countries in Southeast Asia, Hong Kong, the Middle East, North America, and Italy.
As of December 2016, Jollibee operates 1,100 stores, 950 of which are in the Philippines, its country
of origin, and 150 are situated in foreign markets.[18]
Jollibee's first outlet in North America opened in the United States in Daly City, California in June
1998.[19]
They expanded to Canada and have two locations in Winnipeg, one in Toronto, one in Mississauga,
and one in Edmonton, with plans to open 100 Canadian stores by 2023.[20][21]
Jollibee first entered the European market in 2018 with the opening of a branch
in Milan, Italy.[1] London, United Kingdom became the second location in Europe when it opened on
October 20, 2018.[citation needed]
They also had branches in Taiwan,[12] and Mainland China.[22] The first branch in Taiwan opened in
1986 it was the first branch overseas. Jollibee launched its first branch in Dubai in 1995 but it was
later closed.[12] Due to the 1997 Asian financial crisis, the chain was forced to withdraw its operation
in Malaysia and Indonesia.[23][24] After 21 year absence, Jollibee returned its operation in Malaysia
after the commencement of its Kota Kinabalu outlet in December 2018.[25][26][27] In 2013, they have
opened their first branch in Singapore and has since opened 5 branches.[28]
With at least a branch in Guam, it also had a larger presence in Oceania[29] It had branches in the US
territory of the Northern Mariana Islands and[30][31][32][33] in Papua New Guinea.[34]
Plans to enter the Australia[35] and Japan[35] markets were also entertained by the company.

Marketing and advertising

Customer base
Outside the Philippines, Jollibee's primary customers are different per country or region. In the
Middle East, Jollibee's primary market are the Overseas Filipino Workers while in Vietnam it is the
local population. Vietnam has more than a hundred outlets in 2019, or majority of its outlets outside
the Philippines.[7]
Mascots
Jollibee, a large anthropomorphic bee mascot dressed in a blazer, shirt, and chef's hat, was
introduced by the brand in 1980.[36] During the mascot's conception, Mickey Mouse of Disney was
made as the benchmark for Jollibee's design.[7]
The mascot Jollibee was designed to epitomize Filipino optimism. Tony Tan, chairman and founder
has compared the mascot's character to the Filipino working folk reasoning that the bee "hops
around and produces sweet things for life, and is happy even though it is busy".[37]
Other mascots were also made for the Jollibee fastfood chain, with many of them featured
in Jollitown, a children's show aired in the Philippines.[7]