Jollibee
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| Type | Public (PSE: JFC) |
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| Industry | Restaurants |
| Founded | 1978 in Quezon City, Philippines |
| Key people | Tony Tan Caktiong President & CEO |
| Products | Fast food |
| Revenue |  US$ 1.32 billion (2008) |
| Net income | US$ 52.2 million (2008) |
| Subsidiaries | Chowking Greenwich Pizza Red Ribbon Mang Inasal |
| Website | jollibee.com.ph |
Jollibee Foods Corporation (PSE: JFC) is the parent company of Jollibee, a fast-food restaurant chain based in the Philippines. Among JFC's popular brands are Jollibee, Chowking, Greenwich, Red Ribbon, Caffe Ti-amo, Mang Inasal (70%) and Burger King Philippines (54%) .[1] Since its inception, Jollibee has become an increasingly profitable fast-food chain with 686 restaurants in the Philippines and 57 in other countries employing 29,216 workers.[2] Including all its brands, JFC has 1,804 stores worldwide and total sales of more than US$1 billion as of December 2008[citation needed].
In addition to its subsidiaries, JFC was the Philippine franchise holder of Délifrance until late-2010, when both companies severed their ties[citation needed]. All former Délifrance branches now operate as CafeFrance, which is owned and operated by Euro-Med Laboratories Philippines, Inc.[3]
To date, the first branch of Jollibee is still operating in Coronet, Cubao under the Jollibee Foods Corp.
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[edit] History
In 1975 Tony Tan Caktiong and his family opened a Magnolia Ice Cream parlor[4] in Cubao.[5] Sometime in 1978, Caktiong and his brothers and sisters engaged the services of a management consultant, Manuel C. Lumba. Lumba shifted the business focus from ice cream to burgers,[4] after his studies showed that a much larger market was waiting to be served. Lumba became Caktiong's first business and management mentor.
The Jollibee mascot was inspired by local and foreign children's books. Lumba created the product names "Yumburger" and "ChickenJoy". He had the company incorporated and leased a house on Main St. in Cubao, Quezon City as the first headquarters. Lumba formulated a long-term marketing strategy: listing up a number of consumer promotions and traffic building schemes. Caktiong stressed that developing internal strengths was critical. The stores were re-designed, the service transformed into a full self-service, fast-food operation with drive-throughs. Not long after, Caktiong and Lumba went on an observation tour in the United States, attended food service and equipment conventions. Caktiong placed Lumba in charge of franchise development.[citation needed]
[edit] Expansion and acquisitions
The company acquired 80% of Greenwich Pizza in 1994, enabling it to penetrate the pizza-pasta segment. From a 50-branch operation, Greenwich has established a strong presence in the food service industry. In early 2006, Jollibee Foods Corp. bought out the remaining shares of its partners in Greenwich Pizza Corp., equivalent to a 20% stake, for P384 million in cash.[6]
In 2000, the company acquired Chowking, allowing Jollibee to be part of the Asian quick service restaurant segment.[7][8] In 2007, Jollibee acquired the Chinese fast-food chain Hongzhuangyuan.[9]
Jollibee purchased 70% of Taipei restaurant Lao Dong in June and Chun Shui Tang tea house in 2006. In 2004, Jollibee acquired Chinese fast food chain Yonghe Dawang for $22.5 million. Jollibee entered into a joint-venture contract with US-based Chow Fun Holdings LLC, the developer and owner of Jinja Bar Bistro in New Mexico, in which Jollibee will have a 12% stake for $950,000.[10][11][12]
On August 26, 2008, Jollibee formally signed a P2.5 billion ($55.5 million) deal with Beijing-based Hong Zhuang Yuan through its wholly owned subsidiary Jollibee Worldwide Pte. Ltd. The sale is subject to the approval of China's Ministry of Commerce.
On October 19, 2010, Jollibee acquired 70% share of Mang Inasal, a Filipino food chain specializing in barbecued chicken, for P3 billion ($68.8 million).[13][14][15] The same month, Jollibee signed a deal to acquire 55 percent of China's Guangxi San Ping Wang Food and Beverage Management Co. Ltd., operators of the San Pin Wang beef noodle business for 30 million RMB.[16]
On October 1, 2011, Jollibee acquired a 54% stake in BK Titans, Inc., the sole owner of the Burger King franchise in the Philippines.[17]
[edit] Products and locations
Jollibee is an American-style fast-food restaurant with Filipino-influenced dishes specializing in burgers, spaghetti, chicken and some local Filipino dishes.[18][19][20][21][22] In the Philippines, Jollibee serves Coca-Cola products for its beverages; in overseas markets, the chain serves Pepsi products.
Currently the largest fast-food chain in the country, it also has locations in the United States, Saudi Arabia, Hong Kong, Vietnam, Indonesia, United Arab Emirates and Brunei.
- Asia
- North America
[edit] Mascot
Jollibee, the large bee mascot dressed in a blazer, shirt, and chef's hat introduced by the brand in 1980 is probably the most widely recognized character in the Philippines.[23]
| Name | Year introduced | Represents | Field | Appearance |
|---|---|---|---|---|
| Jollibee | 1980 | Main franchise mascot | Leader of Jollibee | Mascot Appearance(Every Weekends), Concerts, Jollitown, Jollibee Kids Party |
| Chickee | 1987 & 1993, discontinued | Chickenjoy | (discontinued) | (discontinued) |
| Lady Moo | 1993, discontinued | Milkshakes | (discontinued) | (discontinued) |
| Mico | 1985, discontinued | Milkshakes | (discontinued) | (discontinued) |
| Champ | 1984 | Champ Premium hamburger | (discontinued) | (discontinued) |
| Yum | 1989 | Yumburger | Hi-Technology | Concerts, Jollitown, Jollibee Kids Party |
| Twirlie | 1988 | Jolly Twirl, Sundae and Jollibee Float | Singing & Dancing | Concerts, Jollitown, Jollibee Kids Party |
| Popo | 1985 | Jolly Crispy Fries | Games, Sports, and Jokes | Concerts, Jollitown, Jollibee Kids Party |
| Hetty | 1984 | Jolly Spaghetti | Cheerleader | Concerts, Jollitown, Jollibee Kids Party |
[edit] Jollitown TV show
On April 13, 2008, a children's television program called Jollitown was launched by Jollibee and friends. The timing was chosen to highlight Jollibee’s 30th anniversary. Jollibee and his friends Yum the scientist, Twirlie the star performer, Hetty The chearleader and Popo the gym coach are the stars of the show, which airs Sundays, 9:30 a.m. or 8:00 on GMA Network.[24] The show left GMA on November 14, 2010. On July 17, 2011, Jollitown moved to ABS-CBN for its 4th season every Sunday at 9 am (every Sunday). The season's concept is based on Time traveling.
[edit] Awards
Jollibee has won many accolades. It has consistently been mentioned as one of the Philippines' and Asia's most admired companies in surveys conducted by publications such as Asian Business Magazine and The Asian Wall Street Journal and has received other plaudits from Euromoney and Asia Money. In 2008, it was also the recipient of the FMCG and F & B Asia Pacific Supply Chain Excellence Award at the SCM Logistics Excellence Awards.[25][26][27]
[edit] References
- ^ Jollibee's 2008 profits dip despite sales jump
- ^ Jollibee Foods Corporation. (March 2010). Jollibee Foods Corporation 2009 Annual Report (SEC Form 17-A).
- ^ Dumlao, Doris (2010-09-08). "Jollibee Selling Delifrance". Philippine Daily Inquirer. http://business.inquirer.net/money/breakingnews/view/20100908-291184/Jollibee-selling-Delifrance. Retrieved 2011-01-22.
- ^ a b Go, Josiah (2001). Fundamentals of Marketing: In The Philippine Setting. Quezon City, Philippines: Design Plus. pp. 1–2. ISBN 971-91860-5-4.
- ^ Jollibee – About Us – History
- ^ Ordinario, Cai U. (2006-01-18). "Jollibee Foods buys out partner in Greenwich Pizza". BUSINESS (The Manila Times Internet Edition). http://www.manilatimes.net/national/2006/jan/18/yehey/business/20060118bus8.html. Retrieved 2007-03-12.
- ^ "Restaurant chain trains staff, bags corporate social responsibility award". Cebu (Sun.Star Publishing, Inc.). "bee and that the listed food giant has the exclusive rights to operate Delifrance outlets in the country. "The acquisition involved a restructuring of all advances by Jollibee and Delifrance Asia amounting to P130 million into equity," a public statement said. Jollibee added that the strong sales posted by Delifrance encouraged it to buy out its partner."
- ^ Arcibal, Cheryl M.. "Jollibee group buys out partner in Delifrance". BUSINESS (The Manila Times Internet Edition ss/20061111bus4.html).
- ^ Philippine fast-food giant acquires China chain. (September 20, 2007). AFP.
- ^ Jollibee buys Beijing-based congee chain. GMA News.
- ^ Jollibee buys out Beijing resto chain. tradingmarkets.com.
- ^ Fast-Food Giant Jollibee Foods Acquires Chinese Congee Chain. allheadlinenews.com.
- ^ Zinnia B. Dela Peña (October 19, 2010). "Jollibee acquires Mang Inasal for P3B". The Philippine Star. p. B-1.
- ^ "Jollibee to buy Mang Inasal for P3 billion". BUSINESS (GMANews.tv). 2010-10-18. http://www.gmanews.tv/story/203720/jollibee-to-buy-mang-inasal-for-p3-billion. Retrieved 2010-10-20.
- ^ Jollibee Set to Acquire Mang Inasal - Manila Times, October 19, 2010
- ^ Dumlao, Doris. (October 27, 2010). Jollibee buys fast-food chain in China. Philippine Daily Inquirer.
- ^ Dumlao, Doris C. (2011-10-01). "Jollibee Buys Burger King Franchise in the Philippines". Philippine Daily Inquirer/Yahoo! Philippines. http://ph.news.yahoo.com/jollibee-buys-burger-king-franchise-philippines-063005996.html. Retrieved 2011-10-02.
- ^ Young et al. (2008). Principles of Marketing. pp. 254–256. ISBN 9789712350634.
- ^ Conde, Carlos H. (2005-05-31). "Jollibee stings McDonald's in Philippines". The New York Times. http://www.nytimes.com/2005/05/30/business/worldbusiness/30iht-burger.html?pagewanted=all. Retrieved 2010-01-05.
- ^ A busy bee in the hamburger hive. The Economist.
- ^ Pellisier, Hank. (July 17, 2010). Halo-Halo. The New York Times.
- ^ Foggin, Mark. (February 13, 2009). Fast Food for the Filipino Soul. The New York Times.
- ^ Wong, Dave. (April 2007). Battling against a brand. Change Agent. Synovate.
- ^ Aguilar, Dheza Marie. (May 17, 2008).The Jollibee gang hits television. Manila Standard Today. Retrieved November 1, 2010 from Telebisyon.net.
- ^ Jollibee – About Us – Awards
- ^ Jollibee RP's most admired company for 3rd straight year. (December 16, 2000). Philippine Daily Inquirer.
- ^ Jollibee bags supply chain award. (November 21, 2008). ABS-CBN News.
[edit] External links
- Jollibee Website
- Jolibee US Website
- Jollitown Website
- Jollibee in Dubai - TEN Yellow Pages
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