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Jollibee 2011 logo.svg
Product typeFast food chain
OwnerJollibee Foods Corporation
IntroducedJanuary 1978; 41 years ago (1978-01)
MarketsSoutheast Asia, Middle East, Western Europe, North America, East Asia (Hong Kong, Macau)

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]).


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]


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

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]


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]

Statue of Jollibee at the main entrance of a Jollibee store in Trece Martires, Cavite
Mascots of Jollibee
Name Year first introduced Represents
Jollibee 1980[36] Main franchise mascot, chef
Chickee 1983[36] (discontinued) Chickenjoy
Lady Moo 1983[36] (discontinued) Milkshakes
Mico 1985[citation needed] (discontinued) Breakfast
Champ 1984[36] (discontinued) Champ Premium hamburger
Yum/Mr. Yum 1989 (as Mr. Yum)
2008 (as Yum)[citation needed]
Twirlie 1988[citation needed] Desserts
Popo 1985[citation needed] French fries
Hetty 1984[36] Spaghetti

Mass media

Television series

On April 13, 2008, a children's television program called Jollitown was launched. The timing was chosen to highlight Jollibee's 30th anniversary. Jollibee and his friends: Yum the scientist, Twirlie the star performer, Hetty the cheerleader and Popo the gym coach are the stars of the show, which airs Sundays, 9:30 a.m. or 8:00 on GMA Network.[38] On July 17, 2011, Jollitown moved to ABS-CBN for its 4th and 5th season every Sunday at 9 am (every Sunday). On July 20, 2013, the show moved back to GMA Network for The Jollitown Kids Show or Jollitown Season 6 until it ended on October 12, which spanned for almost 5 years.

Web advertising

In November 2018, The 23 original Kwentong Jollibee videos on its YouTube channel reached a total of 64 million views.[39]


  1. ^ The JFC states that its date of incorporation was on January 28, 1978[8] while the Philippine Stock Exchange list the date of incorporation as January 11, 1978.[9]


  1. ^ a b "Jollibee lands in Europe". Malaya Business Insights. April 5, 2018. Retrieved April 6, 2018.
  2. ^ "Blockbuster lines greet Jollibee's first store opening in Milan, Italy". March 26, 2018. Retrieved April 16, 2018.
  3. ^ "Epic 18-HOUR queues as opening of 'Asian KFC' 🐔 shop Jollibee sparks huge crowds in London". The Sun. October 20, 2018. Retrieved October 20, 2018.
  4. ^ a b Go, Josiah (2001). Fundamentals of Marketing: In The Philippine Setting. Quezon road, Philippines: Design Plus. pp. 1–2. ISBN 971-91860-5-4.
  5. ^ "About Us « Jollibee Foods Corporation". Retrieved August 11, 2018.
  6. ^ "From Ice Cream Parlor to Fast Food Empire: Tony Tan Caktiong's Story". WIPO. World Intellectual Property Organization. Retrieved November 2, 2017.
  7. ^ a b c d e f Lord, Richard (July 21, 2019). "The Jollibee story: how a Philippine fast food franchise took on the world". South China Morning Post. Retrieved July 22, 2019.
  8. ^ "2012 Annual Report" (PDF). Jollibee Foods Corporation: 3. Retrieved November 2, 2017. Cite journal requires |journal= (help)
  9. ^ "Company Information - Jollibee Foods Corporation". Philippine Stock Exchange. Philippine Stock Exchange, Inc. Retrieved November 1, 2017.
  10. ^ "Milestones & History". Retrieved October 19, 2017.
  11. ^ "Acquired tastes". The Economist. Retrieved January 12, 2016.
  12. ^ a b c "Milestones & History". Jollibee Foods Corporation. Archived from the original on March 19, 2014. Retrieved January 7, 2015.
  13. ^ a b Ligaya Mishan (February 14, 2019). "Inspiring Loyalty, and Serving Chickenjoy at Jollibee".
  14. ^ Gomez, Arvee (December 12, 2015). "Serving a Jolly Nation: The Jollibee Success Story". Philippine Primer. Retrieved April 6, 2018.
  15. ^ Montealegre, Krista (November 1, 2015). "Jollibee aims to expand in UK, Italy next year". BusinessWorld. Retrieved November 2, 2015.
  16. ^ "Jollibee". Retrieved April 6, 2018.
  17. ^ "Franchising". Jollibee. Retrieved April 6, 2018.
  18. ^ "First-ever Jollibee Store in Canada Opens Ten Days Before Christmas". Yahoo!. CNW Group. December 14, 2016. Retrieved December 15, 2016.
  19. ^ Jung, Carolyn (June 10, 1998). "Fast-food Chain From Asia Lands In Daly City". San Jose Mercury News. p. 2F. Jollibee International, Asia's fastest-growing food service organization, is opening its first U.S. restaurant on Saturday in Daly City.
  20. ^ "Filipino fast food chain Jollibee to open 100 Canadian stores in next five years". CTV News. June 12, 2018.
  21. ^ Vertolli, Riziero (July 23, 2018). "Jollibee opens newest outlet in Mississauga's Seafood City".
  22. ^ "Billionaire Tony Tan Caktiong Takes Jollibee Foods Global". Forbes Asia. February 11, 2013. Retrieved January 7, 2015.
  23. ^ Danessa O. Rivera (August 6, 2014). "Jollibee to export homegrown brands to Malaysia, Indonesia". GMA News. Retrieved August 8, 2014.
  24. ^ Morales, Neil Jerome (August 7, 2014). "Jollibee expanding to Malaysia, Indonesia". The Philippine Star. Retrieved March 31, 2015.
  25. ^ Ethan Rakin (July 3, 2018). "Jollibee plans to open 500 more stores worldwide – and Malaysia will soon have its first outlet". Business Insider Malaysia. Retrieved December 15, 2018.
  26. ^ Rebecca Vega (July 8, 2018). "OMG Guys! Jollibee is Finally Opening Their First Branch Malaysia!". World of Buzz. Retrieved December 15, 2018.
  27. ^ Olivia Miwil (December 15, 2018). "Jollibee opens first Malaysian outlet in Kota Kinabalu". New Straits Times. Retrieved December 15, 2018.
  28. ^ "Jollibee Singapore". Retrieved July 24, 2019.
  29. ^ "Archived copy". Archived from the original on November 5, 2015. Retrieved November 2, 2015.CS1 maint: archived copy as title (link)
  30. ^ "Jollibee…let's do lunch, babe". Saipan Tribune. December 10, 1999.
  31. ^ "Second Jollibee store opens in January". Saipan Tribune. October 31, 2000. Retrieved November 2, 2015.
  32. ^ "Jollibee outlet shuts down". Saipan Tribune. July 8, 2004.
  33. ^ "Jollibee to close in Feb". Saipan Tribune. November 26, 2009. Retrieved November 2, 2015.
  34. ^ Martin, John L. Thompson ; with Frank (2005). Strategic management : awareness and change (5th ed.). London [u.a.]: Thomson Learning. p. 769. ISBN 1844800830.
  35. ^ a b Austria, Jenniffer (November 1, 2015). "Jollibee expanding to UK, Italy, Oman". The Standard. Retrieved November 2, 2015.
  36. ^ a b c d e f "Milestone & History". Jollibee. Retrieved October 19, 2017.
  37. ^ "A busy bee in the hamburger hive". The Economist. February 28, 2002. Retrieved November 2, 2015.
  38. ^ Aguilar, Dheza Marie (May 17, 2008). "The Jollibee gang hits television". Manila Standard Today. Retrieved November 1, 2010.
  39. ^ News, Jessica Fenol, ABS-CBN. "64 million views later, Jollibee goes digital from 'I Love You Sabado'". ABS-CBN News. Retrieved November 23, 2018.

External links