|Product type||Fast food chain|
|Owner||Jollibee Foods Corporation|
|Markets||Southeast 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; with presence in Southeast Asia, the Middle East, East Asia (Hong Kong, Macau), North America, Europe (Italy, UK).
In 1975, Tony Tan Caktiong and his family opened a Magnolia ice cream parlor in Cubao, Quezon City. 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. Management consultant Manuel C. Lumba advised the family on the change in strategy. Initially Jollibee was named "Jolibe" but changed its name to "Jollibee".
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.
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. The first Jollibee store overseas opened in Taiwan in 1986 which is now closed. 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.
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, the house hamburger first introduced during their early days of operation; Chicken Joy, 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.) 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.
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.
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 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.
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.
Jollibee first entered the European market in 2018 with the opening of a branch in Milan, Italy. London, United Kingdom became the second location in Europe when it opened on October 20, 2018.
They also had branches in Taiwan, and Mainland China. 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. Due to the 1997 Asian financial crisis, the chain was forced to withdraw its operation in Malaysia and Indonesia. After 21 year absence, Jollibee returned its operation in Malaysia after the commencement of its Kota Kinabalu outlet in December 2018. In 2013, they have opened their first branch in Singapore and has since opened 5 branches.
Marketing and advertising
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.
Jollibee, a large anthropomorphic bee mascot dressed in a blazer, shirt, and chef's hat, was introduced by the brand in 1980. During the mascot's conception, Mickey Mouse of Disney was made as the benchmark for Jollibee's design.
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".
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.
|Mascots of Jollibee|
|Name||Year first introduced||Represents|
|Jollibee||1980||Main franchise mascot, chef|
|Lady Moo||1983 (discontinued)||Milkshakes|
|Mico||1985 (discontinued)||Breakfast|
|Champ||1984 (discontinued)||Champ Premium hamburger|
|Yum/Mr. Yum||1989 (as Mr. Yum)
2008 (as Yum)
|Popo||1985||French fries|
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. 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.
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Jollibee International, Asia's fastest-growing food service organization, is opening its first U.S. restaurant on Saturday in Daly City.
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