|Product type||Fast food chain|
|Owner||Jollibee Foods Corporation|
|Markets||Southeast Asia, Middle East, Western Europe, North America, East Asia (Hong Kong, Macau)|
Bida ang saya!
Safe at ang saya! (slogan during the COVID-19 pandemic)
|Founder||Tony Tan Caktiong|
|Headquarters||Jollibee Plaza Building, Emerald Ave., Ortigas Center, Pasig, Philippines|
Number of locations
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, and 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.)
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. In the Philippines, Jollibee serves Coca-Cola products for its beverages; in overseas markets, the chain serves Pepsi products.
This section needs expansion. You can help by adding to it. (November 2019)
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. You can order the Chickenjoy in a number of different options from their menu. Examples include in by itself (solo), in a value meal, with buttered corn, or with jolly spaghetti.
In 2017, a new edition called the Aloha Yumburger was introduced. The hamburger contains a beef patty topped with mayonnaise. The burger can be bought at different prices, depending on the size.
In 1998, the burger was introduced in the United States, which also garnered the attention of other countries such as Singapore, Italy, and Qatar. In 2017, the company re-launched the Aloha Yumburger, and in 2018 the Yumburger was introduced in London and New York, with advertising focused on the double Yumburger. The burger was also introduced in Edmonton, Canada.
In The Daily Telegraph, Michael Deacon described the Yumburger as "a slim, floppy, somewhat damp hamburger slathered with a strangely sweet mayo" in his three-star review of a Jollibee location in London.
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 May 2019, Jollibee operates over 1,300 stores, 1,150 of which are in the Philippines, its country of origin, and 234 are situated in foreign markets.
They also had branches in Taiwan, and Mainland China. The first branch in Taiwan, opened in 1986, 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 a 21-year absence, Jollibee returned its operation in Malaysia after the commencement of its Kota Kinabalu outlet in December 2018. In 2013, they opened their first branch in Singapore, and have since opened five 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 introduced||Year discontinued||Represents|
|Jollibee||1980||present||Main franchise mascot and chef|
|Mico||1985||Mid-1990s||Breakfast and milkshakes|
|Champ||1984 (1st incarnation)
2020 (2nd incarnation)
|2004 (1st incarnation)
present (2nd incarnation)
|Champ premium hamburger|
|Mr. Yum / Yum||1989 (as Mr. Yum)
2008 (as Yum)
|2008 (as Mr. Yum)
present (as Yum)
|Popo||1985||present||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 were the stars of the show, which aired Sundays, 9:30 a.m. or 8:00 on GMA Network. On July 17, 2011, Jollitown moved to ABS-CBN for its fourth and fifth season, airing Sundays at 9 am. 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, having run for almost five years.
In November 2018, the 23 original Kwentong Jollibee videos on its YouTube channel reached a total of 64 million views. After nearly two years the total views had risen to 405 million, with 567k subscribers, in July 2020.
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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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