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Jollibee 2011 logo.svg
Jollibee logo since 2011
Product typeFast food chain
OwnerJollibee Foods Corporation
IntroducedJanuary 1978; 44 years ago (1978-01)
MarketsSoutheast Asia, Middle East, Western Europe, North America, East Asia (Hong Kong, Macau)
Bida ang sarap/saya!
Safe at ang saya! (slogan during the COVID-19 pandemic)
No. 1 Sa Saya
FounderTony Tan Caktiong
HeadquartersJollibee Plaza Building, Emerald Ave., Ortigas Center, Pasig, Philippines[1]
Number of locations
1,500[2] (2021[3])

Jollibee is a Filipino multinational chain of fast food restaurants owned by Jollibee Foods Corporation (JFC). As of December 2021, JFC had a total of about 1,500 Jollibee outlets worldwide;[4] with restaurants in Southeast Asia, the Middle East, East Asia (Hong Kong, Macau), North America, and Europe (Italy,[5] UK).


In 1975, Tony Tan Caktiong and his family opened a Magnolia ice cream parlor in Cubao, Quezon City.[6][7] 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.[8] Management consultant Manuel C. Lumba advised the family on the change in strategy.[6] Jollibee was initially named "Jolibe", but changed its name to "Jollibee".[9]

The company that would be managing the fast food chain, 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.[12]

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.[13] The first Jollibee store overseas, in Taiwan, opened in 1986 but is now closed.[14] Jollibee continued to expand and set up outlets both within the country and abroad.[15]In 2021 Jollibee announced that they plan to open 509 stores in the US and Canada.[16]

A piece of Chicken Joy alongside palabok, a traditional Filipino noodle dish


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 the Yumburger,[17] the house hamburger first introduced during their early days of operation; the Chickenjoy,[18] a fried chicken meal introduced in the 1980s which comes in both regular and spicy versions; and Jolly Spaghetti, a Filipino 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.)[15]

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.[9] In the Philippines, Jollibee serves Coca-Cola products for its beverages; in overseas markets, the chain serves Pepsi products.

Signature products


The Chickenjoy, a key product of Jollibee is a breaded crispy fried chicken meal. The meal can be ordered in a number of different options from their menu. Examples include in by itself, with rice and gravy, with buttered corn, or with spaghetti.


Cheesy Yumburger

The Yumburger (also spelled as Yum Burger, or Yum!) is a hamburger sold by Jollibee[19] and one of the fast food chain's signature products. The Yumburger was among the initial food items sold by Jollibee[17] and was their first flagship product.[20]

In 2017, a new edition called the Aloha Yumburger was introduced.[21] The hamburger contains a beef patty topped with mayonnaise.[22] The burger can be bought at different prices, depending on the size.[23]

In 1998, the burger was introduced in the United States, which also garnered the attention of other countries such as Singapore, Italy, and Qatar.[24] In 2017, the company re-launched the Aloha Yumburger,[25] and in 2018 the Yumburger was introduced in Manhattan and London,[26] with advertising focused on the double Yumburger.[27] The burger was also introduced in Edmonton, Canada.[28]

In 2017, an advertising video on YouTube about the Yumburger went viral in the Philippines.[29] A 2019 Yumburger commercial about love on Father's Day later spawned some memes.[30][31]

Merchandise depicting the Yumburger was released in 2018 as a collectible toy set with the Jolly Kiddie Meal.[32][33]

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.[22]

Ownership and management

Jollibee is owned by the Jollibee Foods Corporation which is based in Pasig, Philippines. JFC has been open to franchising since 1979[34] 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.[35]

Branch locations

Branches around the world:
  Current locations
  Former locations
  Planned locations
  No current or planned locations

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.[36]

In North America, Jollibee has presence in Canada and the United States.[37][38] The first Jollibee outlet in North America opened in the United States in Daly City, California on June 13, 1998.[39] In 2016, Jollibee opened a restaurant on Ellice Avenue in Winnipeg, Manitoba, marking the company's first location in Canada.[40]

Jollibee first entered Europe in 2018 with the opening of a branch in Milan, Italy.[41] London, United Kingdom became the second location in Europe when it opened on October 20, 2018.[42]

A Jollibee location on Yonge Street in Toronto, Ontario, Canada
Jollibee Food Truck in Baliuag, Bulacan

They also had branches in Taiwan,[14] and Mainland China.[43] 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.[14] It returned to the Dubai market in mid-2015[44] and currently operates 16 franchises across the United Arab Emirates. Due to the 1997 Asian financial crisis, the chain was forced to withdraw its operation in Malaysia and Indonesia.[45][46] After a 21-year absence, Jollibee returned its operation in Malaysia after the commencement of its Kota Kinabalu outlet in December 2018.[47][48][49] In 2013, they opened their first branch in Singapore, and have since opened five branches.[50]

With at least a branch in Guam, it also had a larger presence in Oceania.[51] It had branches in the US territory of the Northern Mariana Islands[52][53][54][55] and in Papua New Guinea.[56]

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.[9]


Jollibee is a large anthropomorphic bee mascot dressed in a red blazer, shirt, and chef's hat, and was introduced in 1980.[57] During the mascot's conception, Mickey Mouse of Disney was made as the benchmark for Jollibee's design.[9] The mascot 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".[58] Other mascots were also made for the Jollibee fast-food chain, some of them featured in Jollitown, a children's show aired in the Philippines.[9]

Name Year introduced Year discontinued Representation
Jollibee 1980[57] N/A Main franchise mascot and chef, Filipino dishes[59]
Chickee 1983[57] Mid-1990s Chickenjoy
Lady Moo 1983[57] Mid-1990s Milkshakes
Mico 1983-1984[60] Mid-1990s Breakfast and milkshakes
Champ 1984 (1st incarnation)[57]
2020 (2nd incarnation)
2004 (1st incarnation)
present (2nd incarnation)
Champ premium hamburger
Mr. Yum / Yum circa 1980-1983 (as Mr. Yum)
2008 (as Yum)
2008 (as Mr. Yum)
present (as Yum)[59]
Twirlie 1988[citation needed] N/A Sundaes[59]
Popo circa 1980-1984[60] N/A French fries[59]
Hetty 1984[57] N/A Spaghetti[59]

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 were the stars of the show, which aired Sundays, 9:30 a.m. or 8:00 on GMA Network.[61] 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.

Web advertising

In November 2018, the 23 original Kwentong Jollibee videos on its YouTube channel reached a total of 64 million views.[62] After nearly two years the total views had risen to 405 million, with 567 thousand subscribers, in July 2020.[63]


  1. ^ The JFC states that its date of incorporation was on January 28, 1978,[10] while the Philippine Stock Exchange lists the date of incorporation as January 11, 1978.[11]

See also


  1. ^ "Company Information". Philippine Stock Exchange Inc. Retrieved September 3, 2020.
  2. ^ "Jollibee About Us Page". Jollibee USA. Retrieved December 24, 2021.
  3. ^ "Jollibee About Us Page". Jollibee USA. Retrieved December 24, 2021.
  4. ^ "About Us". Jollibee. Retrieved December 24, 2021.
  5. ^ "Blockbuster lines greet Jollibee's first store opening in Milan, Italy". BusinessMirror. March 26, 2018. Retrieved April 16, 2018.
  6. ^ 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.
  7. ^ "About Us". Retrieved August 11, 2018.
  8. ^ "From Ice Cream Parlor to Fast Food Empire: Tony Tan Caktiong's Story". World Intellectual Property Organization. Retrieved November 2, 2017.
  9. ^ a b c d e Lord, Richard (July 21, 2019). "The Jollibee story: how a Philippine fast food franchise took on the world". South China Morning Post. Archived from the original on July 22, 2019. Retrieved March 18, 2021.
  10. ^ "2012 Annual Report" (PDF). Jollibee Foods Corporation: 3. Archived from the original (PDF) on June 26, 2018. Retrieved November 2, 2017. Cite journal requires |journal= (help)
  11. ^ "Company Information - Jollibee Foods Corporation". Philippine Stock Exchange. Philippine Stock Exchange, Inc. Retrieved November 1, 2017.
  12. ^ "Milestones & History". Retrieved October 19, 2017.
  13. ^ "Acquired tastes". The Economist. Retrieved January 12, 2016.
  14. ^ a b c "Milestones & History". Jollibee Foods Corporation. Archived from the original on March 19, 2014. Retrieved January 7, 2015.
  15. ^ a b Ligaya Mishan (February 14, 2019). "Inspiring Loyalty, and Serving Chickenjoy at Jollibee".
  16. ^ "Jollibee plans to reach 500 stores in North America in 5-7 years". Restaurant Dive. Retrieved November 25, 2021.
  17. ^ a b Gomez, Arvee (December 12, 2015). "Serving a Jolly Nation: The Jollibee Success Story". Philippine Primer. Retrieved April 6, 2018.
  18. ^ Montealegre, Krista (November 1, 2015). "Jollibee aims to expand in UK, Italy next year". BusinessWorld. Retrieved November 2, 2015.
  19. ^ Staff, ANCX. "Jollibee has stakes in these 8 global food brands—including your favorite dimsum place". ABS-CBN News.
  20. ^ "'Kwentong Jollibee' campaign sets bar for digital marketing". The Manila Times. February 11, 2018.
  21. ^ "Say Aloha to Jollibee's Amazing Aloha Yumburger!". Philippine Daily Inquirer.
  22. ^ a b Deacon, Michael (November 29, 2018). "Michael Deacon reviews Jollibee, London: 'The queue was like a chicken-shop version of The Hobbit'". The Daily Telegraph. Archived from the original on January 12, 2022.
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  28. ^ "Mainstreaming Jollibee in Canada, opening one restaurant at a time". BusinessMirror. July 14, 2018.
  29. ^ "Yum! burger sales quadrupled because of viral 'Crush' ad —Jollibee exec". GMA News.
  30. ^ "WATCH: Kwentong Jollibee celebrates "True Love" this Father's Day". BusinessMirror. June 14, 2019.
  31. ^ News, Kat Domingo, ABS-CBN. "Aww to ouch: Jollibee's Valentine ads spur memes, 'hugot' lines". ABS-CBN News.
  32. ^ "Kids get a feel of working at Jollibee with collectible toy set". BusinessMirror. April 19, 2018.
  33. ^ "Jollibee back-to-school toys make learning more fun and exciting". BusinessMirror. June 6, 2018.
  34. ^ "Jollibee". Retrieved April 6, 2018.
  35. ^ "Franchising". Jollibee. Retrieved April 6, 2018.
  36. ^ "Jollibee to open 500 new stores in 2019". GMA News Online.
  37. ^ "Filipino fast food chain Jollibee to open 100 Canadian stores in next five years". CTV News. June 12, 2018.
  38. ^ Vertolli, Riziero (July 23, 2018). "Jollibee opens newest outlet in Mississauga's Seafood City".
  39. ^ 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.
  40. ^ Jollibee. 2021 September 2. "Jollibee Spreads Joy to Winnipeg's East Side with New Store Opening on Sept. 2, 2021." Cision.
  41. ^ "Jollibee lands in Europe". Malaya Business Insights. April 5, 2018. Retrieved April 6, 2018.
  42. ^ "Crowds brave London chill for Philippine fast-food giant Jollibee's British debut". The Straits Times. October 22, 2018. Retrieved February 22, 2020.
  43. ^ "Billionaire Tony Tan Caktiong Takes Jollibee Foods Global". Forbes Asia. February 11, 2013. Retrieved January 7, 2015.
  44. ^ News, ABS-CBN (May 5, 2015). "LOOK: Hundreds of Pinoys line up for Jollibee in Dubai". ABS-CBN News. Retrieved September 14, 2021.
  45. ^ Danessa O. Rivera (August 6, 2014). "Jollibee to export homegrown brands to Malaysia, Indonesia". GMA News. Retrieved August 8, 2014.
  46. ^ Morales, Neil Jerome (August 7, 2014). "Jollibee expanding to Malaysia, Indonesia". The Philippine Star. Retrieved March 31, 2015.
  47. ^ 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.
  48. ^ Rebecca Vega (July 8, 2018). "OMG Guys! Jollibee is Finally Opening Their First Branch Malaysia!". World of Buzz. Retrieved December 15, 2018.
  49. ^ Olivia Miwil (December 15, 2018). "Jollibee opens first Malaysian outlet in Kota Kinabalu". New Straits Times. Retrieved December 15, 2018.
  50. ^ "Jollibee Singapore". Retrieved July 24, 2019.
  51. ^ Austria, Jenniffer B. (November 1, 2015). "Jollibee expanding to UK, Italy, Oman". The Standard. Archived from the original on November 5, 2015. Retrieved February 22, 2020.
  52. ^ "Jollibee…let's do lunch, babe". Saipan Tribune. December 10, 1999.
  53. ^ "Second Jollibee store opens in January". Saipan Tribune. October 31, 2000. Retrieved November 2, 2015.
  54. ^ "Jollibee outlet shuts down". Saipan Tribune. July 8, 2004.
  55. ^ "Jollibee to close in Feb". Saipan Tribune. November 26, 2009. Retrieved November 2, 2015.
  56. ^ Martin, John L. Thompson ; with Frank (2005). Strategic management : awareness and change (5th ed.). London [u.a.]: Thomson Learning. p. 769. ISBN 1844800830.
  57. ^ a b c d e f "Milestone & History". Jollibee. Retrieved October 19, 2017.
  58. ^ "A busy bee in the hamburger hive". The Economist. February 28, 2002. Retrieved November 2, 2015.
  59. ^ a b c d e f Valcobero, Jennifer (October 3, 2016). "Jollibee opens 18th branch in CDO". Sunstar. Archived from the original on August 15, 2020. Retrieved February 2, 2021. Every mascot represents the best-sellers of Jollibee. They have Mr. Yum for its burger, Hetty for spaghetti, Popo for french fries, Twirlie for sundaes and Jollibee for Filipino dishes.
  60. ^ a b "Joseph T. Joaquin – Jollibee Character Songs Volumes 1 And 2 (1984, Vinyl)" – via
  61. ^ Aguilar, Dheza Marie (May 17, 2008). "The Jollibee gang hits television". Manila Standard Today. Retrieved November 1, 2010.
  62. ^ News, Jessica Fenol, ABS-CBN. "64 million views later, Jollibee goes digital from 'I Love You Sabado'". ABS-CBN News. Retrieved November 23, 2018.
  63. ^ "Jollibee Studios - YouTube".

Further reading


External links