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Jollibee: Background

Jollibee began in 1975 as a Magnolia Ice Cream parlor in Quezon City, Philippines. It became a fast food chain focused on Filipino tastes called Jollibee Foods Corporation in 1978. Jollibee experienced rapid growth in the Philippines and opened its first international location in Taiwan in 1986. It now has over 1,000 locations worldwide serving Filipino-style dishes like its popular Chickenjoy and Yumburger. Jollibee also runs community projects like toy drives and skills training for students to support education and share resources.

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Rhea Mariano
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459 views

Jollibee: Background

Jollibee began in 1975 as a Magnolia Ice Cream parlor in Quezon City, Philippines. It became a fast food chain focused on Filipino tastes called Jollibee Foods Corporation in 1978. Jollibee experienced rapid growth in the Philippines and opened its first international location in Taiwan in 1986. It now has over 1,000 locations worldwide serving Filipino-style dishes like its popular Chickenjoy and Yumburger. Jollibee also runs community projects like toy drives and skills training for students to support education and share resources.

Uploaded by

Rhea Mariano
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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JOLLIBEE

Background:
In 1975, Tony Tan Caktiong and his family opened a Magnolia Ice Cream parlor
in Cubao, Quezon City which is credited as the first Jollibee outlet. The Magnolia outlets
operated by Tan's family began offering hot meals and sandwiches upon request from
the customers which the family found out to be more popular than the franchise' ice
cream. In 1978, the family decided to cancel the Magnolia franchise and converted
the ice cream parlors they operated into fast food outlets. Management consultant
Manuel C. Lumba advised the family of the move.
The company that would be managing the chain of fast food, Jollibee Foods
Corporation, was incorporated on January 1978. By the end of that year, there were 7
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.

Products:
Jollibee is a Filipino-style fast food restaurant with American-influenced dishes
specializing in burgers, chicken and some local Filipino dishes. Italian-American cuisine is
also served; an example of this is their spaghetti, branded as Meatiest, Cheesiest
Spaghetti. In the Philippines, Jollibee serves Coca-Cola products for its beverages; in
overseas markets, the chain serves Pepsi products.
Jollibee's core product is its fried, battered chicken, which is branded as
Chickenjoy, which was introduced in the 1980s. Another main product of the fast food
chain is the Yumburger, a hamburger that was introduced in the early operations of
Jollibee in the 1970s.

Projects:

Jollibee Maaga ang Pasko – Teaching kids the value and joys of sharing

For close to 17 years now, Jollibee has been leading efforts to spread cheer
during the Christmas season via its Maaga ang Pasko campaign, a nationwide toy and
book collection drive for the benefit of less fortunate children across the nation. A
brainchild of Aga Muhlach and in partnership with the Department of Social Welfare
and Development (DSWD), Maaga ang Pasko’s goal is simple: to give Pinoy kids and
the kids-at-heart an opportunity to share love and hope with their less fortunate little
brethren through the magic of toys and books.Over a decade later, the project has
grown to become the country’s biggest and longest-running toy-and-book collection
drive — thanks to the support of an increasing number of individuals, schools,
companies and other groups who share the campaign’s mission.

Sharing is fun with the Jolly Toy Scouts

The best way to teach the importance of sharing is by making it fun! By enlisting
students and employees as Jolly Toy Scouts, we were able to provide them with a
concrete but fun way to experience the value of sharing and the joy of giving.
As Jolly Toy Scouts, their tasks include:
 Volunteering in collecting toys and books from their classmates, friends,
neighbors and families
 Helping in cleaning up and packing the toys so they will look as good as new
when they are given to the new recipients
 Joining the toy distribution drive in their appointed/selected partner schools or
identified beneficiary
Each Jolly Toy Scout is given a kit that includes a Jolly Toy Scout neckerchief, t-shirt,
merit pin and a sack for their donations.
In 2010, children and adult Jolly Toy Scouts alike from more than 60 partner schools and
33 partner companies served as ambassadors of Jollibee Maaga ang Pasko and led
the effort of collecting donations for needy children.
Total of 1.5 million toys and books collected to date and still growing
Enlisted more than 200,000 Jolly Toy Scouts
Set a record collection of 283,671 toys and books in 2010
Distributed over 500,000 total gifts in 2010 with Jollibee matching every donation with its
own Jollibee toy, book or school item.

Skills Enhancement and Education Development for Students (SEEDS)

Jollibee Foods Corporation (JFC) recognizes the importance of post-secondary


education and relevant training in enabling Filipino youth to acquire qualifications and
develop their skills and competencies to enhance their employability. Thus JFC
designed Skills Enhancement and Education Development for Students
(SEEDS) Program to be implemented in JFC stores nationwide. SEEDS is a joint project of
Jollibee Foods Corporation and the Department of Labor & Employment (DOLE) under
the YE-YE Program.

The SEEDS Program aims:


1. To help qualified students pursue post-secondary education through the
provision of financial assistance.
2. To enable students to acquire job competencies – skills, attitudes and work
values through in-store training, thus enhancing employability upon completion
of post-secondary education.

What are the Program Components?


 Increase enrollment rate of youth among marginalized sectors
 Higher success rate for placement of student Interest-free tuition loan (max.
amount of P12,000 for semestral schools; P10,000 for trimestral schools and P5,000
per summer term.)
 Training stipend net of tuition loan
 SEEDS Trainees can do in-store training for a minimum of 48 hours per cut-
off and maximum of 72 hours per cut-off
 Values formation and leadership development programs

Reaching out through Jollibee Foundation

In December 2004, Jollibee Foundation was established by Jollibee Foods


Corporation (JFC) to make giving back an organized corporate commitment. The
Foundation aims to invest in people and help them succeed in the way Jollibee knows
how. This means taking the values, the system, the tools, and the years of experience
that has made Jollibee what it is today and sharing it with the people they most ascribe
their success to: the everyday Filipino.
Every program the Foundation embarks on is done the Jollibee Way – “grounded
on the values that have endeared the brand to millions of Filipinos. These values –
“Customer Focus, Excellence, Respect for the Individual, Teamwork, Spirit of Family and
Fun, Humility to Listen and Learn, Honesty and Integrity, and Frugality – “are passed on
from corporation to employee to customer that results in what the Foundation calls –
jollifying – communities. Among the Foundation’s programs, the two major projects are
the Busog, Lusog, Talino school feeding program and the Farmers Entrepreneurship
Program.
Busog, Lusog, Talino (BLT) is a school feeding program that addresses hunger
among Grades 1 and 2 pupils and helps them to stay in school by keeping them fit and
healthy with nutritious daily lunch meals prepared by the pupils’ parents. With
nationwide operations, Jollibee store employees visit nearby schools and conduct
orientation to teachers and parents on proper food preparation and food safety. They
also work with the local government units, Department of Education and private sector
partners in monitoring the feeding activity and ensuring program sustainability. The
presence of Jollibee stores all over the country and other partnerships enabled the
Foundation to expand the program to 450 schools in school year 2011-2012, feeding
more than 25,000 pupils since BLT started in 2007.
The Farmers Entrepreneurship program, on the other hand, harnesses the
company’s supply chain by giving the opportunity to small farmers to be direct suppliers
of Jollibee and other institutional buyers, empowering them to be more productive and
profitable. While Jollibee serves as one of the markets, the Foundation’s partners, the
Catholic Relief Services and the National Livelihood Development Corporation provide
agro-enterprise training, provide access to capital and post-harvest facilities. As a result,
a group of farmers from Nueva Ecija have regularly delivered onions to JFC since 2009.
What they have earned enabled them to pay off the loans incurred from previous years
and to send their children to school without resorting to borrowing, as what had
happened in the past.
Values:

 Customer Focus
 Speed with Excellence
 Humility to Listen and Learn
 Spirit of Family and Fun
 Integrity

Mission:

To serve great tasting food, bringing the joy of eating to everyone.

Vision:

We are the best tasting QSR.


The most endearing brand that has ever been…
We will lead in product taste at all times…
We will provide FSC excellence in every encounter…
Happiness in every moment…
By year 2020, with over 4,000 stores worldwide,
Jollibee is truly a GLOBAL BRAND. (and the Filipino will be admired worldwide)

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