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Jollibee Case Study

Jollibee Food Corporation is a fast food restaurant chain based in the Philippines that was founded in 1975. It specializes in American and Filipino dishes like burgers, spaghetti, chicken, and local dishes. Jollibee is now the largest fast food chain in the Philippines, operating over 750 stores nationwide, and has expanded internationally to countries in Asia, the Middle East, and North America. It dominates the Philippine market, enjoying a larger market share than all international competitors combined. Jollibee has been very successful due to its focus on family values in marketing and its popular menu items like Chicken Joy, Yumburger, and sweet spaghetti that Filipinos love.

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232 views

Jollibee Case Study

Jollibee Food Corporation is a fast food restaurant chain based in the Philippines that was founded in 1975. It specializes in American and Filipino dishes like burgers, spaghetti, chicken, and local dishes. Jollibee is now the largest fast food chain in the Philippines, operating over 750 stores nationwide, and has expanded internationally to countries in Asia, the Middle East, and North America. It dominates the Philippine market, enjoying a larger market share than all international competitors combined. Jollibee has been very successful due to its focus on family values in marketing and its popular menu items like Chicken Joy, Yumburger, and sweet spaghetti that Filipinos love.

Uploaded by

eley
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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I.

Introduction
Jollibee Food Corporation, widely known as Jollibee, is a fast-food restaurant chain based
in the Philippines. It was initially founded in 1975 by Tony Tan Caktiong, as an ice cream parlor.
It is an American-style fast-food restaurant with Filipino influenced dishes specializing in
burgers, spaghetti, chicken and some local Filipino dishes. It was diversified into sandwiches
after the 1977 oil crisis that would double the price of ice cream that was realized by President
Tony Tan Caktiong. Currently it is the biggest fast-food chain in the country, it also has locations
in the United States, Saudi Arabia, Hong Kong, Vietnam, Indonesia, Dubai and Brunei.

II. Background
Jollibee is the most known and largest fast-food chain in the Philippines, operating a
nationwide network for over 750 stores. The core business of this company is their development,
operation, and franchising of its quick service restaurant brands. Jollibee gives the customers a
satisfaction about their food because its affordable and has delicious dishes, it’s a great demand
for Filipino people. Jollibee is a dominant market leader in the Philippines, it enjoys the lion’s
share of the local market that is more than all the other international brands combined. Country
like USA, Vietnam, Hong Kong, Saudi Arabia, Qatar, and Brunei are embarked with this
company on an aggressive international expansion plan.

The company is not just promoting a family-oriented work environment, the brand’s
values also reflect on their advertising and marketing. Jollibee knows their target audience very
well, the traditional family and all communication material focus on the importance of family
values, making Jollibee as a number one family fast food chain in the Philippines and a
developing international quick service restaurant player. Jollibee development is due to its
mouth-watering menu line-up, like its superior Juicy fried chicken or popularly known in the
Philippines as Chicken Joy, together with the famous Yumburger and the Filipino style sweet
spaghetti. Jollibee has a great history for Filipino people because they love it like it’s the most
delicious dishes they ever tasted. It is a stronghold of heritage and monument of Filipino pride.

The Jollibee Food Corporation’s market share was 75%, while the McDonalds which is
their main competitor collected only 36%, two decades later. By the end of 1998, Jollibee had
302 company owned and franchise stores in the Philippines and franchise stores overseas while
their main competitor had almost 200 stores. Jollibee’s stores were franchised owned around
43%. Jollibee are using their franchise to rapidly enlarge its business and complete market
penetration. Jollibee is having a dilemma in their franchising on to whom they will reward the
franchise between two applicants. This is one of the reasons why the company is being
successful, closing the gab between one Jollibee fast food from the other in terms of location and
distance. Because of this, its growth is incomparable to their main competitor’s global power in
the international market.

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