jollibee experience essay

Why I—and So Many Filipinos—Travel Hundreds of Miles for Jollibee

Jollibee offers a comforting stop—and destination—for filipinos who travel..

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The nearly 50-year-old brand has sentimental value for Filipinos in the country and for its diaspora populations.

Photo by junpinzon/Shutterstock

Pulling open the double glass doors, walking across the gray, black, and white-tiled floor, approaching the red-accented “Order” sign at the fast food counter, I first notice the smell of fried chicken. I spend my time looking at the fast-food restaurant’s menu, seemingly debating what to order—but will inevitably opt for my childhood favorites: the fried chicken, spaghetti, and peach mango pie. Customers speak to the restaurant staff in Tagalog while families scurry to get their utensils, creating a scene that feels like I’m in Manila, Philippines. But glancing at the cars parked in the spacious parking lot from the store windows, I’m reminded that I’m halfway across the world in Alexandria, Virginia.

I was in Jollibee, a Filipino fast-food restaurant that has more than 1,500 stores spread across 17 countries, from Saudi Arabia to Spain. With 68 U.S. locations and 28 in Canada, the brand has been rapidly growing, with ambitious growth plans of reaching 500 stores in the next five to seven years in North America.

As the most popular fast-food chain in the Philippines, Jollibee is tied to many memories of Filipinos. Even I, an American-born Filipina who spent most of her life in the suburbs of North Carolina, grew up understanding people’s love for the brand. My family incorporated a stop at Jollibee when visiting family in Jacksonville, Florida. We’d often stock up with buckets of fried chicken to give to friends and family back in North Carolina—hours after it had gone cold.

I even heard that some Jollibee fans drive across states just to get a meal at the restaurant. This type of devotion always seemed a bit too over the top to me as a kid: In what world is a fast-food meal worth more than a ten-minute drive?

Over time, I embraced the draw of the restaurant. When I planned to watch Beetlejuice on Broadway with my sister last summer, we made sure to go to the Jollibee in Times Square afterward. A couple of years ago, I took one of those pilgrimages I had questioned when I was young and drove with friends to the Jollibee in Virginia Beach, Virginia, from North Carolina, forming precious memories along the way: the phone calls we all made to our families asking what they’d like us to bring them, taking pictures with the Jollibee mascot statue near the restaurant’s front doors. Visiting the restaurant was more than its food. It was an unapologetically Filipino experience I could share with friends and loved ones.

Like me, my friend Kyle Lorenzo (who has taken at least three trips from North Carolina to the Jollibee in Virginia Beach) says these hours-long journeys are less about the actual meal.

“I think it’s also emblematic of just how far and how extra Filipinos can be sometimes. Which cracks me up,” he says. “When Filipinos find something that represents them, even mildly, it’s a whole big thing and we gotta go full out on it. So I do think there’s something about the extreme lengths that some Filipinos will go—I think it says a lot about just how much pride there is in the community, but also just how over the top we can be in sort of the best kind of way.”

The makings of a beloved brand

Jollibee started in the Philippines as two Magnolia Dairy Ice Cream franchises that chemical engineering graduate Tony Tan Caktiong opened in 1975. After some input from customers, Caktiong added hot foods like burgers and hot dogs, soon making his stores so profitable that he converted them into the first Jollibee outlets in 1978. The brand created its anthropomorphic bee mascot—complete with a chef hat, large eyes, and wide smile—inspired by lovable Disney characters like Mickey Mouse and Donald Duck. Its name was a symbol of the organization’s hardworking and cooperative nature, as well as its emphasis on happiness.

But it wasn’t all smooth sailing from here: In 1981, McDonald’s opened its first store in the country, directly competing with Jollibee. But rather than raise the white flag or become a franchisee, Caktiong decided to go head-to-head with the U.S. brand on its menu.

For the first-timer looking at Jollibee’s menu, there are plenty of menu items they can lean into for some sense of familiarity. There’s its original flagship product, the “Yumburger,” which comes with optional additions like pineapple rings, bacon, lettuce, and tomato. The brand also sells its own variety of fried chicken sandwiches and buckets of fried chicken known as Chickenjoy, which is similar to those of restaurants like Popeye’s and KFC but with its own set as spices.

However, several foods significantly differ from McDonald’s usual offerings. There’s the Jollibee spaghetti, which was introduced a year after the Yumburger in 1978. It may look like the usual, savory spaghetti bolognese found in American Italian digs—but upon first bite tastes sweet (it’s the banana ketchup , a beloved Filipino condiment) and instead of meatballs there are chunks of hot dogs. Order a “burger steak” and you’ll get a patty with a side of rice and gravy instead of a bun, while “palabok fiesta” serves up a rice noodle dish covered in garlic sauce, sautéed pork, shrimp, and egg.

When it comes to dessert, you’ll find the peach mango pie, which—in my humble opinion—is infinitely better than the apple pie McDonald’s serves. And on occasion, the fast-food restaurant offers halo-halo (literally translating to “mix-mix” in Tagalog), a shaved ice concoction combining ube ice cream, flan, red beans, and other ingredients in a plastic cup.

After studying the brand, the Jollibee founder realized the edge was in appealing to the Filipino’s taste for sweet and savory foods , rather than trying to create a desire for purely “American” food.

“Our [food] tends to be sweeter, more spices, more salty,” Caktiong told Forbes Asia in a 2013 story . “We were lucky as it was not easy for [McDonald’s] to change their product because of their global image.”

The willingness to cater to Filipino taste buds paid off for Jollibee. In his Forbes interview, Caktiong said this strategy, along with upping its game to surpass McDonald’s in other attributes like courtesy and service style, made Jollibee rank higher in customer surveys in different ways. Customers seemed to prefer Jollibee’s marketing, promotion, and advertising better—so they patronized the restaurant over McDonald’s: According to a 2021 study from Statista , Jollibee had the highest market share at 30 percent. McDonald’s ranks second, at only 9.4 percent. While McDonald’s opened its 700th store at the end of 2022, Jollibee had nearly 500 more spread throughout the country.

Besting McDonald’s at the fast-food game seems impossible. Especially considering the Philippines’s past as a U.S. colony —bringing with it an affinity for American brands and culture—this type of underdog story almost feels like something of mythic proportions. (In 2022, Forbes estimated Caktiong and his family to have an estimated $2.6 billion net worth, ranking among the Philippines’s richest.) The little restaurant that could seems to have become emblematic of the country in its resilience, especially for Filipinos far from home. In his 2013 interview, Caktiong said Jollibee’s strategy for growth abroad was to target large Filipino communities abroad, saying they don’t even need to advertise in these areas because “the longing for home is there.”

Jollibee CEO Ernesto Tanmantiong reiterated the same idea in a 2023 article for Time , saying the company uses the support of the Filipino market in places like the United States, where the brand is relatively unknown. When Jollibee’s first East Coast location opened in Queens, New York, on February 14, 2009, Tanmantiong remembers that despite a blizzard, long lines reached up to four blocks away from the restaurant.

Of course, Jollibee has a special sign at the largest shopping mall in the Philippines.

Photo by Chloe Arrojado

New customers, old comforts

In April 2023, I took a trip to visit my sister, who now lives in Arlington, Virginia, and decided to drive 20 minutes away to the Jollibee outpost in Alexandria, Virginia (which opened in 2022 ) . While waiting for our order, I was surprised to see a significant amount of diversity in the restaurant. The demographic seemed to have shifted from the almost exclusively Filipino crowds I remembered in my childhood to people of all different ages, races, and backgrounds as customers. I talked to some of them about their connection to the restaurant. Ellen Nguyen, a 25-year-old from the Washington metro area, said she’d first heard of the brand from friends who would take trips to the Jollibee in Virginia Beach. When the Alexandria branch opened, she decided to give it a try and got hooked.

“Especially with social media nowadays, I feel like Jollibee is kind of expanding,” Ellen tells me as she finishes her meal. “The thing to think about social media is that we get to share everything.”

Before the age of social media omnipresence, the restaurant felt like a secret to outsiders, revealed only by food explorers like Anthony Bourdain (he had called the chain “ the wackiest, jolliest place on Earth ”.) Now, looking up the word “Jollibee” on Youtube reveals a host of videos where people “Try Jollibee for the First Time!” Influencers stumble through pronunciations of palabok and carefully cut their burger steaks almost scientifically, trying to figure out exactly what is on their plate. Watching these videos feels oddly personal. Jollibee captures the Philippines’s unique intersection of Spanish, American, and Asian cuisine—their opinions of the food feel like a bigger opinion on Filipino culture, and by extension, of me. Scrolling through the comment section of these videos, I see strangers on the internet sharing similar sentiments. “As a Filipino-American, I feel like I’m getting praised every time Keith likes the food lol,” commented one person on the Try Guy’s “Keith Eats Everything At Jollibee” video.

The word is getting out about Filipino food beyond places with large diaspora communities like New York and California. But for those of us who had grown up with the brand, the nostalgia factor seems to fuel those long but memorable drives.

Mayenni Cayao, a 39-year-old Filipina born in Manila, told me she grew up with the brand and worked for the restaurant when she was 17. “I’ve been [in the United States] for almost 20 years. [Back then], it’s like you’re missing the food and you have to go to California or something like that.”

She and her husband Wilson had traveled from Virginia to New York for the snowy Queens restaurant opening nearly 15 years ago. Despite a more than 200-mile drive, her husband tells me that the trip was worth it. “The taste is different. The food. You [couldn’t find it in Alexandria.] Now, finally, they made it here.” Along with the couple’s five-year-old girl named Stella, Mayenni says the family’s trips to Virginia Beach “always” include a stop at Jollibee.

I get a similar sentiment from Lance Ramos, who tells me about his experiences with the fast-food brand while sipping his pineapple quencher. Born in Cavite, Philippines, the 28-year-old appreciates how the Jollibee experience—complete with the smells of fried chicken and of pineapple juice—is still the same as it is “back home.”

We talk about his experience taking road trips to New York and Virginia Beach for Jollibee, before touching on the subject of Jollibee’s increased popularity among non-Filipinos. Ramos points to the Fairfax County policeman standing behind him, waiting for his order near the counter.

“You would think it’s just a Filipino thing, but everybody gets the drive nowadays,” he tells me.

I thanked him for the chance to interview, then hurried to my sister at a nearby table. By then, our to-go order had long arrived. We wanted to get to her house while the Chickenjoy was still hot.

Jollibee: A Taste of Home for Filipinos

• By Aurora Almendral

Children get their picture taken next to the Jollibee mascot. (Photo: Aurora Almendral)

With over 900 locations in the Philippines, the Jollibee restaurant chain is wildly successful. Jollibee has branches all over the world, and for Filipinos living outside the country it has become a comforting reminder of home. Jollibee serves burgers, fries, spaghetti and fried chicken. It's American fast food, with a Filipino twist. And now it's bringing those foods back to the US to the delight of Filipinos living here.

New Jersey is home to an estimated 100,000 Filipinos, and on opening day at the new Jollibee in Jersey City, the restaurant is filled to capacity. Customers pick up buckets of spicy fried chicken, stacks of hamburgers, white rice wrapped in paper and frosty cups of pale purple yam milkshakes.

From the time it opens, there's a line out the door. By lunch time the wait takes half and hour. Randy Santos of Harrisburg, Pennsylvania, says the three-hour drive to Jollibee was worth it, because it's still cheaper than the price of a ticket back home. Santos says it's been a while since he's gone back to the Philippines, and "I think this is the best way for me, the cheapest way to do it. Just to go to Jollibee and I feel like I'm in the Philippines right now."

On the Jollibee menu are familiar fast food staples, altered just enough for the Filipino palate. The hamburger's beef patty is seasoned with garlic, onions and soy sauce, or something like it. The french fries are served with the country's beloved sweet ketchup made of bananas dyed red to look like tomatoes. Fried chicken comes with either mashed potatoes or steamed rice.

Jollibee's iconic spaghetti is barely recognizable from the American version, much less the Italian one: the pasta is boiled well past al dente, and the tomato sauce is sweet, cooked with sliced hot dogs and topped with melted cheddar cheese.

For milkshakes you have a choice of ube, a purple yam, or buko pandan, which is young coconut, mixed with something that gets translated into English as screwpine.

When the giant yellow-and-red striped Jollibee mascot shows up, children gather around to hug him and adults line up to take pictures with him.

Among homesick Filipinos, Jollibee has a cult following. The company knows that part of what it's selling is nostalgia. From the tables and chairs to the murals on the wall, everything is a replica of what you'd find at a Jollibee in the Philippines.

"Once they're inside they're transported back to Manila, to the Philippines in their favorite Jollibee store," says Maria Lourdes Villamayor, the business head of East Coast Operations for Jollibee.

To get the food exactly right, Jollibee imports the ingredients. "We even import our spices for the Chickenjoy, which we supply our tall processor here," Villamayor says. "Even the breading and the gravy are all imported from the Philippines. So it's exactly the same gravy, the same breading that we use in Manila. The pies. All are made by the same commissary in the Philippines. We bring them here."

Jollibee's food is an expression of the long history of American influence in the Philippines.

In 1898, The United States bought the Philippines from Spain at the end of the Spanish-American War. For nearly 50 years, the Philippines was America's only official colony.

America was involved in the government and the military, certainly, but its influence also filtered into Filipino food, says Amy Besa, author of the cookbook, Memories of Philippine Kitchens, and owner of the Filipino restaurant, Purple Yam, in Brooklyn.

Filipinos were told their native diet of fish and rice was nutritionally deficient, says Besa.

"When I was growing up that was one of the things that Americans did to us. They made us feel that our food was inferior."

Besa says the US introduced industrial staples like Spam, evaporated milk, canned fruits and Vienna sausages, as well as fast foods like hamburgers, hot dogs and pizzas.

This is the food culture that Jollibee was built on – and it's proved to be an enduring one.

When McDonald's showed up in the Philippines in 1981, Jollibee only had a few branches selling its style of hamburgers and hot dogs. But within four years, Jollibee was outselling McDonald's in what The Economist magazine described as a "huge embarrassment."

Amy Besa, who's an advocate for fresh ingredients and traditional cooking techniques, doesn't really like Jollibee's food, but she appreciates what it accomplished. She says Filipinos are proud of the company and see it as a David and Goliath story where a home-grown business beat McDonald's at its own game.

She also believes that no matter how popular American fast food has become, it won't displace more traditional Filipino cooking. "Because we are capable of embracing all this craziness from abroad, from outside and transforming them into some crazy Filipino food. But then we are also very good at preserving our own."

Besa says that when Ferdinand Magellan landed in the Philippines in 1521, he was served suman and tuba – a snack of sweet rice steamed in banana leaves and a drink of fermented coconut sap. These are foods that have survived at least 500 years of foreign influence, and can still be found in any given market in the Philippines today.

At the Jollibee in Jersey City, Randy Santos says both of his teenaged sons celebrated their first birthdays at a Jollibee in Manila.

"Being here in Jollibee represents back home. It represents our tradition as a family."

It's a sentiment shared by Filipinos sitting down for a meal in crowded Jollibees from California to Hong Kong and Saudi Arabia. They're happy that the company found a recipe for the feeling of going home again, all for the price of a Yumburger.

Aurora Almendral comes to us from Feet in 2 Worlds, a project of the Center for New York City Affairs at The New School that brings the work of immigrant journalists to public radio.

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• Serving a Jolly Nation: The Jollibee Success Story

Jollibee is arguably the most successful and iconic Filipino brand of all time. The country’s home-grown fastfood chain is well-loved not only for its food but for the happy experience it gives to its customers, something that is deeply-rooted in the local Filipino culture where eating is something to be enjoyed with family and friends, and being jolly is a way of life. Its tagline ‘Bida ang saya’ (A joyful experience is our main offering) tells us that Jollibee is that happy place where one can savor a crispy chicken with joy, hence the name Chickenjoy!

Known to foster Filipino values, Jollibee has become the favourite destination of kids and kids-at-heart. In the Philippines, children know Jollibee more than any other fastfood brand and see it as a fun treat, often prodding their parents to bring them to Jollibee as a reward for a good deed. Who would’ve thought that the smiling bee will become associated with tasty and quality food, and an important part of the Filipino cultural identity that the whole nation will love?

So how did this giant fastfood that has become almost like a national treasure start?

Before the idea of a fastfood chain was conceived, 22-year-old Tony Tan Caktiong started his luck out with a Magnolia ice cream parlor franchise back in 1975. Over the years, Tony and his family expanded the chain into seven outlets, but not without noticing that people line up more for burgers instead of ice creams. Thus, they decided to capitalize on the trend, offering the Yumburger as one of their signature products. In 1979, they had their first franchise in Sta. Cruz, Manila, signaling the promising future of the business.

When conceptualizing the name of the business, Tony settled for the image of a red bee with a glowing smile. He emphasized on the hardworking aspect of the insect, coupled with the honey that symbolizes the reaping of good harvest after work. At the start of the 1980s, Jollibee graced the television screens of every home, launching their first TV commercial, the Chickenjoy (its brand of chicken). The Jollibee mascot also made his debut, who instantly became a hit with the kids who cannot keep their hands off their delicious kid-friendly meals.

Its unforgettable and widely successful Langhap-Sarap ad campaign, awarded in the 9 th Philippine Advertising Congress as the most effective in the food category sealed Jollibee as a household name. Eventually making it to the list of Top 500 Corporations in the country, Jollibee opened a store in Brunei in 1987, the first fast food outlet outside the Philippines. Now a fastfood giant who has not been toppled even by global brands, Jollibee has continued to expand with its acquisition of Greenwich Pizza Corporation, Chowking, Yonghe King and Red Ribbon Bakeshop. It now even has its own children’s show, the Jollitown!

The beaming red bee continues to become part of the happy moments and joyful meals shared by families and friends in each Jollibee store. Jollibee’s success story is an inspiring proof that Filipinos are not only able to compete with but can very well win over foreign giants by being itself – a Filipino brand with a Filipino heart and spirit. This food company that started small now operates a vast network of 750 stores nationwide and 80 stores outside the Philippines, truly a remarkable and admirable source of Filipino pride and joy.

Article by Arvee Gomez

Sources: From Ice Cream Parlor to Fast Food Empire: Tony Tan Caktiong’s Story. (n.d.). Milestones/History. (n.d.). Retrieved from http://www.jollibee.com.ph/about-us/milestones-history/ Solee, T. (2009). Tony Tan Caktiong and Jollibee Success Story. Photo 1 from the official website of Jollibee Photo 2 from filipiknow.net

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Inspiring Loyalty, and Serving Chickenjoy at Jollibee

A filipino favorite comes to manhattan.

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By Ligaya Mishan

• Feb. 14, 2019

The first McDonald’s in the Philippines opened in 1981, ready to conquer. Instead, it met its match: Jollibee, originally a small suburban ice cream franchise that started selling burgers in the late 1970s. By 1984, it had clobbered its American rival, cornering the fast-food market on its home turf and still dominating it to this day.

Jollibee’s founder, Tony Tan Caktiong, had studied the competition. So by the time Ronald McDonald set foot in Manila, with his billowy yellow jumpsuit and shock of red hair, the clown had been pre-empted by a tall, red-and-yellow-striped bee in a dapper little chef’s hat, bow tie and tails.

A glossy statue of the plump-cheeked bee greets diners at the chain’s first outpost in Manhattan, which opened in October near the Port Authority Bus Terminal. (There are 37 Jollibees in the United States.) The night before, people waited in line in the rain to be the first diners, some wearing antennas and wings.

What inspires such loyalty? Long ago, fried chicken eclipsed burgers as Jollibee’s most sought-after offering. The pleasures of Chickenjoy, as it’s called, are immediate: The sheath of skin is as craggy as a thunderhead, crannies and crunch multiplying.

Underneath, the flesh is juicy, with its own generous measure of salt and secret seasonings, if not quite as potent as the skin’s. Online recipe hacks typically deploy garlic and Chinese five-spice to approximate the skin’s fervor. Spicy Chickenjoy is even better, both marinade and breading infiltrated with some form of chile — flagrant but not searing, just enough to jack up the pulse.

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When In Manila Search

3 reasons why jollibee will always be loved.

Fulfilling bigger roles in this world as a fresh graduate is harder than I thought it would be. Work, school, love life (having and not having one both have ups and downs) and the feeling of losing track of where I am really heading seem to get most of my energy.

Good thing we Filipinos are happy people by nature. Growing up, we learned to count on simple joys, especially when life gets a little bit shaky. These joys, in their simplicity, give us real comfort, which is exactly what we need to get through the rainy days and see life’s challenges as bearable.

This place never fails to bring joy to our lives – even since we were kids; it is a real constant. Its happy, homey ambiance, plus its food choices—from the all-time favorite juicy ChickenJoy to their Classic Spaghetti to their Yum Burgers—don’t speak too much, but can surely take away the blues and make life a little bit better.

Here are three reasons why Jollibee will always be a staple of our lives as Filipinos. I know there are many more reasons out there, but let us sum it up in three different points. (Childhood favorites die hard!)

3. Jollibee played a huge part in our childhood.

Going out when we were kids typically meant going to Jollibee.  This fast-food chain witnessed plenty of our unforgettable memories— from the first time we were given the chance to choose what Jollibee Kiddie meal we wanted to try to our love for collectible toys (I still keep a good number of them back home!) to our much-awaited Sunday slash family days.

 Jollibee evokes so much nostalgia and I know, though you and I are complete strangers, we share similar childhood experiences.

2.  It brings the family together.

Who doesn’t love Jollibee? When the youngest says he/she wants to go to Jollibee, the entire family will go to Jollibee. (Admit it or not, but it was always the first thing that would come to mind when asked about where we wanted to eat back when we were kids.)

Nowadays, this place is a venue of birthday parties, random barkada meetups and family celebrations. With Jollibee’s innovative line of food choices, every celebration is sure to be as fun and delightful as can be. Without a doubt, Jollibee has indeed become a part of Filipino tradition.  

Jollibee’s newest innovation: Pepper Cream Burger Steak.

Last March, Jollibee introduced its newest Sundae creation: the Salted Caramel Choco Sundae! Just in time for summer!

( Read about it here. )

Side note: I think one reason why this place brings the family together is because it feels like home. Jollibee serves as a home away from home, especially in the morning. Their freshly brewed coffee, beef tapa and egg are the best starters for a long day.

                        For breakfast, they offer Beef Tapa, Longganisa, Hotdog and egg among others. 

Jollibee’s Halo-halo Sundae and Adobo Flakes Yum Burger were made available last year for the  celebration of  Independence Day.

This homegrown fast-food restaurant has been successful in keeping its Filipino touch despite the growing competition brought by the rise of other food places that offer foreign cuisine.

1. It cheers us up! Effortlessly.

You experience the langhap sarap. You see other families giddily chatting about how one gets a high mark on a test. You become surrounded with happy colors like red and yellow plus the lively songs on the radio—how will stress linger? Indeed, “ Sa Jollibee, bida ang saya !”

It’s good to note that Jollibee’s mascot, was actually conceptualized to reflect our happy disposition as Filipinos. And yes, Jollibee is doing its job–not just in reflecting our positive vibe as Filipinos but also by being one of life’s simple joys that get us through the good and bad days.

And while there are many fancy food places out there (their number grows so fast), I know we will keep on finding reasons to go back to this place over and over again. It is every Filipino’s first love, after all.

About The Author

Patty Peyra is a 20-something public servant who loves telling stories through writing. She is a big fan of the Harry Potter novel (her first love!). She is also a member of Bicol Bloggers (BicolBloggers.com), a group that aims to promote the Bicol region, events and its people. Follow her on Instagram through @pattypeyra and visit her blog https://pattytriestoblog.wordpress.com

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Jollibee as culture shaper

For Filipinos, Jollibee is more than just a food chain. It is a paragon of Philippine flavor.

Ogling at the different combinations of value meals, we crave over its menu items as if they were homecooked. Should we order a burger or fried chicken? With a cup of steamed rice or spaghetti? Or better yet: And?

Navigating the different permutations of jolly delights is a worthwhile task for even the most skilled number cruncher. The tongue wets and the belly grumbles as our mind zeroes in on a single item tucked somewhere between Y1s and C3s. But if we were to take a pause, what we see—and in my case, experienced on countless occasions—is an interesting scene. One where American and Italian staples are sweetened for the “Pinoy” palate. The Yumburger, Chickenjoy, and Jolly Spaghetti are Philippine renditions of what was never originally ours. Yet in the halls of the oh-so-jolly bee, for some reason, they are.

At this juncture, there are various ways I can proceed with this column. I could draw parallels between Western conquest on Philippine shores, and how we, as Darwinian as we are resilient, survived by co-opting foreign creation as our own. In this way, indeed, Jollibee may be said to be a microcosm of history. As a TWAILer myself—that is, as someone who studies international law and relations from the critical lens of the “Third World”—I would be more than happy to. Perhaps I could even touch upon how language is largely a byproduct of accidents rather than something pre-designed. After all, I doubt Jollibee crew members acknowledge gender fluidity when they greet us “Ma’am/Sir.” It is likely the case that this is nothing more than a word-for-word recitation of the staff manual.

But indulge me as I guide my pen in a different direction. Indeed, Jollibee may be a phenomenon in its own right worthy of grand observations, but in Philippine hearts, minds, and bellies, its relevance is much more visceral. It is personal.

I recall exploring the streets of Barcelona when my wife and I took a pause at a local restaurant. Inside, we were approached by the service crew who politely asked: “¿Ingles o Español?” I looked at her and scanned the room. Everyone’s faces seemed somewhat familiar to me. In a million different ways, they all looked like mine.

I warmly answered: “Tagalog, puede?”My reply was greeted with the best of responses: a smile.

Apparently, the operations of the restaurant were led by an all-Filipino crew. We got to chatting, and I asked them the usual questions with heartfelt interest: How long have you been based in Spain? Are you treated well here? How long has it been since you were last home? It had been a while. She commented: “Buti na lang may Jollibee na dito, pero nasa Madrid!”

Apparently to the Filipino community in Spain, where the inaugural Jollibee was to be built was a matter of heated debate. According to my newfound friend, a survey was conducted where Filipinos across the country voiced their preference. Impassioned, she told me: “I voted for Barcelona! It’s important for Filipinos to have a taste of their culture while in Spain.”

Unfortunately for her and many others, the Philippine fast-food chain opened its doors in Madrid in 2021. But the anecdote illustrates quite well how what was once just a humble ice cream parlor in Cubao is celebrated for both cuisine and, perhaps, much more, culture. Many fond memories are built on “Ma’am/Sir” greetings and shrill cries of “Ma’am pa-void!” But the role of Jollibee does not end there. It can be so much more than just an embodiment of culture. It can be its shaper, too.

We Filipinos aren’t exactly known for “CLAYGO” or “clean as you go.” So much so that, in 2018, a video of two Koreans cleaning up after themselves at a local Jollibee went viral. Such a novelty!

After finishing our meals at the local fast-food chain, it is expected—or at the least acceptable—that we would simply leave our empty plates and used utensils on the table for someone else to clean up. It’s been, thus, argued by some that Filipinos do not have a “culture of cleanliness.” But this simply isn’t true. Because quite interestingly, when I got around to visiting Jollibee in Madrid which was, as expected, packed with Filipinos, lo and behold, the used utensils and trays were properly thrown or stored away.

Respect for CLAYGO abroad illustrates the role of societal pressure. It is not that we Filipinos are incapable of cleaning up as we go, as some naysayers off-handedly argue. Rather, CLAYGO is simply not ingrained in our fast-food experience. Given the seminal role that Jollibee so clearly plays in Philippine society, it should take it upon itself to shape the “culture of cleanliness” beginning within its own halls. It should start with the kids and encourage them to clean up after they are done eating. Give them a kid-friendly pamphlet on good practices. Heck, trumpet it as your environmental, social, and governance, and write it off as tax deduction.

In the process, you can make a difference by giving value back to a society that so clearly values you.

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The Inspiring History of Jollibee, A Filipino Fastfood Giant

Perhaps no other Philippine brand is as readily recognizable as Jollibee. Represented by a smiling bee chef mascot, the homegrown fast food chain has become dear to the hearts of Filipinos young and old.

The inspiring story began with Tony Tan Caktiong who, once in his life, belonged to a poor family. They migrated from China to the Philippines hoping that they can improve their life in the country.

While Caktiong was still a young boy, his dad opened a restaurant which became one of his earliest exposures to business. He then worked hard, studied, and obtained a degree in chemical engineering.

Humble Bee-ginnings

The idea for establishing his own business hit him during a trip to an ice cream plant. Using his family’s savings, he signed up for a franchise with Magnolia Dairy Ice Cream and opened two ice cream parlor branches in 1975.

Customers flocked his business, mainly because of the good service and excessive servings. Later on, people started to look for hamburgers and other hot meals and so he added them on the menu as well.

Three years later, he decided to stop with the Magnolia franchise and transform his existing ice cream stores into fast food outlets – and thus was Jollibee born.

Competing With the Golden Arches

Establishing Jollibee in 1978 proved to be beneficial for Caktiong as McDonald’s, a US-based fast food company, wasn’t in the country yet at that time.

1981 marked the year when McDonald’s set foot in the Philippine soils and started creating branches. Caktiong stayed determined to strengthen his brand regardless of lack of financial backing and experience in the industry.

The bold move later bore its rewards, especially since Jollibee has effectively captured the distinct taste of Filipinos better than its foreign counterpart.

Creating A Global Buzz

To this day, Caktiong continues to make daring decisions as he makes an effort to build Jollibee as a global brand. As of present time, Jollibee branches can also be found in the United States, Saudi Arabia, Qatar, Kuwait, Singapore, Hong Kong, Brunei, and Vietnam. The company also plans to establish stores in Canada, Indonesia, Japan, and other countries. With more than 3000 branches worldwide, it’s now the 24th largest fast food restaurant chains in the world according to Wikipedia.

Jollibee Foods Corporation has even expanded its reach, acquiring several other businesses such as Chowking, Greenwich Pizza, Red Ribbon, Mang Inasal, and Burger King Philippines.

That’s totally not bad for a business that started as a small ice cream store!

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Before Domination: The History of Jollibee in the Philippines

It’s difficult to imagine a time when birthdays took place without the large bootylicious bee breakdancing and clapping his gloved hands, giving adults and children a good time. Jollibee, the barong -wearing Filipino icon, is only 41 years young—hardly the  oldest restaurant or  franchise in the country—which makes its raging, seemingly unstoppable success all the more impressive. From an ice cream parlor that sold another man’s ice cream to a global power that saves ailing restaurant chains, the company is at the peak of its game, and Jollibee's history is an inspiration to all Filipinos.

The history of Jollibee is a classic rags-to-riches tale of an ambitious family finding success in greener pastures. His parents took the whole family and emigrated from Southeast China. They settled in Davao where they opened a restaurant. Tan Caktiong graduated with a chemical engineering degree from the University of Santo Tomas. A trip to an ice cream plant when he was 22 inspired him to pursue a Magnolia Dairy Ice Cream franchise and he opened two—one in Cubao and another in Quiapo—using P350,000 of his family’s savings. 

Ice cream wasn’t sustainable enough so Tan Caktiong added hot savories to the menu. These became so popular that by 1978, he ended his franchise and converted his restaurants to the first iteration of Jollibee.

Why is it called Jollibee?

What does a bee have to do with pineapple burgers and spaghetti? The bee was chosen because it connoted hard work, while its association with honey evoked the sweet life. Jollibee’s first branding efforts are attributed to marketing consultant Manuel Lumba, who first met Tan Caktiong in 1978 when Jollibee was still called “Jolibe” and the now prolific CEO needed advice on where to steer the business next.

In an interview with Entrepreneur , Lumba said, “Watching the guests, I quickly noticed that there were leftovers when it came to certain products, but not with the hamburger sandwich. [With that] I thought the business had a potential winner.” 

Lumba patterned the bee design after his six-year-old daughter’s comic books. “If Disney had a mouse, why couldn’t I have a bee? Then I added a chef’s hat to suggest quality food, a red dinner jacket with a vest to boot, white gloves that reminded me of Disney characters, and taking inspiration from Tony Velasquez’s Nanong Pandak comic book character, I exaggerated the cheeks.” The crude design was polished by an advertising company and Tan Caktiong invested millions to secure the trademark. 

The name also needed work. From Jolibe , it became Jollibee. An extra L and E were added to make it more recognizable as “jolly bee.”

Lumba did much more than a facelift. He risked money and face by purchasing ad space in a PBA game—a gamble for a little-known hamburger restaurant—which eventually introduced Jollibee to a wider audience. He edited the restaurant’s design and advised that pomp shoul every branch opening. 

https://www.youtube.com/watch?v=etI-Ac8VtrU

The Jollibee effect  

In 1978, after Jolibe became Jollibee and stopped selling ice cream, the Yumburger became its flagship product . The famous spaghetti was introcued a year later, and after that, the beloved fried chicken. By the time a rival fast-food chain planted its roots in the Philippines in 1981, Jollibee already had a strong hold on the Filipino fast-food palate. In the next decade, Jollibee continued to dominate, launching its  palabok , Champ hamburger, Jolly Twirls, and in the ‘90s, the Jolly Hotdog and Peach Mango Pie. We don’t need to remind you that these continue to be bestsellers in Jollibee today.

More mascots joined in, more menu items were launched. By 1987, Jollibee was a global brand with its first overseas outlet in Brunei.

From those few outlets in the late '70s, Jollibee has opened branches all over the world, from Papua New Guinea to Milan , mascots have come and gone (RIP Mico), TV shows have been produced, prime ministers have driven through . Jollibee himself has toured the Philippines and gotten a glow up, becoming a  Funko Pop (twice!), as well as appearing on Glee and comic books like The Avengers  and The Flash.

Tan Caktiong in a 2010 interview said, "From a rather crude, strange-looking bee that no bank dared to touch back in 1978, Jollibee and his cheeky smile today have become synonymous with a truly Filipino success story that is now a source of patriotic pride. It is estimated that the Jollibee brand is now worth several billion pesos." 

The Jollibee Food Corp. owns and operates numerous restaurant franchises in the Philippines, as well as overseas. Locally, its portfolio includes Mang Inasal, Chowking, Greenwich, Red Ribbon, Burger King Philippines. Internationally, it has Smashburgers as well as a stake in Panda Express Philippines. Its  acquisition of The Coffee Bean & Tea Leaf is only another unsurprising step in its world takeover.

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• Jollibee to Sell $178 Million Secondary Shares (Manila Bulletin)
• Jollibee Making Waves in the Global Market (Business Inquirer)

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Jollibee’s Success in the Philippines Essay Example

• Pages: 3 (769 words)
• Published: October 16, 2017
• Type: Research Paper

Jollibee is the Mcdonald’s of the Philippines. From a simple ice-cream parlour in 1975. it has explored the construct of hot repasts and sandwiches in 1978 and since so revolutionized the construct of fast nutrient in the Philippines. 1984 saw Jollibee hit the Top 500 Filipino Corporations. 1987 landed the fast nutrient concatenation into the country’s Top 100 Corporations. It became a billion-peso corporation in 1989. Today. there are 600 subdivisions of Jollibee in the Philippines and about 50 abroad. Analysis of Jollibee’s Success in the Philippines The Philippines is a little. third-world state in south-east Asia.

Like many Asians. Filipino people eat their repasts with rice and they prefer it home-cooked. However. due to the urbanisation of the capital metropolis in the late 70’s and the modernisation required for economic development. Filipinos had to settle for less th

an the best: the turo-turo manner. Way before the term “fastfood” reached the vocabulary of the Filipinos. people in the Philippines had eaten turo-turo manner. Turo-turo is where ready-to-eat and ready-to-go main courses arrayed in steam-heated trays. are ever ready to be eye-balled by hungry and annoyed clients.

If you wait more than 20 proceedingss to acquire your nutrient. it’s non considered as a turo-turo eating house. Jollibee’s claim to hold revolutionized the construct of fast nutrient in the Philippines is likely right. The company claims that the secrets of its success are “superior menu line-up. originative selling plans. and efficient fabrication and logistics installations. It ( success ) is made possible by well-trained squads that work in a civilization of unity and humbleness. merriment and family-like. ” Success did non come easy as Jollibee is non precisely the

first “fastfood” in the Philippines.

Wendy’s from the USA came foremost and that is where Jollibee “ conceived” the thought of sandwhiches and hotmeals served in less than 20 proceedingss to provide to the urbanised metropolis of Manila. Competition has been tough for the first few old ages nevertheless Jollibee made the right determination to “Philippinize” its construct get downing with market research. It was hypothesized that the Filipinos love non really the home-cooked repasts served by their married womans but the odor and olfactory property of the repasts served at place. Capitalizing on this theory. Jollibee launched the motto. “langhap-sarap” which in English translates to “smells delicious” .

Besides. cognizing the bosom and psyche of every Filipino is the household. Jollibee made itself cater non to single professionals in the modern metropolis but to the household as a whole. Jollibee became a ruddy. elephantine bee mascot kids adore. Jollibee easy became a family name in the market. The most noteworthy trade good Jollibee offered is the poulet joy. When you step indoors a individual subdivision of Jollibee. you can really smell the crispy. aureate poulet being deep fried to juicy tenderness. In Jollibee. beefburger cake is being eaten with gravy and served with rice and they call it the Burger steak.

Same as any merchandise. this one “smells delicious” . Another noteworthy thing about Jollibee is how spaghetti is flavored. The spaghetti of Jollibee is sweet as Filipinos put sugar in their spaghetti and non much tomatoes. This menu line-up thanks to research on the wants of Filipinos. aim client and the usage of mega-superstars as subscribers put Jollibee at the top of the fastfood industry in

the Philippines. Jollibee in the USA The Jollibee subdivision located in San Francisco country is supposed to provide to the voluminous home-sick Filipinos working in the metropolis.

This Jollibee subdivision looks like a normal Jollibee subdivision in the Philippines. The most noteworthy difference is the monetary value of the nutrient. Jollibee in the USA is more expensive than McDonald’s. They besides accept recognition cards which is a installation non found in any of the Jollibee subdivisions in the Philippines. The trade goods sold is besides really different. Though they market it as the same “smells delicious” poulet joy from the Philippines. the poulet barely smells nor looks delightful. It doesn’t have the same crispy succulence as that of the local subdivisions and it tastes largely of salt.

The Burger steak is still served with rice though the beefburger cake is bigger and spaghetti is non every bit sweet as it should be. Filipino-style. The merger of two provinces could be blamed for the high pricing as Jollibee might be seting to the cost of seting up a subdivision in San Francisco where natural stuffs are well more expensive. However. the aim of providing to home-sicked Filipinos is non met. in my sentiment. as this Jollibee. though the same as in the place state in name. is non the same in every other facet.

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Jollibee continues to level up customer experience with roll-out of self-order kiosks nationwide

• BusinessMirror
• November 18, 2019
• 3 minute read

Jollibee has taken its mission of spreading the joy of eating to a whole new level with   innovations aimed at enhancing total customer experience and convenience. Aside from the recent opening of its new Level Up Joy Store in Katipunan, Quezon City that boasts of a modern design concept and interiors, the country’s leading fast food brand has continued to level up its stores nationwide with the roll out of self-order kiosks in outlets located in key cities and municipalities.

To date, there are a total of 97 self-order kiosks that have been installed in 37 Jollibee branches all over the country. These include Jollibee branches in BGC Triangle Drive, Katipunan Quezon City, Bay Laguna, Ayala Center Cebu, and Lagao, South Cotabato, with more in the pipeline. Designed to make choosing and ordering meals easier and more convenient, the touch-to-order system was first piloted by Jollibee in 2018.

Apart from providing an elevated customer experience using the latest technology, the self-order kiosks cater to the so-called time and energy-starved customers who prefer to order at their own pace, see the available menu selections, and be given the choice to customize their orders with ease and accuracy.

With its user-friendly interface, it only takes 3 simple steps to complete one’s order in these Self-order kiosks. To begin ordering, customers need to simply (1) touch the screen to see the menu where they can select their orders for dine-in or take-out. Whether they want large fries to go with their Yumburger or pair their meal with iced tea or pineapple juice, customizing orders and choosing from a variety of add-on choices is a breeze!  (2) Once orders are complete, customers can then proceed to pay using several options: by inserting their credit or debit PayMaya prepaid cards in the payment terminal, or paying with cash at the counter. Happyplüs members can also redeem their points and use them to pay by simply scanning their cards at the promo redemption scanner. (3) After payment, customers are issued queue numbers for claiming of their orders at the counter. Once they get their order from the friendly Jollibee crew, they can then proceed to find their seat or head out to enjoy their favorite great tasting Jollibee treats!

In the recent opening of Jollibee’s Level Up Joy Store in Katipunan, 2018 Miss Universe Catriona Gray and Kapamilya actor and Jollibee endorser Joshua Garcia were among the VIP guests who tried out for themselves and experienced the ease of using the self-order kiosks. 

Jollibee shares that the overall response from its customers who have tried this out in these branches has been very positive so far. “We are currently experiencing as high as 63% usage among our customers and a 51%-time improvement in total customer experience” shares Jollibee Philippines’ Restaurant Systems Head Jon Villanueva. “Our users – who are a mix of different age groups – find that it’s easy to use, very convenient, and offers a faster order time.”

Jollibee also introduced another innovation that makes serving  langhap-sarap  products even faster via the Overhead Transport System (OTS). The OTS is a mechanical conveyor that transports orders from the Kitchen to Jollibee’s takeout counter or drive thru and frees up the store crew handling these to attend to other things. This feature is currently found in select pilot stores: Jollibee Shell Heritage – Drive Thru; Jollibee Shell Feria Commonwealth – Drive Thru; Jollibee Cebu – Ayala.

“Bringing satisfaction and joy to our valued customers through innovative ideas and total customer experience has always been one of the thrusts of Jollibee,” Villanueva continues. “Towards this end, we are continuously on the lookout for the latest global technologies and systems to bring in locally, thereby bringing the Jollibee customer experience to even higher levels like ever before.”

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Why Jollibee Became An International Fast Food Empire Loved By Canadians

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If there’s one thing Filipinos love and enjoy with all their heart, it’s the fast food chain that makes use of a bee in a suit for their mascot. Jollibee is known as a crowd favourite, loved by children and adults alike. They have been serving for so long that most of the country had been having Jollibee since they were just kids.

In the present time, they have a chain in almost every part of the Philippines spreading even across countries capturing more than just the hearts of Filipinos with their ever unique taste of their special fried chicken, the Chicken Joy.

  View this post on Instagram   A post shared by Centre Point Sabah (@centrepointsabah) on Sep 15, 2020 at 11:06pm PDT

The fast food chain continues to live up to their motto of sharing joy to their consumers, both through the little acts of happiness they give to bring people together and the classic flavours they’ve been living up to since the very beginning.

The Start of the Bee’s Journey

During the year 1978, Tony Tan Caktiong, the man who owns this nationwide-known and globally spreading franchise, had decided to turn to a different chapter in his life the moment he entered the world of business despite being a chemical engineer. He had worked at an ice cream parlour at first, where he wanted to provide the customers with something more to look forward to than just sweet treats.

He offered the people who came and went different snacks and sandwiches to fill them up. Surprisingly, this was selling much more than the ice cream was. With that, there was a spark in him that pushed him to build a fast-food spot made to satisfy the Filipino palette.

  View this post on Instagram   A post shared by Toronto Foodie – ZT | BL (@eatwiththeduo) on Dec 3, 2019 at 8:49pm PST

Jollibee had been born, and continuously attracted people with the menu they offered. It had eventually become such a popular choice that it competed with one of the largest American fast-food chains, McDonald’s.

Now, Jollibee is found in over a thousand locations around the world with the plan of expanding their empire in the U.S. to reach triple digits within the next five years.

The Secret of This Jolly Bee; Why It’s So Unique

Jollibee’s main feature is the way their food menu focuses on the palette of their audience. It was originally made to cater the Filipino taste, providing banana-ketchup spaghetti with hotdogs and fried garlic rice to have with breakfast meals. The little details they put into the meals make it so meaningful and delightful to the Filipino people because of how it represents the simple tastes of the natives.

  View this post on Instagram   A post shared by TravelSouthPh (@travelsouthph) on Sep 13, 2020 at 3:45pm PDT

With this goal in mind, Jollibee spread into different countries changing up their menu in little ways to cater to the palette of those who are in the location. While there’s no big change in the flavours they provide, they aim to make sure it fits the tastes of those in the area. For example, Jollibee UAE offers its customers the option to have their meals with Biryani rice which is a well-known delicacy in the location.

  View this post on Instagram   A post shared by 𝕄𝕚𝕔𝕙𝕖𝕝𝕝𝕖 (@mitcheatswhat) on Aug 15, 2019 at 4:09am PDT

This is what makes people so attracted to them. Jollibee, while keeping the Filipino-centered tastes, showcases the variety in unique ways most fast-food chains have not been able to incorporate the same way. Simply put, Jollibee’s menu feels more like a wide selection of flavours to find what suits you best rather than a generalized taste to fit the palette of all.

Their menu alone is enough to keep people wanting more, but this isn’t the only thing that keeps them at the top. Another of Jollibee’s signature characteristics is their mascot; a bee coloured in yellow and red in a little tuxedo suit and chef’s hat. It may be hard to picture, and if you first saw this mascot without knowing what Jollibee was, you might find it odd.

However, this bee means much more to other people than you would think. To kids, especially. Jollibee has become a symbol of childhood. It was where Filipino people spent Sunday morning breakfasts and birthday parties. The bee is not only a reflection of a Filipino child’s memories, but it is also a symbol of the Filipino itself. Jollibee showcased the mascot as someone who was optimistic, hard-working and just full of joy in general -which is a little description of what the Filipino spirit is.

Jollibee in Bridging Memories to the Present Time

The fast-food chain centralizes its menu classics on the elements of Filipino childhood. Their signature Jolly Spaghetti and Chicken Joy bring back times of being in birthday celebrations with friends and families, whether with Jollibee or simply in Filipino homes.

They also have other classics like palabok, kare-kare and sizzling sisig -which each serve as a vivid memory to Filipino consumers as these are common food choices served in households and parties.

Jollibee comes with a feeling of nostalgia from the ambience of the fast-food spot alone, drawing more people in with the warmth that they have to offer to remind it’s consumers of their roots wherever they may be.

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The bee arrives in toronto, canada.

Spring of the year 2018, Jollibee had opened up their doors to Toronto and immediately dealt with lines that seemed like they would never end. Even a week after, people had been lining up to grab a bite of their classic meals. In fact, people would spend a few hours in line even if only to have a peach mango pie -and that says a lot!

Although most people had to wait for hours, the majority votes it’s worth the wait. Some people had to wait days before heading to the restaurant to avoid the crowd, only to find it was no different from day one.

Jollibee had, after all, announced the opening of the Toronto branch years ago. Most people, both Filipino immigrants and locals alike, have definitely been waiting enough for this to come true.

  View this post on Instagram   A post shared by Owen (@owen_estolano) on Jun 8, 2018 at 5:23pm PDT

As of now, there are only a few branches open in all of Canada. The first one was in Winnipeg, Manitoba during December 2016. This city was chosen mainly for being the city with the highest Filipino density. The bee mascot had put on a tuque and scarf on top of its normal costume as a way to celebrate the occasion.

In the year 2018, two more locations have been introduced. One during April in Scarborough, and the other in Mississauga three months after. They opened up a few more during 2019 in locations like Edmonton, Calgary and another location in Toronto.

  View this post on Instagram   This was one crazy experience! 3 hour line, $60 max. Purchase, lots of Filipinos 🇵🇭 it was worth the wait though 😁 * * What did I order? (I didn’t take a picture of every item because I’m waiting to dine in for my next visit) * I order a bunch of combos and spend roughly $140. That would feed roughly 10 people(for a hungry family….not enough, lol) * Jolly Crispy Chicken-Spicy and Original, Palabok Fiesta, Jolly Spaghetti, Burger Steak, Yum Burger, Jolly Spaghetti, Peach Mango Pie, Mashed Potatoes, French Fries, Gravy, Pineapple Juice. * *VERDICT* Least favourite: Mashed Potatoes * 1. Jolly Crispy Chicken – Flavours and crispiness were all there. The spicy chicken was actually spicy and enjoyable. 2. Palabok Fiesta – For a fast food version….it was okay. Not something to get crazy over, but it tasted good with extra lemon juice. 3. Jolly Spaghetti – Have you tried Filipino spaghetti before? Well, this had a good balance of sweetness and flavours. The small bits of hotdogs were good. 4. Burger Steak – The Burger patty was tasty. The mushroom sauce that it was in made it even crazier. 5. Yum Burger – This Burger was actually good and not dry. Great for a small on the go snack. 6. Mashed Potatoes – this tasted like those dehydrated potatoes that they serve in high school cafeterias. Not impressed 😣 7. French Fries – Tasted and felt like McDonald’s fries. So it’s good. 8. Peach Mango Pie – AMAZING!!! Crispy, not too sweet, and awesome 🍑 Mango filling. 9. Pineapple Juice – the best drink to wash down your meal. Tasted like Tang mixed with real pineapple juice. I like it! 10. Gravy – I’m a gravy lover and this one is great on everything Jolly. * * Overall: Jollibee just brought in the competition with their famous Jolly Crispy Chicken. Their Peach Mango Pie is to die for. The Burger Steak, Jolly Spaghetti, and Pineapple Juice are great as well. * For my next visit, I will take a closer look at their menu and take better pictures. I was kind of in a rush due to how busy the place was and how much I’ve ordered. A post shared by Reviews By Chuck (@reviewsbychuck) on Sep 29, 2019 at 7:57am PDT

There are currently a total of ten locations across the country namely in Calgary, Macleod Trail, South Edmonton, Ellice, Winnipeg, Mississauga, Scarborough, Thornhill, North York, and Regina. The Jollibee team has future plans of extending their reach as well.

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Jollibee: Bringing Filipino fast food to the world

The case deals with the international expansion of Jollibee across Asia, USA and Europe along various dimensions (in particular its brands portfolio)

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Jollibee Foods Corporation, Essay Example

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This deals with the case study of Jollibee Foods Corporation, Philippine based fast food company. Part A deals with analysis of the global hamburger chain industry structure. Part B will deal with analysis of the structure within the global hamburger chain industry relevant to Jollibee. Part C analyses the external Jollibee business environment in California.

Part A: Analysis of the structure of the global hamburger chain industry

The fast food industry has renowned industry competitors including McDonalds, Sonic, Jack-In-The-Box and Burger King amongst others (Hotels, Restaurants & Leisure Industry Profile, 2012). McDonald’s first store came into existence in 1940 and had its headquarters at the Oak Brook, IL. The first store for Sonic followed in 1945 while the Jack-In-The-Box started in 1951 with its headquarters at San Diego CA and Burger King began operating in 1954 with headquarters at Miami, Florida.

The fast food industry has about 200,000 restaurants worldwide accruing combined annual revenue of about $120 billion. The industry has an extremely high fragmentation with the leading companies holding over 25% of the total sales made.

According to Hotels, Restaurants & Leisure Industry Profile (2012), fast-food industry is highly labor-intensive, and the average yearly revenue per worker is below $40,000. It is a common phenomenon for fast-food restaurants to specialize in a few main dishes. Such restaurants consist of regional and national chains, independent operators and franchises. Quite a number of fast-food restaurants utilize a POS (point of sale) system to make orders from the register and drive-thrust.

The fast-food industry’s breakdown constitutes the restaurant industry divided into full-service and limited-service (NAICS 722211). The limited service includes foods in the burger segment such as sandwiches, chicken, Mexican and pizza/pasta amongst others.

The economic factors that affect the fast-food industry include economic recession. Fast food restaurants fare better than their casual and high-end cousins do when disposable personal income is tight. This happens because people will tend to shift their buying downward. For a restaurant to survive well through recession times, there must be tight cost controls in place as well as a well-advertized dollar menu.

Political factors in place to help restaurants in recession entail Economic Stabilization Act of 2008. In this case, restaurants acquire loans from banks for updates and many needed expansions. The Act also contains accelerated 15-year depreciation schedule in case of new construction, which save money.

There are social factors so crucial in the fast food industry. The goods and services must add value through consistent quality and being affordable. The menus should have products with a vast variety. The restaurants should strive to provide brand image needs and healthy options. The foods served must be fast to accommodate the lifestyle of the surrounding and be convenient.

The five forces models that apply to any businesses also apply to the fast food industry. These forces include bargaining power of customers, threats of new entrants, bargaining power of suppliers, threats of substitutes and rivalry among existing firms. In general, the fast food industry has a high threat of new entrants, low bargaining power of customers and that of suppliers. It also has high threat of substitutes and high rivalry among firms.

The key factors for success in the fast food industry include differentiation and operation on low cost (Khanna & Krishna, 2006). It is difficult to differentiate a fast-food burger on a single product. One can focus towards the surrounding atmosphere and unique menu items in this industry. Product and brand advertisement can be crucial players in attracting customers and making a household name in the industry. Consumers can find a suitable burger at a comparable price from just about any of the competitors in a synonymous industry.

Part B: analysis of the structure within the global hamburger chain industry relevant to Jollibee

Jollibee has its formidable competitor in McDonald’s which leads in the world. McDonald’s takes over 40% of the fast food industry in US burger market while Jollibee dominates in the Philippines. In more than 100 countries, McDonald’s has more than 31000 outlets where 3000 are in Asia. Jollibee has 600 outlets only where over 50 of them are international outlets. In contrast to these numbers, Jollibee has captured over 65% of the Philippine hamburger market. Jollibee has a secret of Smart Niching where they focus on serving Filipino consumer unique tastes, as McDonald’s concentrates on exporting standardized fare. Another well-established Jollibee’s competitor is KFC.

Jollibee faced new challenges as it made entry into the international market. There is a high competition in the fast food industry and marketing innovations and price wars are a common phenomenon. The rivalry also centers on crucial success factors including reasonable pricing nourishing food, services and goods. The competition is extremely stiff because the rivals are nearly equal in opportunities and capabilities. The success of Jollibee in the niche market will allow generation of momentum for the company’s expansion although there is a risk of targeting a narrow segment. The company’s concentrated marketing campaign enables it to generate stable income that can enable Jollibee to enter into other segments.

Jollibee managed a competitive advantage over McDonald’s in the Philippines through a fast mover advantage strategy (Khanna & Krishna, 2006). Tony Kitchner headed the International Division of the Corporation in 1994. He became successful in the wealth creation and increase of the Corporation’s presence in countries that had no or less competition. During his tenure, the Corporation’s stores increased from 65 to 205. Furthermore, there was an increase of total sales to over 94.5%. The increases were marvelous since few companies do experience fast growth such as this. Tony was of the idea that although one can incur losses while moving into untapped markets, a company could enjoy the rest of time by restricting entry into the market by other companies. Although he managed some success for the company, there were downfalls, as well. Mounting at times resulted to shutdown of stores. The company experienced failures in chaotic investments strategy unsupported by careful research. Tony’s strategy targeting expats faced the narrow segment targeting risk. There was no consideration of expats’ lifestyle, preferences and tastes considered for the international expansion.

Part C: external business environment of Jollibee in California

There are a significant number of Asian communities living in California and Jollibee’s international expansion strategy has taken the move to the region. The US fast food market with intense, competitive atmosphere provides tremendous global learning opportunity for Jollibee. Jollibee also found out that many of its restaurant elements appealed to the Americans. The Filipino-Americans provided a strong support to the company (Rarick et al., 2011). Before it moved east, Jollibee was going to expand throughout California. America has diversification, which is another aspect that helped in Jollibee’s success, in California. In any American city, one can find Italian, Chinese, Greek, Japanese, Spanish, polish, American, Indian, polish and other ethnic restaurants. Jollibee knew from research that Americans liked to try food from a different culture and thus it had all reasons to take Filipino food to the market. Therefore, the Filipino food entered the American fast food market. However, Jollibee faces stiff competition from companies that offer the same services. Jollibee moved late into the region and thus it did not obtain success to suppliers, distribution channels and store locations, which made the company a cost Philippine leader. Jollibee does not have any tangible experience operating in a Western business environment aside from its experience in Guam. However, careful research and sound implementation plan can boost Jollibee markedly in the Californian market environment.

Question 2: as a consultant for United Airlines (UA)

This question deals with analysis of the Chinese market, the trends of the Chinese market and the impacts of the trends on business operations in the airline industry.

Analysis of the Chinese market from various perspectives

The Chinese market can offer the UA lucrative business opportunities, as it has a vast market and rapid economic growth. China’s economy is at $2.26 trillion and is the fourth largest world economy. It is also the fastest growing world economy and approximately a seventh of US economy. China has a large population of about 1.3 billion, which makes a gigantic market.

China is one of the world’s emerging markets and any company investing in an emerging market will always risk more than in a domestic market (Airlines Industry Profile, 2011). We note that there is a political risk where we find the Chinese insisting that Taiwan belongs to them. Taiwan, on the other hand, wants to be independent. There is also currency risk: the people’s money (Chinese renminbi) has problems with the dollar and the value has been a puzzle to many investment analysts. Corruption is another problem facing china. In the region, there is a lack of transparency- China airline companies provide less information than those in the Western.

We should have in mind that china is a high-risk environment, and a ‘work in progress’ and as investors we must be careful as we enter its business environment. The task of identifying the best companies in which to invest can be a daunting one given the sheer size and complexity of China.

Zheng and John (n.d.) assert that the General Administration of Civil Aviation of China (CAAC) imposes checks and regulations, which will be difficult for United Airlines to implement its business strategies. The regulations imposed include those on international and domestic routes, jet fuel prices, airfares, air traffic control and air craft maintenance amongst others. These regulations are crucial in ensuring safety in the air industry, but they will provide hindrance when it comes to UA’s flexibility to lower prices, respond to competition, and adapting to market conditions.

All Chinese airline companies buy the jet fuel from the China Aviation Oil Supplies (CAOSC) and companies under CAAC. United Airlines will not be an exception in this case. The jet fuel prices in China have remained higher than that of the world market prices. This might disrupt future operations, and thus we should enter the Chinese market with exceptional care. We will also face competition from other companies such as Air Macau Group, Dragon Air, and Thai Airways International amongst others.

However, I would like to conclude that taking into consideration the opportunity in the Chinese population coupled with the growing tourism industry, it is a noble venture for the company to enter the market.

International Store Sales by Country: 1996 (in U.S. dollars at contemporary exchange rates)

Porter’s competitive strategies Model, a strategy adopted by JFC

Airlines Industry Profile: China. (2011). Airlines Industry Profile: China , 1-42.

Hotels, Restaurants & Leisure Industry Profile: Global. (2012). Hotels, Restaurants & Leisure Industry Profile: Global , 1-36.

Khanna, T. & Krishna G. P. (2006).Emerging Giants: Building World-Class Companies in Developing Countries. Harvard Business Review: 2-11.

Rarick, C. A., Falk, G., & Barczyk, C. (2011). JOLLIBEE FOODS CORPORATION AND THE GLOBAL MARKET. Allied Academies International Conference: Proceedings Of The International Academy For Case Studies (IACS) , 18 (1), 57-61.

Zheng, L., & John F., O. (n.d). The evolving landscape of Chinese aviation policies and impact of a deregulating environment on Chinese carriers. Journal Of Transport Geography , 19 829-839. doi:10.1016/j.jtrangeo.2010.10.010

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Get ready for Jollibee’s Chickenjoyest: ‘Best-tasting na, biggest pa’

Jollibee, the Philippines’ most beloved fast-food chain, is thrilled to announce that the best-tasting Chickenjoy is now at its biggest! Still priced at only P82, the iconic Chickenjoy delivers the ultimate fried chicken experience by combining the classic Jollibee superior taste with large size for unbeatable value. Ito ang Chickenjoyest!

The Chickenjoyest Experience: Best-Tasting na, Our Biggest Pa!  

Jollibee Chickenjoy remains to be the best-tasting fried chicken, with every piece cooked to ensure it is crispy on the outside and juicy on the inside. The classic taste and texture of Jollibee Chickenjoy has always been the top choice for fried chicken lovers, and it’s now even more irresistible with its bigger size. 

“We are incredibly excited to celebrate this moment with our loyal Chickenjoyers,” said Luis Berba, Jollibee Philippines Marketing Director for Masterbrand, Chickenjoy and Beverages. “The best-tasting Chickenjoy is now at its biggest, crafted to deliver even more joy with every bite. This is our way of showing our continued commitment to providing the best Jollibee experience, and it’s all for you – our beloved and valued customers who have made Chickenjoy a staple in their homes. Ito ang Chickenjoyest!”

Celebrate with Us: The Chickenjoyest Celebration with Anne Curtis, Joshua Garcia, and Belle Mariano 

To mark this exciting launch, Jollibee is kicking off the Chickenjoyest celebration with a new ad featuring Anne Curtis, Joshua Garcia and Belle Mariano. Click on the link below to witness the joy and excitement of enjoying the Chickenjoyest celebration.

Don’t miss out on the Chickenjoyest experience. Visit your nearest Jollibee store to join the celebration and enjoy the best-tasting and now the biggest Chickenjoy ever. You can also have it safely delivered to you via the Jollibee Delivery App, JollibeeDelivery.com, #87000, GrabFood, and foodpanda. Also available in Drive-Thru and Take Out.

For more information and updates on Jollibee products, like Jollibee on Facebook, subscribe to Jollibee Philippines on YouTube, and follow @jollibee on Instagram, and TikTok.

ADVT. 

This article is brought to you by Jollibee. 

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Do cats experience grief? New research suggests they might

Joe Hernandez

Researchers found that cats showed signs of grief, such as eating and playing less, after a fellow pet had died. Getty Images hide caption

If a human or another animal close to them dies, does a cat grieve the loss?

That was the question a team of researchers from Oakland University in Michigan set out to answer when they surveyed hundreds of cat owners about their cat’s behavior after another cat or dog in the household passed away.

The data showed that cats exhibited behaviors associated with grief — such as eating and playing less — more often after the death of a fellow pet, suggesting they may in fact have been in mourning.

“It made me a little more optimistic that they are forming attachments with each other,” said Jennifer Vonk, a professor of psychology at Oakland University, who co-authored the study, published in the journal Applied Animal Behaviour Science .

“It’s not that I want the cats to be sad,” Vonk went on, “[but] there is a part of us, I think, as humans that wants to think that if something happens to us our pets would miss us.”

13.7: Cosmos And Culture

When animals mourn: seeing that grief is not uniquely human.

Though animals from elephants to horses to dogs have been shown to express signs of grief, less is known about the emotional life of the domesticated house cat. Vonk said she knew of only one other study on grief in domestic cats.

For their research, Vonk and her coauthor, Brittany Greene, surveyed 412 cat caregivers about how their feline companion acted after another pet in the house died.

They found that, after the death of a fellow pet, cats on average sought more attention from their owners, spent more time alone, appeared to look for the deceased animal, ate less and slept more.

Losing a pet is hard. Here's how to cope

Vonk said they didn’t observe “huge changes,” but the behavior changes they did see mirrored those that had previously been observed in dogs, which have evolved in a more social way than cats.

“For me, the most compelling finding is that when cats were reported to change their behavior in ways that would be consistent with what we would expect for grief,” Vonk said, “it’s predicted by things like the length of time that the animals lived together or the amount of time that they had spent together engaged in various activities or the quality of their relationships.”

Vonk acknowledged that there are some caveats to the research. An owner may have been projecting their own feelings of sadness on their surviving cat when reporting their symptoms, or the cat may have been trying to console the grief-stricken human. (Cat owners who felt more grief themselves reported more grief in their surviving cats, researchers found.)

Shots - Health News

A veterinarian says pets have a lot to teach us about love and grief.

The cat subjects may also have been behaving differently in response to a new household dynamic with one fewer pet, she added.

The researchers said more studies in this area would be necessary before drawing any conclusions. But Vonk, a cat owner herself, said her and Greene’s data suggest that cats may experience emotions akin to grief and sadness in ways that weren’t previously known.

“It does make me think maybe it’s more likely than I thought before that cats do have those feelings,” she said.

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Get Ready for Jollibee’s Chickenjoyest: Best-Tasting na , Biggest pa

Jollibee, the Philippines’ most beloved fast-food chain, is thrilled to announce that the best-tasting Chickenjoy is now at its biggest! Still priced at only P82, the iconic Chickenjoy delivers the ultimate fried chicken experience by combining the classic Jollibee superior taste with large size for unbeatable value. Ito ang Chickenjoyest!

The Chickenjoyest Experience: Best-Tasting na , Our Biggest Pa !

Jollibee Chickenjoy remains to be the best-tasting fried chicken, with every piece cooked to ensure it is crispy on the outside and juicy on the inside. The classic taste and texture of Jollibee Chickenjoy has always been the top choice for fried chicken lovers, and it’s now even more irresistible with its bigger size.

“We are incredibly excited to celebrate this moment with our loyal Chickenjoyers,” said Luis Berba, Jollibee Philippines Marketing Director for Masterbrand, Chickenjoy and Beverages. “The best-tasting Chickenjoy is now at its biggest, crafted to deliver even more joy with every bite. This is our way of showing our continued commitment to providing the best Jollibee experience, and it’s all for you — our beloved and valued customers who have made Chickenjoy a staple in their homes. Ito ang Chickenjoyest!”

Celebrate with Us: The Chickenjoyest Celebration with Anne Curtis, Joshua Garcia, and Belle Mariano

To mark this exciting launch, Jollibee is kicking off the Chickenjoyest celebration with a new ad featuring Anne Curtis, Joshua Garcia and Belle Mariano. Click on the link below to witness the joy and excitement of enjoying the Chickenjoyest celebration.

Join the Celebration and Get Your Chickenjoyest Today!    

Don’t miss out on the Chickenjoyest experience. Visit your nearest Jollibee store to join the celebration and enjoy the best-tasting and now the biggest Chickenjoy ever. You can also have it safely delivered to you via the Jollibee Delivery App, JollibeeDelivery.com , #87000, GrabFood, and foodpanda. Also available in Drive-Thru and Take Out.

For more information and updates on Jollibee products, like Jollibee on Facebook, subscribe to Jollibee Philippines on YouTube, and follow @jollibee on Instagram, and TikTok.

Spotlight is BusinessWorld’s sponsored section that allows advertisers to amplify their brand and connect with BusinessWorld’s audience by publishing their stories on the BusinessWorld Web site. For more information, send an email to [email protected].

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