Jollibee
Logo since 2011
Product typeFast food chain
OwnerJollibee Foods Corporation
CountryPhilippines
IntroducedJanuary 11, 1978 (1978-01-11)
MarketsSoutheast Asia, Middle East, Western Europe, North America, East Asia (Hong Kong, Macau)
TaglineLanghap-Sarap
Bida ang sarap/saya!
No. 1 Sa Saya
Websitewww.jollibee.com.ph
Company
FounderTony Tan Caktiong
HeadquartersJollibee Plaza Building, Emerald Ave., Ortigas Center, Pasig, Metro Manila, Philippines[1]
Number of locations
1,500[2] (2021)

Jollibee is a Filipino chain of fast food restaurants owned by Jollibee Foods Corporation (JFC). As of September 2023, there were over 1,500 Jollibee outlets worldwide,[2] with restaurants in Southeast Asia, the Middle East, East Asia (Hong Kong and Macau), North America, and Europe (including Spain, Italy,[3] and the UK).

History

In 1975, Tony Tan Caktiong and his family opened a Magnolia ice cream parlor in Cubao, Quezon City.[4][5] The outlet later began offering hot meals and sandwiches. When the food items became more popular than ice cream, the family decided to convert the ice cream parlor into a fast food restaurant, which became the first Jollibee outlet in 1978.[6] Management consultant Manuel C. Lumba advised the family on the change in strategy.[4] Jollibee was initially named "Jolibe", but changed its name to "Jollibee".[7]

Jollibee Foods Corporation (JFC) was incorporated in January 1978.[note 1] By the end of that year, there were seven Jollibee branches in Metro Manila. The first franchised outlet of Jollibee opened in Santa Cruz, Manila in 1979.[10]

Jollibee experienced rapid growth. The chain was able to withstand the entry of McDonald's into the Philippines in 1981 by focusing on the specific tastes of the Filipino market.[11] The first provincial Jollibee outlet opened in Mabalacat.[12] The first overseas Jollibee opened in Taiwan in 1986; that location eventually closed.[13] Jollibee continued to expand and set up outlets both within the country and abroad.[14] On June 13, 1998, Jollibee opened its first United States location in Daly City, California, with franchises soon following in Singapore, Italy, Qatar, and China.[15][16][17] Jollibee launched its first branch in Dubai in 1995, which closed, and reentered the market in 2015;[13][18] it currently operates 16 franchises across the United Arab Emirates. As a result of the 1997 Asian financial crisis, the chain was forced to withdraw its operations in Malaysia and Indonesia.[19][20] Jollibee returned to Malaysia in December 2018, opening a location in Kota Kinabalu; the chain has since expanded to seven locations in the country.[21][22][23]

In 2013, Jollibee opened its first branch in Singapore, and it has since opened five branches.[24] In 2016, the chain opened its first Canadian restaurant in Winnipeg.[25] Jollibee first entered Europe in 2018 with the opening of a branch in Milan,[26] which was followed by its second European location in London on October 20, 2018.[27] In 2018, Jollibee opened locations in Manhattan and Edmonton.[28][29][30] Jollibee announced plans to open 509 stores in the US and Canada in 2021.[31] In August 2022, Jollibee opened a Times Square location.[32]

Products

A piece of Chickenjoy alongside palabok, a traditional Filipino noodle dish
Two pieces of Chickenjoy, the chain's core product; along with gravy, Burger Steak and a serving of rice in Kuala Lumpur, Malaysia

Jollibee offers American-influenced fast food items and casual Filipino fare. Among the establishment's best sellers are the Yumburger, the house hamburger first introduced during their early days of operation;[33] the Chickenjoy, a fried chicken meal, introduced in the 1980s, with regular and spicy versions;[34] and Jolly Spaghetti, a sweet Filipino spaghetti that includes a beef sauce with pieces of hot dog and ham.[14] In 1995, Jollibee introduced the Burger Steak to its menu.[35] At its international locations, Jollibee also offers offers localized products, such as chili chicken in Vietnam and nasi lemak in Brunei.[7] Jollibee serves Coca-Cola products in the Philippines and Pepsi products in its overseas markets.

Chickenjoy

The Chickenjoy is a crispy fried chicken meal. The meal can be ordered with several sides, including rice and gravy, fries, buttered corn, and spaghetti.

Yumburger

Cheesy Yumburger

The Yumburger (also spelled as Yum Burger, or Yum!), one of the first products sold by Jollibee, is a hamburger containing a beef patty topped with mayonnaise.[33][36][37][38][39] In The Daily Telegraph, Michael Deacon described the Yumburger as "a slim, floppy, somewhat damp hamburger slathered with a strangely sweet mayo" in his three-star review of a Jollibee location in London.[39]

In 2017, Jollibee introduced the Aloha Yumburger.[40] That same year, an advertising video on YouTube about the Yumburger went viral in the Philippines.[41] A 2019 Yumburger commercial about love on Father's Day was the subject of memes.[42][43] Merchandise depicting the Yumburger was released in 2018 as a collectible toy set with the Jolly Kiddie Meal.[44][45]

Ownership and management

Jollibee is owned by the Jollibee Foods Corporation, which is based in Pasig, Philippines. JFC has operated as a franchisor since 1979. JFC also owns other fast food brands in the Philippines, including Chowking, Greenwich Pizza, Red Ribbon Bakeshop, and Mang Inasal, and it operates Burger King franchises.[46]

Branch locations

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

Jollibee started with five branches in 1978. As of May 2019, Jollibee operated over 1,300 stores, with 1,150 in the Philippines and 234 in foreign markets.[47] Jollibee has locations in Southeast Asia, East Asia, the Middle East, North America, Europe, and Oceania.[48] It has also opened branches in the Northern Mariana Islands[49][50][51] and Papua New Guinea.[52]

A Jollibee location in Toronto, Ontario, Canada
Jollibee food truck in Baliwag, Bulacan, Philippines

Marketing and advertising

Customer base

Outside of the Philippines, Jollibee's customer base varies by region. In the Middle East, Jollibee's primary market are overseas Filipino workers, while in Vietnam it is the local population. Vietnam has the most franchises outside of the Philippines, with over 100 locations.[7]

Mascots

Jollibee mascot in Trece Martires, Cavite

Introduced in 1980, Jollibee is a large anthropomorphic bee mascot dressed in a red blazer, shirt, and chef's hat.[53] Jollibee's design is based on Mickey Mouse.[7] The mascot was designed to epitomize Filipino optimism. Tony Tan, Jollibee's founder, has compared the mascot's character to the Filipino working class, stating that the bee "hops around and produces sweet things for life, and is happy even though it is busy".[54] Jollibee developed additional mascots, some of which were featured in Jollitown, a children's show aired in the Philippines.[7]

Name Year introduced Year discontinued Representation
Jollibee 1980[53] — Main franchise mascot and chef, Filipino dishes[55]
Chickee 1983[53] Mid-1990s Chickenjoy
Lady Moo 1983[53] Mid-1990s Milkshakes
Mico 1983-1984[56] Mid-1990s Breakfast and milkshakes
Champ 1984 (1st incarnation)[53]
2020 (2nd incarnation)		 2004 (1st incarnation)
present (2nd incarnation)		 Champ premium hamburger
Mr. Yum / Yum circa 1980-1983 (as Mr. Yum)
2008 (as Yum)		 2008 (as Mr. Yum)
present (as Yum)[55]		 Burgers[55]
Twirlie 1988 — Sundaes[55]
Popo circa 1980-1984[56] — French fries[55]
Hetty 1984[53] — Spaghetti[55]

Mass media

Television series

On April 13, 2008, Jollibee premiered Jollitown, a children's television show. The premiere was timed to coincide with Jollibee's 30th anniversary. The show featured several characters, including Jollibee, Yum the scientist, Twirlie the star performer, Hetty the cheerleader, and Popo the gym coach. The show aired aired Sundays at 9:30 a.m. on GMA Network.[57] On July 17, 2011, Jollitown moved to ABS-CBN for its fourth and fifth seasons, airing Sundays at 9:00 a.m. On July 20, 2013, the show moved back to GMA Network for its sixth season until it ended on October 12.

Web advertising

In November 2018, the 23 original Kwentong Jollibee videos on its YouTube channel reached a total of 64 million views.[58] After nearly two years the total views had risen to 405 million, with 567,000 subscribers, in July 2020.[59]

See also

Notes

  1. ↑ The JFC states that its date of incorporation was on January 28, 1978,[8] while the Philippine Stock Exchange lists the date of incorporation as January 11, 1978.[9]

References

  1. ↑ "Company Information". Philippine Stock Exchange Inc. Retrieved September 3, 2020.
  2. 1 2 "Jollibee About Us Page". Jollibee. Retrieved December 24, 2021.
  3. ↑ "Blockbuster lines greet Jollibee's first store opening in Milan, Italy". BusinessMirror. March 26, 2018. Retrieved April 16, 2018.
  4. 1 2 Go, Josiah (2001). Fundamentals of Marketing: In The Philippine Setting. Quezon road, Philippines: Design Plus. pp. 1–2. ISBN 971-91860-5-4.
  5. ↑ "About Us". Jollibee.com.ph. Retrieved August 11, 2018.
  6. ↑ "From Ice Cream Parlor to Fast Food Empire: Tony Tan Caktiong's Story". World Intellectual Property Organization. Retrieved November 2, 2017.
  7. 1 2 3 4 5 Lord, Richard (July 21, 2019). "The Jollibee story: how a Philippine fast food franchise took on the world". South China Morning Post. Archived from the original on July 27, 2019. Retrieved March 18, 2021.
  8. ↑ "2012 Annual Report" (PDF). Jollibee Foods Corporation: 3. Archived from the original (PDF) on June 26, 2018. {{cite journal}}: Cite journal requires |journal= (help)
  9. ↑ "Company Information – Jollibee Foods Corporation". Philippine Stock Exchange. Philippine Stock Exchange, Inc. Retrieved November 1, 2017.
  10. ↑ "Milestones & History". Jollibee.com.ph. Retrieved October 19, 2017.
  11. ↑ "Acquired tastes". The Economist. Retrieved January 12, 2016.
  12. ↑ Vergara, Ricky B. (July 10, 1987). "Jollibee stings US rivals, buzzes Brunei". Manila Standard. Standard Publications, Inc. p. 9. Retrieved November 6, 2022.
  13. 1 2 "Milestones & History". Jollibee Foods Corporation. Archived from the original on March 19, 2014. Retrieved January 7, 2015.
  14. 1 2 Ligaya Mishan (February 14, 2019). "Inspiring Loyalty, and Serving Chickenjoy at Jollibee". The New York Times.
  15. ↑ "How Jollibee took on the world". South China Morning Post. July 21, 2019.
  16. ↑ "Billionaire Tony Tan Caktiong Takes Jollibee Foods Global". Forbes Asia. February 11, 2013. Retrieved January 7, 2015.
  17. ↑ Jung, Carolyn (June 10, 1998). "Fast-food Chain From Asia Lands In Daly City". San Jose Mercury News. p. 2F. Jollibee International, Asia's fastest-growing food service organization, is opening its first U.S. restaurant on Saturday in Daly City.
  18. ↑ "LOOK: Hundreds of Pinoys line up for Jollibee in Dubai". ABS-CBN News. May 5, 2015. Retrieved September 14, 2021.
  19. ↑ Danessa O. Rivera (August 6, 2014). "Jollibee to export homegrown brands to Malaysia, Indonesia". GMA News. Retrieved August 8, 2014.
  20. ↑ Morales, Neil Jerome (August 7, 2014). "Jollibee expanding to Malaysia, Indonesia". The Philippine Star. Retrieved March 31, 2015.
  21. ↑ Ethan Rakin (July 3, 2018). "Jollibee plans to open 500 more stores worldwide – and Malaysia will soon have its first outlet". Business Insider Malaysia. Archived from the original on December 20, 2018. Retrieved December 15, 2018.
  22. ↑ Rebecca Vega (July 8, 2018). "OMG Guys! Jollibee is Finally Opening Their First Branch Malaysia!". World of Buzz. Retrieved December 15, 2018.
  23. ↑ Olivia Miwil (December 15, 2018). "Jollibee opens first Malaysian outlet in Kota Kinabalu". New Straits Times. Retrieved December 15, 2018.
  24. ↑ "Jollibee Singapore". www.facebook.com. Retrieved July 24, 2019.
  25. ↑ Jollibee. 2021 September 2. "Jollibee Spreads Joy to Winnipeg's East Side with New Store Opening on Sept. 2, 2021." Cision.
  26. ↑ "Jollibee lands in Europe". Malaya Business Insights. April 5, 2018. Archived from the original on April 6, 2018. Retrieved April 6, 2018.
  27. ↑ "Crowds brave London chill for Philippine fast-food giant Jollibee's British debut". The Straits Times. October 22, 2018. Retrieved February 22, 2020.
  28. ↑ "Jollibee Takes Manhattan and London". Manila Bulletin. Archived from the original on August 23, 2019. Retrieved November 16, 2019.
  29. ↑ "Jollibee opens first store in London". SunStar. September 26, 2018.
  30. ↑ "Mainstreaming Jollibee in Canada, opening one restaurant at a time". BusinessMirror. July 14, 2018.
  31. ↑ "Jollibee plans to reach 500 stores in North America in 5-7 years". Restaurant Dive. Retrieved November 25, 2021.
  32. ↑ Tara, Serena (August 22, 2022). "Jollibee Opens Its Flagship Times Square Location After Years of Anticipation". Thrillist. Retrieved September 11, 2022.
  33. 1 2 Gomez, Arvee (December 12, 2015). "Serving a Jolly Nation: The Jollibee Success Story". Philippine Primer. Retrieved April 6, 2018.
  34. ↑ Montrealegre, Krista (November 1, 2015). "Jollibee aims to expand in UK, Italy next year". BusinessWorld. Archived from the original on June 8, 2017. Retrieved November 2, 2015.
  35. ↑ "Sustained marketing push ups Jollibee bottom line". Manila Standard. Kamahalan Publishing Corp. July 28, 1995. p. 17. Retrieved October 26, 2022.
  36. ↑ "Jollibee has stakes in these 8 global food brands—including your favorite dimsum place". ANCX. ABS-CBN News.
  37. ↑ "'Kwentong Jollibee' campaign sets bar for digital marketing". The Manila Times. February 11, 2018.
  38. ↑ Arcalas, Jasper Y. (April 8, 2018). "The burger chains' embrace - Jasper Y. Arcalas". BusinessMirror.
  39. 1 2 Deacon, Michael (November 29, 2018). "Michael Deacon reviews Jollibee, London: 'The queue was like a chicken-shop version of The Hobbit'". The Daily Telegraph. Archived from the original on January 12, 2022.
  40. ↑ "Say Aloha to Jollibee's Amazing Aloha Yumburger!". Philippine Daily Inquirer.
  41. ↑ "Yum! burger sales quadrupled because of viral 'Crush' ad —Jollibee exec". GMA News.
  42. ↑ "WATCH: Kwentong Jollibee celebrates "True Love" this Father's Day". BusinessMirror. June 14, 2019. Archived from the original on June 16, 2019. Retrieved November 16, 2019.
  43. ↑ Domingo, Kat. "Aww to ouch: Jollibee's Valentine ads spur memes, 'hugot' lines". ABS-CBN News.
  44. ↑ "Kids get a feel of working at Jollibee with collectible toy set". BusinessMirror. April 19, 2018.
  45. ↑ "Jollibee back-to-school toys make learning more fun and exciting". BusinessMirror. June 6, 2018.
  46. ↑ "Jollibbee Franchise". Jollibee. Retrieved April 6, 2018.
  47. ↑ "Jollibee to open 500 new stores in 2019". GMA News Online. May 15, 2019.
  48. ↑ Austria, Jenniffer B. (November 1, 2015). "Jollibee expanding to UK, Italy, Oman". The Standard. Archived from the original on November 5, 2015. Retrieved February 22, 2020.
  49. ↑ "Second Jollibee store opens in January". Saipan Tribune. October 31, 2000. Retrieved November 2, 2015.
  50. ↑ "Jollibee outlet shuts down". Saipan Tribune. July 8, 2004.
  51. ↑ "Jollibee to close in Feb". Saipan Tribune. November 26, 2009. Retrieved November 2, 2015.
  52. ↑ Martin, John L. Thompson ; with Frank (2005). Strategic management : awareness and change (5th ed.). London [u.a.]: Thomson Learning. p. 769. ISBN 1844800830.{{cite book}}: CS1 maint: multiple names: authors list (link)
  53. 1 2 3 4 5 6 "Milestone & History". Jollibee. Retrieved October 19, 2017.
  54. ↑ "A busy bee in the hamburger hive". The Economist. February 28, 2002. Retrieved November 2, 2015.
  55. 1 2 3 4 5 6 Valcobero, Jennifer (October 3, 2016). "Jollibee opens 18th branch in CDO". Sunstar. Archived from the original on August 15, 2020. Retrieved February 2, 2021. Every mascot represents the best-sellers of Jollibee. They have Mr. Yum for its burger, Hetty for spaghetti, Popo for french fries, Twirlie for sundaes and Jollibee for Filipino dishes.
  56. 1 2 "Joseph T. Joaquin – Jollibee Character Songs Volumes 1 And 2 (1984, Vinyl)". 1984 – via www.discogs.com.
  57. ↑ Aguilar, Dheza Marie (May 17, 2008). "The Jollibee gang hits television". Manila Standard Today. Archived from the original on March 25, 2012. Retrieved November 1, 2010.
  58. ↑ Fenol, Jessica. "64 million views later, Jollibee goes digital from 'I Love You Sabado'". ABS-CBN News. Retrieved November 23, 2018.
  59. ↑ "Jollibee Studios - YouTube". www.youtube.com.

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