Jollibee Company and Brief History}

Jollibee is founded by Filipino-Chinese Tony Tan Caktiong and hisfamily began as a twobranch ice cream parlor in 1975 at Cubaooffering hot meals and sandwiches. The original
company name was Jolibe then Mr. Lumba next reformed the name Jolibe to Jolly Beeand
made the two words form a single name Jollibee.Their success is phenomenon. Fast food
popularity begins 1960sand the pioneers of this are Ray Kroc McDonalds and
ColonelSanders Kentucky Fried Chicken. They have the concept of Servetime constrained
customers, good quality food, clean diningenvironment, having a low price and give
convenience to thecustomer.Almost 15 years when Jollibee entered the industry but
theyrapidly became successful to other fast food that came first. It wasincorporated a 100%
Filipino company 1978 with seven outlets toexplore the possibilities of a hamburger
concept. 1979 is theintroduction of Spaghetti Special. 1980, First TV commercial
waslaunched by Jollibee, Chickenjoy and French Fries are launched andit is the introduction
of Jollibee mascot debuts. Then Jollibee PalabokFiestas introduction was 1982. In
1984, Jollibee hit the P500 millionsales mark, landing in the Top 500 Philippine Corporations.
Theirfirst international venture was at Singapore by 1985 and theyalready have 31 stores by
1986. In 1987, barely 10 years in thebusiness, Jollibee landed into the countrys Top 100
Corporations. Itbecame the first Philippine fast food chain to break the P1 billionsales mark
in 1989. In 1993, Jollibee became the first food servicecompany to be listed in the Philippine
Stock Exchange and the newMain Office site has been moved to Jollibee Centre Building
inOrtigas Center, Pasig. By 1994 he got Greenwich for Jollibeeexpansion into the pizza-pasta
segment and by the end of the yearthere has been already 148 Jollibee stores nationwide.
By 1995 Jollibee acquires franchise of Delifrance and Jollibee successfullyopens stores
abroad: Guam, Dubai, United Arab Emirates, Kuwait,and Jeddah, and Kingdom of Saudi
Arabia. By 1996 By the FarEastern Economic Review Jollibee has been cited again as one of
theleading companies in Asia having cited it last 1994 and on the sameyear Marys Chicken
was born last July 10. It is a semi-self service restaurant and another Jollibee subsidiary it is
also in the same yearof launching of Jollibees Amazing Aloha, opening of first Jollibee
inHongkong and the launching of the project Maaga ang Pasko sa Jollibee and Chikiting
Patrol: at Home Ako Dito. These projects mainobjective was to protect and contribute to the
development of theFilipino children. By 1999 Jollibee opened 50 stores nationwidewhich
makes a total of 350 stores and Cheezy Bacon MushroomBurger has been introduced to its
line of specialty burgers. By 2000,31 more Jollibee stores opened, bringing the total to 381
stores and Jollibee obtains Chowking Foods Corporation, Asian BusinessMagazine ranks
Jollibee as the Most Admired Company in thePhilippines and the 3rd over-all in Asia,
surpassed only by globalgiants General Electric and Microsoft and reaching a
systemwidesales of P20 billion. Jollibee also acquired Red Ribbon Bakeshop on2005, another
popular fast-food restaurant in the Philippines. In2006, they acquired the Dlifrance which
further expanded itspenetration in the food service industry particularly in the Frenchcafebakery, a growing segment of the Philippine food market.And until now Jollibee Corporation
is continuously expanding andthey already acquired Mang Inasal last Oct. 19, 2010. It was
theircompetitor in their chicken product, but now it is one of their sistercompany. It is now
part of Jollibee Food Corporation. Among all thefast food chains here in the Philippines, the
Jollibee FoodCorporation is considered to be the most popular choice among allthe Filipinos.
The Jollibee Food Corporation has been serving us withtheir delectable collection of fast
food service and cleanliness offered by Jollibee is an advantage.Restaurants are not as quick
as a Jollibee QSR which is anadvantage for Jollibee having a superior service, and

finally, Jollibee prices are reasonably priced that is has been a pinoyfavorite. All Filipino will
love Jollibee, if a new Jollibee branchwill be build Filipino wait until it will open and patronize
it. The threat of substitute products is considerable. Local streetfood and high-end
restaurants form two ends of a range of substitutes. Potential entrants face entry barriers
that willhinder them from entering the industry. These are theinability to gain access to
technology and specialized know-how, brand preference and customer loyalty,
capitalrequirements, economies of scale, and strategically situateddistribution channels. But
Jollibee can overcome with this. Anew substitute for Jollibee product will be hard to enter to
theindustry and compete with Jollibee.

Submitted By:
Neyrel P. Cuya
Santos

Submitted To:
Ms. Hennie C. Delos