Jollibee

Jollibee

Product type Fast food chain

Owner Jollibee Foods

Corporation

Country Philippines

Introduced 1978

Markets Southeast Asia, Middle

East, North America,
Hong Kong, Italy,
Macau

Website www.jollibee.com.ph
Jollibee is a Filipino multinational chain
of fast food restaurants owned by
Jollibee Foods Corporation (JFC). As of
April 2018, JFC had a total of about 1,200
Jollibee outlets worldwide.[1] with
presence in Southeast Asia, the Middle
East, Hong Kong, North America, and
Italy.[2]

History
In 1975, Tony Tan Caktiong and his
family opened a Magnolia Ice Cream
parlor in Cubao, Quezon City[3] which is
credited as the first Jollibee outlet.[4] The
Magnolia outlets operated by Tan's
family began offering hotmeals and
sandwiches upon request from the
customers which the family found out to
be more popular than the franchise' ice
cream. In 1978, the family decided to
cancel the Magnolia franchise and
converted the ice cream parlors they
operated into fast food outlets.[5]
Management consultant Manuel C.
Lumba advised the family of the move.[3]

The company that would be managing

the chain of fast food, Jollibee Foods
Corporation, was incorporated on
January 1978.[note 1] By the end of that
year, there were 7 branches in Metro
Manila. The first franchised outlet of
Jollibee opened in Santa Cruz, Manila in
1979.[8]

Jollibee experienced rapid growth. It was

able to withstand the entry of McDonald's
in the Philippines in 1981 by focusing on
the specific tastes of the Filipino market,
which differed from the American fast
food company.[9] The first Jollibee store
overseas opened in Taiwan in 1986
which is now closed.[10] Jollibee
continued to expand and set up outlets
both within the country and abroad.

Products
Two pieces of Chicken Joy, the chain's core product,
along with a serving of rice.

Jollibee is a Filipino-style fast food

restaurant with American-influenced
dishes specializing in burgers, chicken
and some local Filipino dishes. Italian-
American cuisine is also served, an
example of this is their spaghetti,
branded as Meatiest, Cheesiest
Spaghetti. In the Philippines, Jollibee
serves Coca-Cola products for its
beverages; in overseas markets, the
chain serves Pepsi products.
Jollibee's core product is its fried,
battered chicken, which is branded as
Chickenjoy.[11] which was introduced in
the 1980s. Another main product of the
fast food chain is the Yumburger, a
hamburger which was introduced in the
early operations of Jollibee in the
1970s.[12]

Ownership and
management
Jollibee, the fast food chain brand is
owned by the Jollibee Foods Corporation
which is based in Pasig, Philippines. JFC
has been open to franchising since
1979[13] with over 500 Jollibee outlets
being operating by franchisees. JFC also
owns other fast food brands in the
Philippines such as Chowking, Greenwich
Pizza, Red Ribbon Bakeshop, Mang
Inasal, and Burger King Philippines.[14]

Branch locations

Branches around the world

   Current locations
   Former locations
   Planned locations (with projection date which
has not elapsed only)
Jollibee started with five branches in
1978. The JFC has Jollibee branches
outside the Philippines in locations in
other countries in Southeast Asia, Hong
Kong, the Middle East, North America,
and Italy.

As of December 2016, Jollibee operates

1,100 stores, 950 of which are in the
Philippines, its country of origin, and 150
are situated in foreign markets.[15]

Jollibee's first outlet in North America

opened in the United States in Daly City,
California in June 1998.[16] They
expanded to Canada and have two
locations in Winnipeg and one in Toronto,
with plans to open 100 Canadian stores
by 2023.[17]

Jollibee first entered the European

market in 2018 with the opening of a
branch in Milan, Italy.[1]

Jollibee will also open its first branch in

Macau, China, located in Circle Square, it
will open on June 27, 2018.

They also had branches in Taiwan,[10] and

Mainland China.[18] The first branch in
Taiwan opened in 1986 it was the first
branch overseas. Jollibee launched its
first branch in Dubai in 1995 but it was
later closed.[10] Jollibee also previously
had branches in Malaysia and Indonesia
but were later closed down due to the
1997 Asian financial crisis.[19][20][21]

It also had former presence in Oceania,

although one is set to open in Australia in
2017.[22] It had branches in the US
territories of the Northern Mariana
Islands.[23][24][25][26] and Guam,[26][27] as
well as in Papua New Guinea.[28]

Plans to enter the Australia[29] and

Japan[29] markets were also entertained
by the company.

Marketing and advertising

Mascots
Jollibee, a large bee mascot dressed in a
blazer, shirt, and chef's hat introduced by
the brand in 1980.[30]

The mascot Jollibee was designed to

epitomize Filipino optimism. Tony Tan,
chairman and founder has compared the
mascot's character to the Filipino
working folk reasoning that the bee
"hops around and produces sweet things
for life, and is happy even though it is
busy".[31]
Statue of Jollibee at the main entrance of a Jollibee
store in Trece Martires, Cavite

Mascots of Jollibee

Name Year first introduced Represents

Jollibee 1980[30] Main franchise mascot

Chickee 1983[30] (discontinued) Chickenjoy

Lady Moo 1983[30] (discontinued) Milkshakes

Mico 1985 (discontinued) Milkshakes

Champ 1984[30] (discontinued) Champ Premium hamburger

1989 (as Mr. Yum)

Yum/Mr. Yum Burgers
2008 (as Yum)

Twirlie 1988 Desserts

Popo 1985 French fries

Hetty 1984[30] Spaghetti

Source:[32]

Jollitown

On April 13, 2008, a children's television

program called Jollitown was launched.
The timing was chosen to highlight
Jollibee's 30th anniversary. Jollibee and
his friends: Yum the scientist, Twirlie the
star performer, Hetty the cheerleader and
Popo the gym coach are the stars of the
show, which airs Sundays, 9:30 a.m. or
8:00 on GMA Network.[33] On July 17,
2011, Jollitown moved to ABS-CBN for its
4th and 5th season every Sunday at 9 am
(every Sunday). On July 20, 2013, the
show moved back to GMA Network for
The Jollitown Kids Show or Jollitown
Season 6 until it ended on October 12,
which spanned for almost 5 years.

Notes
1. The JFC states that its date of
incorporation was on January 28, 1978[6]
while the Philippine Stock Exchange list
the date of incorporation as January 11,
1978.[7]

References
1. "Jollibee lands in Europe" . Malaya
Business Insights. 5 April 2018. Retrieved
6 April 2018.
2. "Blockbuster lines greet Jollibee's first
store opening in Milan, Italy |
BusinessMirror" . businessmirror.com.ph.
Retrieved 2018-04-16.
3. Go, Josiah (2001). Fundamentals of
Marketing: In The Philippine Setting.
Quezon road, Philippines: Design Plus.
pp. 1–2. ISBN 971-91860-5-4.
4. Jollibee – About Us – Milestones-
History
5. "From Ice Cream Parlor to Fast Food
Empire: Tony Tan Caktiong's Story" .
WIPO. World Intellectual Property
Organization. Retrieved 2 November 2017.
6. "2012 Annual Report" (PDF). Jollibee
Foods Corporation: 3. Retrieved
2 November 2017.
7. "Company Information - Jollibee Foods
Corporation" . Philippine Stock Exchange.
Philippine Stock Exchange, Inc. Retrieved
1 November 2017.
8. "Milestones & History" . Jollibee.
Retrieved 19 October 2017.
9. "Acquired tastes" . The Economist.
Retrieved 12 January 2016.
10. "Milestones & History" . Jollibee
Foods Corporation. Archived from the
original on March 19, 2014. Retrieved
7 January 2015.
11. Montealegre, Krista (1 November
2015). "Jollibee aims to expand in UK,
Italy next year" . BusinessWorld. Retrieved
2 November 2015.
12. Gomez, Arvee (12 December 2015).
"Serving a Jolly Nation: The Jollibee
Success Story" . Philippine Primer.
Retrieved 6 April 2018.
13. "Jollibee" . Franchising.com. Retrieved
6 April 2018.
14. "Franchising" . Jollibee. Retrieved
6 April 2018.
15. "First-ever Jollibee Store in Canada
Opens Ten Days Before Christmas" .
Yahoo!. CNW Group. 14 December 2016.
Retrieved 15 December 2016.
16. Jung, Carolyn (June 10, 1998). "Fast-
food Chain From Asia Lands In Daly City" .
San Jose Mercury News. p. 2F.
(Subscription required (help)). “Jollibee
International, Asia's fastest-growing food
service organization, is opening its first
U.S. restaurant on Saturday in Daly City.”
17. "Filipino fast food chain Jollibee to
open 100 Canadian stores in next five
years" . CTV News. 12 June 2018.
18. "Billionaire Tony Tan Caktiong Takes
Jollibee Foods Global" . Forbes Asia. 11
February 2013. Retrieved 7 January 2015.
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 (7 August 2014).
"Jollibee expanding to Malaysia,
Indonesia" . The Philippine Star. Retrieved
31 March 2015.
21. Morales, Neil Jerome (7 August 2014).
"Jollibee expanding to Malaysia,
Indonesia" . The Philippine Star. Retrieved
31 March 2015.
22.
http://thestandard.com.ph/business/190
845/jollibee-expanding-to-uk-italy-
oman.html
23. "Jollibee…let's do lunch, babe" .
Saipan Tribune. December 10, 1999.
24. "Second Jollibee store opens in
January" . Saipan Tribune. 31 October
2000. Retrieved 2 November 2015.
25. "Jollibee outlet shuts down" . Saipan
Tribune. July 8, 2004.
26. "Jollibee to close in Feb" . Saipan
Tribune. 26 November 2009. Retrieved
2 November 2015.
27. "Manila fastfood earns big in Guam" .
United Press International. January 9,
1996.
28. Martin, John L. Thompson ; with Frank
(2005). Strategic management :
awareness and change (5th ed.). London
[u.a.]: Thomson Learning. p. 769.
ISBN 1844800830.
29. Austria, Jenniffer (1 November 2015).
"Jollibee expanding to UK, Italy, Oman" .
The Standard. Retrieved 2 November
2015.
30. "Milestone & History" . Jollibee.
Retrieved 19 October 2017.
31. "A busy bee in the hamburger hive" .
The Economist. 28 February 2002.
Retrieved 2 November 2015.
32. http://www.filipiknow.net/jollibee-
interesting-facts-and-trivia/
33. Aguilar, Dheza Marie (May 17, 2008).
"The Jollibee gang hits television" . Manila
Standard Today. Retrieved November 1,
2010.

External links
Wikimedia Commons has media related
to Jollibee.

Jollibee US Website

Retrieved from
"https://en.wikipedia.org/w/index.php?
title=Jollibee&oldid=851092015"

Last edited 2 days ago by Lizy1234

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