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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]

Jollibee
Jollibee 2011 logo.svg
Product type Fast food chain
Owner Jollibee Foods Corporation
Country Philippines
Introduced 1978; 40 years ago (1978)
Markets Southeast Asia, Middle East, North America, Hong Kong, Italy, Macau
Website www.jollibee.com.ph

Contents

HistoryEdit

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 hot meals 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.

ProductsEdit

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

Jollibee is a fast food restaurant with American-influenced items, as well as casual Filipino fare. Among the establishment's best sellers are its Yumburger,[11] the house hamburger first introduced during their early days of operation; Chicken Joy,[12] a fried chicken meal introduced in the 1980s; and Jolly Spaghetti, their sweet-style interpretation of spaghetti, which is being advertised as "the meatiest, cheesiest spaghetti". In the Philippines, Jollibee serves Coca-Cola products for its beverages; in overseas markets, the chain serves Pepsi products.

Ownership and managementEdit

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 1000 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 locationsEdit

 
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, one in Toronto and one in Mississauga with plans to open 100 Canadian stores by 2023.[17][18]

Jollibee first entered the European market in 2018 with the opening of a branch in Milan, Italy.[1] London, United Kingdom will become the second in Europe, it will open its doors on October 20, 2018.

They also had branches in Taiwan,[10] and Mainland China.[19] 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.[20][21][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 advertisingEdit

MascotsEdit

Jollibee, a large anthropomorphic 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[citation needed] (discontinued) Breakfast
Champ 1984[30] (discontinued) Champ Premium hamburger
Yum/Mr. Yum 1989 (as Mr. Yum)
2008 (as Yum)[citation needed]
Burgers
Twirlie 1988[citation needed] Desserts
Popo 1985[citation needed] French fries
Hetty 1984[30] Spaghetti

JollitownEdit

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.[32] 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.

NotesEdit

  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]

ReferencesEdit

  1. ^ a b "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.com.ph. Retrieved 2018-04-16.
  3. ^ a b Go, Josiah (2001). Fundamentals of Marketing: In The Philippine Setting. Quezon road, Philippines: Design Plus. pp. 1–2. ISBN 971-91860-5-4.
  4. ^ "About Us «  Jollibee Foods Corporation". Jollibee.com.ph. Retrieved August 11, 2018.
  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.com.ph. Retrieved 19 October 2017.
  9. ^ "Acquired tastes". The Economist. Retrieved 12 January 2016.
  10. ^ a b c "Milestones & History". Jollibee Foods Corporation. Archived from the original on March 19, 2014. Retrieved 7 January 2015.
  11. ^ Gomez, Arvee (12 December 2015). "Serving a Jolly Nation: The Jollibee Success Story". Philippine Primer. Retrieved 6 April 2018.
  12. ^ Montealegre, Krista (1 November 2015). "Jollibee aims to expand in UK, Italy next year". BusinessWorld. Retrieved 2 November 2015.
  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. ^ Vertolli, Riziero (July 23, 2018). "Jollibee opens newest outlet in Mississauga's Seafood City". missassauga.com.
  19. ^ "Billionaire Tony Tan Caktiong Takes Jollibee Foods Global". Forbes Asia. 11 February 2013. Retrieved 7 January 2015.
  20. ^ Danessa O. Rivera (August 6, 2014). "Jollibee to export homegrown brands to Malaysia, Indonesia". GMA News. Retrieved August 8, 2014.
  21. ^ a b Morales, Neil Jerome (7 August 2014). "Jollibee expanding to Malaysia, Indonesia". The Philippine Star. Retrieved 31 March 2015.
  22. ^ "Archived copy". Archived from the original on November 5, 2015. Retrieved November 2, 2015.
  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. ^ a b "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. ^ a b Austria, Jenniffer (1 November 2015). "Jollibee expanding to UK, Italy, Oman". The Standard. Retrieved 2 November 2015.
  30. ^ a b c d e f "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. ^ Aguilar, Dheza Marie (May 17, 2008). "The Jollibee gang hits television". Manila Standard Today. Retrieved November 1, 2010.

External linksEdit