Jollibee: The Cute Little Bee That Made Success Happen
- Alexandra Catherine Magana
- Aug 27, 2021
- 3 min read
Jollibee, a loved by all fast-food chain based in the Philippines, is known for its food, mascot, and incredible childhood experience. You’re simply not a Filipino if you don’t know Jollibee!
How It All Started
In an article from Morales and Petty (2019) the year 1975, Jollibee Foods Corporation was established by Tony Tan Caktiong and his family. The business started out as an ice cream parlor. After some time, it started serving sandwiches and hot meals. In 1978, it became a fast-food outlet offering Filipino style hamburgers and fried chicken.
As of 2019, the now multi-national company was valued at a staggering $4.8 billion. There are a total of 16 brands or franchises tied to its name. In the U.S market, there are five brands. Whereas there are three in China. Aside from this, it has branched out to its neighboring countries in Asia. For this reason, it aims its trajectory to have 6 brands each in China and the United States just as it has in its home ground.
Despite the possible backlash from its high-risk pursuits of acquisition, Jollibee CEO Ernesto Tanmantiong said in an interview “We want to spread our portfolio and risk. There’s huge opportunity out there.”
Figure 1
Jollibee & Jollibee-Owned Brands By Country
Note. From Morales, N. J., & Petty, M. (2019, September 13). Philippine fast food specialist Jollibee hungry to expand in U.S., China. Reuters. https://www.reuters.com/article/us-jollibee-expansion-idUSKCN1VX2YG.
Figure 2
Revenue By Geographical Segment
Note. From Morales, N. J., & Petty, M. (2019, September 13). Philippine fast food specialist Jollibee hungry to expand in U.S., China. Reuters. https://www.reuters.com/article/us-jollibee-expansion-idUSKCN1VX2YG.
As seen in the 2 figures above, years of strategic planning and trusting their gut have paid off. The company has not only touched the roots of Asia but even further to the West. Furthermore, its revenue streams locally and internationally are definitely on a next level. At what seemed like an impossible goal at first, Jollibee strived for it to come true.
Dominating the Philippine Scenario
The company’s move to go global does not mean a neglect for its loyal home ground customers.
Figure 3
Jollibee VS McDonald’s in the Philippines
Note. From Morales, N. J., & Petty, M. (2019, September 13). Philippine fast food specialist Jollibee hungry to expand in U.S., China. Reuters. https://www.reuters.com/article/us-jollibee-expansion-idUSKCN1VX2YG.
Back when McDonald’s announced it was coming to the Philippines, many doubted the capability of Jollibee to sustain their position in the industry. In an article from Blancaflor and Escobar (2018) Ernesto Tanmantiong attested to this saying to NBC News, “We told our friends back then that we wanted to compete with McDonald’s, and they told us not to confront the giant. Instead of chickening out, we served Chickenjoy.”
Based on the figure above, Jollibee really commands the Philippine market.
Jollibee At Its Roots
Back when I was a kid, my parents also loved Jollibee. This can be attributed to the company’s long-standing years. Most Filipinos from Generation X to Generation Z know, tasted, and absolutely love the food. I think this is because the company captures the Philippine palate perfectly. After all, there is no other person that can understand the Filipino tastes other than a Filipino. Moreover, Jollibee is the perfect comfort place for everyone. I even sharply remember spending time with my parents and friends inside the restaurant.
Ultimately, Jollibee has continued to touch people’s hearts in ways that no money can ever buy. Their name always has a ring to someone’s memories, happiness, and wondrous love.
Information Sources:
Blancaflor, S., & Escobar, A. (2018, December 6). A Filipino favorite, Jollibee aims for international growth. NBC News. https://www.nbcnews.com/news/asian-america/filipino-favorite-jollibee-aims-international-growth-n940301
Morales, N. J., & Petty, M. (2019, September 13). Philippine fast food specialist Jollibee hungry to expand in U.S., China. Reuters. https://www.reuters.com/article/us-jollibee-expansion-idUSKCN1VX2YG
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