Jollibee Foods Corporation (JFC) is a multinational Philippine fast-food restaurant chain that has become Asia's most valuable restaurant chain. Founded in 1975 as an ice cream shop in Manila, Jollibee has since grown to become a global powerhouse, with 30% of its sales coming from stores outside the Philippines. The company is now expanding its presence in Europe, the United States, and Asia, with plans to open 150 stores in the US over the next five years. Jollibee's success is due to its unique menu, which offers a mix of casual and US-influenced Filipino food.
Popular dishes include Chicken Joy and Yum Burger, which have helped the chain penetrate Western markets. The company has also been successful in targeting Filipino communities abroad, such as London's largest Filipino community, where the flagship Jollibee is likely to arrive next year. The chain has also been successful in targeting non-Filipino customers. For example, Jollibee opened a store close to Times Square in New York City, which has allowed them to capture the attention of people from all over the world.
The company has also partnered with singer and DJ Sosupersam to provide meals to underserved children and host a popular monthly dance party. The pandemic has not stopped Jollibee from continuing its expansion plans. The company is now pushing away from its fast-food roots and pursuing an aggressive global brand acquisition strategy. With its unique menu and global presence, Jollibee is set to become one of the most successful fast-food chains in the world.