Philippine fast-food chain Jollibee has become one of the most successful restaurant franchises in the world, with more than 4,000 stores in 23 countries. Jollibee Foods Corporation (JFC) has achieved remarkable success in maintaining its brand and positioning in the market today. To succeed outside of the Philippines, Jollibee and other Filipino food brands need to adjust their recipes to suit international audiences. This may include reducing sugar content and rethinking product offerings and brand differentiation. Jollibee's main status in his home country is very stable, but his goal is to be a global giant.
To do this, JFC must develop high technology in the process system to drive the products and services they offer to their customers. Currently, JFC has a total of 3,238 restaurants in the Philippines and 5,863 stores worldwide. After decades of trying, the Jollibee chain has only 133 overseas branches (compared to 890 in the country), mainly serving Filipino expatriates in the Gulf and California. Jollibee is a multinational Philippine fast-food restaurant chain owned by JFC. It is considered a Philippine success story, often referred to as a national pride in business school classrooms in the Philippines.
JFC has received numerous recognitions and awards from prestigious award-winning organizations. The risk of Jollibee is the high competition against McDonald's, and the threat of new entrants, there are a number of small rooster shops that are starting in the Philippines that are cheaper than Jollibee and McDonald's. As reported in a 1990 article in The Washington Times, Jollibee had two locations in Taiwan and one in Brunei, along with 58 locations in the Philippines. Jollibee comes with a sense of nostalgia for the fast-food restaurant atmosphere, which attracts more people with the warmth they have to offer to remind their consumers of their roots wherever they are. Jollibee provides training to its employees and evaluations every time they improve their performance in the business.