What Makes Jollibee So Special?

Jollibee is a beloved fast food chain that has been around for almost 50 years. It is best known for its signature fried chicken, Chickenjoy, which is delicately breaded by hand to make it crisp on the outside and juicy on the inside. Jollibee's menu is eclectic by American fast-food standards, with fan favorites like Fiesta Noodles, Breakfast Joy Corned Beef, and Philippine peach and mango pie or Halo-Halo. Prices are similar to other fast foods, and Jollibee has stores in California, Hawaii, Illinois, Nevada, New Jersey, New York, Texas, Virginia and Washington State.

Jollibee's secret sauce is its menu and its overall strategy in the United States. It opens in areas with denser Filipino American populations to give them a familiar feel of home. In the Philippines, most kids have Jollibee birthday parties; they don't have McDonald's birthday parties. Fried chicken is traditionally not Filipino food, but somehow Chickenjoy is.

Worship of Jollibee is also on fire on Instagram, with more than half a million posts dedicated to the fast-food establishment. If there is one thing that Filipinos love and enjoy with all their heart, it is the fast food chain that uses a bee in a costume for their pet. Jollibee is known as a favorite of the public, loved by children and adults alike. During 1978, Tony Tan Caktiong had decided to dedicate himself to a different chapter in his life at the time he entered the business world despite being a chemical engineer. Today, the fast-food chain has more than 270 branches abroad, the last of which is in Madrid, Spain.

To celebrate the fast-food chain's 30th anniversary, Jollibee Foods Corporation produced the children's educational program Jollitown. Every Saturday, the fast food pets would leave every Jollibee establishment to dance to the rhythm of “I Love You Saturday”.To entice families to dinner at Jollibee, there were also celebrity families who became the face of the brand. Now, Jollibee is aiming to win more Americans, with plans to grow to 150 stores in the next five years. The ice cream used by Jollibee and found in most halogens is bright purple, and that color comes from the ube, a purple sweet potato. In the Middle East, Jollibee's main market is Filipino workers abroad, while in Vietnam it is the local population.

In the same year, Jollibee closed the Manong Pepe food chain in favor of Mang Inasal and sold Délifrance to CaféFrance. Jollibee didn't invent it but its version set the standard for cheap and widely available Filipino spaghetti. It's as if Jollibee had taken the ripest bananas and jackfruit they could find and simmered them with more sugar with no other seasoning to balance it. Jollibee showed the mascot as someone who is optimistic, hardworking and full of joy in general which is a small description of what the Philippine spirit is. Justin Callan from Coney Island said that as a non-Filipino he has always felt welcome in Jollibee. When a new Jollibee location opens in the United States enthusiastic fans line up outside for hours waiting to get their coveted Chickenjoy or Jolly Spaghetti. Real Filipinos love Jollibee; it has become an integral part of their culture.

Tristan Gagliardo
Tristan Gagliardo

Proud social media ninja. Bacon expert. Unapologetic gamer. Proud zombie nerd. Freelance pop culture scholar.

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