Tony Tan Caktiong, the man behind the internationally renowned franchise Jollibee, made a bold decision to enter the business world in 1978, despite being a chemical engineer. His first venture was an ice cream shop, where he wanted to offer customers something more than just sweets. This eventually led to the establishment of the fast-food chain that has become a household name in the Philippines and beyond. Jollibee is known for its classic Filipino dishes that bring back memories of childhood birthday celebrations with friends and family.
Its signature Chickenjoy is hand-breaded fried chicken that is praised for its crisp and juicy texture, prepared with a secret marinade and served with a special sauce. It is often ordered as a combo with Jolly Spaghetti. The chain has become more than just a fast-food restaurant; it is a place where food has a soul. It continues to serve its consumer base genuine Filipino recipes, as well as smiles, with its friendly bee mascot and brand ideologies.
This is why Jollibee has amassed a cult following in the Philippines and beyond, and continues to acquire new fans, both of Filipino descent and not. Nowadays, Jollibee is a popular destination for birthday parties, random barkada gatherings and family celebrations. With its innovative line of food options, every celebration will be as fun and delicious as possible. There are currently more than 1,300 Jollibee locations around the world, most in areas with a large Philippine population.
The chain plans an “aggressive expansion in the United States in the coming years” according to Maribeth Dela Cruz, Vice President of Jollibee Food Corporation North America. Jollibee also offers some unique menu items depending on the location. For example, Jollibee UAE offers customers the option of eating with biryani rice, which is a well-known delicacy in the area. Last year were available last year for the Independence Day celebration of Jollibee Halo-Halo Sundae and Adobo Flakes Yum Burger. Jollibee's menu is more like a wide selection of flavors to find what suits you best, rather than a generalized taste that suits everyone's palette. Its breakfast options include some familiar fast-food items served with a touch of Pinoy.
Like the famous tuna pie, there are some Jollibee breakfast favorites that aren't available in North America. Jollibee's success in fighting an international mega corporation such as McDonald's is a Philippine success story that is often presented in the classrooms of business schools in the Philippines as a source of national pride. The chain began in Manila in the late 1970s and by the mid-1980s it had dominated the local market. The weakness of Jollibee is that it is a franchised store, so the service will vary from store to store. There is also high competition against McDonald's and the threat of new entrants; there are a number of small rooster shops starting in the Philippines that are cheaper than Jollibee and McDonald's.