What Makes Jollibee Unique? A Look at the Filipino Fast Food Chain

Jollibee is a fast food chain that has become a cult favorite in the Philippines and beyond. It's no wonder why; the restaurant offers a unique combination of Filipino comforts, American fast food trends, and a healthy dose of cartoon marketing. From its sweet spaghetti to its fried chicken, Jollibee has something for everyone. But what makes it so special? Let's take a closer look at the Filipino fast food chain and find out. The main feature of Jollibee is its menu, which focuses on the palette of its audience.

It was originally made to satisfy the Filipino flavor, providing dishes like spaghetti with tomato and banana sauce, hot dogs, and fried rice with garlic to take with breakfast meals. The restaurant also offers unique items like the Yumburger, Burger Steak (similar to a Salisbury steak), and the cult favorite tuna pie. The latter is only available seasonally and is considered the Philippine answer to the McRib. Jollibee has proven to be more than just a fast food chain. It is a place where food has a soul; it thrives because it continues to serve its consumer base genuine Filipino recipes, as well as smiles, with its friendly bee mascot and branded ideologies.

Last year they were available last year for the Independence Day celebration of Jollibee Halo-Halo Sundae and Adobo Flakes Yum Burger. The popular Philippine chain has expanded to more than 800 restaurants in 10 countries (including 29 in the U. S.), mixing Filipino comforts, American fast food trends and a healthy dose of cartoon marketing. The smart combination has won the hearts and stomachs of Southeast Asian consumers and created a cult in the United States. Jollibee, known as “the McDonald's of the Philippines”, has more than 750 restaurants and takes the dominant market share; Jollibee's fast food is everyone's favorite in the Philippines. Before acquiring Coffee Bean, 73 percent of Jollibee's sales came from the Philippines, but with the acquisition of Coffee Bean and more planned acquisitions, the company expects to increase its revenues in China and the United States to 30 percent, reducing its dependence on the domestic market. For Percival Pacadaljen, a digital marketing manager based in Los Angeles, Jollibee is intertwined with meaningful memories that go beyond birthday parties.

My friend Daisy tells me that Jollibee's freshly brewed coffee; Beef Tapa, Longganisa, Hotdog and Eggs are the best energy starters. Jollibee has faced some risks due to high competition against McDonald's, as well as threats from new entrants. There are a number of small rooster shops starting in the Philippines that are cheaper than Jollibee and McDonald's. But despite these challenges, Jollibee continues to be a beloved fast food chain for many Filipinos and non-Filipinos alike.

Tristan Gagliardo
Tristan Gagliardo

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

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