Jollibee Foods Corporation is a Philippine multinational company that operates a fast food chain. Its main competitors include Burger King, Subway, KFC and Etiler Marmaris. To understand the competition between Jollibee and McDonald's in Metro Manila, we plotted the locations of their respective stores. The maps revealed interesting patterns.
The figure below illustrates the merger of Jollibee and McDonald's branches. The percentage values indicate their relationships to the total number of branches of each brand in Metro Manila. It appears that both brands use similar strategies to “deploy their units”, as evidenced by the fact that for every Jollibee branch, there is usually a McDonald's store just a few feet away. The map also identifies how close a branch is to its competitor.
Grey circles mean that a Jollibee store in that specific area is within a hundred meters of a McDonald's branch. The next two maps show areas where distances between competing stores are relatively large, and some stores have no competition within a two-kilometer radius. When viewed in groups, it appears that one brand dominates certain points. The areas controlled by Jollibee are represented by opaque white circles, with stores in the center.
On the other hand, transparent yellow circles indicate areas where McDonald's has monopolized. Jollibee Foods Corporation has stakes in restaurant chains based or originating outside the Philippines, such as mainland China, Taiwan and the United States, as well as the holder of Burger King's main franchise in the Philippines. It also opened a branch of Délifrance with main franchisee Delifrance Asia Ltd., and launched its first branch in Manhattan, New York earlier this year. Tony Tan Caktiong and his family opened Jollibee's first store in 1975 as an ice cream shop in Quezon City, just outside the capital, Manila.
Since then, Jollibee has grown substantially and dominates its competitor from the surrounding areas in the Caloocan-Malabon-Navotas-Valenzuela region (CamaNava) and in Tondo, extending south to the streets of Sampaloc. Tan Caktiong has set his sights on making Jollibee one of the top five restaurant companies in the world in terms of market capitalization. With its distinctive taste and presence both locally and abroad, it looks like he may just achieve his goal.