Why Jollibee is a Successful Fast-Food Chain in the Philippines

Philippine culture is largely family-oriented, and Jollibee has capitalized on this by creating ads that depict large families gathering around a bucket of fried chicken. This is one of the main reasons why the brand has become so successful in the country, as it perfectly embodies the Filipino identity and culture. Felix, an 18-year-old from Hoboken, New Jersey, recently experienced this for himself when he visited a Jollibee restaurant in Midtown and tried their famous Chickenjoy for the first time. McDonald's did not respond to CNBC Make It's request for comment. The fast-food chain has managed to capture the essence of Filipino childhood in its classic menu items.

Its exclusive Jolly Spaghetti and Chicken Joy bring back memories of birthday celebrations with friends and family, both at Jollibee and in Filipino homes. The company also focuses on providing a fun environment for all its customers, regardless of their group or family size. Furthermore, they respect every person who chooses to eat at their restaurants. Jollibee has stores in California, Hawaii, Illinois, Nevada, New Jersey, New York, Texas, Virginia and Washington State. To become a successful franchisee, applicants must undergo a full-time 3-month Operations Training Program (BOTP) at a designated training restaurant.

This is complemented by other programs that will help them develop their analytical and management skills. The menu at Jollibee is more like a wide selection of flavors that customers can choose from to find what suits them best, rather than a generalized taste that appeals to everyone. In a recent survey, the Jollibee group was the only Filipino company to make it to the top 20 list of the best employers in Asia, ranking 16th. When Jollibee opened its first store in New York City, it was a smart move according to what some economists call the “dense market theory”. This suggests that when a franchise opens a branch in an urban area with high-rise buildings where people both live and work, it increases its chances of success due to the population density. The menu is similar to McDonald's but with local flavors instead of American ones. Justin Callan from Coney Island said that even as a non-Filipino he always felt welcome at Jollibee.

The chain has also managed to incorporate unique forms that most fast-food chains have not been able to do in the same way. With more than 4,000 stores in 23 countries and 37 of them in the United States alone, Jollibee has become one of the largest restaurant franchises in the world. From its humble beginnings as an ice cream shop in Cubao and Quiapo that opened its doors in 1975, Jollibee now has 801 stores in the Philippines and 96 stores overseas. Through the Jollibee Foundation, the company has established an institutionalized mechanism to give back to the community through projects related to education, leadership development, livelihoods, environment and housing, as well as disaster relief. This research analyzes some of the success factors of Jollibee Food Corporation in the Philippines. One of these is their low-cost operating system compared to their main competitors.

Data will be collected on their competitive strategies and how they have managed to reach the top despite competing with giant fast food chains. They have been around for so long that most Filipinos have grown up with Jollibee. The opening of their New York store close to Times Square has allowed them to capture not only locals' attention but also people who don't even live in NYC. This unveils their menu and concept to an even wider audience.

Tristan Gagliardo
Tristan Gagliardo

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

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