The research group have studied facts in Jollibee Foods Corporation’s competitive strategies within

the market structure of the fast food industry.

According to the research, Jollibee was able to cope up very well during the oil crisis in 1977 with their
innovative ideas. They have forecasted that the surge in oil price will have direct and adverse effect
on the ice cream sector since the production costs are much higher for ice cream business, thus they
have migrated to burgers.

In this strategy, Jollibee made its way in entering the competitive side of the market wherein it chose
to create a strength in being flexible with the taste of its customers making their customer
satisfactions relatively high.

Jollibee made its sales remarkably high during 1988 that it made dominance over McDonald’s and
other prominent fast food chains in the Philippines.

The main method why Jollibee Foods Corporation is dominant in the fast food industry is its flexibility
and compliance with the customers’ taste and preferences making their menu suited for the Filipino
people where unlike McDonald’s and Greenwich are still inclined to creating a menu of continental
foods which are not truly for the Filipinos.

In this way, Jollibee creates an atmosphere of home for the Filipinos and a way to represent the
Philippines in the fast food industry and introduce the way Filipinos like their food to foreigners who
enter the country as Jollibee is also located in every corner of the Philippines, especially in terminals
and nearby highways.

The research group has also cited problems and shortcomings that is manifested in the Jollibee. First,
their information systems are not efficient making customer service sluggish and making customer
wait for minutes or even hours especially when there is relatively high population of customers in a
certain branch of Jollibee unlike Mcdonald’s who have surpassed the basic system requirements and
KFC’s customer-oriented monitors and systems. Jollibee should consider updating their systems and
creating an effective way in receiving orders by putting up dashboards and screens in front of the
cashier to make less mistakes.

Second is the sanitation. Jollibee branches especially in sub-urban areas are found not to have met
the sanitary expectations of customers. From incompletely cleaned spoons and forks to undrinkable
water. McDonald’s have retreated to disposable plates and utensils abolishing the dishwashing
problem. Voluminous orders and the unstoppable comings of customers create a abandoned
responsibility in sanitation.

Other complains also include tardy deliveries and lags in receiving of orders and presenting the food
to the customers. Some complains also pertains to birthday parties getting into a complete mess
rather than a delightful surprise.