Jollibee is a Filipino multinational chain of fast food restaurants owned by Jollibee Foods

Corporation (JFC). As of April 2018, JFC had a total of about 1,200 Jollibee outlets worldwide.[1] with
presence in Southeast Asia, the Middle East, Hong Kong, North America, Italy,[2] and the UK in
London.[3]

Contents

 1History
 2Products
 3Ownership and management
 4Branch locations
 5Marketing and advertising
o 5.1Mascots
o 5.2Jollitown
 6Notes
 7References
 8External links

History[edit]
In 1975, Tony Tan Caktiong and his family opened a Magnolia ice cream parlor in Cubao, Quezon
City.[4][5] The outlet later began offering hot meals and sandwiches upon request from customers.
When the food items became more popular than ice cream, the family decided to convert the ice
cream parlor into a fast food restaurant which became the first Jollibee outlet in 1978.[6] Management
consultant Manuel C. Lumba advised the family on the change in strategy.[4]
The company that would be managing the chain of fast food, Jollibee Foods Corporation was
incorporated in January 1978.[note 1] By the end of that year, there were seven branches in Metro
Manila. The first franchised outlet of Jollibee opened in Santa Cruz, Manila in 1979.[9]
Jollibee experienced rapid growth. It was able to withstand the entry of McDonald's in the Philippines
in 1981 by focusing on the specific tastes of the Filipino market, which differed from the American
fast food company.[10] The first Jollibee store overseas opened in Taiwan in 1986 which is now
closed.[11] Jollibee continued to expand and set up outlets both within the country and abroad.

Products[edit]

Two pieces of Chicken Joy, the chain's core product, along with a serving of rice.

Jollibee is a fast food restaurant with American-influenced items, as well as casual Filipino fare.
Among the establishment's best sellers are its Yumburger,[12] the house hamburger first introduced
during their early days of operation; Chicken Joy,[13] a fried chicken meal introduced in the 1980s;
and Jolly Spaghetti, their sweet-style interpretation of spaghetti, which is being advertised as "the
meatiest, cheesiest spaghetti". In the Philippines, Jollibee serves Coca-Cola products for its
beverages; in overseas markets, the chain serves Pepsi products.
Among other popular products are Jolly Hotdog, Amazing Aloha Yumburger, Burger Steak, Palabok
and Chocolate Sundae. Jollibee also offers a wide range of breakfast products.

Ownership and management[edit]

Jollibee, the fast food chain brand is owned by the Jollibee Foods Corporation which is based
in Pasig, Philippines. JFC has been open to franchising since 1979[14] with over 1000 Jollibee outlets
being operated by franchisees. JFC also owns other fast food brands in the Philippines such
as Chowking, Greenwich Pizza, Red Ribbon Bakeshop, Mang Inasal, and Burger King Philippines.[15]

Branch locations[edit]
Main article: List of countries with Jollibee outlets

Branches around the world

Current locations
Former locations
Planned locations (as of 2015)

Jollibee started with five branches in 1978. The JFC has Jollibee branches outside the Philippines in
locations in other countries in Southeast Asia, Hong Kong, the Middle East, North America, and Italy.
As of December 2016, Jollibee operates 1,100 stores, 950 of which are in the Philippines, its country
of origin, and 150 are situated in foreign markets.[16]
Jollibee's first outlet in North America opened in the United States in Daly City, California in June
1998.[17]
They expanded to Canada and have two locations in Winnipeg, one in Toronto and one
in Mississauga with plans to open 100 Canadian stores by 2023.[18][19]
Jollibee first entered the European market in 2018 with the opening of a branch
in Milan, Italy.[1] London, United Kingdom will become the second in Europe, it opened its doors on
October 20, 2018.[citation needed]
They also had branches in Taiwan,[11] and Mainland China.[20] The first branch in Taiwan opened in
1986 it was the first branch overseas. Jollibee launched its first branch in Dubai in 1995 but it was
later closed.[11] Jollibee also previously had branches in Malaysia and Indonesia but were later closed
down due to the 1997 Asian financial crisis.[21][22][22]
It also had former presence in Oceania, although one is set to open in Australia in 2017.[23] It had
branches in the US territories of the Northern Mariana Islands.[24][25][26][27] and Guam,[27][28] as well as
in Papua New Guinea.[29]
Plans to enter the Australia[30] and Japan[30] markets were also entertained by the company.

Marketing and advertising[edit]

In November 2018, The 23 original Kwentong Jollibee videos on its Youtube channel reached a total
of 64 million views.[31]

Mascots[edit]
Jollibee, a large anthropomorphic bee mascot dressed in a blazer, shirt, and chef's hat introduced by
the brand in 1980.[32]
The mascot Jollibee was designed to epitomize Filipino optimism. Tony Tan, chairman and founder
has compared the mascot's character to the Filipino working folk reasoning that the bee "hops
around and produces sweet things for life, and is happy even though it is busy".[33]

Statue of Jollibee at the main entrance of a Jollibee store in Trece Martires, Cavite

Mascots of Jollibee

Name Year first introduced Represents

Jollibee 1980[32] Main franchise mascot

Chickee 1983[32] (discontinued) Chickenjoy

Lady Moo 1983[32] (discontinued) Milkshakes

Mico 1985[citation needed] (discontinued) Breakfast

 Champ 1984[32] (discontinued) Champ Premium hamburger

1989 (as Mr. Yum)

Yum/Mr. Yum Burgers
2008 (as Yum)[citation needed]

Twirlie 1988[citation needed] Desserts

Popo 1985[citation needed] French fries

Hetty 1984[32] Spaghetti

Jollitown[edit]
Main article: Jollitown
On April 13, 2008, a children's television program called Jollitown was launched. The timing was
chosen to highlight Jollibee's 30th anniversary. Jollibee and his friends: Yum the scientist, Twirlie the
star performer, Hetty the cheerleader and Popo the gym coach are the stars of the show, which airs
Sundays, 9:30 a.m. or 8:00 on GMA Network.[34] On July 17, 2011, Jollitown moved to ABS-CBN for
its 4th and 5th season every Sunday at 9 am (every Sunday). On July 20, 2013, the show moved
back to GMA Network for The Jollitown Kids Show or Jollitown Season 6 until it ended on October
12, which spanned for almost 5 years.

Notes[edit]
1. Jump up^ The JFC states that its date of incorporation was on January 28, 1978[7] while
the Philippine Stock Exchange list the date of incorporation as January 11, 1978.[8]

References[edit]
1. ^ Jump up to:a b "Jollibee lands in Europe". Malaya Business Insights. 5 April 2018. Retrieved 6
April2018.
2. Jump up^ "Blockbuster lines greet Jollibee's first store opening in Milan,
Italy". Businessmirror.com.ph. Retrieved 2018-04-16.
3. Jump up^ "Epic 18-HOUR queues as opening of 'Asian KFC' 🐔 shop Jollibee sparks huge crowds in
London". The Sun. 2018-10-20. Retrieved 2018-10-20.
4. ^ Jump up to:a b Go, Josiah (2001). Fundamentals of Marketing: In The Philippine Setting. Quezon
road, Philippines: Design Plus. pp. 1–2. ISBN 971-91860-5-4.
5. Jump up^ "About Us « Jollibee Foods Corporation". Jollibee.com.ph. Retrieved August 11, 2018.
6. Jump up^ "From Ice Cream Parlor to Fast Food Empire: Tony Tan Caktiong's Story". WIPO. World
Intellectual Property Organization. Retrieved 2 November 2017.
7. Jump up^ "2012 Annual Report" (PDF). Jollibee Foods Corporation: 3. Retrieved 2 November2017.
8. Jump up^ "Company Information - Jollibee Foods Corporation". Philippine Stock Exchange.
Philippine Stock Exchange, Inc. Retrieved 1 November 2017.
9. Jump up^ "Milestones & History". Jollibee.com.ph. Retrieved 19 October 2017.
10. Jump up^ "Acquired tastes". The Economist. Retrieved 12 January 2016.
 11. ^ Jump up to:a b c "Milestones & History". Jollibee Foods Corporation. Archived from the original on
March 19, 2014. Retrieved 7 January 2015.
12. Jump up^ Gomez, Arvee (12 December 2015). "Serving a Jolly Nation: The Jollibee Success
Story". Philippine Primer. Retrieved 6 April 2018.
13. Jump up^ Montealegre, Krista (1 November 2015). "Jollibee aims to expand in UK, Italy next year".
BusinessWorld. Retrieved 2 November 2015.
14. Jump up^ "Jollibee". Franchising.com. Retrieved 6 April 2018.
15. Jump up^ "Franchising". Jollibee. Retrieved 6 April 2018.
16. Jump up^ "First-ever Jollibee Store in Canada Opens Ten Days Before Christmas". Yahoo!. CNW
Group. 14 December 2016. Retrieved 15 December 2016.
17. Jump up^ Jung, Carolyn (June 10, 1998). "Fast-food Chain From Asia Lands In Daly City". San Jose
Mercury News. p. 2F. (Subscription required (help)). Jollibee International, Asia's fastest-growing food
service organization, is opening its first U.S. restaurant on Saturday in Daly City.
18. Jump up^ "Filipino fast food chain Jollibee to open 100 Canadian stores in next five years". CTV
News. 12 June 2018.
19. Jump up^ Vertolli, Riziero (July 23, 2018). "Jollibee opens newest outlet in Mississauga's Seafood
City". missassauga.com.
20. Jump up^ "Billionaire Tony Tan Caktiong Takes Jollibee Foods Global". Forbes Asia. 11 February
2013. Retrieved 7 January 2015.
21. Jump up^ Danessa O. Rivera (August 6, 2014). "Jollibee to export homegrown brands to Malaysia,
Indonesia". GMA News. Retrieved August 8, 2014.
22. ^ Jump up to:a b Morales, Neil Jerome (7 August 2014). "Jollibee expanding to Malaysia, Indonesia".
The Philippine Star. Retrieved 31 March 2015.
23. Jump up^ "Archived copy". Archived from the original on November 5, 2015. Retrieved November
2, 2015.
24. Jump up^ "Jollibee…let's do lunch, babe". Saipan Tribune. December 10, 1999.
25. Jump up^ "Second Jollibee store opens in January". Saipan Tribune. 31 October 2000. Retrieved 2
November 2015.
26. Jump up^ "Jollibee outlet shuts down". Saipan Tribune. July 8, 2004.
27. ^ Jump up to:a b "Jollibee to close in Feb". Saipan Tribune. 26 November 2009. Retrieved 2
November 2015.
28. Jump up^ "Manila fastfood earns big in Guam". United Press International. January 9, 1996.
29. Jump up^ Martin, John L. Thompson ; with Frank (2005). Strategic management : awareness and
change (5th ed.). London [u.a.]: Thomson Learning. p. 769. ISBN 1844800830.
30. ^ Jump up to:a b Austria, Jenniffer (1 November 2015). "Jollibee expanding to UK, Italy, Oman". The
Standard. Retrieved 2 November 2015.
31. Jump up^ News, Jessica Fenol, ABS-CBN. "64 million views later, Jollibee goes digital from 'I Love
You Sabado'". ABS-CBN News. Retrieved 2018-11-23.
32. ^ Jump up to:a b c d e f "Milestone & History". Jollibee. Retrieved 19 October 2017.
33. Jump up^ "A busy bee in the hamburger hive". The Economist. 28 February 2002. Retrieved 2
November 2015.
34. Jump up^ Aguilar, Dheza Marie (May 17, 2008). "The Jollibee gang hits television". Manila Standard
Today. Retrieved November 1, 2010.

External links[edit]
Wikimedia Commons has
media related
to Jollibee.

 Jollibee US website
 hide

Jollibee Foods Corporation

 Chairman: Tony Tan Caktiong

 President and CEO: Ernesto Tanmantiong

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 Annual revenue: PHP 62.55 billion (FY 2011)[1]

 Net income: PHP 3.25 billion (FY 2011)[2]

 Employees: 14,635 (FY 2011)

 Stock symbol: (PSE: JFC)

 Website: www.jollibee.com.ph

show

Chicken-based restaurant chains