Success Story: Tony Tan Caktiong of

Jollibee Group
Early Life
Born third of seven siblings, Tony Tan Caktiong was
from a poor family in China who immigrated to the
Philippines in hope for a better life. His family
helped each other out by establishing a restaurant
business in Davao which enabled young Tony to
study Chemical Engineering in the University of
Santo Tomas (UST).
How did he started?
When he was twenty-two, Tony Tan Caktiong decided to
shell out P350,000.00 in an ice cream parlor franchise. He
opened Cubao Ice Cream house and Quiapo Ice Cream
house.
Two years later, he decided to serve hamburgers, fried
chicken, and spaghetti as people began to tell him that they
don’t want to eat ice cream all the time. It was then that
they decided to rebrand and change their name to
“JOLLIBEE” as it represents them as a company and the
people that they cater to-hardworking and happy.
Competition and Strategy
McDonald’s came into the picture not many years later, but
they failed to take over Jollibee’s popularity. According to Tony
Tan Caktiong, “they do not know the local food culture”.
Filipinos have a sweet taste on food and like to smell
everything they eat, which is the reason behind the “Langhap
Sarap” tagline they have been using for a while now. As years
go by, the Jollibee group grew bigger. Tony Tan Caktiong
partnered up and established a couple of other food chains
including Chowking, Red Ribbon, Greenwich, Mang Inasal,
Manong Pepe's, Tita Frita Uling Uling, and others.
What are the secrets of its success?
Tony Tan Caktiong says, “If you have to ask the secret of Jollibee’s success that
is sharing. We share our success with people. We give good compensation, we
share any honor that comes on our way. This idea came from a friend”, he
said. You know why you are successful? Because you know how to share.

Protecting their brands through national and international trademark

registration has been instrumental in Jollibee’s remarkable success – without
an easily recognizable brand associated with highest quality and customer
service standards, it would have been difficult to prevail in the extremely
competitive fast food market. “Intellectual property is becoming very
important because you need to distinguish yourself from the others – it’s a
very competitive world [in which] you need to create something unique”,
concludes Mr. Caktiong.
Awards
He was awarded as the World Entrepreneur of the Year 2004 by Ernst and
Young. He was also awarded as the Management Man of the Year 2002 to an
Agora award for Outstanding Marketing Achievement, Triple A Alumni Award
from Asian Institute of Management and Ten Outstanding Young Men Award
for Entrepreneurship.
What is Mr. Tony now?
With partner Edgar Sia II,
Caktiong also owns a
stake in the fast-growing
DoubleDragon Properties.

ON FORBES LISTS
 Sources:
Millionaire Reacts, Forbes
Excerpts from GoNegosyo and
Entrepreneur Magazine
World Intellectual Property Organization