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Jollibee Foods Corporation
Jollibee Logo
Type Public (PSE: JFC)
Founded 1978 in Quezon City, Philippines
Headquarters Flag of the Philippines 5th Floor, Jollibee Plaza, Emerald Ave. Ortigas Center, Pasig City, Metro Manila, Philippines
Key people
Tony Tan Caktiong, Founder, President & CEO
Fast food
Green Arrow Up Darker.png PhP 51.55 billion (2007)
Green Arrow Up Darker.png PhP 2.363 billion (2007)
Greenwich Pizza

Jollibee Foods Corporation (PSE: JFC) (widely known as Jollibee) is a fast-food restaurant chain based in the Philippines. As of December 2007, Jollibee has become one of the biggest fast-food chains in the world with 1,655 stores worldwide (although its own web site claims only 600)<ref> about us</ref> and total sales of more than US$1 billion. <ref name="mst">GMANews.TV - Jollibee 2007 profit up 9.4% at P2.36B - Business - Official Website of GMA News and Public Affairs - Latest Philippine News - BETA</ref> As of March, 2008, JFC has 1,466 stores in the Philippines namely, Jollibee (627), Chowking (377), Greenwich Pizza (236), Red Ribbon Bakeshop (194), Délifrance (28) and Manong Pepe's (4). According to its own web site, it has 23 stores overseas. <ref> international page</ref> As of end-September, 2008, JFC has 1,490 local and 228 foreign stores in its portfolio.<ref>Jollibee bags supply chain award</ref>



the Jollibee mascot

Tony Tan Caktiong and his family opened a Magnolia Ice Cream parlor in Cubao in 1975. The original name was Jolibe. Sometime in 1978, Tony Tan and his brothers and sisters, being partners, engaged the services of a management consultant in the person of Manuel C. Lumba. Lumba became Tony Tan's first business and management mentor.

Consultant Lumba shifted the business focus from ice cream to hamburgers, after his studies showed that a much larger market was waiting to be tapped. He had the name changed from Jolibe to Jolly Bee, then to the one-word name Jollibee. Next, Lumba conceptualized the Jollibee mascot, inspired by local and foreign children's books, and created the product name "Yumburger" as well as "Chickenjoy". He had the company incorporated and leased a house on Main St. in Cubao, Quezon City, as their first headquarters.

Lumba also formulated the company's long-term marketing strategy, listing a number of consumer promotions and traffic-building schemes. Tony Tan stressed that developing internal strengths was primary. The stores were re-designed, the restaurant transformed into a full self-service, fast food operation with drive thrus. Not long after, Tony Tan and Manny Lumba went on an observation tour in the United States, attended food service and equipment conventions. Tony Tan put Manny Lumba in charge of franchise development.

Expansion and acquisitions

The company acquired 80% of Greenwich Pizza Corp. in 1994, enabling it to penetrate the pizza-pasta market. From being a 50-branch operation, Greenwich has established a strong presence in the food service industry. In early 2006, Jollibee Foods Corp. bought out the remaining shares of its partners in Greenwich Pizza Corp., equivalent to a 20% stake, for P384 million in cash.<ref>Ordinario, Cai U. "Jollibee Foods buys out partner in Greenwich Pizza", BUSINESS, The Manila Times Internet Edition, 2006-01-18. Retrieved on 2007-03-12.</ref>

In 2000, the company acquired Chowking, allowing Jollibee to be part of the oriental quick service restaurant market.<ref>"Sun.Star Restaurant chain trains staff, bags corporate social responsibility award", Cebu, Sun.Star Publishing, Inc., 2006-11-04. Retrieved on 2007-03-12.</ref> In 2005, they acquired Red Ribbon Bakeshop, another popular restaurant chain in the Philippines<ref>Austria, Jenniffer B. "Jollibee buys Red Ribbon", Manila Standard Today, 2005-08-25. Retrieved on 2007-03-12.</ref>

In 2006, the company acquired the franchise of Délifrance. This further expanded its penetration in the food service industry, particularly in the French cafe-bakery, a growing segment of the Philippine food market. In September of 2006, the company acquired the remaining 50% stake of Delifrance Asia Ltd. in Baker Fresh Foods Phils., Inc. (BFFPI). This means BFFPI is now a wholly owned subsidiary of Jollibee and that the listed food giant has the exclusive rights to operate Delifrance outlets in the country. "The acquisition involved a restructuring of all advances by Jollibee and Delifrance Asia amounting to P130 million into equity," a public statement said. Jollibee added that the strong sales posted by Delifrance encouraged it to buy out its partner.<ref>Arcibal, Cheryl M. "Jollibee group buys out partner in Delifrance", BUSINESS, The Manila Times Internet Edition, 2006-10-02. Retrieved on 2007-03-12.</ref>

The corporate actions in buying out the minority shareholders in Greenwich Pizza (20%) and Delifrance (50%) were the prelude to a plan to integrate the Greenwich Pizza, Chowking, and Delifrance brands under one corporate entity<ref>Business World Research: Stock Picks — Jollibee Foods Corp. (JFC)</ref>. Under this plan, merging of the subsidiaries would be implemented by having Greenwich Pizza Corp. and BFFPI folded into Chowking Food Corp. The surviving entity would be renamed Fresh 'N Famous Foods, Inc. No new shares would be issued as the assets of Greenwich and BFFPI will be injected into Fresh 'N Famous as additional paid-in capital<ref>Arcibal, Cheryl M. "Jollibee spins off units to form separate company", BUSINESS, The Manila Times Internet Edition, 2006-11-11. Retrieved on 2007-03-12.</ref>

Along with its Philippine brands, the company also runs a Chinese fast food chain, Yonghe King, in mainland China, and a popular teahouse chain from Taiwan called Chun Shui Tang (Spring Water Hall). Chun Shui Tang teahouse opened a branch on Shanghai's Huaihai Road on June 30, 2006<ref>Arcibal, Cheryl M. "Jollibee opens teahouse in China", BUSINESS, The Manila Times Internet Edition, 2006-05-25. Retrieved on 2007-03-12.</ref>

On July 25, 2007, Jollibee launched its pilot restaurant "Tio Pepe's Karinderia" in Edsa Central in Mandaluyong, to professionalize the Philippine carinderia business.<ref> "Jollibee invades carinderia industry, launches Tio Pepe", BUSINESS, ABC-CBN Interactive, 2006-05-25. Retrieved on 2007-07-25.</ref>

Products and locations

File:Jolibee Worldwide.svg
International presence of Jolibee stores

Jollibee is an American-style fast-food restaurant with Filipino-influenced dishes specializing in burgers, spaghetti, chicken and some local Filipino dishes. In the Philippines, Jollibee serves Coca-Cola products for its beverages; in overseas markets, the chain serves Pepsi products.

Currently the largest fast-food chain in the country, it also has locations in the United States, Saudi Arabia, Hong Kong, Vietnam, Malaysia, Indonesia, Dubai and Brunei. Jollibee is also the name of their mascot, a large bee in a blazer, shirt and chef's hat.

File:Amazing Aloha.jpg
The Amazing Aloha, a specially-made burger.



Regular offerings

Jollibee has a variety of menu choices. Some of its menu items are as follows:

  • Chickenjoy - fried chicken
  • Champ - a half-pound burger with tomato, lettuce, cheese, pickles, etc. (similar to McDonalds' Big Mac)
  • Jolly Spaghetti - spaghetti with the typical Filipino-style sauce (sweet and a bit spicy), hotdog slices and spiced ham
  • French Fries
  • Yumburger - regular hamburger with special dressing
  • Yumburger with Cheese
  • TLC Burger - hamburger with tomato, lettuce and cheese
  • Mushroom and Cheese Burger - hamburger with sauteed mushrooms and a cheese sauce
  • Aloha Burger - hamburger with bacon and pineapple ring
  • Burger Steak - served with mushroom sauce
  • Jolly Hotdog - hotdog sandwich topped with manhattan sauce (similar to 7-11's hotdog sandwich) and grated cheese

TV commercials


  • Sarap ng Pilipino (1975-1988)
  • Ang Sarap Maging At Home (1988-1992)
  • Atin ang Langhap Sarap! (1992-1998)
  • Bee Happy (1998-2003)
  • Bida ang Saya! (2003-present)

Jollitown TV Show

The Jollibee mascot at a kiddie party.

On March 26, 2008, a children's television program called "Jollitown" was launched by Jollibee. The timing was chosen to highlight Jollibee’s 30th anniversary. Jollibee's main mascot (also called Jollibee) and its backup mascots Yum, Hetty, Popo and Twirlie are the stars of the show, which airs Sundays, 9:30 to 10 a.m., on GMA Network.<ref>, From mascots to TV stars</ref> A new Season premiere of Jollitown will be aired on April 19, 2009 telecast on GMA 7.


Jollibee, the bee mascot introduced by the brand in 1980 is probably the most widely recognized character in the Philippines.<ref>Battling against a brand</ref>

Name Year introduced Represents
Jollibee 1980 Main franchise mascot
Chickee 1987 & 1993, discontinued Chickenjoy
Lady Moo 1993, discontinued Milkshakes
Mico 1985, discontinued Milkshakes
Champ 1984, discontinued Champ premium hamburger
Hetty 1984 Jolly Spaghetti
Twirlie 1988 Jolly Twirl
Popo 1985 Jolly Crispy Fries
Mr. Yum 1985 Yumburger


Filipinos all over the internet raved about Jollibee making a cameo in the Emmy Award-winning television series Glee.


Jollibee, on November 21, 2008, won in the Singapore, Asia-Pacific annual SCM Logistics Excellence Awards gala event, the "FMCG and F&B Supply Chain Excellence Award."<ref>Jollibee bags supply chain award</ref>



External links



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