Jollibee is a Filipino chain of fast food restaurants owned by Jollibee Foods Corporation (JFC). As of September 2023[update], there were over 1,500 Jollibee outlets worldwide,[2] with restaurants in Southeast Asia, the Middle East, East Asia (Hong Kong and Macau), North America, and Europe (including Spain, Italy,[3] and the United Kingdom).[4]
 Logo since 2011 | |
| Product type | Fast food chain |
|---|---|
| Owner | Jollibee Foods Corporation |
| Country | Philippines |
| Introduced | January 11, 1978 |
| Markets | Southeast Asia, Middle East, Western Europe, North America, East Asia (Hong Kong, Macau) |
| Tagline | Langhap-Sarap Bida ang sarap/saya! No. 1 Sa Saya |
| Website | www |
| Company | |
| Founder | Tony Tan Caktiong |
| Headquarters | Jollibee Plaza Building, Emerald Ave., Ortigas Center, Pasig, Metro Manila, Philippines[1] |
Number of locations | 1,500[2] (2021) |
History
In 1975, Tony Tan Caktiong and his family opened a Magnolia ice cream parlor in Cubao, Quezon City.[5][6] The outlet later began offering hot meals and sandwiches. 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.[7] Management consultant Manuel C. Lumba advised the family on the change in strategy.[5] Jollibee was initially named "Jolibe", but changed its name to "Jollibee".[8]
Jollibee Foods Corporation (JFC) was incorporated in January 1978.[note 1] By the end of that year, there were seven Jollibee branches in Metro Manila. The first franchised outlet of Jollibee opened in Santa Cruz, Manila in 1979.[11]
Jollibee experienced rapid growth.[12] The chain was able to withstand the entry of McDonald's into the Philippines in 1981 by focusing on the specific tastes of the Filipino market.[13][example needed] The first provincial Jollibee outlet opened in Mabalacat.[14] The first overseas Jollibee opened in Taiwan in 1986; that location eventually closed.[15] Jollibee continued to expand and set up outlets both within the country and abroad.[16] On June 13, 1998, Jollibee opened its first United States location in Daly City, California, with franchises soon following in Singapore, Italy, Qatar, and China.[17][18][19] Jollibee launched its first branch in Dubai in 1995, which closed, and reentered the market in 2015;[15][20] it currently operates 16 franchises across the United Arab Emirates. As a result of the 1997 Asian financial crisis, the chain was forced to withdraw its operations in Malaysia and Indonesia.[21][22] Jollibee returned to Malaysia in December 2018, opening a location in Kota Kinabalu; the chain has since expanded to seven locations in the country.[23][24][25]
In 2013, Jollibee opened its first branch in Singapore, and it has since opened five branches.[26] In 2016, the chain opened its first Canadian restaurant in Winnipeg.[27] Jollibee first entered Europe in 2018 with the opening of a branch in Milan,[28] which was followed by its second European location in London on October 20, 2018.[29] In 2018, Jollibee opened locations in Manhattan and Edmonton.[30][31][32] Jollibee announced plans to open 509 stores in the US and Canada in 2021.[33] In August 2022, Jollibee opened a Times Square location.[34]
Products
Jollibee offers American-influenced fast food items and casual Filipino fare. Among the establishment's best sellers are the Yumburger, the house hamburger first introduced during their early days of operation;[35] the Chickenjoy, a fried chicken meal, introduced in the 1980s, with regular and spicy versions;[36] and Jolly Spaghetti, a sweet Filipino spaghetti that includes a beef sauce with pieces of hot dog and ham.[16] In 1995, Jollibee introduced the Burger Steak to its menu.[37] At its international locations, Jollibee also offers localized products, such as chili chicken in Vietnam and nasi lemak in Brunei.[8] Jollibee serves Coca-Cola products in Luzon and Visayas and Pepsi products in Mindanao and its overseas markets.[citation needed]
Chickenjoy
The Chickenjoy is a crispy fried chicken meal.[38] The meal can be ordered with several sides, including rice and gravy, fries, buttered corn, and spaghetti.[39][40]
Yumburger
The Yumburger (also spelled as Yum Burger, or Yum!), one of the first products sold by Jollibee, is a hamburger containing a beef patty topped with mayonnaise.[35][41][42][43][44] In The Daily Telegraph, Michael Deacon described the Yumburger as "a slim, floppy, somewhat damp hamburger slathered with a strangely sweet mayo" in his three-star review of a Jollibee location in London.[44]
In 2017, Jollibee introduced the Aloha Yumburger.[45] That same year, an advertising video on YouTube about the Yumburger went viral in the Philippines.[46] A 2019 Yumburger commercial about love on Father's Day was the subject of memes.[47][48] Merchandise depicting the Yumburger was released in 2018 as a collectible toy set with the Jolly Kiddie Meal.[49][50]
Ownership and management
Jollibee is owned by the Jollibee Foods Corporation, which is based in Pasig, Philippines. JFC has operated as a franchisor since 1979. JFC also owns other fast food brands in the Philippines, including Chowking, Greenwich Pizza, Red Ribbon Bakeshop, and Mang Inasal, and it operates Burger King franchises.[51]
Branch locations
Jollibee started with five branches in 1978.[citation needed] As of May 2019[update], Jollibee operated over 1,300 stores, with 1,150 in the Philippines and 234 in foreign markets.[52] Jollibee has locations in Southeast Asia, East Asia, the Middle East, North America, Europe, and Oceania.[53] It has also opened branches in the Northern Mariana Islands[54][55][56] and Papua New Guinea.[57]
Marketing and advertising
Customer base
Outside of the Philippines, Jollibee's customer base varies by region. In the Middle East, Jollibee's primary market are overseas Filipino workers, while in Vietnam it is the local population. Vietnam has the most franchises outside of the Philippines, with over 100 locations.[8]
Mascots
Introduced in 1980, Jollibee is a large anthropomorphic bee mascot dressed in a red blazer, shirt, and chef's hat.[58] Jollibee's design is based on Mickey Mouse.[8] The mascot was designed to epitomize Filipino optimism. Tony Tan, Jollibee's founder, has compared the mascot's character to the Filipino working class, stating that the bee "hops around and produces sweet things for life, and is happy even though it is busy".[59] Jollibee developed additional mascots, some of which were featured in Jollitown, a children's show aired in the Philippines.[8]
| Name | Year introduced | Year discontinued | Representation |
|---|---|---|---|
| Jollibee | 1980[58] | — | Main franchise mascot and chef, Filipino dishes[60] |
| Chickee | 1983[58] | Mid-1990s | Chickenjoy |
| Lady Moo | 1983[58] | Mid-1990s | Milkshakes |
| Mico | 1983–1984[61] | Mid-1990s | Breakfast and milkshakes |
| Champ | 1984 (1st incarnation)[58] 2020 (2nd incarnation) | 2004 (1st incarnation) present (2nd incarnation) | Champ premium hamburger |
| Mr. Yum / Yum | circa 1980–1983 (as Mr. Yum) 2008 (as Yum) | 2008 (as Mr. Yum) present (as Yum)[60] | Burgers[60] |
| Twirlie | 1988[citation needed] | — | Sundaes[60] |
| Popo | circa 1980–1984[61] | — | French fries[60] |
| Hetty | 1984[58] | — | Spaghetti[60] |
Mass media
Television series
On April 13, 2008, Jollibee premiered Jollitown, a children's television show. The premiere was timed to coincide with Jollibee's 30th anniversary. The show featured several characters, including Jollibee, Yum the scientist, Twirlie the star performer, Hetty the cheerleader, and Popo the gym coach. The show aired aired Sundays at 9:30 a.m. on GMA Network.[62] On July 17, 2011, Jollitown moved to ABS-CBN for its fourth and fifth seasons, airing Sundays at 9:00 a.m. On July 20, 2013, the show moved back to GMA Network for its sixth season until it ended on October 12.
Web advertising
In November 2018, the 23 original Kwentong Jollibee videos on its YouTube channel reached a total of 64 million views.[63] After nearly two years the total views had risen to 405 million, with 567,000 subscribers, in July 2020.[64]
3d games
Jollibee character is featured in a Fortnite mod by Budots Media.
See also
Notes
References
Further reading
- Videos
- "Why Is McDonald's Struggling In The Philippines? Jollibee". CNBC. November 20, 2018. Archived from the original on November 6, 2021.
- "Jollibee CEO on the homegrown fast food giant's growing appetite for acquisitions". CNBC International TV. Archived from the original on October 2, 2020. Retrieved May 7, 2019.
{{cite web}}: CS1 maint: bot: original URL status unknown (link) - "Why Jollibee's Fast Food has Americans Waiting in Insane Lines — Cult Following". Eater/Vox Media. April 13, 2017. Archived from the original on November 6, 2021.
- "Jollibee: How it became one of the world's biggest Asian fast food companies". South China Morning Post. July 20, 2019. Archived from the original on November 6, 2021.
External links
- Official website
- Jollibee USA
Media related to Jollibee at Wikimedia Commons
