Jollibee Of The Past To Present

Pasay City, Philippines (PressExposure) November 06, 2009 -- The fast-food industry in the Philippines have boomed so much that several chains of fast-food restaurants are starting to rise from the market. However, there is one chain of fast-food restaurants in the Philippines that wouldn't easily disappear from the market, practically because this fast-food chain of restaurants gave rise to the industry of food-service in the country. This fast-food restaurant is known as Jollibee.

Although McDonald's were one of the few that started the fast-food industry in the Philippines, particularly in the burgers and fries segment, Jollibee soon followed and further improved this service through their own menus. Many may not know this but Jollibee didn't start-off selling burgers, fries, and deep fried chickens that all Filipinos have grown accustomed with. According to their Jollibee website [], in its earlier days, Jollibee was known as a Magnolia ice cream parlor known as "Jolibe".

Earlier years Tony Tan Caktiong and his family opened a Magnolia Ice Cream parlor in Cubao in 1975. The original name was Jolibe. Tan Caktiong had initially planned just a parlor solely selling ice cream, but when he noticed that customers were looking for more than just ice cream, he decided to start serving sandwiches as well. But sometime in 1978, Tony Tan engaged the services of a management consultant in the person of Manuel C. Lumba.

Lumba first suggested to shift the business from ice cream to hamburgers, after his studies showed that a much larger market was waiting to be tapped. From then on, the Jolibe known as an ice cream parlor became a restaurant specializing in hamburgers and fries. Lumba and Tony then decided to change the name from Jolibe to Jolly Bee, then to the one-word name Jollibee. Next, Lumba and Tony conceptualized the Jollibee mascot, which was inspired by local and foreign children's books, a red bee wearing a blazer and a chef's hat. To make their restaurant more children-oriented, the founders have also created the names "Yumburger" as well as "ChickEnjoy" for their burgers and deep fried chickens.

Jollibee of Today According to their Jollibee website [], Jollibee has become one of the biggest fast-food chains in the world with 1,655 stores worldwide and total sales of more than US$1 billion in December of 2007. Also, Jollibee Foods Corporation had 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) in March of 2008. According to its own Jollibee website [], it has 23 stores overseas. As of end-September, 2008, JFC has 1,490 local and 228 foreign stores in its portfolio. For more information visit to our site at

About Expressregalo

Christine Layug writes articles for Philippine Online Shopping Site, Express Regalo.

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Press Release Submitted On: November 06, 2009 at 12:27 am
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