The Beginning, The Growing, And The Success Of Jollibee

Pasay City, Philippines (PressExposure) June 10, 2009 -- One of the biggest known fast-food in the Philippines today is Jollibee. Because of its success in the food service industry, many awarding bodies have considered the fast-food restaurant as one of the biggest fast-food chain in world, competing with other giants of the food service industry such as McDonald's, Wendy's, and Burger King. The restaurant also holds the title as the top fast-food chain in the Philippines which covers almost all areas of the country. Though successful as it is. its story do involve the humblest of all beginnings into one of the Philippine's largest food service.

The Beginning

According to their Jollibee website [], Jollibee started in 1975, but not as the fast-food chain today. Tony Tan Caktiong and his family opens a Magnolia Ice cream parlor at Cubao. This is later to become the 1st Jollibee Outlet. And it was in 1979 that Jollibee started its first franchise which opened in Ronquillo Sta. Cruz. It was then in 1980 that the well-loved Jollibee mascot is conceived to support brand awareness and identity efforts. Other mascots are later introduced. A year after that, Jollibee Foods Corporation enters list of Top 1000 Corporations.

The Growing

It is the in 1984 that Jollibee enters list of Top 500 Corporations and assumes market leadership in local fast food industry. It was also the time in which WEA gives Jollibee Gold record award for the outstanding sales of Jollibee songs. A year after that, Jollibee then became the market leader of the fastfood industry. It was also the time in which that their marketing campaign, Langhap-Sarap, was awarded the most effective ad campaign in the food category during the 9th Philippine Advertising Congress.

It was in 1986, according to their Jollibee website [], that they opened their first international store in Taiwan. A year after that is the time that Jollibee took its first step in the global market when they opened their 1st fast food outlet in Brunei. This was also the time in which Jollibee has had a sales of 570 million which also pushed Jollibee into the elite Top 100 Corporations.

In 1992, Jollibee sales has reported to have hit P3.365 billion. It was also the time in which the company used frozen patties for its popular hamburgers. It was then that Jollibee had maintained its advantage over its competitors by acquiring more than 50% share of the fast food industry.

The Success

It was in 1995 that Jollibee successfully opened its doors abroad. These countries include: Guam, Dubai, United Arab Emirates, Kuwait, and Jeddah, and Kingdom of Saudi Arabia. It was then, in 2002, that revenues neared the P27-billion mark. This time, the number of stores have already exceeded 900. It was also the time in which its founder, Tony Tan Caktiong, was made MAP "Management Man of the Year".

In 2003, Jollibee store count closed to 988 stores nationwide. For the sixth straight year, the Far Eastern Economic Review ranked JFC as the Philippines' Leading Company. This was also the year when Jollibee celebrated its 25th year in the industry.

As of 2008, Jollibee Food Corporation 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. As of end-September, 2008, JFC has 1,490 local and 228 foreign stores in its portfolio.

About Expressregalo

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

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Press Release Submitted On: June 10, 2009 at 2:50 am
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