Jollibee Food Corporation In The Philippines

The rise to success of the Jollibee Food Corporation in the Philippines is very different from McDonald’s because they have always been a local business. The fast food restaurant, founded by Tony Tan and his family in 1975, began as just an ice cream parlor and later expanded to become the number one market leader for fast food in the Philippines. In three years, they had become a 100% Filipino-owned company with seven restaurants and their first flagship product, the Yumburger. More of Jollibee’s famous products were released in the next 10 years, like the Spaghetti in 1979, the Chickenjoy and French Fries in 1980, the Palabok Fiesta in 1982, the Champ in 1984, and the Breakfast Joys in 1985. All of this happened in its home country alone

“McDonald’s, an iconic American brand, was intimidating.” The challenge of Jollibee was to overcome the colonial mentality of the Filipinos, which is an effect of our history. This meant that Filipinos have the tendencies to prefer international goods over their local goods. Through research, they have discovered that Filipinos liked Jollibee because the taste was to their liking, which is why many of Jollibee’s products are very meaty and sweet, like traditional Filipino food. Given the cultural appetite appeal of the Filipinos, Ordoñez came up with Jollibee’s brand claim, “Langhap Sarap,” which captions the eating experience of Jollibee with the deliciousness and aroma you get. This advertising asset is what helped attract customers toward Jollibee (Minyong Ordoñez). No matter how great the marketing and advertising is or how high the quality of their food is, Jollibee and McDonald’s would not be very successful businesses if it were not for their strong and positive impact on their customers. To gather the opinions of customers, the researcher sent out a survey, a questionnaire, and held a focus group discussion. Through this, the researcher came to the conclusion that most people generally have similar opinions toward both fast food

The same words came up, like “good”, “fast”, “efficient”, “courteous”, and “mediocre” (Nico Palanca, Alex Deakin, Chickee Banzon). What stood out amongst all the reviews was that Jollibee had “service with a smile” (Joel Parcon) and that “the employees are a lot more pleasant than any other fast food chain” (Leandro Banzon). In the food review, there were positive mentions of their menu items, like their Chicken Joy, which is a part of their “fine and competitive” menu (Christian Vallez). As expected, the initial reaction to several respondents was about how it has the “lasang Pinoy” or Filipino taste that many people have pointed out in this research. “Jollibee seem[s] to have a good finger on the Filipino palette” (Celinia Banzon) and “[have] a strong sense of tasting like home” (Nico Palanca). The reasons that have been pointed out from the questionnaire must be how Jollibee managed to become the market leader in the Philippines and a fast food restaurant that stands out in Asia and is recognized