Jollibee

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File:Jollibee at Robinsons Place Mall in Manila.jpg

Jollibee at Robinsons Place Mall in Manila

Jollibee is a Filipino chain of fast food restaurants owned by Jollibee Foods Corporation (JFC) which serves as its flagship brand. Established in 1978 by Tony Tan Caktiong, it is the Philippines' top fast food restaurant<ref>Template:Cite news</ref> and is among the world's fastest growing restaurants,<ref name="ABS-CBN-SecondFastest">Template:Cite news</ref> expanding its international presence from 2014 to 2024 almost sixfold.<ref>Template:Cite news</ref> Template:As of, there were over 1,668 Jollibee fast-food branches across 17 countries,<ref name="ABS-CBN-SecondFastest" /> with restaurants in Southeast Asia, East Asia (Hong Kong and Macau), the Middle East, North America, and Europe (including Spain, Italy,<ref>Template:Cite news</ref> and the United Kingdom).<ref name="UK">Template:Cite news</ref> Jollibee is best known for its best-selling item, the Chickenjoy.<ref>Template:Cite news</ref>

HistoryEdit

In 1975, Tony Tan Caktiong and his family opened a Magnolia ice cream parlor in Cubao, Quezon City.<ref name=Marketing>Template:Cite book</ref><ref name=JollibeeMilestonesHistory>Template:Cite news</ref> 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.<ref name="wipo">Template:Cite news</ref> Management consultant Manuel C. Lumba advised the family on the change in strategy.<ref name=Marketing/> Jollibee was initially named "Jolibe", but changed its name to "Jollibee".<ref name=scmphow>Template:Cite news</ref>

Jollibee Foods Corporation (JFC) was incorporated in January 1978.Template:Refn 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.<ref name=milestonesasof2017>{{#invoke:citation/CS1|citation |CitationClass=web }}</ref>

Jollibee experienced rapid growth.<ref>{{#invoke:citation/CS1|citation |CitationClass=web }}</ref> 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.<ref name=economist>Template:Cite news</ref>Template:Example needed The first provincial Jollibee outlet opened in Mabalacat.<ref>Template:Cite news</ref>

The first overseas Jollibee opened in Singapore in 1985 at the Katong Shopping Centre;<ref>Template:Cite news</ref><ref name="jollibee-sg-1985">Template:Cite news</ref> that location closed only a year later<ref>Template:Cite news</ref> (since returned in 2013<ref>Template:Cite news</ref>). In the same year, Jollibee opened branches in the Middle East and Guam.<ref name="milestone">{{#invoke:citation/CS1|citation |CitationClass=web }}</ref><ref>{{#invoke:citation/CS1|citation |CitationClass=web }}</ref> Jollibee continued to expand and set up outlets both within the country and abroad.<ref name="loyalty">{{#invoke:citation/CS1|citation |CitationClass=web }}</ref>

Jollibee would expand to North America with its first United States location in Daly City, California.<ref name=scmphow/><ref name="tonycaktiong">Template:Cite news</ref><ref name="sjmn-1998jun10">Template:Cite news</ref>

Jollibee first entered Europe in 2018 with the opening of a branch in Milan, Italy.<ref name="Europe">Template:Cite news</ref>

ProductsEdit

File:Jollibee Chickenjoy with Palabok.jpg

A piece of Chickenjoy alongside palabok, a traditional Filipino noodle dish

File:Jollibee Malaysia.jpg

Two pieces of Chickenjoy, the chain's core product; along with gravy, Burger Steak and a serving of rice in Kuala Lumpur, Malaysia

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;<ref name="primer">Template:Cite news</ref> the Chickenjoy, a fried chicken meal, introduced in the 1980s, with regular and spicy versions;<ref name="ukitaly">Template:Cite news</ref> and Jolly Spaghetti, a sweet Filipino spaghetti that includes a beef sauce with pieces of hot dog and ham.<ref name="loyalty" /> In 1995, Jollibee introduced the Burger Steak to its menu.<ref>Template:Cite news</ref> At its international locations, Jollibee also offers localized products, such as chili chicken in Vietnam and nasi lemak in Brunei.<ref name="scmphow" /> Jollibee serves Coca-Cola products in Luzon and Visayas and Pepsi products in Mindanao and its overseas markets.Template:Citation needed

ChickenjoyEdit

The Chickenjoy is a crispy fried chicken meal.<ref name="chickjoy">Template:Cite news</ref> The meal can be ordered with several sides, including rice and gravy, fries, buttered corn, and spaghetti.<ref name="WTOP">Template:Cite news</ref><ref name="BusIn">Template:Cite news</ref>

YumburgerEdit

File:Cheesy Yumburger.jpg

Cheesy 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.<ref name="primer" /><ref>Template:Cite news</ref><ref>Template:Cite news</ref><ref>Template:Cite news</ref><ref name="Telegraph review">Template:Cite news Template:Cbignore</ref> 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.<ref name="Telegraph review" />

In 2017, Jollibee introduced the Aloha Yumburger.<ref>Template:Cite news</ref> That same year, an advertising video on YouTube about the Yumburger went viral in the Philippines.<ref>Template:Cite news</ref> A 2019 Yumburger commercial about love on Father's Day was the subject of memes.<ref>Template:Cite news</ref><ref>Template:Cite news</ref> Merchandise depicting the Yumburger was released in 2018 as a collectible toy set with the Jolly Kiddie Meal.<ref>Template:Cite news</ref><ref>Template:Cite news</ref>

Ownership and managementEdit

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.<ref>{{#invoke:citation/CS1|citation |CitationClass=web }}</ref>

Branch locationsEdit

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File:Jolibee Worldwide.svg

Branches around the world: Template:Legend Template:Legend Template:Legend Template:Legend

Template:As of, Jollibee operated over 1,300 stores, with 1,150 in the Philippines and 234 in foreign markets.<ref>{{#invoke:citation/CS1|citation |CitationClass=web }}</ref> Jollibee has locations in Southeast Asia, East Asia, the Middle East, North America, Europe, and Oceania.<ref name="TheStandard-Expanding">Template:Cite news</ref> Outside of the Philippines, Vietnam and the United States are the biggest markets for Jollibee; with 200 outlets in the former as of 2024<ref>Template:Cite news</ref><ref>Template:Cite news</ref> and 100 outlets in North America (plus Canada) as of 2024.<ref>Template:Cite news</ref>

Countries and territories with previous presence of Jollibee outlets include Taiwan,<ref>{{#invoke:citation/CS1|citation |CitationClass=web }}</ref> mainland China,<ref>{{#invoke:citation/CS1|citation |CitationClass=web }}</ref> Indonesia,<ref name="expand myid">Template:Cite news</ref> Northern Mariana Islands<ref>Template:Cite news</ref><ref name="st-2004jul08">Template:Cite news</ref><ref name="NMIclose">Template:Cite news</ref> and Papua New Guinea.<ref>Template:Cite book</ref>

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Marketing and advertisingEdit

Customer baseEdit

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.<ref name=scmphow/>

MascotsEdit

File:CPCCTMCHjf0077 01.JPG

Jollibee mascot in Trece Martires, Cavite

Introduced in 1980, Jollibee is a large anthropomorphic bee mascot dressed in a red blazer, shirt, and chef's hat.<ref name="milestoneoct2017">{{#invoke:citation/CS1|citation |CitationClass=web }}</ref> Jollibee's design is based on Mickey Mouse.<ref name=scmphow/> 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".<ref>Template:Cite news</ref> Jollibee developed additional mascots, some of which were featured in Jollitown, a children's show aired in the Philippines.<ref name=scmphow/>

Name	Year introduced	Year discontinued	Representation
Jollibee	1980<ref name="milestoneoct2017"/>	Template:N/A	Main franchise mascot and chef, Filipino dishes<ref name="Sunstar-Mascots">Template:Cite news</ref>
Chickee	1983<ref name="milestoneoct2017"/>	Early 2000s<ref>Jollibee Foods Corporation. Isang Pamilya: Kantahan at Kwentuhan Kasama ang mga Jollibee Mascots. Audio cassette. 2000.</ref>	Chickenjoy
Lady Moo	1983<ref name="milestoneoct2017"/>	Mid-1990s	Milkshakes
Mico	citation	CitationClass=web }}</ref>	Mid-1990s	Breakfast and milkshakes
Champ	1984 (1st incarnation)<ref name="milestoneoct2017"/> 2020 (2nd incarnation)	2004 (1st incarnation)	Champ premium hamburger
Mr. Yum / Yum	circa 1980–1983 Template:Nowrap 2008 Template:Nowrap	2008 Template:Nowrap present Template:Nowrap<ref name="Sunstar-Mascots" />	Burgers<ref name="Sunstar-Mascots" />
Twirlie	1988Template:Citation needed	Template:N/A	Sundaes<ref name="Sunstar-Mascots" />
Popo	circa 1980–1984<ref name="auto1"/>	Template:N/A	French fries<ref name="Sunstar-Mascots" />
Hetty	1984<ref name="milestoneoct2017"/>	Template:N/A	Spaghetti<ref name="Sunstar-Mascots" />

Mass mediaEdit

Television seriesEdit

{{#invoke:Labelled list hatnote|labelledList|Main article|Main articles|Main page|Main pages}} 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.<ref>Template:Cite news</ref> 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 advertisingEdit

In November 2018, the 23 original Kwentong Jollibee videos on its YouTube channel reached a total of 64 million views.<ref>Template:Cite news</ref> After nearly two years the total views had risen to 405 million, with 567,000 subscribers, in July 2020.<ref>{{#invoke:citation/CS1|citation |CitationClass=web }}</ref>

NotesEdit

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ReferencesEdit