Jollibee is a Filipino-owned company that was founded by Tony Tan Caktiong and his family. They begin as an Ice Cream Parlor which later grew into an emerging global brand.

1. HISTORY
AND
SUCCESS OF
JOLLIBEE

2. Jollibee is a multinational chain of Fast Food
Restaurants owned by Jollibee Foods Corporation (JFC).
It is a Filipino-owned company that was founded by
Tony Tan Caktiong and his family. They begin as an Ice
Cream Parlor which later grew into an emerging global
brand.
What is Jollibee?

3. In 1975, Tony Tan Caktiong and his family
opened a Magnolia ice cream parlor in Cubao, Quezon
City. Upon request from customers, the outlet later
started selling hot meals and sandwiches. The family
decided to turn the ice cream parlor into Fast Food
Restaurant, which became the first Jollibee outlet in
1978, when food goods became more popular than ice
cream.
Jollibee was initially called "Jolibe," but changed
its name to "Jollibee." Management consultant Manuel
C. Lumba advised the family on the strategy shift.
HISTORY

4. Image courtesy of Jollibee
https://www.esquiremag.ph/long-reads/features/jollibee-history-philippines-a00204-20190729-lfrm

5. Image courtesy of Jollibee
• Introduction of Spaghetti Special.
• Jollibee’s first franchised-store opens at Ronquillo, Sta.
Cruz, Manila.
• Jollibee launches its 1st TV commercial.
• Jollibee’s Chicken joy and French Fries are launched.
• Jollibee’s Chicken joy becomes one of its best-selling menu
items.
• The well-loved Jollibee mascot is conceived to support
brand awareness and identity efforts. Other mascots are
later introduced.
1979
1980

6. Mascots of Jollibee
Name Year first introduced Represents
Jollibee 1980
Main franchise mascot,
chef
Chickee 1983 (discontinued) Chickenjoy
Lady Moo 1983 (discontinued) Milkshakes
Mico 1985 (discontinued) Breakfast
Champ 1984 (discontinued)
Champ Premium
hamburger
Yum/Mr. Yum
1989 (as Mr. Yum)
2008 (as Yum)
Burgers
Twirlie 1988 Desserts
Popo 1985 French fries
Hetty 1984 Spaghetti
Tablefromwikipedia

7. Growth and Success

8. • Jollibee pioneers the use of in-store promotions, novelty premium items
and Kiddie Birthday packages for kids.
• Palabok Fiesta is introduced.
• The Langhap-Sarap TV ad Campaign is launched.
• Champ hamburger is launched.
• Jollibee enters list of Top 500 Corporations and assumes market
leadership in local fast food industry.
1982
1983
1984

10. • Jollibee becomes the market leader in the fast food industry.
• Breakfast Joys are introduced.
• Their first international venture in Singapore.
• Sales of P570 million pushes Jollibee into the elite Top 100
Corporations.
• Jollibee opens 1st fast food outlet in Brunei, marking its entry into the
global market.
• Jollibee sales hit the P1.3 billion mark, giving the brand the distinction
as the first fast food chain to surpass the billion-peso sales mark.
1985
1989

11. • Sales of P570 million pushes Jollibee into the elite Top 100 Corporations.
• Jollibee opens 1st fast food outlet in Brunei, marking its entry into the global
market.
• Jollibee sales hit the P1.3 billion mark, giving the brand the distinction as the
first fast food chain to surpass the billion-peso sales mark.
1987
1989
• Jollibee opens its 1st store outside Luzon in Cagayan de Oro City.
• Jollibee sales hit a whopping P2.65 billion.
• Jollibee became the first food service company to be listed in the
Philippine Stock Exchange and the new Main Office site has been
moved to Jollibee Centre Building in Ortigas Center, Pasig.
1991

12. • 148 Jollibee stores nationwide by year-end.
• JFC expands into the pizza-pasta segment with the acquisition of Greenwich Pizza
Corporation.
• Jollibee is cited as one of the leading companies in Asia by the Far Eastern Economic Review.
• Marketing launched its At Home Ako sa Jollibee ad campaign, focusing on Jollibee’s loyal
customers.
• Jollibee introduces the Kiddie Pack Promo.
1993
1994
1995
• Jollibee opens an additional 20 stores in the Philippines, bringing its total
store network to 168.
• Jollibee successfully opens stores abroad: Guam, Dubai, United Arab Emirates,
Kuwait, and Jeddah, and Kingdom of Saudi Arabia.

13. • Jollibee acquires Chowking .
• JFC’s system-wide sales reach P20 billion.
1996
• Jollibee’s system-wide sales increase to P8.29 billion which translates to a
market share of more than 50% among all hamburger fast food chains.
• Jollibee launches various projects, such as Maaga ang Pasko sa Jollibee and
Chikiting Patrol: at Home Ako Dito. These projects’ main objective was to
protect and contribute to the development of the Filipino children.
• Jollibee opens in Daly City, Califorina, its first store in the USA.
• Jollibee opens 50 stores nationwide, which increased the store
count to 350 stores.
1998
1996
2000

14. • For the sixth straight year, the Far Eastern Economic Review ranked JFC as the
Philippines’ Leading Company.
• Jollibee inaugurates its biggest and most modern commissary in Camelray
Industrial Park in Canlubang, Laguna with President Gloria Macapagal Arroyo as
guest of honor.
• JFC acquires its 1st foreign brand Yonghe King, a Fast Food chain in China.
• The Jollibee Group Foundation is established.
2003
2004
• JFC acquires Red Ribbon Bakeshop.
2005

15. • Jollibee launches Jollitown, the first children’s TV show in the country to be
produced by a fast food chain.
• Jollibee and the Jollibee Franchisees Association launched the 30th anniversary
special novelty offering – Hug and Share Doll. Proceeds of the sales will all be
donated to charity.
• Biggest and grandest Maaga ang Pasko caps off Jollibee’s 30th anniversary.
Total of more than 117,000 toys and books collected were the highest ever in
the campaign’s 14-year history.
• Acquired Mang Inasal as their sister company.
• USA’s Restaurant Business Magazine includes Jollibee as among the
50 fastest growing chains in the United States.
• JFC’s systemwide sales breaks the P100-billion sales mark.
2008
2010
2013

16. Jollibee is the largest fast food chain in the Philippines, operating a
nationwide network of more than 750 stores. A dominant market leader in
the Philippines, Jollibee enjoys the lion’s share of the local market that is
more than all the other multinational brands combined. The company has
also embarked on an aggressive international expansion plan, and currently
has 80 stores outside the Philippines-USA (26), Vietnam (32), Brunei (11),
Jeddah (7), Qatar, Hong Kong, and Kuwait (1 each), firmly establishing itself
as a growing international QSR player. It has over 1000 stores worldwide
and continue growing until now.

17. Customer satisfaction has always been key to Jollibee’s
success. Never losing sight of its goals, Jollibee has grown to be one
of the most recognized and highly preferred brands in the
Philippines. Now the market leader among fast food chains in the
Philippines, claiming a market share that totals to more than half of
the entire industry. Jollibee is so well-loved everytime a new store
opens, especially overseas, Filipinos always form long lines to the
store. It is more than home for them. It is a stronghold of heritage
and monument of Filipino pride.

18. Jollibee’s growth is due to its delicious menu line-up – like its
superior-tasting Chickenjoy, mouth-watering Yumburger and Champ
hamburger, and deliciously satisfying Jollibee Spaghetti -ably
complemented with creative marketing programs, and efficient
manufacturing and logistics facilities. It is made possible by well-
trained teams that work in a culture of integrity and humility, fun and
family-like. Every Jollibee outlet welcomes customers with a clean and
warm in-store environment and friendly and efficient service.
Growth

19. “A Triumph for and of the Filipino and a source of Filipino pride.”
Jollibee dedicated its continuous success to the Filipinos who
have been there from the very start.

20. References:
https://en.wikipedia.org/wiki/Jollibee
https://www.jollibee.com.ph/about-us/
https://www.jollibee.com.ph/about-us/milestones-history/
https://esquiremag.ph/long-reads/features/jollibee-history-philippines-a00204-20190729-lfrm