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Jollibee Foods Corporation
Traded asPSEJFC
FoundedJanuary 28, 1978 in Quezon City, Philippines
Headquarters5th Floor, Jollibee Plaza, Emerald Ave. Ortigas Center, Pasig City, Philippines
Key peopleTony Tan Caktiong (President and Chief Executive Officer)
ProductsFast food
(hamburgers • chicken • french fries • soft drinks • coffee • salads • desserts • breakfast)
RevenueIncreasePHP62.55 billion (FY 2011)[1]
Operating incomeIncreasePHP3.90 billion (FY 2011)[1]
Net incomeIncreasePHP3.25 billion (FY 2011)[1]
Total assetsIncreasePHP38.90 billion (FY 2011)[1]
Total equityIncreasePHP3.23 billion (FY 2011)[1]
Employees14,635 (FY 2011)[1]
WebsiteJollibee brand website
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Jollibee Foods Corporation
Traded asPSEJFC
FoundedJanuary 28, 1978 in Quezon City, Philippines
Headquarters5th Floor, Jollibee Plaza, Emerald Ave. Ortigas Center, Pasig City, Philippines
Key peopleTony Tan Caktiong (President and Chief Executive Officer)
ProductsFast food
(hamburgers • chicken • french fries • soft drinks • coffee • salads • desserts • breakfast)
RevenueIncreasePHP62.55 billion (FY 2011)[1]
Operating incomeIncreasePHP3.90 billion (FY 2011)[1]
Net incomeIncreasePHP3.25 billion (FY 2011)[1]
Total assetsIncreasePHP38.90 billion (FY 2011)[1]
Total equityIncreasePHP3.23 billion (FY 2011)[1]
Employees14,635 (FY 2011)[1]
WebsiteJollibee brand website

Jollibee Foods Corporation abbreviated as JFC and popularly known as Jollibee (PSEJFC) is a Philippine multinational chain of fast food restaurants headquartered in Pasig City, Philippines. JFC is the parent company of Jollibee, the country's answer to McDonald's in the fast food burger business.

With its success, the company bought out their competitors in the fast food business like Chowking, Greenwich Pizza, Red Ribbon bakeshop, Mang Inasal and Burger King Philippines.[2] In 2011, JFC had a total of 2,510 stores worldwide with a system wide retail sales totaling to 82.1 billion pesos for the fiscal year 2011.[3]


The original owner Tony Tan and his family opened a Magnolia Ice Cream parlor in Cubao, Quezon city in 1975.[4][5] In 1978, he and his siblings engaged the services of a management consultant, Manuel C. Lumba, who shifted the business focus from ice cream to hot dogs after his studies showed a much larger market waiting to be served.[4] Lumba was Tan's last business and management mentor.

Throughout its three decade history, Jollibee became a success enjoying rapid growth. The chain opened successful milestone stores in the following years: Its 100th branch in Davao on 1991; its 200th store in Malolos, Bulacan in 1996; its 300th store in Balagtas, Bulacan in 1998; its 400th store in Intramuros, Manila in 2001; its 500th store in Basilan in 2004; its 600th store in Aparri in 2007;[5][6] its 700th store in Harrison Road, Baguio City in 2010;[7] and its 800th branch in Malaybalay City, Bukidnon on October 18, 2013.[8]

Expansion and acquisitions[edit]

A Jollibee restaurant at Central, Hong Kong

The company acquired 80% of Greenwich Pizza in 1994. From a 50-branch operation, Greenwich gradually established a strong presence in the food service industry. In early 2006, Jollibee Foods Corp. bought out the remaining shares of its partners in Greenwich Pizza Corp., equivalent to a 20% stake, for P384 million in cash.[9] In 1996, Jollibee became the sole franchisee of Délifrance for Philippines, staying in operation in the country until late 2010. In 2000, the company acquired Chowking, a Chinese fast food restaurant, thus making Jollibee a part of the Asian quick service restaurant segment.[10][11]

In 2004, Jollibee acquired Chinese fast food chain Yonghe Dawang for $22.5 million. Jollibee entered into a joint-venture contract with US-based Chow Fun Holdings LLC, the developer and owner of Jinja Bar Bistro in New Mexico, in which Jollibee will have a 12% stake for $950,000.[12][13][14] In 2005, Jollibee acquired Red Ribbon, a bakeshop business in the Philippines. In less than 5 years, Jollibee managed to nurture the business and transform it into a popular and rapidly-growing bakeshop chain. In 2006, Jollibee purchased 70% of Taipei restaurant Lao Dong in June and Chun Shui Tang tea house. In 2007, Jollibee acquired the Chinese fast-food chain Hongzhuangyuan.[15]

A colonial-themed Jollibee branch in Agoo, La Union.

On August 26, 2008, Jollibee formally signed a P2.5 billion ($55.5 million) deal with Beijing-based Hong Zhuang Yuan through its wholly owned subsidiary Jollibee Worldwide Pte. Ltd. The sale is subject to the approval of China's Ministry of Commerce. On October 19, 2010, Jollibee acquired 70% share of Mang Inasal, a Filipino food chain specializing in barbecued chicken, for P3 billion ($68.8 million).[16][17][18] The same month, Jollibee signed a deal to acquire 55 percent of China's Guangxi San Ping Wang Food and Beverage Management Co. Ltd., operators of the San Pin Wang beef noodle business for 30 million RMB.[19] On October 2011, Jollibee acquired a 54% stake in BK Titans, Inc., the sole franchisee of Burger King in the Philippines.[20]

In 2011, Jollibee opened 260 new stores, of which 167 were in the Philippines led by Mang Inasal (86) and Jollibee (40). This brought the company's total number of stores to 2,001 as of end December 2011. The same year, Jollibee closed Manong Pepe foodchain in favor of Mang Inasal,[21] and sold Délifrance to CaféFrance.[22] Overseas, Jollibee opened 93 stores, led by Yonghe King in China (70) and Jollibee Vietnam (11). In 2013, Jollibee opened its first store in Virginia Beach, Virginia as well as in Houston, Texas.[23]

The restaurant plans to expand to Toronto in Canada, Indonesia, as well as opening a branch in Chicago.[24] They also plan to expand throughout the Southern United States such as Atlanta, Charlotte, and Dallas.[24] Currently, aside from its flagship brand Jollibee, the group's other brands are Chowking, Greenwich, Red Ribbon, Mang Inasal, Burger King, Yonghe King (China) and Hong Zhuang Yuan (China).[25]

Products and locations[edit]

International presence of Jollibee stores

Jollibee is an American-style fast food restaurant with Filipino-influenced dishes specializing in burgers, spaghetti, chicken and some local Filipino dishes. In the Philippines, Jollibee serves Coca-Cola products for its beverages; in overseas markets, the chain serves Pepsi products.

Jollibee started with five branches in 1978 and has grown to a strong network of a total of 801 stores in the country, and 96 stores internationally. In total, Jollibee has 896 stores worldwide as of November 2013. It is the largest fast food chain in the country with international locations in the United States,[26] Saudi Arabia, Hong Kong, Vietnam, Indonesia, Singapore, Qatar, Saudi Arabia, and Brunei. JFC is planning to expand Jollibee to other markets like Europe and India.[27][28]

The first Jollibee branch in Vietnam was opened on October 1996 at the Super Bowl in Ho Chi Minh City. To date, Jollibee has more than 30 stores in Vietnam, they are located in the cities of Ho Chi Minh, Hanoi, Da Nang, Nha Trang, in the provinces of Vinh Phuc, Dong Nai and all provinces in the Mekong Delta Region.[29]

In Hong Kong, there is currently one branch located in Central. At present, it is in the process of being renovated, while the opening of a second branch in the country is currently under consideration.

As of end-September 2012, Jollibee was operating 2,040 stores in the Philippines for all of its brands: 765 for Jollibee, 383 for Chowking, 201 for Greenwich, 209 for Red Ribbon, 457 for Mang Inasal and 25 for Burger King.


Jollibee, the large bee mascot dressed in a blazer, shirt, and chef's hat introduced by the brand in 1980 is probably the most widely recognized character in the Philippines. Mascots Yum, Hetty, Popo, Twirlie changed their appearance since 2009.[30]

NameYear introducedRepresentsFieldAppearance
Jollibee1980Main franchise mascot, JollitownLeader of the BandSpecial Appearance, (Some) Concerts, Jollitown episodes, Jollibee Kids Party, (Some) Mascot Parades
Chickee1987, 1993Chickenjoychess master(discontinued)
Lady Moo1993MilkshakesBallet(discontinued)
Mico1985Milkshakescheer leader(discontinued)
Champ1984Champ Premium hamburgerBoxing(discontinued)
Yum/Mr. Yum1989 (Mr. Yum), 2009 (Yum)BurgersHi-Technology(Some) Jollibee/Jollitown events, Jollitown episodes, Jollibee Kids Party(if selected)
Twirlie1988, 2009DessertsSinging & Dancing(Some) Jollibee/Jollitown events, Jollitown episodes, Jollibee Kids Party(if selected)
Popo1985, 2009Sides and SandwichesGames, Sports, and Jokes(Some) Jollibee/Jollitown events, Jollitown episodes, Jollibee Kids Party(if selected)
Hetty1984, 2009PastasCheerleader(Some) Jollibee/Jollitown events, Jollitown episodes, Jollibee Kids Party(if selected)


Main article: Jollitown

On April 13, 2008, a children's television program called Jollitown was launched by Jollibee and friends. The timing was chosen to highlight Jollibee’s 30th anniversary. Jollibee and his friends Yum the scientist, Twirlie the star performer, Hetty The chearleader and Popo the gym coach are the stars of the show, which airs Sundays, 9:30 a.m. or 8:00 on GMA Network.[31] On July 17, 2011, Jollitown moved to ABS-CBN for its 4th and 5th season every Sunday at 9 am (every Sunday). On July 20, 2013, the show moved back to GMA for The Jollitown Kids Show or Jollitown Season 6.

The show has been running for 5 years (2008–present)


Jollibee has won many accolades. It has consistently been mentioned as one of the Philippines' and Asia's most admired companies in surveys conducted by publications such as Asian Business Magazine and The Asian Wall Street Journal and has received other plaudits from Euromoney and Asia Money. In 2008, it was also the recipient of the FMCG and F & B Asia Pacific Supply Chain Excellence Award at the SCM Logistics Excellence Awards.[5][32][33]

Corporate social responsibility[edit]

In December 2004 as the corporate social responsibility (CSR) initiative, Jollibee Group Foundation (also known as the Jollibee Foundation) was established by Jollibee Foods Corporation (JFC) to make giving back an organized corporate commitment. The Foundation aims to invest in the local people and help them to succeed

Busog, Lusog, Talino (BLT)[edit]

Busog, Lusog, Talino (BLT) is a school feeding program that addresses hunger among Grades 1 and 2 pupils and helps them to stay in school by keeping them fit and healthy. With nationwide operations, Jollibee store employees visit nearby schools and conduct orientation to teachers and parents on proper food preparation and food safety. They also work with the local government units, the Department of Education and private sector partners in monitoring the feeding activity and ensuring program sustainability. The presence of Jollibee stores all over the country and other partnerships enabled the Foundation to expand the program to 450 schools in school year 2011-2012, feeding more than 25,000 pupils since BLT started in 2007.


Philippine Slogans[edit]

1980-1989All The Good Things That You Hunger For
1989-1994Sarap ng Pilipino
1994-1998Ang Sarap Maging At Home
1998-2001Atin ang Langhap-Sarap!
2001-2003Bee Happy
2003-2005(name of Jollibee product) sa Jollibee, Lalong Sumasarap.
2005-2006Dito sa Jollibee, Bida ang Sarap!
2006-2011Bida ang Sarap!
Bida ang Saya![34]
2011–2013Ang Saya ng Langhap-Sarap!
2013–presentDito Ang Sarap maging Pamilya

International Slogans[edit]

2001-2012Bee Happy
2012–presentEveryday Delicious

Anniversary Slogans[edit]

1998Atin ang Langhap-Sarap!
2003Feeling Jollibee at 25, walang kasing sarap!
2008Jollibee 30 Years: Langhap-sarap, Bida sa Lahat!
2013Jollibee 35 Years: Dito Ang Sarap maging Pamilya


See also[edit]


  1. ^ a b c d e f "Jollibee Foods Corporation 2011 annual report (SEC FORM 17-A)" (Press release). 31 December 2011. 
  2. ^ "Jollibee's 2008 profits dip despite sales jump". Retrieved 6 August 2012. 
  3. ^ "Jollibee Foods Corporation 2011 financial statements" (Press release). March 2012. Retrieved 6 August 2012. 
  4. ^ a b Go, Josiah (2001). Fundamentals of Marketing: In The Philippine Setting. Quezon road, Philippines: Design Plus. pp. 1–2. ISBN 971-91860-5-4. 
  5. ^ a b c Jollibee – About Us – Milestones-History
  6. ^ "Jollibee opens 600th store in RP". BUSINESS (GoodNews Pilipinas). 2008-03-17. Retrieved 2013-10-28. 
  7. ^ Roa, Ana Mae G. (2010-11-27). "Jollibee opens 700th store in Baguio". BUSINESS (ABS-CBN Retrieved 2013-10-28. 
  8. ^ Deveza, JB R. (2013-10-26). "Jollibee opens 800th store". BUSINESS ( Retrieved 2013-10-28. 
  9. ^ Ordinario, Cai U. (2006-01-18). "Jollibee Foods buys out partner in Greenwich Pizza". BUSINESS (The Manila Times Internet Edition). Retrieved 2007-03-12. 
  10. ^ "Restaurant chain trains staff, bags corporate social responsibility award". Cebu (Sun.Star Publishing, Inc.). "bee and that the listed food giant has the exclusive rights to operate Délifrance outlets in the country. "The acquisition involved a restructuring of all advances by Jollibee and Délifrance Asia amounting to P130 million into equity," a public statement said. Jollibee added that the strong sales posted by Délifrance encouraged it to buy out its partner." 
  11. ^ Arcibal, Cheryl M. "Jollibee group buys out partner in Delifrance". BUSINESS (The Manila Times Internet Edition ss/20061111bus4.html). 
  12. ^ "Jollibee-buys-Beijing-based-congee-chain Jollibee buys Beijing-based congee chain". GMA News and Public Affairs. Retrieved 6 August 2012. 
  13. ^ "Jollibee buys out Beijing resto chain". Retrieved 6 August 2012. 
  14. ^ "Fast-Food Giant Jollibee Foods Acquires Chinese Congee Chain". Retrieved 6 August 2012. 
  15. ^ "Philippine fast-food giant acquires China chain". AFP. 20 September 2007. Retrieved 6 August 2012. 
  16. ^ Zinnia B. Dela Peña (October 19, 2010). "Jollibee acquires Mang Inasal for P3B". The Philippine Star. p. B-1. 
  17. ^ "Jollibee to buy Mang Inasal for P3 billion". BUSINESS ( 2010-10-18. Retrieved 2010-10-20. 
  18. ^ Jollibee Set to Acquire Mang Inasal - Manila Times, October 19, 2010
  19. ^ Dumlao, Doris. (October 27, 2010). Jollibee buys fast-food chain in China. Philippine Daily Inquirer.
  20. ^ Dumlao, Doris C. (2011-10-01). "Jollibee Buys Burger King Franchise in the Philippines". Philippine Daily Inquirer/Yahoo! Philippines. Retrieved 2011-10-02. 
  21. ^ "Jollibee closes Manong Pepe chain". Retrieved 6 August 2012. 
  22. ^ "Jollibee completes sale Delifrance". Retrieved 6 August 2012. 
  23. ^ "Mob scene in a monsoon at new Filipino fast-food spot. Houston Chronicle. Tuesday September 17, 2013. Retrieved on September 18, 2013.
  24. ^ a b
  25. ^ "Jollibee's 2011 profits boosted by Mang Inasal and Burger King". Retrieved 6 August 2012. 
  26. ^ Domingo, Toper (25 October 2012). "6 Pictures of Jollibee in New York". []. Retrieved 6 October 2012. 
  27. ^ "Jollibee plans to enter European market". ABS-CBN News. Retrieved May 1, 2014. 
  28. ^ "Jollibee aims to become Asia's top fast-food chain in 2015". InterAksyon. Retrieved May 1, 2014. 
  29. ^ "Jollibee Vietnam". Retrieved 6 August 2012. 
  30. ^ Wong, Dave (April 2007). "Battling against a brand Change Agent". Synovate. Retrieved 6 August 2012. 
  31. ^ Aguilar, Dheza Marie (17 May 2008). "The Jollibee gang hits television". Manila Standard Today. Retrieved 1 November 2010. 
  32. ^ "Jollibee RP's most admired company for 3rd straight year". Philippine Daily Inquirer. 16 December 2000. Retrieved 6 August 2012. 
  33. ^ "Jollibee bags supply chain award". ABS-CBN News and Current Affairs. 21 November 2008. Retrieved 6 August 2012. 
  34. ^

External links[edit]