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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 CEO)
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]
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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 CEO)
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]

Jollibee Foods Corporation abbreviated as JFC and popularly known as Jollibee (PSEJFC) is a Filipino multinational chain of fast food restaurants headquartered in Pasig City, Philippines. It is the parent of Jollibee, the country's leading fast-food chain brand. Among its licensed brands are Chowking, Greenwich Pizza, Red Ribbon, Mang Inasal and Burger King Philippines.[2] Since its inception, JFC expanded and to date, it has 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]


In 1975 Tony Tan and his family opened a Magnolia Ice Cream parlor[4] in Cubao.[5] Sometime in 1978, Tony Tan and his brothers and sisters engaged the services of a management consultant, Manuel C. Lumba. Lumba shifted the business focus from ice cream to hotdogs,[4] after his studies showed that a much larger market was waiting to be served. Lumba became Tan's last business and management mentor.

The Jollibee mascot was inspired by local and foreign children's books. Lumba created the product names "Jollibee" and "Chickenjoy". He had the company incorporated and leased a house on Main St. in Cubao, Quezon City as the first headquarters. Lumba formulated a long-term marketing strategy: listing up a number of consumer promotions and traffic building schemes. Tan stressed that developing internal strengths was critical. The stores were re-designed, the service transformed into a full self-service, fast-food operation with drive-throughs. Not long after, Tan and Lumba went on an observation tour in the United States, attending food service and equipment conventions. Tan placed Lumba in charge of franchise development.

In 1978 and 1979, in its first years as a burger chain, Jollibee launched its first successful products, the Jollibee Yumburger and Jollibee Spaghetti, both having tastes that suit to Filipino palates.

In 1980, Jollibee successfully launched its iconic fried chicken product called "Chickenjoy" and its version of french fries called "Jolly Crispy Fries".

Despite the entry of McDonalds in the country in 1981, Jollibee was able to thrive (due to the success of the Yumburger, Jollibee Spaghetti and Chickenjoy) and subsequently, beat McDonalds to become the number one fast food chain.

In 1982, Jollibee strengthened itself in the hearts of Filipinos by launching its own version of the popular Filipino dish palabok as "Palabok Fiesta".

In 1984, Jollibee launched its version of McDonalds' famous Big Mac, the Jollibee Champ. Not only does it contain lettuce and cheese, it also contains tomatoes, mayonnaise, ketchup and a heavier beef patty that weighs 1/3 pounds.

In 1985, Jollibee launched the successful line of breakfast products called "Breakfast Joys". In 1991, it launched one of the line's most successful products, the Pancakes.

In 1986 and 1987, amid the People Power Revolution Jollibee entered the international market by opening two stores in Taiwan and one store in Brunei. Within 3 decades, Jollibee's store count in Brunei increased to 13 stores.

In 1988, Jollibee's menu expanded to include desserts as it launched the successful Jolly Twirls line of softserve ice cream and Jollibee Sundaes. The dessert menu was soon improved in the years that followed, with the launch of Zert Pies and Jollibee Ice Craze (in 2005), and Jollibee Floats (in 2011).

In 1989, Jollibee reached the P1 billion mark, being the first Filipino fast food chain to do so.

Within 1990 and 1991, Jollibee successfully launched two more staple products: Jolly Hotdog (for its sides menu) and Peach Mango Pie (for its desserts menu), as well as value meals that bundle Jollibee burgers with french fries and drinks, and rice meals and noodle meals with drinks.

After the success of Champ, Jollibee launched two more famous signature burgers: the Amazing Aloha (burger with lettuce, pineapple, bacon, and cheese), and the Cheesy Bacon Mushroom (burger with bacon, mushrooms with cheese) in 1996 and 1999, respectively.

In 1998, amid the Asian financial crisis that affected most large Philippine businesses, Jollibee remained successful,successfully opening its first US branch in Daly City. Today, there are now over 27 Jollibee stores in USA, most of them in California; with others in New York City, Las Vegas, NV, Virginia Beach, and more recently, Houston, TX.

Throughout its 3-decade history and because of its success and rapid growth, Jollibee opened successful milestone stores in the respective years: Its 100th branch in Davao on 1991,[5] its 200th store in Malolos, Bulacan in 1996,[5] its 300th store in Balagtas, Bulacan in 1998,[5] its 400th store in Intramuros, Manila in 2001,[5] its 500th store in Basilan in 2004,[5] 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, enabling it to penetrate the pizza-pasta segment. From a 50-branch operation, Greenwich has 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 Delifrance in the Philippines, which would remain in operation in the country until late 2010.

In 2000, the company acquired Chowking, allowing Jollibee to be part of the Asian quick service restaurant segment.[10][11] In 2007, Jollibee acquired the Chinese fast-food chain Hongzhuangyuan.[12]

Jollibee purchased 70% of Taipei restaurant Lao Dong in June and Chun Shui Tang tea house in 2006.

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.[13][14][15]

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.

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]

A screenshot from the Dream On episode of the American TV series Glee. In the shot is Artie Abrams dancing with the song "The Safety Dance." On the upper right is the distinct logo of Jollibee.

On October 1, 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).

Last year[when?], Jollibee acquired Chowking stores in the US from their licensee, Burger King business in the Philippines and SuperFoods business in Vietnam and other Southeast Asian countries.

In 2013 the first store in Texas, located in Houston, opened.[23]

The restaurant plans to expand to Toronto in Canada, Indonesia, as well as opening a location in Chicago.[24] They also plan to expand throughout the Southern United States such as Atlanta, Charlotte, and Dallas.[24]

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 breakfast (chicken sausage, pancakes, and hot chocolate).

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.

Today, from 5 branches in 1978, Jollibee grew to a strong network of 801 stores in the country, and 95 stores internationally. In total, Jollibee has 896 stores worldwide as of November 2013.

Currently the largest fast-food chain in the country, it also has locations in the United States,[26] Saudi Arabia, Hong Kong, Vietnam, Indonesia, Singapore, Qatar, Saudi Arabia, and Brunei. Jollibee is currently planning to expand to other territories such as Europe and India.

In Vietnam, the first Jollibee store was opened on October 1996 at Super Bowl in Ho Chi Minh City.

To date, Jollibee has more than 30 stores in Vietnam: in the cities of Ho Chi Minh, Hanoi, Da Nang, Nha Trang, in the provinces of Vinh Phuc, Dong Nai and all provinces in Mekong Delta Region. It is this commitment to serving value for money and quality food attuned to local palate, friendly and efficient service, and a clean in-store environment – these operational basics – and the universal appeal of the family values that the brand represents that are driving the expansion of Jollibee in Vietnam in the years to come.[27]

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.[28]

Jollibee mascot.jpg
NameYear introducedRepresentsFieldAppearance
Jollibee1980Main franchise mascot, JollitownLeader of JollibeeSpecial Appearance, (Some) Concerts, Jollitown episodes, Jollibee Kids Party, (Some) Mascot Parades
Chickee1987, 1993Chickenjoyunknown(discontinued)
Lady Moo1993MilkshakesBallet(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)


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.[29] 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][30][31]

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 people and help them succeed in the way Jollibee knows how. This means taking the values, the system, the tools, and the years of experience that has made Jollibee what it is today and sharing it with the people they most ascribe their success to: the everyday Filipino.

Every program the Foundation embarks on is done the Jollibee Way grounded on the values that have endeared the brand to millions of Filipinos. These values “Customer Focus, Excellence, Respect for the Individual, Teamwork, Spirit of Family and Fun, Humility to Listen and Learn, Honesty and Integrity, and Frugality“ are passed on from corporation to employee to customer that results in what the Foundation calls "jollifying" communities. Among the Foundation's programs, the two major projects are the Busog, Lusog, Talino school feeding program and the Farmers Entrepreneurship Program.

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 nutritious daily lunch meals prepared by the pupils parents. 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]

International Slogans[edit]

Anniversary Slogans[edit]



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External links[edit]