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| Type | Public (PSE: JFC) |
|---|---|
| Founded | 1978 in Quezon City, Philippines |
| Headquarters |  5th Floor, Jollibee Plaza, Emerald Ave. Ortigas Center, Pasig City, Metro Manila, Philippines |
| Key people | Tony Tan Caktiong, Founder, President & CEO |
| Industry | Restaurants |
| Products | Fast food |
| Revenue | ▲ PhP 58.163 billion (2008) |
| Net income | ▲ PhP 2.322 billion (2008) |
| Subsidiaries | Greenwich Pizza Chowking |
| Website | www.jollibee.com.ph |
Jollibee Foods Corporation (PSE: JFC) (widely known as Jollibee) is a fast-food restaurant chain based in the Philippines. Jollibee has become one of the biggest fast-food chains in the world with 1,804 stores worldwide and total sales of more than US$1 billion as of December 2008.[1] Among its popular brands are Jollibee, Chowking, Greenwich, Red Ribbon, Manong Pepe's, and Delifrance.
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History
Tony Tan Caktiong and his family opened a Magnolia Ice Cream parlor from Bankerohan, Davao City[2] to Cubao in 1975 with Jolibee as the original name. Sometime in 1978, Caktiong and his brothers and sisters engaged the services of a management consultant, Manuel C. Lumba. Lumba shifted the business focus from ice cream to hamburgers,[2] after his studies showed that a much larger market was waiting to be exploited. Lumba became Caktiong's first business and management mentor. Lumba next re-formed the name Jolibe to Jolly Bee and made the two words form a single name, Jollibee, changing the "y" to an "i".
The Jollibee mascot was inspired by local and foreign children's books. Lumba next created the product names "Yumburger" 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. Caktiong 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, Caktiong and Lumba went on an observation tour in the United States, attended food service and equipment conventions. Caktiong placed Lumba in charge of franchise development.[citation needed]
Expansion and acquisitions
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.[3]
In 2000, the company acquired Chowking, allowing Jollibee to be part of the Asian quick service restaurant segment.[4][5] In 2007, Jollibee acquired the Chinese fast-food chain Hongzhuangyuan.[6]
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.[7][8][9]
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.
Products and locations
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.
Currently the largest fast-food chain in the country, it also has locations in the United States, Saudi Arabia, Hong Kong, Vietnam, Malaysia, Indonesia, Dubai and Brunei. Jollibee is also the name of their mascot, a large bee in a blazer, shirt and chef's hat.
- Asia
- North America
Jollitown TV Show
On March 26, 2008, a children's television program called "Jollitown" was launched by Jollibee. The timing was chosen to highlight Jollibee’s 30th anniversary. Jollibee's main mascot (also called Jollibee) and its backup mascots Yum, Hetty, Popo and Twirlie are the stars of the show, which airs Sundays, 9:30 to 10 a.m., on GMA Network.[10] A new Season premiere of Jollitown will be aired on April 19, 2009 telecast on GMA 7.
Mascot
Jollibee, the bee mascot introduced by the brand in 1980 is probably the most widely recognized character in the Philippines.[11]
| Name | Year introduced | Represents |
|---|---|---|
| Jollibee | 1980 | Main franchise mascot |
| Chickee | 1987 & 1993, discontinued | Chickenjoy |
| Lady Moo | 1993, discontinued | Milkshakes |
| Mico | 1985, discontinued | Milkshakes |
| Champ | 1984, discontinued | Champ premium hamburger |
| Hetty | 1984 | Jolly Spaghetti |
| Twirlie | 1988 | Jolly Twirl |
| Popo | 1985 | Jolly Crispy Fries |
| Mr. Yum | 1985 | Yumburger |
Awards
Jollibee, on November 21, 2008, won in the Singapore, Asia-Pacific annual SCM Logistics Excellence Awards gala event, the "FMCG and F&B Supply Chain Excellence Award."[12]
References
- ^ - Jollibee's 2008 profits dip despite sales jump
- ^ a b Go, Josiah (2001). Fundamentals of Marketing: In The Philippine Setting. Quezon City, Philippines: Design Plus. pp. 1–2. ISBN 971-91860-5-4.
- ^ Ordinario, Cai U. (2006-01-18). "Jollibee Foods buys out partner in Greenwich Pizza". BUSINESS (The Manila Times Internet Edition). http://www.manilatimes.net/national/2006/jan/18/yehey/business/20060118bus8.html. Retrieved 2007-03-12.
- ^ "Restaurant chain trains staff, bags corporate social responsibility award". Cebu (Sun.Star Publishing, Inc.).
- ^ Arcibal, Cheryl M.. "Jollibee group buys out partner in Delifrance". BUSINESS (The Manila Times Internet Edition ss/20061111bus4.html).
- ^ Philippine fast-food giant acquires China chain
- ^ gmanews.tv/story, Jollibee buys Beijing-based congee chain
- ^ tradingmarkets.com, Jollibee buys out Beijing resto chain
- ^ allheadlinenews.com, Fast-Food Giant Jollibee Foods Acquires Chinese Congee Chain
- ^ manilastandardtoday.com, From mascots to TV stars
- ^ Battling against a brand
- ^ Jollibee bags supply chain award
External links
- Jollibee Website
- Jollitown Website
- Jollibee in Dubai - TEN Yellow Pages
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