Jollibee Case Study Marketing
Tony Tan Caktiong and his brothers put up a two-branch ice cream parlour in Manila’s commercial districts of Cubao and Quiapo during 1975. It got expanded as they include hot sandwiches, burgers, and other meals. Their business was successful though it eventually outsold the ice cream product.
In January 28, 1978, Tom Tan and his brothers formed the Jollibee Foods Corporation (JFC). As they made a fast-food outlet, they decided to develop an own brand including a mascot, a menu that would look appealing to the Filipino palate and they brought the promise of “Langhap Sarap” or smells good so it must be good.
Jollibee is the largest fast-food chain in the Philippines and they maintained to manage its dominant position. It was also called to be the “King of the Burger Market”. They have 25 international stores in other countries and achieved system-wide retail sales of up to P19.8B (US$390M). It ranks of the 100 Filipino corporations in 1981 and able to compete head-on with the global players (e.g. McDonald’s, Burger King, and Carl’s Jr.). During 1989, Jollibee became the first Filipino fast food chain that broke the 1B peso sales mark. They acquire a portfolio of other fast-food concept (Greenwich Pizza and Chowking) and brought here in the Philippines a foreign brand (Delifrance bakery products). They gained success in overseas operations and they continue to grow more. They also continued to deliver same-store sales growth in year 2000.
Jollibee was featured in several magazines such as Forbes, Far Eastern Economic Review and Asian Business. They ranked Jollibee to be among top Asian companies. In Euromoney, they was recognized as the Number One Food Company in Asia and Best Managed Company in the Philippines by Asiamoney.
The company’s success is attributable to its constant drive to provide quality, consistently reinventing the menu and making each visit a memorable one for friends, Filipino families, and loved ones. They provide high quality food, giving
In January 28, 1978, Tom Tan and his brothers formed the Jollibee Foods Corporation (JFC). As they made a fast-food outlet, they decided to develop an own brand including a mascot, a menu that would look appealing to the Filipino palate and they brought the promise of “Langhap Sarap” or smells good so it must be good.
Jollibee is the largest fast-food chain in the Philippines and they maintained to manage its dominant position. It was also called to be the “King of the Burger Market”. They have 25 international stores in other countries and achieved system-wide retail sales of up to P19.8B (US$390M). It ranks of the 100 Filipino corporations in 1981 and able to compete head-on with the global players (e.g. McDonald’s, Burger King, and Carl’s Jr.). During 1989, Jollibee became the first Filipino fast food chain that broke the 1B peso sales mark. They acquire a portfolio of other fast-food concept (Greenwich Pizza and Chowking) and brought here in the Philippines a foreign brand (Delifrance bakery products). They gained success in overseas operations and they continue to grow more. They also continued to deliver same-store sales growth in year 2000.
Jollibee was featured in several magazines such as Forbes, Far Eastern Economic Review and Asian Business. They ranked Jollibee to be among top Asian companies. In Euromoney, they was recognized as the Number One Food Company in Asia and Best Managed Company in the Philippines by Asiamoney.
The company’s success is attributable to its constant drive to provide quality, consistently reinventing the menu and making each visit a memorable one for friends, Filipino families, and loved ones. They provide high quality food, giving