Jollibee Foods Corp
Group Sun
Spring 2008
Background
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Started in 1975 by Tan Family
– Ice cream parlor
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Started the hamburger business because
of 1977 oil crisis
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The “Jollibee” name
Background (cont)

Built reputation of the Five “Fs”
– Friendliness, Flavorful food, Fun atmosphere,
Flexibility in catering to customers needs, and Focus
on family

McDonalds enters Philippines in 1981
– Jollibee has 11 stores

Economic & Political Crisis slowed McDonalds
expansion
Industry Background
 Fast
food pioneers in the 1960’s
- Ray Kroc of McDonalds
- Colonel Sanders of Kentucky Fried
Chicken
Business Level Strategy
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“Five Fs” philosophy
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Brand Loyalty in the Philippines

International expansion
- “Targeting Expats”
- “Planting the Flag”
 Franchising
Corporate Level Strategy
Mission: “To serve great tasting food, bringing
the joy of eating to everyone.”
 Values
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Customer Focus
Excellence
Respect for individuals
Teamwork
Spirit of family and fun
Humility to listen and learn
Honesty and integrity
Frugality
Corporate Level Strategy

Vision
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We are the best tasting QSR..
The most endearing brand...
We will lead in product taste at all times...
We will provide FSC excellence in every encounter...
Happiness in every moment...
By year 2020, with over 4,000 stores worldwide,
Jollibee is truly a GLOBAL BRAND. (and the Filipino
will be admired worldwide)
Competitive Advantage

Store Management
– Motivating & controlling crew members
– Efficient use of time

Chain Management
– Consistency & reliability
– Uniformity

Operational Management
– Franchise Service Managers (FSM)
Competitive Advantage

Benchmarking
– Internal
– Competitive
“Planting the Flag”
 “Targeting expats”

Industry Key
Success Factors

Flexibility as one of the 5Fs
– Bargaining Power of Customers

“It is not easy to deliver quality food and service
consistently and efficiently. Behind all that dun
and friendly environment that the customer
experiences is a well oiled machine that keeps
close tabs on our day-to-day operations. It’s
one of our key success factors.”
-Senior manager at Jollibee
Challenges
The need and want for their products
 Menu modification

Three Options
for Expansion

Papua New Guinea- Raising the Standard
– New Entrant into 3 store fast food chain
– Tingzon offered to put up all capital required

Hong Kong- Expanding the Base
– 3 Store established possible 4th
– High volume with Filipinos but not with
residents (Chinese)
– 4th store location high traffic but few Filipinos
Three Options
for Expansion (cont)

California-Supporting the Settlers
– Success in Guam led them to believe US had
potential
 Food Appealed to Filipinos and Americans
– Decided on Daly City-Large Filipino population
– Plans to appeal to Asian Americans and then
Hispanic Americans
Pro vs Cons

Papua New Guinea
– Pro-Good quality of product/risk no equity
– Con-franchises might not be able to serve the market
(20 stores)

Hong Kong
– Pro- Previous stores have done well
– Con-Low Filipino population at site/ Chinese & Filipino
management style differ

California
– Pro-High Filipino population/done well against
McDonalds
– Con-12 hours away/Very saturated market
Currently
Over 570 stores in the Philippines
 16 stores in the US (CA,NV,NY)
 9 stores in Brunei
 9 stores in Vietnam
 1 store in Hong Kong
 1 store in Saipan

Currently (Cont)
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Current Strategy
– Expansion into China
 Acquired Chinese restaurant food chain
– Hongzhuangyuan
 Bought 15% share of a chinese style fast food
– Yonghe King
– Expansion in California
 Plans to open 8 more in California (2008)
Questions?