Jollibee

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Jollibee Foods Corporation

Type	Public
Traded as	PSE: JFC
Industry	Restaurants
Founded	January 28, 1978 in Quezon City, Philippines
Headquarters	5th Floor, Jollibee Plaza, Emerald Ave. Ortigas Center, Pasig City, Philippines
Key people	Tony Tan Caktiong (President and CEO)
Products	Fast food (hamburgers • chicken • french fries • soft drinks • coffee • salads • desserts • breakfast)
Revenue	PHP62.55 billion (FY 2011)[1]
Operating income	PHP3.90 billion (FY 2011)[1]
Net income	PHP3.25 billion (FY 2011)[1]
Total assets	PHP38.90 billion (FY 2011)[1]
Total equity	PHP3.23 billion (FY 2011)[1]
Employees	14,635 (FY 2011)[1]
Website	www.jollibee.com.ph

Jollibee Foods Corporation abbreviated as JFC and popularly known as Jollibee (PSE: JFC) 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]

History [edit]

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.^{[citation needed]}

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.^[6]

In 2000, the company acquired Chowking, allowing Jollibee to be part of the Asian quick service restaurant segment.^[7][8] In 2007, Jollibee acquired the Chinese fast-food chain Hongzhuangyuan.^[9]

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.^[10][11][12]

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).^[13][14][15] 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.^[16]

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.^[17]

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,^[18] and sold Délifrance to CaféFrance.^[19]

Overseas, Jollibee opened 93 stores, led by Yonghe King in China (70) and Jollibee Vietnam (11).

Last year, 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.

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).^[20]

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.

Currently the largest fast-food chain in the country, it also has locations in the United States,^[21] Saudi Arabia, Hong Kong, Vietnam, Indonesia, United Arab Emirates and Brunei.

• Asia
  •  Brunei
  •  Hong Kong
  •  Indonesia
  •  Philippines (main hub)
  •  Qatar
  •  Saudi Arabia
  •  Singapore
  •  Taiwan
  •  Thailand
  •  United Arab Emirates
  •  Vietnam

• North America
  •  United States

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.^[22]

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.^[23]

Mascot [edit]

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.^[24]

Jollibee

Jollitown TV show [edit]

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.^[25] On July 17, 2011, Jollitown moved to ABS-CBN for its 4th season every Sunday at 9 am (every Sunday). The season's concept is based on time traveling.

Awards [edit]

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.^[26][27][28]

References [edit]

External links [edit]

	Philippines portal
	Companies portal

• Jollibee Website
• Jolibee US Website
• Jollitown Website
• Jollibee in Dubai - TEN Yellow Pages

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