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Jollibee Foods Corporation
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 (Chairman)
Ernesto Tanmantiong (President and CEO)
Products Fast food
(hamburgers • chicken • french fries • soft drinks • coffee • salads • desserts • breakfast)
Revenue PHP62.55 billion (FY 2011)[1]
PHP3.90 billion (FY 2011)[1]
PHP23.25 billion (FY 2011)[1]
Total assets PHP38.90 billion (FY 2011)[1]
Total equity PHP3.23 billion (FY 2011)[1]
Number of employees
14,635 (FY 2011)[1]
Subsidiaries Chowking
Greenwich Pizza
Red Ribbon
Mang Inasal
Website Jollibee brand website

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, Metro Manila, Philippines. JFC is the parent company of Jollibee, dubbed as Asia's answer to McDonald's in the fast food burger business.[2]

With its success, the company bought out their competitors in the fast food business like Chowking, Greenwich Pizza, Red Ribbon, Mang Inasal and Burger King Philippines.[3] In 2011, JFC had a total of 2,510 stores worldwide with a system wide retail sales totaling to 82.1 billion pesos for the fiscal year 2011.[4]


  • History 1
    • Expansion and acquisitions 1.1
  • Products 2
  • Branch locations 3
    • International presence of Jollibee stores 3.1
    • By country and territory 3.2
      • Hong Kong 3.2.1
      • United States 3.2.2
      • United Arab Emirates 3.2.3
      • Vietnam 3.2.4
      • Former branches 3.2.5
  • Mascots 4
  • Jollitown 5
  • Awards 6
  • Jollibee Foundation 7
    • Busog, Lusog, Talino (BLT) 7.1
  • Gallery 8
  • See also 9
  • References 10
  • External links 11


In 1975, Tony Tan Caktiong and his family opened a Magnolia Ice Cream parlor in Cubao, Quezon City.[5][6] In 1978, he and his siblings engaged the services of a management consultant, Manuel C. Lumba, who shifted the business focus from ice cream to hot dogs after his studies showed a much larger market waiting to be served.[5] Lumba was Tan's last business and management mentor.

Throughout its three decade history, Jollibee became a success enjoying rapid growth. The chain opened successful milestone stores in the following years: Its 100th branch in Davao on 1991; its 200th store in Malolos, Bulacan in 1996; its 300th store in Balagtas, Bulacan in 1998; its 400th store in Intramuros, Manila in 2001; its 500th store in Basilan in 2004; its 600th store in Aparri in 2007;[6][7] its 700th store in Harrison Road, Baguio City in 2010;[8] and its 800th branch in Malaybalay City, Bukidnon on October 18, 2013.[9]

Expansion and acquisitions

A Jollibee restaurant at Central, Hong Kong

The company acquired 80% of Greenwich Pizza in 1994. From a 50-branch operation, Greenwich gradually 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.[10] In 1996, Jollibee became the sole franchisee of Délifrance for Philippines, staying in operation in the country until late 2010. In 2000, the company acquired Chowking, a Chinese fast food restaurant, thus making Jollibee a part of the Asian quick service restaurant segment.[11][12]

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. In 2006, Jollibee purchased 70% of Taipei restaurant Lao Dong in June and Chun Shui Tang tea house. In 2007, Jollibee acquired the Chinese fast-food chain Hongzhuangyuan.[16]

A colonial-themed Jollibee branch in Agoo, La Union.

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).[17][18][19] 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.[20] On October 2011, Jollibee acquired a 54% stake in BK Titans, Inc., the sole franchisee of Burger King in the Philippines.[21]

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,[22] and sold Délifrance to CaféFrance.[23] Overseas, Jollibee opened 93 stores, led by Yonghe King in China (70) and Jollibee Vietnam (11). In 2013, Jollibee opened its first store in Virginia Beach, Virginia as well as in Houston, Texas.[24] Both locations were chosen for their strong Filipino presence.

The restaurant plans to expand to Toronto in Canada,[25] Malaysia and Indonesia.[26] It also plans to expand throughout the Southern United States such as Atlanta, Charlotte, and Dallas, and Midwestern United States starting with Chicago.[25] Currently, aside from its flagship brand Jollibee, the group's other brands and acquisitions are Chowking, Greenwich, Red Ribbon, Mang Inasal, Yonghe King (China) and Hong Zhuang Yuan (China), as well as a majority stake in the firm that controls the Burger King franchise in the Philippines.[27][28]

In October 2015, Jollibee announced that it has acquired a 40-percent stake in Smashburger in a deal that values the American fast-casual burger chain at $335 million.[29]


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.

Jollibee's flagship product is its fired chicken which is branded as Chicken Joy.[30]

Branch locations

International presence of Jollibee stores

Jollibee started with five branches in 1978 and has grown to a strong network of a total of 801 stores in the country, and 96 stores internationally. In total, Jollibee has 896 stores worldwide as of November 2013. It is the largest fast food chain in the country with international locations in Brunei, Hong Kong, Kuwait, Qatar, Saudi Arabia, Singapore, Vietnam, the United Arab Emirates, and the United States.[31]

Jollibee is open to plans to open a branch in Europe due to popular demand according to Jollibee President and CEO, Tony Tan Caktiong but says that such plans is not currently prioritized.[32][33][34] However, It was later reported in March 2015 that Jollibee plans to expand to Europe through an unspecified country within 2017-2018.[35] In a forum on October 29, 2015, Tan announced that Jollibee plans to open its first branches in Italy[30] and the United Kingdom[30] in 2016 and in Australia[36] and Japan[36] in the 2017. It was also announced that Jollibee would open its first branch in Canada[36], Malaysia[36], and Oman[36] in 2016.

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 also considered returning to the Indonesian market.[26]

International presence of Jollibee stores


North America

Middle East

Planned Locations

Former locations

(*) First introduction in the United Arab Emirates, later closed. Both reintroduced in 2015.[2]

By country and territory

Hong Kong

In Hong Kong, there is currently one branch located in Central, which was renovated in 2013. The opening of a second branch in the city is currently under consideration.

United States

In the United States, Jollibee has locations in California, Hawaii, Nevada, New Jersey, New York, Texas, Washington, and Virginia.[37]

United Arab Emirates

Jollibee opened its first store in the United Arab Emirates on April 1995 in Dubai[38] but later closed due to unknown reasons.[39]In 2015, Jollibee returned to the Emirati market by opening a store in Dubai.[40][2]


The first Jollibee branch in Vietnam was opened on October 1996 at the Super Bowl in Ho Chi Minh City. To date, Jollibee has more than 30 stores in Vietnam, they are located in the cities of Ho Chi Minh City, Hanoi, Da Nang, Nha Trang, in the provinces of Vinh Phuc, Dong Nai and all provinces in the Mekong Delta Region.[41]

Former branches

Jollibee had former branches in Taiwan, China and the United Arab Emirates. Jollibee launched its first branch in Taiwan in 1986, also its first branch outside the Philippines.[42] Jollibee launched its first mainland China branch in Xiamen in 1998 but later closed in 2001. Jollibee focused on acquiring already popular restaurant chains in China.[32] Jollibee launched its first branch in Dubai in 1995 but was later closed for unknown reasons.[2] Jollibee previously had branches in Malaysia and Indonesia but were later closed down due to the 1997 Asian financial crisis.[26][43]

Jollibee had operations in the Northern Mariana Islands and had 3 branches in the U.S. territory at its peak (2 in Saipan, and 1 in Chalan Kanoa). The first branch was opened in late 1999. The Chalan Kanoa branched closed in 2004 and the last branch closed in February 2009 due to declining sales.[44][45]

Jollibee also had branches in Guam[45] (first opened in 1996) and in Papua New Guinea.[46]


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.[47]

Jollibee, the mascot was designed to epitomized Filipino optimism. “The bee hops around and produces sweet things for life, and is happy even though it is busy.”, Tony Tan explains Jollibee comparing the mascot's character to the Filipino working folk[48]

Name Year introduced Represents Field Appearance
Jollibee 1980 Main franchise mascot, Jollitown Leader of the Band Special Appearance, (Some) Concerts, Jollitown episodes, Jollibee Kids Party, (Some) Mascot Parades
Chickee 1987, 1993 Chickenjoy chess master (discontinued)
Lady Moo 1993 Milkshakes Ballet (discontinued)
Mico 1985 Milkshakes cheer leader (discontinued)
Champ 1984 Champ Premium hamburger Boxing (discontinued)
Yum/Mr. Yum 1989 (Mr. Yum), 2008 (Yum) Burgers Hi-Technology (Some) Jollibee/Jollitown events, Jollitown episodes, Jollibee Kids Party(if selected)
Twirlie 1988, 2008 Desserts Singing & Dancing (Some) Jollibee/Jollitown events, Jollitown episodes, Jollibee Kids Party(if selected)
Popo 1985, 2008 Sides and Sandwiches Games, Sports, and Jokes (Some) Jollibee/Jollitown events, Jollitown episodes, Jollibee Kids Party(if selected)
Hetty 1984, 2008 Pastas spaghetti (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.[49] 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.


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.[6][50][51]

Jollibee Foundation

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 the local people and help them to succeed.

Busog, Lusog, Talino (BLT)

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 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.


See also


  1. ^ a b c d e f "Jollibee Foods Corporation 2011 annual report (SEC FORM 17-A)" (PDF) (Press release). December 31, 2011. 
  2. ^ a b c d Johnson, Stacie Overton (3 March 2015). "Popular Filipino fast food chain Jollibee comes to Dubai". The National. Retrieved 25 March 2015. 
  3. ^ "Jollibee's 2008 profits dip despite sales jump". Retrieved August 6, 2012. 
  4. ^ "Jollibee Foods Corporation 2011 financial statements" (PDF) (Press release). March 2012. Retrieved August 6, 2012. 
  5. ^ a b Go, Josiah (2001). Fundamentals of Marketing: In The Philippine Setting. Quezon road,  
  6. ^ a b c Jollibee – About Us – Milestones-History
  7. ^ "Jollibee opens 600th store in RP". BUSINESS (GoodNews Pilipinas). March 17, 2008. Retrieved October 28, 2013. 
  8. ^ Roa, Ana Mae G. (November 27, 2010). "Jollibee opens 700th store in Baguio". BUSINESS (ABS-CBN Retrieved October 28, 2013. 
  9. ^ Deveza, JB R. (October 26, 2013). "Jollibee opens 800th store". BUSINESS ( Retrieved October 28, 2013. 
  10. ^ Ordinario, Cai U. (January 18, 2006). "Jollibee Foods buys out partner in Greenwich Pizza". BUSINESS (The Manila Times Internet Edition). Retrieved March 12, 2007. 
  11. ^ "Restaurant chain trains staff, bags corporate social responsibility award". Cebu (Sun.Star Publishing, Inc.). bee and that the listed food giant has the exclusive rights to operate Délifrance outlets in the country. "The acquisition involved a restructuring of all advances by Jollibee and Délifrance Asia amounting to P130 million into equity," a public statement said. Jollibee added that the strong sales posted by Délifrance encouraged it to buy out its partner. 
  12. ^ Arcibal, Cheryl M. "Jollibee group buys out partner in Delifrance". BUSINESS (The Manila Times Internet Edition ss/20061111bus4.html). 
  13. ^ "Jollibee-buys-Beijing-based-congee-chain Jollibee buys Beijing-based congee chain".  
  14. ^ "Jollibee buys out Beijing resto chain". Retrieved August 6, 2012. 
  15. ^ "Fast-Food Giant Jollibee Foods Acquires Chinese Congee Chain". Retrieved August 6, 2012. 
  16. ^ "Philippine fast-food giant acquires China chain". AFP. September 20, 2007. Retrieved August 6, 2012. 
  17. ^ Zinnia B. Dela Peña (October 19, 2010). "Jollibee acquires Mang Inasal for P3B". The Philippine Star. p. B-1. 
  18. ^ "Jollibee to buy Mang Inasal for P3 billion". BUSINESS ( October 18, 2010. Retrieved October 20, 2010. 
  19. ^ Jollibee Set to Acquire Mang Inasal - Manila Times, October 19, 2010
  20. ^ Dumlao, Doris. (October 27, 2010). Jollibee buys fast-food chain in China. Philippine Daily Inquirer.
  21. ^ Dumlao, Doris C. (October 1, 2011). "Jollibee Buys Burger King Franchise in the Philippines".  
  22. ^ "Jollibee closes Manong Pepe chain". Retrieved August 6, 2012. 
  23. ^ "Jollibee completes sale Delifrance". Retrieved August 6, 2012. 
  24. ^ "Mob scene in a monsoon at new Filipino fast-food spot. Houston Chronicle. Tuesday September 17, 2013. Retrieved on September 18, 2013.
  25. ^ a b Neil Jerome C. Morales (October 7, 2013). "Jollibee going to Indonesia, Canada". The Philippine Star. Retrieved October 22, 2015. 
  26. ^ a b c d Danessa O. Rivera (August 6, 2014). "Jollibee to export homegrown brands to Malaysia, Indonesia". GMA News. Retrieved August 8, 2014. 
  27. ^
  28. ^ "Jollibee's 2011 profits boosted by Mang Inasal and Burger King". Retrieved August 6, 2012. 
  29. ^ "Jollibee Acquires a 40% Stake in Smashburger". October 2015. 
  30. ^ a b c d e Montealegre, Krista (1 November 2015). "Jollibee aims to expand in UK, Italy next year". BusinessWorld. Retrieved 2 November 2015. 
  31. ^ Domingo, Toper (October 25, 2012). "6 Pictures of Jollibee in New York". My Public Domain Pictures. Retrieved October 6, 2012. 
  32. ^ a b "Billionaire Tony Tan Caktiong Takes Jollibee Foods Global". Forbes Asia. 11 February 2013. Retrieved 7 January 2015. 
  33. ^ "Jollibee plans to enter European market". ABS-CBN News. Retrieved May 1, 2014. 
  34. ^ "Jollibee aims to become Asia's top fast-food chain in 2015". InterAksyon. Retrieved May 1, 2014. 
  35. ^ Mercurio, Richmond (25 March 2015). "Jollibee goes to Canada this year; Europe, Japan next". ABS-CBN. Retrieved 25 March 2015. 
  36. ^ a b c d e f g h i j Austria, Jenniffer (1 November 2015). "Jollibee expanding to UK, Italy, Oman". The Standard. Retrieved 2 November 2015. 
  37. ^
  38. ^ "Manila's Jollibee nets $3.44 million". United Press International. 2 May 1995. Retrieved 2 November 2015. 
  39. ^ "Filipinos welcome Jollibee’s plans to open in UAE". Gulf News. Retrieved 27 January 2015. 
  40. ^ "Jollibee plans 25 stores across the UAE". The Filipino Times. 16 November 2014. Retrieved 25 March 2015. 
  41. ^ "Jollibee Vietnam". Retrieved August 6, 2012. 
  42. ^ "Milestones & History". Jollibee Foods Corporation. Retrieved 7 January 2015. 
  43. ^ Morales, Neil Jerome (7 August 2014). "Jollibee expanding to Malaysia, Indonesia". The Philippine Star. Retrieved 31 March 2015. 
  44. ^ "Second Jollibee store opens in January". Saipan Tribune. 31 October 2000. Retrieved 2 November 2015. 
  45. ^ a b "Jollibee to close in Feb.". Saipan Tribune. 26 November 2009. Retrieved 2 November 2015. 
  46. ^ Martin, John L. Thompson ; with Frank (2005). Strategic management : awareness and change (5th ed. ed.). London [u.a.]: Thomson Learning. p. 769.  
  47. ^ Wong, Dave (April 2007). "Battling against a brand Change Agent".  
  48. ^ "A busy bee in the hamburger hive". The Economist. 28 February 2002. Retrieved 2 November 2015. 
  49. ^ Aguilar, Dheza Marie (May 17, 2008). "The Jollibee gang hits television".  
  50. ^ "Jollibee RP's most admired company for 3rd straight year".  
  51. ^ "Jollibee bags supply chain award".  

External links

  • Jollibee Website
  • Jolibee US Website
  • Jollibee in Dubai - TEN Yellow Pages
  • Jollibee's channel on YouTube
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