Jollibee Philippines

This article is a tribute and some sort of an eye opener to one of the largest Philippine Franchise today.

Who is Jollibee? What is Jollibee? Jollibee Philippines is one of the most popular philippine franchise. Originally opened as a Magnolia Ice Cream parlor at Cubao in 1975, the name was originally called Jolibe. In 1978, the business focus shifted from ice cream to hamburgers. Jollibee studies showed a much larger market was waiting to get tapped. Lumba became Tony Tan’s first business and management mentor. After changing the name to Jollibee, the Jollibee mascot was nspired by local and foreign children’s books. Developed by a management consultant named, Manuel C. Lumba working for Tony Tan Caktiong next created the product name “Yumburger” as well as the name “Chickenjoy”. Later Tony Tony made Manny Lumpa in charge of developing the franchise. The stores were re-designed, the service transformed into a full self-service, fast food operation with drive thrus. The first headquarters was located on Main St. in Cubao, Quezon City. Lumba developed a long-term marketing strategy, listing up a number of consumer promotions and traffic building schemes while maintaining internal strengths required by Tony Tan.

We won’t be going in detail on how Jollibee Philippines exactly work. We are here to analyze the reason and principle of Jollibee Philippines’ success.

Acquistions in the Philippines

The corporation is actually known as Jollibee Foods Corporation. Oh and if you thought that Jollibee was the only fast food chain operated by this coporation, boy are you in for a surprise. To me, it seems like JFC owns a majority stake in all of the Filipino fast food niches. Do you ever eat at Chow King? I know I love the halo-halo there, but did you know that in the year 2000, JFC acquired Chowking! That’s right, all the delicious oriental style fast food from Chow King is operated at a high level by the same corporation as Jollibee. Oh and that’s not all. Seems like Jollibee Foods Corporation has the idea that diversification is key to its future, and I think they’re on the right track. JFC also bought out the popular fast food pizza restaurant known as Greenwich Pizza. Additionally, in 2005, Red Ribbon Bakery became part of JFC. Keeping with the baking theme, JFC acquired the French cafe and bakery known as Delifrance. The division of JFC that handles business inside of the Philippines is known as Jollibee Philippines.

Acquisitions outside of the Philippines

JFC has holdings in several other Asian countries including China and Taiwan. There’s a Chinese fast food chain named Yonghe King in mainland China (based in Shanghai) that is owned and operated by JFC. Another Chinese restaurant chain named Hongzhuangyuan was acquired on September 21, 2007. This chain has 33 locations in Beijing and was purchased for the amount of US $50.5 million.

Wow! I sure was surpised when I learned about all those acquisitions. It’s interesting to note that when I walk into any of the chains above that they’re owned and operated by the same corporation. I’m glad that Jollibee has a great track record with the Filipino community and that in addition to the amazing Jollibee Philippines, they can offer us a variety of different foods ranging from pizza, oriental food, coffee and baked goods. Yum!

Jollibee Philippines Organizational Structure

Success in any industry is acheived by a variety of factors, amount of capital, market segment targeting, values held by company founders and the type of people who are hired has a big impact as well. Still, something that many companies lack to take them to the next level is the organizational structure that allows the right people to be in the right place. There’s a saying that goes: First you gotta have the right people on the bus. Then you gotta make sure each person on the bus is sitting the right seat that’s designed specifically for their unique strengths. Only then do you worry about where the bus is going.

I believe that Jollibee had the same idea when they introduced a host of changes to their business beginning in 1994. These changes were mostly focused on creating more structure and taking advantage of more resources. First of all, they hired Tony Kitchner, the first outsider vice-president to handle their international operations. This was a key move to separate Jollibee International from Jollibee Philippines. They introduced FSM’s, known as Franchise Services Managers to help keep their franchise owners abreast of the new changes. These changes were aimed at creating a “world class” view, and you could see some of the changes visibly through the newly differentiated logo to the new packaging. They also instituted a dress code change as well as began to recruit from outside.

Overall, these changes certainly kept Jollibee ahead of the game, as 10 years in the future, their success would be so great as to garner the Entrepreneur of the Year Award by Ernst & Young for founder Tony Tan Caktiong.

The Jollibee Philippines Mascot

I honestly wonder what goes through the heads of fast-food chain management and founders when deciding what their mascot should be. It must have been an interesting time when the creators of McDonalds came up with the idea of a friendly clown dressed in red, yellow and white. I guess things were a bit simpler for Dave Thomas when he named the franchise after his daughter Wendy, though I would hesitate to call her a mascot. We all know how bad (or maybe good?) things can get when a fast food chain brainstorms the brilliant idea of a talking chihuahua that speaks in Spanish about how much he wants (or loves?) Taco Bell. Interestingly enough, not all successful chains need a mascot (or maybe they weren’t memorable) in the case of chains like Arby’s, but many do, like Jack of Jack in the Box and The King of Buger King – all normal people with ridiculous masks or, um, heads.

Now what does this have to do with Jollibee in the Philippines? Well, many would attribute Jollibee’s success in the Philippines to its mascot, sharing the same name as the franchise: the Jollibee. Is it a coincidence that Jollibee chose its mascot to be bright yellow and red as well? Perhaps not – as gaudy as those colors may seem, they are more than vibrant enough to catch the eye’s attention. These colors exposed to children who grow up on Jollibee begin a lifelong association of bright yellow and red with delicious, affordable and fast food. Reminiscent of the memorable flavors of popular condiments for hamburgers (or Yumburgers) and hot dogs, the yellow and red bee named Jollibee is dressed in a chef’s hat along with a shirt and blazer.

Jollibee’s smiling face is friendly enough to be a favorite among kids, and his face is prevalent in many locations that include playrooms for children. Clearly, this cartoon figure is aimed at the younger generation, but it does not alienate the older generation, especially these days, when many of us have grown up eating Jollibee. It’s easy to say that this figure has been pivotal in the branding and marketing efforts that have led to such success in the Philippines.

source: Jollibee philippines .com

Personal View About Jollibee’s Taste

This next few post is in my personal point of view. I have friends and relatives that live on the other parts of the world. They have shared all their experiences in dining at Jollibee fast food chains. But one similar opinion they had is that not all Jollibee franchises are the same. They have different tastes and hospitality when it comes to service. The food is somewhat different to what we are served in the Philippines.

My friend in Hong Kong once told me, (the first Jollibee in Hong Kong) that the food is not as good as it was on the Philippines. Is it because the Philippine native chicken better? However, Jollibee is Jollibee no doubt, whereever you see that Jollibee mascot, that orange stiped honey bee smiling at you, you can never resist!

Jollibee and Mc Donalds

Like any other franchise, fast food chains like McDonalds and Jollibee is one of the leaders in providing employment for the Filipinos. It is said that 60% of all college students have had experience in working in this fast food chains during their college days. No doubt, fast food franchises helps the Philippine economy.

  • Pingback: McDonald Franchise Philippines | Franchise Philippines

  • Pingback: Best Franchises Honored | Pinoy Franchises

  • Dexter

    It look excatly the same with 🙂

  • JIp

    Hi Dex, can we exchange link?

  • http://Jollibeefranchisecanada Louming

    We would like to know the cost of a jollibee franchise in Canada, Montreal to be exact.

  • http://034709-7651 ryan

    we would like to know franchise cost of jollibee fast food chain here in the philippines

  • christine deguzman

    Do you have a list of Jollibee for sale?

  • Arrielle Green

    eating is one of the Filipinos favorite and jollibee is where you go when you are hungry.nice site.


    i would like to know the cost of a Jolibee, chowking, kfc and mcdonald franchise in phil.thanks

  • alex Reyes

    How much to franchise in illinois?

  • rona arai

    i just want to know the cost of jollibee franchise in the philippines

  • ruel momo

    goodpm!!our company would like to know how much the cost of franchise of jollibee fast food chain here in the philippines.thanks a lot

  • http://nad ronald

    How much is cost the jollebee franchise

  • Myra Finberg

    i would like to know the cost of a Jolibee and chowking franchise in phil and chicago? thanks!

  • rosa vilma suarez

    i’m interested in franchising jollibee and iwant to know how much will it costs to have one?i want to learn more about the business.can you help me?thank you!

  • Mary Grace

    Good day. Hi my parents is living in u.s and they are planning to franchise Jollibee. They are asking if how much is the franchise for Jollibee? And what are the details how to franchise? What are the inclusions. Hoping for your asap reply.

  • maritess

    i wanna know how much is the franchise of jolibee? what are the details? we are very much interested here in alaminos laguna.

  • Jose

    We would like to know the cost of a jollibee franchise in Canada, Montreal to be exact.

  • lyn

    hi… good day… wanna know how much is the investment in franchising a jollibee in quebec canada…. pls let me know the inclusion and the details…. tnx

  • merl


    i am very interested about Jollibee Franchising kindly help me on how to run plan location is in Panglao,Bohol since its my base.Thank you



  • More Bites Pizza

    I am now base here in Tagbilaran. Are you interested into a pizza business?

  • princess joana jo alfajid campos

    i am princess joana
    i am interested to have franchise of jolibee somewhere in negros accidental,, how much the total cost to have the chain .. im have my budget to start immediately.

  • Florita Laguador

    I just want to know the cost of Jollibee franchise in the Philippines.

  • david

    We would like to know the cost of a jollibee franchise especially Yonghe King in Canada, Toronto to be exact. Please e-mail us the detail. thx

  • http://jollibeeonwheels maychol

    is jollibee on wheels still hit and available at this days????

  • Adrian Lim Yew Meng

    I like infomations about franchising a jolly bee outlet in Singapore.Is it possible to make that happen and what are the requirments?

  • Gemma

    Hello can i join in?HoW?

  • bryan mark dulawan

    hi i would like to ask if u can able to send me info on the exact amount for the jollibee franchise since in our province we only have 1 jollibee there and its very far from the universities.we would like to see if we can put 1 between the 4 universities there..tnx

  • Terrie Williams

    I am interested in jollibee franchise in the philippines, I would like to know how much to have one and what is the inclusions.

  • Carol

    Need to know how much jollibee franchising?what are the requirements for franchising?


    I would like to know the cost for Jollibee Franchise in Philippines and what is the procedure to become one of the operator.

  • Maria daisy U.Rosaldo

    Please let me know how much the cost of jollibee franchise in visayas area.

  • sunshinelyn

    hi my boyfriend wants to join the jollibe franchise how much does he prepare and where is the best location?

  • shiela

    Hi i’m interested to franchise jollibee in cebu area. Pls. advise me the details. thanks

  • Michael

    I’m interested to franchise jollibee. Pls. advise me the details. thanks

  • kaykay

    i would like to know how much would it cost in a first timer franchisee of jollibee which will be located in Tagbilaran City, Bohol, Philippines.

    i would like to know also what will be the major requirements in order to qualify in jollibee franchising.

  • kaykay

    i am so interested. i would like to know how much would be the total figure or amount before and while on operation if am gonna franchise Jollibee which will be located in Tagbilaran City, Bohol, Phillipines.

    i would like to know also how many years would be the expiration of the contract and the recovery of the investment.

    thanks a lot and i do hpoe for an immediate reply from your good website.

    everything will be appreciated.

  • ciely

    I am interested to franchise KFC somewhere in Cebu..How much does it cost and what are the requirements..

  • http://yahoo ging

    can i ask how much to franchise jolibee in mindanao gensan city pls?thanks

  • Edwin

    I am interested to franchise Jolibee in San Juan Batangas. Could you give us how much it will cost and what will be the procedure?

    Your immediate response is requested.

  • http://taonglalake cogie changhai-shek

    i just wanna know how much it will cost me to invest in one of the leading fast food company in the Philippines. i have so much money and i dont know what to do with it.

  • Ed’S

    Good morning,

    Can i ask how much it will take in franchising Jollibee food chain, we are interested with my wife.location somewhere in Pangasinan.

  • http://hajjie alejandro galpa

    We would like to know how much the total franchising cost in jollibee food corporation and what are the requirements do we needs to become a franchise member?
    location in national road bayanan, muntinlupa city.

    Your immediate response is highly appreciated,


  • jeanlee

    hi, i just want to know the cost of jollibee franchise in phil.
    and where the best locotion, im interested to franchise. pls
    advise me the details. thanks

  • cathyf

    We would like to know how much is it to franchise Jollibee and what are the requirements to be a franchisee. Planned store location: Mississauga, Canada

    Your immediate response is much appreciated.

  • mrs. bello

    hi im a ofw in u.s.a @ im looking for best investment

  • Maribel Aballe

    how much the franchise?

  • ??? ????

    How much the Franchise?

  • Dinna Osman

    a businessman friend from India wants to franchise jollibee