Professional Documents
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Jollibee Food Corp
Jollibee Food Corp
food stores under the trade name Jollibee. The company operates through the
following segments: Food Service, Franchising, and Leasing. The Food Service
Franchising segment franchises the Jollibee Group's QSR store concepts. The
Leasing segment leases store sites mainly to the Jollibee Group's independent
franchisees. Jollibee Foods was founded by Tony Tan Caktiong in 1975 and is
operates 1,100 stores, which 950 of which are in the Philippines its country of
Vision Statement:
community services and live a life defined by dignity, purpose and active
participation in nation-building.
Mission Statement:
Environment-friendly initiatives
History:
In 1975, three years before the word “Jollibee” was coined, Tony Tan, with much
support from his family, founded an ice cream store in Quezon City, the
Philippines. They called it Magnolia. The logo, which featured blue and white,
seemed to have been inspired by the cold charm of ice. The name of the store
was given in a beautiful script imitating handwriting. The “M” and final “a” sported
Over time, in addition to the ice cream menu, the store included sandwiches and
hot meals in its offer. It turned out that these items became even more popular
than the ice cream, so the owners transformed their ice cream parlor into a fast
The first Jollibee logo we’ve come across featured the restaurant’s name in an
intricate script. The letters were green on the yellow background. While the
insignia had a unique look, it was hardly legible – you couldn’t be sure you
enunciated the letters correctly unless you already knew the name of the shop.
Symbol in 1978-1980
During this period, the full name of the brand was Jollibee Yumburger. The
emblem featured the words in a font imitating handwriting. In comparison with
the previous version, it was more legible. And yet, at least the “b” had a slightly
unusual look and probably was somewhat difficult to decipher. The letters were
A winged insect could be seen at the top right corner. It looked rather friendly,
although you wouldn’t say it was a bee if you weren’t aware of the shop’s name.
The insect was dressed up like a combination of a cook and a waiter wearing a
white vest, a red jacket, green trousers, and a white hood. In its paw, it was
While at this point, the company had five stores nationwide, it was growing very
Evolution in 1980-1966
The new Jollibee logo was simplified, which resulted in a more recognizable
design. The bee, which remained the centerpiece of the image, wasn’t given in
full height anymore. You could only see its head with a hood and a bow tie.
This time, the friendly smile was more prominent, partly due to the size of the
The lettering “Jollibee” in a rather legible, yet creative script could be seen
below. This has been the longest-lived logo so far. Even after a new version was
introduced in 1994, the company was still using the old one for several
purposes. For instance, you could see it in the restaurants’ decoration (before
2004), in packaging, and commercials (before 1999). The text was placed on
the trays until 2006. Also, it was used on the website before its new version
Emblem in 1996-2011
1996 was the year when the brand identity went through a complete overhaul.
Not only a new logo was introduced, but also the restaurants themselves were
decorated in a different way. While the visual core of the emblem preserved, it
The bee’s face grew a bit more alive and emotional. The head was slightly bent
to the side as if in a friendly nod. The smile was wider, while the bow tie
disappeared. The lettering was given in a more rounded and utilitarian font with
fewer details and more breathing space. While the previous version contained
two registered trademark symbols, one was removed meaning only the ® near
On the whole, the design grew more compact, minimalistic, and thus easier to
perceive.
This was a very subtle modification – you wouldn’t have noticed unless you
compared the two versions side by side. There have been a couple of
alterations in the way the bee’s face is drawn (take a closer look at the nose or
the tendrils, for instance). The text was also altered, “b” probably most visibly.
Font
The insignia has gone the way from a rather elaborate script to a comparatively
minimalistic typeface. Due to the rounded corners, it looks friendly and a bit
plump. It can be a modified version of the font called VAG Rounded Pro Black or
a similar font.
Colors
Red and black have been present on the Jollibee logo since 1978. Out of all the
colors used on the previous logos, only these two and the white have survived.
POLITICAL ECONOMIC
SOCIAL TECHNOLOGICAL
S1 – Obesity epidemic T1 - Emergence of Mobile Devices
S2 – Consumer preferences T2 - Smart phone/Online Ordering
S3 – Healthy lifestyle trends T3 - Social Media
T4 - Better Security
S4 – Demographic Influences
Political Factors
Republic Act (RA) No. 10611, also known as the “Food Safety Act of 2013” defines food as any
substance or product whether processed, partially processed or unprocessed that is intended for
human consumption. It includes drinks, chewing gum, water and other substances, which are
intentionally incorporated into the food during its manufacture, preparation and treatment (Section
4.g). On the other hand, food safety refers to the assurance that food will not cause harm to the
consumer when it is prepared or eaten according to its intended us. Food safety is a foremost
responsibility of food business operators and key government agencies. The food business
operators, a person engaged in the food business including one’s agents, shall have the principal
responsibility to ensure that food satisfies the requirements of food law relevant to their activities in
the food supply chain and that control systems are in place to prevent, eliminate or reduce risks to
consumers
P2 - Food standards
Economic Factors
E1- Unemployment
Factors causing the high unemployment rate. Rapid Population Growth. The
Social Factors
the Philippines due to the large number of obese persons in the country—18
Technological Factors
The heavy use of mobile devices nowadays makes it easier for companies to get
promos can easily reach their target. (Kumar & Zymbler, 2019)
Online bookings and other transactions produces a great deal of convenience for
customers getting a food for to become much easier and on-the-go. (Kumar &
Zymbler, 2019)
Porter’s Five Forces Model focuses on the five forces that affect a given business
or industry. Within the fast food industry, the rivalry amongst competitors is
extremely intense and high. The threat of new entrants is low to medium because of
the fact that there are so many major global brands dominating the fast food
industry. The threat of supplies is low because there are many different suppliers in
the fast food industry. The threat of substitute products is very high due to the fact
that there are masses of options available. Buyers of food are in control and have a
high bargaining power. “The collective strength of these forces determines the
Many suppliers
Existing contracts with Many options available
suppliers? Price sensitive
Companies have more Many market
bargaining power segments
depending on size of
company
OPPORTUNITIES THREATS
O1- Increase in demand for fast food T1- Competitors rising quickly
nationwide T2- Customer satisfaction level below
O2- Innovation competitors
O3- Growing dinning-out market T3- Different variants of fast food
O4- Convenience of Online coming
Transactions T4- Health epidemics such as obesity
O5- Efficiency of Mobile Platform T5- Healthy lifestyles and eating
habits on the rise
Internal Factor Evaluation
score
Weakness
Inventory turnover decreased by 13.29% 0.10 3 0.30
Return on equity down decreased 0.10 1 0.10
Website 0.05 2 0.10
Supplier time delivery 0.10 1 0.10
Total 1 2.45