NAVOTAS POLYTECHNIC COLLEGE

Bangus St., Barangay NBBS, Navotas City

“JOLLIBEE”

Jollibee Foods Corporation

“Bida ang Saya”

Group 5

Antig, Danica L.

Bulawan, Lea C.

Francisco, Diana Jean C.

Logatiman, Jocelyn L.

Olan, Marvin A.

Perales, Rica May

Ungab, Basilisa V.

Villamil, Arnie

BSBA Marketing 4-E

Page 1
 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

I. HISTORY

In 1975, Tony Tan Caktiong and his family opened a Magnolia ice cream
parlor in Cubao, Quezon City. The outlet later began offering hot meals and
sandwiches upon request from customers. When the food items became more
popular than ice cream, the family decided to convert the ice cream parlor into
a fast food restaurant which became the first Jollibee outlet in 1978.Management
consultant Manuel C. Lumba advised the family on the change in
strategy. Initially Jollibee was named "Jolibe" but changed its name to "Jollibee".

The company that would be managing the chain of fast food, Jollibee Foods
Corporation was incorporated in January 1978. By the end of that year, there
were seven branches in Metro Manila. The first franchised outlet of Jollibee
opened in Santa Cruz, Manila in 1979.

Jollibee experienced rapid growth. It was able to withstand the entry

of McDonald's in the Philippines in 1981 by focusing on the specific tastes of the
Filipino market, which differed from the American fast food company. The first
Jollibee store overseas opened in Taiwan in 1986 which is now closed. Jollibee
continued to expand and set up outlets both within the country and abroad. Mr.
Tan Caktiong, the son of poor Chinese immigrants, is now a billionaire.

Page 2
 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

II. MISSION

To serve great tasting food, bringing the joy of eating to everyone.

III. VISION
To be one of the Top 5 Restaurant Companies in the World

All our brands are trusted and well-loved, craved around the world:
 Renowned for consistently great tasting food.
 Recognized for high value for money.
 Endeared for warm and sincere distinct service to our customers.
 Admired for our beautiful stores in excellent location.

We are acknowledged as one of the Best Companies to Work for, regarded
for our efficient systems and processes, highly engaged teams and people-
focused culture.

TARGET MARKET
The target market of Jollibee is composed of families, individuals, youths as well
as the olds. Because at morning they have the coffee and value meals, and at
the same time they even go to the graveyard shift people. They also cater to
24/7. So in short they are always available at day and at night—they capture
practically all.

MARKETING STRATEGY
The marketing strategy of Jollibee Food Corporation is attraction and highly
commercialized using various media including TV, Radio, and Newsprint and
more, they must have spent millions of their budget to stay on top of the mind of
their customers especially among the Filipino.

Page 3
 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

PROMOTION
1. Sales Promotion

2. Advertising

3. Public Relations

4. Events and Experiences

5. Direct Marketing

6. Interactive Marketing

7. Personal Selling

8. Word of Mouth

OPERATING HOURS
Monday to Sunday - 24/7

Page 4
 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

IV. COMPETITORS ANALYSIS

Jollibee McDonalds KFC Pizza Hut

-Variety of -Tenth Most -Second best -Quality and

food. Valua global brand variety
-Reasonable ble in fast food
industry in -Strong brand
price. Bran
terms of value image
-Brand ds
Strength -Original 11
awareness -Tasty Food -Excellence
herbs and
-Five F's - -Technology spices recipe service
flavorful, Initiat
-Combination
friendliness, ives -Customer
of KFC –
fun, family, -Leading Pizza Hut and satisfaction
flexibility quick KFC – Taco
-Customer - Bell
loyalty servi
ce
resta
urant
-Technology
Acqui
sition
s
-Dependence -Supply -Negative -High price
on Filipinos. chain publicity
-Delivery interr -Lack of
-Unhealthy
hotline uptio parking
Weaknesses food menu
-Technology ns facilities
-High
-Lack of employee
Empl turnover
oyee
Satisf
actio
n

-New products -Innovative -Increasing -Growing fast

and services Products demand for food market.
-Growing -Global healthier food
economy Expansion -Produce
-Home meal

Page 5
 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

Opportunities -Online -Rebuilding delivery attractive

market the Brand -Introducing offers
-International Image new products
expansion
-Competitions -Fierce -Trend towards -Low price
Competitions healthy eating range of
-Consumers -Cultural competitors.
look for a threats while -Saturated fast
Threats healthier operating in food markets in -Competitions
various the developed
lifestyle.
countries. economies

V. FRANCHISE TYPE

Jollibee is a Business format type of Franchise because it follows the franchisor

set of standards in operating its business.

VI. FOOD OFFERED

Menu

Page 6
 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

VII. FRANCHISE REQUIREMENTS

Application Process

Franchise application form.

Please make sure to fill-out the form completely.
Prepare a proposal containing the following documents:
 Letter of Intent – containing the exact address of your proposed site,
your exact mailing address, contact numbers, etc.
 Vicinity Map of Proposed Site – that will more or less guide our field
personnel who will go there and conduct an on-site evaluation.
 Legal document certifying applicant’s ownership of the site (optional).
 Detailed resume or bio-data.

Mail these documents to:

JOLLIBEE FOODS CORPORATION

Franchising Services Department

5th Floor Jollibee Plaza
#10 F. Ortigas Jr. Road
Ortigas Center, Pasig City 1605

Upon receipt of application, submission of an application form does not obligate

you or Jollibee in any way. It is just the first step in the application process, which
is an evaluation of your proposed location.

Jollibee franchise ranges from Php 35-55 Million.

Details of investment cost, return of investments and other franchising details will
be discussed with you once your application has been approved.

Page 7
 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

FINAL REQUIREMENTS

1. Application form

2. Payment

3. Valid ID

4. Bio-data

TRAINING

There is a measure of comfort to be derived from the fact that a mother company
or franchisor will provide continuing support to its franchisees.

Even before a new Jollibee franchisee gets started with building his restaurant –
he undergoes a Basic Operations Training Program (BOTP). This training is
supplemented with other programs that will enrich the franchisee’s management
and analytical skills needed in the operation of the restaurant.

Other foundations necessary for a restaurant to take shape – such as store

layout & design, equipment specifications, furniture & fixtures and construction
management are among some of the major areas where Jollibee provides its
support.

In addition, creative advertising & marketing programs, product development,

manufacturing & logistics facilities provide the framework to support its growing
network of stores. Field personnel will render consulting services once the stores
are operational.

This exciting mix of profitability and initiating an influx of employment

opportunities for the community has encouraged many entrepreneurs to establish
franchises not just in Metro Manila but in the different provinces in the Philippines
and in countries across the globe.

Jollibee’s 29-year success is most definitively attributed to its franchising system

and the quality of its franchisees. Jollibee franchisees uphold the company’s
stringent standards in food quality and service.

CORPORATE SOCIAL RESPONSIBILITY (CSR)

Page 8
 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

1. 8th JFVA

The Jollibee Family Values Awards (JFVA) is an annual recognition program of

the country’s leading fast-food chain for exemplary Filipino families.

It seeks to give honor to deserving families who exemplify positive Filipino family
values such as generosity, compassion, love for the community, love for the
environment, among others, while also providing selfless service to their
communities.

The JFVA has demonstrated that the Philippines boasts of a priceless class of
heroes – entire families of socially responsible citizens who share the same
values of making a difference in the lives of other people and communities.

2. Maaga ang Pasko

Over 20 years ago today, we all started a simple dream – to share the love and
happiness that every child deserves during this season of hope.

Now, 2 million tiys, books, and smiles later, Jollibee Maaga ang Pasko continues
to join hands with our growing family of partner schools, companies, and our Jolly
Toy Scouts – as we keep the laughter and Christmas cheer alive in the hearts of
yet so many less fortunate Filipino children.

Through the donations that comes from home and all over the world, we have
made each year brighter and happier for every life we touch.

3. Jollibee Group Foundation

Farmer Entrepreneurship Program

Filipino farmers work hard every day, producing food for the country while trying
to sell enough to make a living for their families. But there is always the
uncertainty of who will buy their produce and at what price.

This is where the Farmer Entrepreneurship Program (FEP) comes in.

FEP enables smallholder farmers to supply corporate buyers such as Jollibee

Foods Corporation (JFC). This means that the vegetables needed to produce
JFC’s delicious burgers, rice meals, pizzas and pastas now come directly from
farmers.

Since 2008, FEP has partnered with various organizations to train smallholder
farmer groups on agro-entrepreneurship, building their capacities to supply
vegetables in a manner that meets the standards and requirements of corporate
buyers while ensuring farmers make a profit.

Page 9
 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

Through FEP, farmers transform into well-equipped agro-entrepreneurs.

Busog, Lusog, Talino School Feeding Program

Hunger and malnutrition often lead to dropouts among public school pupils. It
may take a village to raise a child, but what will it take to nourish them?

Jollibee Group Foundation (JGF) addresses this through the Busog, Lusog,
Talino (BLT) School Feeding Program. Established in 2007, it provided daily
lunch to children across the country to help them stay in school.

To support the Department of Education’s School-Based Feeding Program, JGF

started to build BLT School Feeding Kitchens in 2016, which centralize the
preparation of meals that are distributed to surrounding schools, feeding
hundreds of pupils per kitchen with less time and effort.

Nourishing pupils is best accomplished when different stakeholders work

together to serve the common goal of seeing students well-fed, healthy, and
inspired to learn.

ACE Scholarship Program

Most Filipinos believe that tertiary education is a golden ticket to a good job and
a brighter future. But for a lot of youth, especially those belonging to low-income
families, gaining employment could still be a distant dream.

The ACE Scholarship Program helps close this gap by putting a premium on the
youth’s employability. ACE stands for “Improving Access, Curiculum, and
Employability.”

Since 2005, Jollibee Group Foundation has partnered with different schools to
provide technical vocation and college scholarships to underprivileged but
deserving youth. In addition to financial support, scholars acquire the necessary
skills that will prepare them for the workplace through internships with the
company’s service providers and stores. Scholars also undergo life skills training
to further sharpen their abilities to match what employers seek among graduates.

Jollibee Group FoodAID Program

Access to food and other necessities is threatened when roads and infrastructure
are damaged or destroyed during disasters.

Page 10
 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

Jollibee Group FoodAID, the disaster response program of Jollibee Foods

Corporation (JFC) and Jollibee Group Foundation applies practical solutions to
address this. Congee mix packs, developed by the JFC commissary, are stored
and prepositioned in vulnerable areas to ensure access to hot meals when
disaster strikes. At the onset of relief operations, distribution of rice and food
packs follow in coordination with local partners and local government units.

VIII. FRANCHISE APPLICATION FORM AND AGREEMENT

Application Form

Page 11
NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

Page 12
NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

Page 13
NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

Page 14
NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

Page 15
NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

Page 16
NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

Page 17
NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

Page 18
 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

Certification

By signing below, I confirm that all the information given by me in this

eightpage form is current, true and correct.

I hereby authorize Jollibee Foods Corporation to verify and investigate the

undersigned from whatever sources deemed appropriate.

I fully understand that falsifying any information contained herein is

sufficient ground for rejection of my application or termination of any contract that
may hereafter be executed between Jollibee Foods Corporation and the
undersigned franchise applicant.

__________________________________

SIGNATURE OVER PRINTED NAME OF

FRANCHISE APPLICANT

__________________________________

DATE

Page 19
 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

FRANCHISE AGREEMENT

The Franchise System

The franchisor grants franchises for the operation of restaurants in conjunction

with the mark “Jollibee” and certain associated logos, and accordance with its
“System.” Franchisees operate a casual, quick service restaurant offering
hamburgers, chicken, pasta, assorted side items and other food and beverage
items.

Franchisees are required to successfully complete a three-month full time Basic

Operations Training Program (BOTP) at a designated training store. The
franchisor periodically may provide and require franchisees and/or their
Designated Manager attend and successfully complete refresher or supplemental
training programs.

Territory

The Franchise Agreement does not provide franchisees an exclusive area or

territory. Franchisees are granted the right to operate their franchised restaurant
from one specific location only.

Obligation and Restrictions

The Franchised Restaurant must at all times be under the direct supervision of
either the franchisee, if the franchisee is an individual, or the Designated
Manager, if the franchisee is a business entity. Franchisees must use the
Approved Location solely for the operation of the franchised restaurant; must
keep the franchised restaurant open and in normal operation as specified in the
Manual; must refrain from using or permitting the use of the Approved Location
for any other purpose or activity at any time without first obtaining the franchisor’s
written consent; and must operate the franchised restaurant in strict conformity
with the methods, standards and specifications in the Manual and as the
franchisor may require otherwise in writing.

Term of the Franchise

Page 20
 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

The length of the initial franchise term is 10 years. Franchisees may renew for
one additional term of 10 years, if requirements are met.

Termination and/or the right to transfer the franchise

Page 21
 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

IX. FRANCHISE PACKAGES

The cost of the franchise ranges from Php 15 to 30 Million. Jollibee only grant
franchise to individual entrepreneurs only. However, if that franchisee
would like to establish an organization; he/she can do so after being
awarded the franchise but he/she must have the ownership in majority.
There would be an interview process before approval and the ROI will be
one of the topics to be discussed as well as the other important points. It
will depend on the store’s income, investment, accessibility of the store
and other factors. The required lot area would be dependent on the model
of the store to be put up. It always depends on the chosen market of the
franchisee. When it comes to hiring, Jollibee will be helping the franchisee
in recruitment.

This total investment amount includes the construction of the store, kitchen
equipment and facilities, furniture and fixtures, aircon system, signage, and pre-
operating expenses.

However, it does not include yet the cost of food ingredients, employee salary
and wages, venue lease or rental fee, and other related expenses, all of which
are to be shouldered by the franchise owner.

According to Jollibee, they will assist in the recruitment and training of the
franchisee’s management team. However, this team will be employees of the
franchisee and, as such, their salaries and benefits will be paid by the franchisee
even while on training.

Inclusions:

 Signage
 Store construction

Page 22
 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

 Facilities and equipment for kitchen

 Air conditioning system

 Furniture

 Fixtures

 Store layout and design

 Pre operating expenses

DOCUMENTATION

Page 23