STI COLLEGE ROSARIO GOOD GOVERNANCE AND SOCIAL RESPONSIBILITY

Jollibee Company
(Case study of Corporate Social Responsibility)

Batralo, Michaela R.
Bsba501a
STI COLLEGE ROSARIO GOOD GOVERNANCE AND SOCIAL RESPONSIBILITY

II- Abstract:

Jollibee is a Filipino multinational chain of fast-food restaurants owned by Jollibee Foods

Corporation (JFC). JFC had a total of about 1,200 Jollibee outlets worldwide as of 2018, with presence in

Southeast Asia, the Middle East, East Asia, North America, and Europe. Jollibee is the largest fast-food

chain in the Philippines with a nationwide network of over 950 stores. Jollibee started franchising after

one year and experienced rapid growth. Incredibly, it was able to not just withstand the entrance of

McDonald’s to the Philippines in 1981, but to even win against it. The company operates through the

following segments: Food Service, Franchising, and Leasing. The Food Service segment operates quick

service restaurants and the manufacture of food products to be sold to Jollibee Group-owned and

franchised QSR outlets. The 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 headquartered in Pasig City, Philippines. The

vision of the company is to predict every Filipino family to have food on the table. And for their Mission

is they are built partnerships and capacity for community resilience and self-reliance. Aside from

promoting a family-oriented work environment, the brand’s values also reflect on their advertising and

marketing. Jollibee knows their target audience very well: the traditional family and all communication

materials focus on the importance of family values, making Jollibee the number one family fast food

chain in the Philippines and a growing international QSR player. Customer satisfaction has always been

key to Jollibee’s success. Never losing sight of its goals, Jollibee has grown to be one of the most

recognized and highly preferred brands in the Philippines. Now the market leader among fast food

chains in the Philippines, claiming a market share that totals to more than half of the entire industry.
STI COLLEGE ROSARIO GOOD GOVERNANCE AND SOCIAL RESPONSIBILITY

III- Content Analysis:

i. Strategies and Perspectives

Jollibee must be proactive in fulfilling its responsibilities to its stakeholders by adopting

a stakeholder perspective in social responsibility and including the feedback from relevant

stakeholders in the formulation of the firm’s strategy and implementation.

ii. Social Responsibilities ( Economical, Ethical, Legal, Philanthropic)

The study of Social Responsibility of the company in terms of Economical , They

Sustaining the demands of social responsibility is a never ending process of continuous

improvement from top management, employees and good relationship across community.

However, In terms of Ethical, Jollibee are Speed with excellence and integrity are the bases

of their endeavors. Customer focus, humility to listen and learn, and their embracing the

spirit of family and fun inform the foundation of their relationship with stakeholders. And

Lastly in terms of Philanthropic system of the company. Jollibee company have many

program for the society and one of their foundation recently was donating 100 (One

hundred) million worth of food products from its brands to front liners like the health

workers and on-ground checkpoints personnel.

iii. Social Responsibility Towards Consumers

Jollibee Company protected their corporate reputation, image and brands because it is

the most critical aspects of sustaining relationships including customers. It takes Jollibee
STI COLLEGE ROSARIO GOOD GOVERNANCE AND SOCIAL RESPONSIBILITY

decades to build a great reputation established by its founder, Mr. Tony Ciaktong Tan, since

1975.

iv. Social Responsibility Towards Community and Environment

The social Responsibility of the company in terms of Community and Environment.

Jollibee developed and franchising of its quick-service restaurant brands. It offers a wide and

delicious dishes and great tasting food and comfortable ambiance to satisfy customers of all

ages and from all walks of life.

v. Company’s CRS problems and negativity publicity

The losses of fast-food giant Jollibee Foods Corp. (JFC) widened to P13.54 billion in

January to September, a stark contrast from last year’s P4.17 billion in income, as the

pandemic continued to dampen sales. The company said as of end-September most of the

group’s outlets, including those in the Philippines. While the negative impact of the crisis is

still affecting them, as they are reopen stores, and introducing new products, resuming

strong marketing campaigns, strengthening their systems and infrastructure particularly for

digital connections with our customers. Therefore, all the negative they have been

experienced made them strongest to build a new and effective goals.

IV- Discussion

a. Do you think the CSR strategies are sincere efforts motivated by a consciousness of their

responsibility to the community and the environment? Or are these efforts merely for

marketing and business strategies?

STI COLLEGE ROSARIO GOOD GOVERNANCE AND SOCIAL RESPONSIBILITY

b. b. Do the CSR problems and negative publicity of the company have a meaningful impact on

the bottom line?

c. c. Regarding corporate social responsibility, what advice will you give to the CEO of the

company? d. Personal Reflection

How can you promote corporate social responsibility?

How can you improve the company's CSR?

I think that the CSR system is part of their goal and it is important to evaluate the ways in which

marketing managers can apply CSR-related activities to generate value for their various stakeholders.

Yes! The CSR problems and negative publicity of the company have a meaningful impact in their

bottom line. Because the company said the total operating income of all business units in September

were already breakeven while the losses were accounted for mainly by financing costs and global

headquarter cost.

I will give an advice to the CEO of the company, that they must not change how did they started

and the image that they built. Because the image appeal to customers who want to deal with a company

that genuinely cares about young peoples. And by adopting improved environmental practices, a

company shows customers and the public that it cares about the community. Also this can help solidity

and guarantee customer loyalty.

Corporate social responsibility is important to both consumers and companies. And as a

students by giving an idea how to promote corporate social responsibility. First, The Company must

committed to helping solve social problem, because it shows that the firm values positive change.

Second, Follow a workplace health and safety program, because it creating a clear workplace health and

safety program will help to establish reliable systems to protect your employees and prevent accidents
STI COLLEGE ROSARIO GOOD GOVERNANCE AND SOCIAL RESPONSIBILITY

and injuries. Third, Get your suppliers on board, Ensure your suppliers know and meet your expectations

of responsible behavior regarding issues such as fair pricing. Fourth, also by Conduct extensive and

continual research on the concepts of Corporate Social Responsibility. Fifth, Communicate to everyone,

because communication is the key and should publicize the activities internally to all employee and

externally to all other stakeholders as appropriate. Lastly, By Establish positive and pro-active

relationships with other socially responsible companies. There is a great sources of ideas that might

work for many organizations.

Being a student as a future business woman I think that this CSR (Corporate social

responsibilities) is important to research more about this for our future business. And for my idea based

on my research I think I just suggest for now that all business have CSR systems or program. They must

continue their ethical manners when it comes on the social responsibility. Not just for their marketing

strategies and for their growth of profit but they must sincere to help and implementing social

responsibility. They must sustain their integrity, supportive, cooperative and other characteristics that

make their customers become amazed. And because of that traits, there have possibility that society

trust them. And the best feeling and realization for this is beside of their amenity there have more

people in the world that make them blissful. Therefore, the company must improve public image and

perception: Companies that do good get positive feedback, whether through good press, improved

reputation, or creating stronger community connections.

STI COLLEGE ROSARIO GOOD GOVERNANCE AND SOCIAL RESPONSIBILITY

References
https://www.jollibeefoundation.org/

https://www.jollibee.com.ph/investors/jollibee-foods-corporation/#

https://businessmirror.com.ph/2020/11/09/jollibee-losses-in-january-september-deepen-on-impact-of-

virus/

https://www.crmlearning.com/blog/index.php/2008/03/7-ways-to-promote-corporate-social-

responsibility/#:~:text=Communicate%20to%20everyone%20%E2%80%93%20sometimes%20subtly,join

%20you%20in%20their%20efforts.
STI COLLEGE ROSARIO GOOD GOVERNANCE AND SOCIAL RESPONSIBILITY