CORPORATE SOCIAL RESPONSIBILITY OF JOLLIBEE

A. SHORT BACKGROUND OF THE COMPANY

Jollibee is the largest fast food chain in the Philippines, operating a nationwide
network of over 750 stores. A dominant market leader in the Philippines, Jollibee enjoys
the lion’s share of the local market that is more than all the other multinational brands
combined. The company has also embarked on an aggressive international expansion
plan in the USA, Vietnam, Hong Kong, Saudi Arabia, Qatar and Brunei, firmly establishing
itself as a growing international QSR player.
Jollibee was founded by Tony Tan and his family with its humble beginnings as an
Ice Cream Parlor which later grew into an emerging global brand. At the heart of its
success is a family-oriented approach to personnel management, making Jollibee one of
the most admired employers in the region with an Employer of the Year Award from the
Personnel Management Association of the Philippines, Best Employer in the Philippines
Award from Hewitt Associated and a Top 20 Employer in Asia citation from the Asian Wall
Street Journal.
The Jollibee Foods Corporation was incorporated on January 1978. It opened its
first store overseas in Taiwan which later closed.
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. On July 13, 1993, JFC was listed at the Philippine
Stock Exchange.
In 2011, JFC 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 the end of December 2011. The same year, Jollibee closed Manong Pepe
foodchain in favor of Mang Inasal, and sold Délifrance to CaféFrance. Overseas, Jollibee
opened 93 stores, led by Yonghe King in China (70) and Jollibee Vietnam (11). In 2013,
Jollibee opened its first stores in Virginia Beach, Virginia, as well as in Houston, Texas.
Both locations were chosen for their strong Filipino presence. A location in
the Chicago suburb of Skokie, Illinois opened up in July 2016. One year later, Jollibee
opened its first Florida restaurant on March 18, 2017, located in Jacksonville. Jollibee
expanded into Canada in November 2017 by opening two restaurants in the Toronto area
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. In
2000, the company acquired Chowking, a Chinese fast food restaurant, thus making
Jollibee a part of the Asian quick service restaurant segment. In 2005, Jollibee acquired
Red Ribbon, a bakeshop business in the Philippines.
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).
 JFC subsidiary Fresh N' Famous Foods, Inc. manages the Greenwhich and
Chowking brands. The Red Ribbon brand is under Red Ribbon Bakeshop Inc. which in
turn is managed by a holding company of the JFC, RRB Holdings, Inc. The firm has also
stakes on Burger King's outlets in the Philippines through Perf Restaurants, Inc. which is
54 percent owned by JFC as of 2012.

B. COMPANY’S CSR POLICIES AND STRATEGIES

Jollibee Foods Corporation (JFC) espouses the principle of shared value in its
corporate social responsibility (CSR) activities. As a company in the food industry, JFC
through its CSR arm, the Jollibee Foundation, implements programs that address access
to education, livelihood development, leadership development and disaster response,
issues that are also of relevance to the company’s core business. Aside from education,
Jollibee Foundation also has initiatives in livelihood, leadership development and
provides assistance in times of calamities.
The company, through its CSR arm, the Jollibee Group Foundation, envisions that
every Filipino is able to access basic community services and live a life defined by dignity,
purpose and active participation in nation building. It helps the community through
improved access to education for the youth, livelihood programs for smallholder farmers,
leadership development for local organizations, environment-friendly initiatives and
disaster relief rehabilitation for calamity stricken regions.
Three principles guide the company’s work and are reflected in the programs that
the company undertake.
Think in System. To understand social issues, JGF looks beyond the presenting
problem and consider the patterns and structures underlying the issue. For instance,
hunger encompasses not only food supply availability but household incomes and
effective coordination of programs and services. Their approach fuels the creation of
innovative solutions that deliver lasting impact for communities. I the process, it influences
systemic change.
Harness Core Strengths. Intrinsic in the programs that the company implement are
the values, systems, tools and expertise that are of benefit to communities. JFc’s quality
standards have been applied in the Busog, Lusog, Talino School Feeding Kitchens. The
Farmers Entrepreneurship Program promotes inclusive business with the access it
provides smallholder farmers to become direct supplier of JFC.
Work Collaboratively. The company believes that there is an opportunity for
everyone to contribute in creating solutions to address pressing social concerns.
Engagement of key stakeholders is crucial to our work. JFC invests in building
partnerships with communities and institutions, leading to programs that are relevant and
effective.
C. COMPANY’S CSR PRACTICES/PROGRAMS/ACTIVITIES

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

3. 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.

4. 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 seeks among graduates
 5. Access to food and other necessities is threatened when roads and
infrastructure are damaged or destroyed during disasters.
Jollibee Group Food AID, 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.

D. COMPANY’S STATUS IN RELATION TO BE SOCIALLY RESPONSIVE

Jollibee continues to hold various programs and activities that maximize their
resources and strength in giving back to the community in an organized manner. For
instance, food-related issues in the community is addressed by school feeding programs
that provides meals for undernourished students and as a way also to encourage them
to go to school regularly.

Jollibee Foundation’s Busog, Lusog, Talino (BLT) brings together local education
stakeholders and JFC employee volunteers to mitigate hunger and undernourishment,
widely attributed causes of school attendance decline and drop-out among lower grade
pupils. Daily lunch is provided to below normal weight-for-age Grades 1 & 2 pupils with
food prepared by parent groups following menus developed by Jollibee Foundation. The
parents also attend seminars on food safety, cooking, health and nutrition. For SY 2008-
2009, BLT is being implemented in 54 public elementary schools benefiting 1,822 pupil
beneficiaries. Pupils exhibit marked improvements in weight and attendance while their
parents show improved budgeting and menu preparation skills as well as knowledge on
nutrition.

The company also help farmers improve their production and income by
bridging not only their company. On its 11th year, since it was established in 2008, the
Farmer Entrepreneurship Program (FEP) continued to scale up its efforts by adding 12
potential new sites to the current roster of 700 smallholder farmers from 15 cooperatives
and associations that are JFC suppliers. The Agro-enterprise Training (AgenT) for
Change began training the second batch of agro-enterprise (AE) facilitators who will
provide technical support to FEP farmer groups. The AE facilitators are staff of partners
from local government units, microfinance institutions, and non-government
organizations.
The FEP Youth Challenge is an initiative that enable college and university
students to help smallholder farmers make their farming activities more profitable through
innovations in agro-entrepreneurship. Twenty student teams participated in the program’s
first edition, with top-three coming from the University of Santo Tomas and University of
San Carlos. Team Catalyst from USC designed a low-cost greenhouse with an LED
lighting system to shorten harvest time for lettuce and improve its quality.
 The BLT School Feeding Program which started in 2007 providing daily lunch
to help undernourished children remain in school. The program has since taken a different
approach to further strengthen JGF’s support to the Department of Education’s School-
Based Feeding Program (SBFB)
In collaboration with Dep-Ed, local government units and other organizations.
BLT-School Feeding kitchens were built to facilitate food preparation for a cluster of
schools. Aside from providing facilities and equipment parent volunteers in the Kitchens
were also trained on preparing healthy and nutritious recipes and food safety aand quality
standards, the centralized process eases the implementation of SBFP and enables
feeding more children with a shorter preparation time.
Eleven new Kitchens were built in 2018, bringing the total number of across the country
to 33 and serving thousands of children daily.

E. COMMENTS/CONCLUSIONS

Through the years, Jollibee’s dedication to give back to the community manifests
on the results of its implemented programs.
The establishment of these programs have positive impact on stakeholders. It
promotes a cooperative society, innovative leaders, and a new breed of enthusiastic
social workers. Its impact inspires and encourages the government to create policies and
programs parallel to the company’s mission and strategies.