Notre Dame of Midsayap College

College of Business and Accountancy

Midsayap, Cotabato

FM E 302: Franchising

Submitted by: Christopher Balunan

Bachelor of Science in Business Administration
Major in Marketing Management - 3

Submitted to: Agnes E. Lara

June 2023
 Chapter 1

Company Name

Jollibee

MISSION

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

VISION

To be one of the Top 5 Restaurant Companies in the World

OBJECTIVES

Jollibee's objectives can vary based on their specific goals and strategies at any given time.

However, some common objectives that Jollibee may have include:

• Market Leadership: Jollibee aims to maintain and strengthen its position as a market leader in

the fast-food industry, both in the Philippines and in international markets.

• Global Expansion: Jollibee seeks to continue its global expansion by entering new markets

and establishing a strong presence in different countries.

• Customer Satisfaction: Jollibee strives to consistently provide high-quality, great-tasting food

and excellent service to ensure customer satisfaction and loyalty.

• Innovation and Menu Development: Jollibee aims to continuously innovate its menu

offerings, introducing new and exciting products to meet changing customer preferences and

stay ahead of competitors.

• Operational Efficiency: Jollibee focuses on enhancing operational efficiency and cost-

effectiveness in its processes and supply chain to drive profitability and growth.
• Employee Development: Jollibee recognizes the importance of its employees and aims to

provide a supportive and engaging work environment that fosters personal and professional

growth.

BRIEF HISTORY

Jollibee is a Filipino fast-food chain that was founded by Tony Tan Caktiong and his family

in 1978. The first Jollibee outlet was a small ice cream parlor in Quezon City, Philippines.

Recognizing the potential in the fast-food market, the company later expanded its menu to include

hamburgers and other dishes.

Jollibee's unique approach to blending Western fast-food concepts with Filipino flavors and

tastes quickly gained popularity. The company's mascot, a friendly bee named Jollibee, also

became an iconic symbol associated with the brand.

In the early 1980s, Jollibee began rapid expansion, opening more branches throughout the

Philippines. The introduction of the Jollibee Chickenjoy, a signature fried chicken dish, further

solidified the brand's popularity and set it apart from its competitors.

In the 1990s, Jollibee embarked on international expansion, opening its first overseas store

in Taiwan in 1986. Since then, Jollibee has expanded to other countries in Asia, the Middle East,

North America, and Europe. The company has also acquired other fast-food chains, such as

Greenwich Pizza, Chowking, Red Ribbon, and Smashburger, to diversify its offerings and extend

its reach.

Jollibee's success can be attributed to its focus on providing high-quality food, affordable

prices, and warm, family-friendly dining experiences. The brand has become deeply ingrained in

Filipino culture and has garnered a loyal customer base both in the Philippines and abroad.
 Today, Jollibee is one of the largest and most recognizable fast-food chains in the Philippines,

with thousands of stores worldwide. It continues to expand its global presence while maintaining

its commitment to serving delicious food and bringing joy to its customers.
 Chapter 2

List of Companies

OPERATING FRANCHISE AND COUNTRY LOCATION

Jollibee is the largest fast food chain brand in the Philippines, operating a network of more

than 1,500 stores in 17 countries. 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 fast food brands in PH

combined. With a strict adherence to the highest standards of food quality, service and cleanliness,

Jollibee serves great-tasting, high-quality and affordable food products to include its superior-

tasting Chickenjoy, mouth-watering Yumburger, and deliciously satisfying Jolly Spaghetti among

other delicious products.

Jollibee has embarked on an aggressive international expansion plan, with more than 270

international branches in the United States, Canada, Hong Kong, Macau, Brunei, Vietnam,

Singapore, Malaysia, Saudi Arabia, United Arab Emirates, Qatar, Oman, Kuwait, Bahrain, Italy,

Spain, and in the United Kingdom.

Current Number of
Date of First First Outlet
Country/Territory Outlets
Store Location
(Date of Source)
1. Philippines June 1978 Cubao, Quezon City 1,186 (Oct. 2022)

2. Taiwan 1986

3. Brunie August 22, 1987 Badar Seri Begawan 17 (January 2019)

4. Indonesia 1991

5. Kuwait 1994 Kuwait City 4 (November 2016)

6. Saudi Arabia 1995 Jeddah 12 (December 2016)

7. Bahrain 1995 Manama 1 (November 2018)

8. United Arab Emirates April 1995 Dubai 12 (February 2020)

9. Malaysia 1990 – 1997 Kota Kinabalu, 8 (February 2023)

Malaysia

10. Guam January 9, 1996 1 (July 2019)

11. Hongkong September 1996 Central District 10 (June 2020)

12. Vietnam Oct 1996 Ho Chi Mihn City 150 (March 2022)

13. Papua New Guinea 1997

14. China 1998

15. United States June 13, 1998 Daly City, California 65 (March 2023)

16. Northern Mariana December 10,

Islands 1999

17. Qatar June 22, 2010 Doha 6 (June 2015)

18. Singapore March 12, 2013 Orchard Road 14 (December 2021)

19. Canada December 15, Winnipeg, Manitoba 27 (Feb 2022)

2016

20. Oman May 5, 2017 Muscat 1 (May 2017)

21. Italy March 18, 2018 Milan, Lombardy 2 (October 2020)

22. Macau June 28, 2018 Sao Lourenco 1 (June 2018)

23. United Kingdom October 18, London, England 10 (February 2022)

2018

24. Spain September 23, Madrid, Community 1 (September 2021)

2021 of Madrid
COMPANY ACQUISITION/ACQUIRED COMPANIES

Jollibee has pursued a strategy of acquiring and investing in various companies to diversify

its offerings and expand its global presence. Some notable acquisitions and investments by Jollibee

include:

1. Greenwich Pizza Corporation: Jollibee acquired a majority stake in Greenwich Pizza

Corporation in 1994. Greenwich is a popular pizza chain in the Philippines known for its

affordable and delicious pizza offerings.

2. Chowking: In 2000, Jollibee Foods Corporation acquired Chowking, a Chinese-style fast-food

chain with a strong presence in the Philippines. Chowking offers a range of Chinese-inspired

dishes, including noodles, dim sum, and rice meals.

3. Red Ribbon Bakeshop: Jollibee acquired Red Ribbon Bakeshop in 2005. Red Ribbon is a well-

known bakery and cake shop in the Philippines, offering a wide selection of cakes, pastries,

and Filipino desserts.

4. Mang Inasal: Jollibee acquired a majority stake in Mang Inasal, a popular barbecue fast-food

chain in the Philippines, in 2010. Mang Inasal is known for its tasty grilled chicken, which is

cooked in a traditional Filipino style.

5. Burger King Philippines: Jollibee Foods Corporation entered into a joint venture agreement

with Burger King in the Philippines in 2011. This partnership allowed Jollibee to bring the

Burger King brand to the country and expand its fast-food offerings.

6. Smashburger: In 2018, Jollibee Foods Corporation acquired an 85% stake in Smashburger, a

fast-casual burger chain based in the United States. Smashburger offers a variety of gourmet

burgers and sides.

7. The Coffee Bean & Tea Leaf: Jollibee acquired The Coffee Bean & Tea Leaf in 2019, a global

coffee and tea chain known for its premium beverages. This acquisition allowed Jollibee to

enter the specialty coffee market and expand its beverage offerings.

These are just a few examples of Jollibee's acquisitions and investments. The company has

continued to explore opportunities to expand its portfolio and strengthen its presence in the global

food industry.
 Chapter 3

Key Success Factors

Jollibee's success can be attributed to several key factors that have contributed to its growth

and prominence in the fast-food industry.

Here are some of the key success factors for Jollibee:

1. Strong Branding and Market Position: Jollibee has built a strong brand image and positioned

itself as a beloved and iconic fast-food chain in the Philippines. The brand is associated with

quality, delicious food, and a warm, family-friendly atmosphere.

2. Understanding Local Tastes and Preferences: Jollibee's success can be attributed to its ability

to understand and cater to the specific tastes and preferences of its target market. It has

successfully blended Western fast-food concepts with Filipino flavors, creating a unique menu

that resonates with Filipino consumers.

3. Menu Innovation and Adaptability: Jollibee has continuously innovated its menu offerings

to stay relevant and meet changing customer demands. It introduces new products and limited-

time offers while also retaining its signature dishes that have become customer favorites.

4. Quality and Consistency: Jollibee places a strong emphasis on delivering high-quality food

and consistent dining experiences across its outlets. It maintains strict standards for ingredients,

preparation, and service to ensure customer satisfaction and loyalty.

5. Strong Operational Efficiency: Jollibee has implemented efficient and streamlined

operational processes to ensure consistent and fast service. This includes optimizing supply

chain management, maintaining a well-trained workforce, and utilizing technology to enhance

operational efficiency.
6. Global Expansion and Acquisition Strategy: Jollibee's strategic approach to global expansion

and acquisitions has played a crucial role in its success. By acquiring established brands and

expanding into new markets, Jollibee has been able to diversify its offerings and tap into new

customer bases.

7. Customer-Centric Approach: Jollibee prioritizes its customers and aims to provide a positive

and enjoyable dining experience. It listens to customer feedback, incorporates their preferences

into its menu and service, and strives to exceed customer expectations.

8. Strong Corporate Culture and Employee Engagement: Jollibee places importance on its

corporate culture and values, which foster employee engagement and commitment. The

company invests in training and development programs for its employees, ensuring they deliver

excellent service and embody the Jollibee brand.

These key success factors have contributed to Jollibee's growth and enabled it to establish a

strong presence not only in the Philippines but also in international markets.
 Chapter 4

Franchise Marketing Strategies

Jollibee employs various marketing strategies to promote its franchise opportunities and

attract potential franchisees. Some of the key marketing strategies used by Jollibee to promote its

franchise include:

1. Brand Awareness: Jollibee leverages its strong brand awareness and reputation to attract

potential franchisees. The brand's recognition and popularity serve as a strong selling point for

those interested in joining the Jollibee franchise network.

2. Targeted Advertising: Jollibee uses targeted advertising campaigns to reach its desired

audience of potential franchisees. This includes utilizing print advertisements, digital marketing

channels, social media platforms, and targeted email campaigns to raise awareness of franchise

opportunities.

3. Franchise Expos and Trade Shows: Jollibee actively participates in franchise expos and trade

shows to showcase its brand and franchise opportunities. These events provide a platform for

Jollibee to directly engage with potential franchisees, answer their questions, and provide

detailed information about the benefits and requirements of becoming a Jollibee franchisee.

4. Franchise Information Sessions: Jollibee organizes franchise information sessions or

seminars to educate potential franchisees about the Jollibee franchise system. These sessions

provide insights into the brand, its history, business model, support structure, and financial

aspects of owning a Jollibee franchise.

5. Support and Training: Jollibee emphasizes its comprehensive support and training programs

for franchisees as part of its marketing strategy. Highlighting the training and support systems
 in place helps attract potential franchisees who seek a well-established and supportive franchise

network.

6. Success Stories and Testimonials: Jollibee showcases success stories and testimonials from

existing franchisees to demonstrate the profitability and viability of the Jollibee franchise

model. These success stories serve as testimonials to the potential franchisees, highlighting the

benefits and rewards of owning a Jollibee franchise.

7. Online Presence and Website: Jollibee maintains an informative and user-friendly website

dedicated to franchise opportunities. The website provides detailed information about the

franchise requirements, investment costs, and support provided to franchisees. It also offers an

avenue for potential franchisees to express their interest and initiate the application process.

8. Referral Programs: Jollibee encourages its existing franchisees to refer potential candidates

for franchise ownership. Referral programs incentivize franchisees to recommend suitable

candidates, thereby expanding Jollibee's network of potential franchisees.

By employing these marketing strategies, Jollibee aims to reach a wide audience of potential

franchisees, educate them about the benefits of joining the Jollibee franchise system, and

ultimately attract qualified individuals to become part of the Jollibee franchise network.
 Chapter 5

Conclusions

Jollibee is a renowned fast-food chain that has achieved remarkable success and a strong

reputation both in the Philippines and internationally. The company's ability to blend Western fast-

food concepts with Filipino flavors and preferences has resonated with customers, establishing

Jollibee as a beloved brand known for its delicious food and family-friendly atmosphere.

Throughout its history, Jollibee has demonstrated a commitment to understanding and

meeting the unique tastes and preferences of its target market. This customer-centric approach,

coupled with continuous menu innovation and adaptability, has contributed to its enduring

popularity and strong market position.

Jollibee's success can also be attributed to its strategic expansion and acquisition efforts. By

entering new markets and acquiring established brands, Jollibee has diversified its offerings and

extended its global reach. This expansion has allowed the company to cater to diverse customer

segments and tap into different market opportunities.

Furthermore, Jollibee's strong operational efficiency, emphasis on quality and consistency,

and investment in employee development have played pivotal roles in maintaining its

competitiveness and delivering excellent customer experiences.

Overall, Jollibee's success is a testament to its ability to understand and cater to its customers'

needs, its commitment to quality and innovation, and its strategic expansion efforts. As the

company continues to evolve and adapt, it remains a prominent player in the fast-food industry,

bringing joy to customers through its delicious food and warm dining experiences.