Jollibee Superbrand

Jollibee is the fast food chain that has the largest market share in the Philippines. Up to date, it has 750 stores nationwide. The company shares the local market with other international brands. It had also embarked on international markets like in USA, Vietnam, Hong Kong, Saudi Arabia, Qatar and Brunei.

Jollibee was founder by Mr. Tony Tan which started from his ice cream parlor then became as one of the country’s leading fast food chains that has almost half of the industry’s share. From ice cream products, it ventured to selling hotdogs and later had the famous Yumburger and ChickenJoy by serving a wider market. Its value focuses on the traditional Filipino family and their family values. It is shown very well through the brand’s advertising and communications.

Based on the consolidated report as of 2009 by Jollibee Foods and Subsidiaries, it is officially registered as Jollibee Foods Corporation. It is collectively referred to as Jollibee Group together with its subsidiaries that are involved in the development, franchising and operation of Quick Service Restaurants. Subsidiaries are named under brands like “Jollibee”, “Chowking”, “Greenwhich”, “Red Ribbon”, “Delifrance”, “Yonghe King”, and “Hongzhuangyuan”.

Jollibee, as a global brand, had been considered as one of the most admired employers with the awards it has received as the Employer of the year Award from the Personnel Management Association of the Philippines, Best Employer in the Philippines Award from Hewitt Associated and one of the Top 20 Employer in Asia based on the Asian Wall Street Journal.

It has the mission, “To serve great tasting food, bringing the joy of eating to everyone”. Its values are customer focus, excellence, respect for the individual, teamwork, spirit of family and fun , humility to listen and learn, honesty and integrity, and frugality.

In order to bring out quality product and service to its consumers, Jollibee is strict and committed adherence to high standards of...