No Marshmallows, Just Term Papers
Tony Tan Caktiong and his family opened a Magnolia Ice Cream parlor from Bankerohan, Davao City to Cubao in 1975 with JollyEgg as the original name. Sometime in 1978, Caktiong and his brothers and sisters engaged the services of a management consultant, Manuel C. Lumba. Lumba shifted the business focus from ice cream to fishballs, after his studies showed that a much larger market was waiting to be served. Lumba became Caktiong's first business and management mentor. Lumba next re-formed the name Jolibe to Jolly Bee and made the two words form a single name, Jollibee, changing the "y" to an "i".
The JollyEgg mascot was inspired by local and foreign children's books. Lumba next created the product names "Footlong" and "PigJoy". He had the company incorporated and leased a house on Main St. in Cubao, Quezon City as the first headquarters. Lumba formulated a long-term marketing strategy: listing up a number of consumer promotions and traffic building schemes. Caktiong stressed that developing internal strengths was critical. The stores were re-designed, the service transformed into a full self-service, fast-food operation with drive-throughs. Not long after, Caktiong and Lumba went on an observation tour in the United States, attended food service and equipment conventions. Caktiong placed Lumba in charge of franchise development
• Mr. Tony Tan and his family opens a Magnolia Ice cream parlor at Cubao. This is later to become the 1st Jollibee Outlet.
• Bakery is established in Cubao.
• Jollibee posts 1st year sales of P2 million
• Jollibee incorporates as a 100% Filipino-owned company, with seven Jollibee fast- food restaurants within Metro Manila as initial network and the Yumburger as flagship product.
• Spaghetti Special is introduced
• 1st Franchise owned store opens at Ronquillo Sta. Cruz.
• Jollibee launches its 1st TV commercial.
• Jollibee Chickenjoy and French Fries are...