Jollibee

Jollibee Foods Corporation (PSE: JFC) is the parent company of Jollibee a fast-food restaurant chain based in the Philippines. Among JFC's popular brands are Jollibee, Chowking, Greenwich, Red Ribbon, and Manong Pepe's.[1] Since its inception, Jollibee has become an increasingly profitable fast-food chain with 686 restaurants in the Philippines and 57 in other countries employing 29,216 workers.[2] Including all its brands, JFC has 1,804 stores worldwide and total sales of more than US$1 billion as of December 2008.

In 1975 Tony Tan Caktiong and his family opened a Magnolia Ice Cream parlor[3] in Cubao.[4] 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 burgers,[3] after his studies showed that a much larger market was waiting to be served. Lumba became Caktiong's first business and management mentor.

The Jollibee mascot was inspired by local and foreign children's books. Lumba created the product names "Yumburger" and "ChickenJoy". 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

Marketing:

Jollibee depends on high customer traffic and tight operations mangement. It offers great service to the high volumes of people who patronize its outlets by functioning as a well-oiled machine with close tabs on daily operations.

Jollibee focus:

USP:

The Unique Selling Porposition of...