Strategy

1. Introduction

In December 2004, Jollibee Foundation was established by Jollibee Foods Corporation (JFC) to make giving back an organized corporate commitment. The Foundation aims to invest in people and help them succeed in the way Jollibee knows how. This means taking the values, the system, the tools, and the years of experience that has made Jollibee what it is today and sharing it with the people they most ascribe their success to: the everyday Filipino.

Every program the Foundation embarks on is done the Jollibee Way – “grounded on the values that have endeared the brand to millions of Filipinos. These values – “Customer Focus, Excellence, Respect for the Individual, Teamwork, Spirit of Family and Fun, Humility to Listen and Learn, Honesty and Integrity, and Frugality – “are passed on from corporation to employee to customer that results in what the Foundation calls – jollifying –  communities. Among the Foundation’s programs, the two major projects are the Busog, Lusog, Talino school feeding program and the Farmers Entrepreneurship Program.

Busog, Lusog, Talino (BLT) is a school feeding program that addresses hunger among Grades 1 and 2 pupils and helps them to stay in school by keeping them fit and healthy. With nationwide operations, Jollibee store employees visit nearby schools and conduct orientation to teachers and parents on proper food preparation and food safety. They also work with the local government units, the Department of Education and private sector partners in monitoring the feeding activity and ensuring program sustainability. The presence of Jollibee stores all over the country and other partnerships enabled the Foundation to expand the program to 450 schools in school year 2011-2012, feeding more than 25,000 pupils since BLT started in 2007..

Jollibee competitors.

Jollibee started with five branches in 1978 and has grown to a strong network of a total of 801 stores in the country, and 96 stores internationally. In total,...