Burger Chains

Champs vs. Big Mac

Jollibee started in 1975 run by Chinese-Filipino family, the Tan family. Jollibee is a fast food sandwich restaurant made with home style recipes. They were a dominant force in the market because in the beginning, they were the only successful burger chain. Until McDonalds arrived in the Philippines, the competitive advantage was against each other. With similar like burgers, McDonalds quickly opened more stores than Jollibee. Jollibee decided to be different with their burger’s size and added a spicier taste to their meat since they believe McDonald’s taste was too plain. Also, to compete with them, they decided to create a burger called Champ, which is in comparison to the “Big Mac”. With Jollibee as a family owned by locals with their kind of taste, beats an American burger from overseas.

Tony Kitchner was a 14 year veteran for Pizza Hut’s Asia-Pacific regional office in Hong Kong. He believed to add himself and others into the team with beneficial connections to the markets should be a priority. He wanted to create an image for Jollibees by reconstructing the headquarters, and changing dress code requiring by managers to wear ties. He wanted more professionalism; too look more of international business like, not just a local chain. Which makes sense because he wanted the business to have a good image. People judge the book from its cover, therefore; investors would invest. By expanding also put Jollibee one of the world’s top ten fast food brandy by 2000. Kitchner’s strategy helped the company become the top ten. He saw the strategies, and implemented them. He looked for new markets in other countries such as Dubai and Kuwait and he expanded rapidly. Jollibee became a success in the Philippines, and entered eight new national markets and opened additional 18 new stores.