Jollibee

Chapter 1

THE PROBLEM AND ITS BACKGROUND

Introduction

Jollibee is the largest and leading fast food chain in the Philippines. They are known for their products that fit the taste of Filipino People. Customer satisfaction has always been a key to Jollibee’s success. Never losing sight of its goals, Jollibee has grown to be one of the most recognized and highly preferred brands in the Philippines, claiming a market share that totals to more than half of the entire industry.

Jollibee’s growth is due to its delicious menu line-up – like its superior-tasting Chickenjoy, mouth-watering Yumburger and Champ hamburger, and deliciously satisfying Jollibee Spaghetti -ably complemented with creative marketing programs, and efficient manufacturing and logistics facilities. It is made possible by well-trained teams that work in a culture of integrity and humility, fun and family-like. Every Jollibee outlet welcomes customers with a clean and warm in-store environment and friendly and efficient service.

And it is this tried and tested formula of delivering great-tasting food, adherence to world class operating standards and the universal appeal of the family values the brand represents that are driving the expansion of Jollibee both locally and in the overseas market.

Unfortunately, Jollibee still faces challenges that test their good service. Because they are being patronized by many customers, they can’t manage it quickly. The products that they are serving are not consistently well-served. The appearance and packaging of the food are sometimes not good. They can’t maintain the cleanliness of the dining area. And also when it comes to their delivery sometimes there’s a delay. This is the reason why customers complain in their goods and services.

Background of the Study

Jollibee is the largest fast food chain in the Philippines, operating a nationwide network of over 750 stores. A dominant market leader in the Philippines, Jollibee enjoys the lion’s...