INTRODUCTION
Filipinos love to eat. Whether they are happy or not, they still fill their
empty stomach to satisfy it because for them it is not just a physical
nourishment but also a huge part of the culture—they share their food with
anyone who is willing to partake it—also, they considered eating as a
bonding. They believed that it is really important to have mealtime with their
family because it makes them stronger. But sometimes, they are too busy
and do not have time to cook their food—it is the reason why, fast food
restaurants became famous in the Philippines and the place where
happiness is the main character ("Bida ang Saya!") became their favorite,
the Jollibee.
Jollibee Foods Corporation (popularly known as Jollibee) is a Filipino
fast food chain headquartered in Pasig that was founded by a Filipino
billionaire businessman, Tony Tan Caktiong. It is the largest fast food chain
in the Philippines with a nationwide network of over 950 branches. Jollibee
is the adversary of McDonald's and the Asia's answer in the fat food burger
business. The company has a jolly bee mascot named Jollibee which attracts
lots of Filipino children. They have their company tag line which is "Bida ang
Saya!" and by that, Jollibee is Filipinos' room of happiness.
In 1975 Jollibee starts to opened in Cubao, Quezon City in the hands
of Caktiong family. They sell ice cream first but they change their strategy
to be notorious as well as to have many customers. People like the idea of
selling hot meals and sandwiches that is why Caktiong create a new store
named Jollibee. The bee was chosen because it connoted as a hard work,
while its association with honey evoked the sweet life. Jollibee’s first
branding efforts, who first met Tan Caktiong in 1978 when Jollibee was still
called “Jolibe” and the now prolific CEO needed advice on where to steer
the business next.
Jollibee's effect in 1978, after the jollibee became jollibee they stop
to sell a ice cream the yumburger becames its main product followed by
Spaghetti who introduced a year later, and after that the beloved fried
chicken is next a rival time food chain planted its roots in the Philippines
1981.
Thats why jollibe has a strong hold on the Filipino fast-food palate, a
ambition small became bigger and successful the Jollibee Food Corp. owns
and operate numerous restaurant in Philippines.
Locally he includes a franchise
Mang Inasal, Chowking, Greenwich, Red Ribbon, Burgerking
Philippines because internationally it has smash burgers well as a take in
Panda Express Philippines.
Jollibee Foods Corporation (JFC) mastered the art of viral marketing
that results to its success and became the largest fast food restaurant in the
Philippines—the most accepted and liked fast food chain of every Filipinos—
but it also spread throughout the world because of its uniquity—that is why,
it is very notorious as well to foreigners. Its popularity increases day by day
because it captures people's taste continuously. Its trendiness awakens
other companies and became a threat for them because it can affect their
target customers that will result to low profitability and it can be the cause
of bankruptcy to their company. The secrets behind its success are still
hidden and mysterious that is why, it remains as warning to other
companies.
The quality and price of the foods in Jollibee is quite enough to satisfy
the cravings of individual. It has large amount of income every day that is
why there are many fast food chain competitors of Jollibee. McDonald’s
Corporation is the main competitor of Jollibee because they sell same
products with different price and taste. Eventhough they compete in having
customers, Jollibee is famous for their chicken (fried chicken) and
McDonald’s became famous for their burgers , other fast food chain keep on
having a famous product, it is not enough that they will be on top since
Filipinos keep on looking in Jollibee’s products because they accustomed it
to eat.
