Marketing Plan

Of
Jollibee Corporation

Submitted by:
Ann Nicole C. Flores
Pauline Kaye Repidad
Chinky Nepomoceno
Diana Faith Napueta
 II
External Analysis
Industry Definition
The restaurant industry is the industry of professional restaurants, bars, and other food
service providers that allow customers to enter, order food, and eat on the premises. This term can
be used in a number of different settings and can refer to just about any type of eatery, from the
most expensive restaurants to fast-food locations. These can be standalone restaurants located as
part of a plaza or as a remote location, or restaurants that can be attached to hotels or casinos. The
restaurant industry is typically considered part of the hospitality industry and employs a number
of different types of employees, from chefs and waiters to managers and bartenders.
Often associated with or used synonymously with the food service industry, the industry is a
professional industry composed of countless locations and employees throughout the world. Just
about any location that serves food could conceivably be considered part of the restaurant industry,
though it is typically associated with locations in which a person can sit at a table and eat. For this
reason, there is some distinction between the restaurant and food service industries; “food service
industry” is often used to indicate any facility that prepares and serves food, without consideration
for eating at the location.
This distinction is not always important, but the restaurant business is not necessarily considered
to include locations such as kitchens that prepare and deliver food but do not serve it at the location.
Beyond this stipulation, however, there is not any real standard by which different members of this
industry are judged, and just ab
out any type of restaurant, bar, or other eatery is typically a part of the industry. Even fast-food
locations that are often associated with drive-through windows and “to go” orders typically provide
seating and tables for eating, making them part of the industry.
The restaurant business is typically associated with or considered a part of the hospitality industry
in general, and so those interested in working in this industry often learn about hospitality in
general. Hospitality workplaces are locations such as hotels, restaurants, resorts, casinos and other
locations where people tend to go for enjoyment and vacations. Hotels, casinos, and resorts have
increasingly set themselves apart by the types of food or restaurants located on their premises, and
so the importance of restaurants at these locations has increased over the years. This is why
someone interested in management in the restaurant industry will typically learn about the
hospitality industry in general to better understand how different forms of hospitality can be
connected.
https://www.wisegeek.com/what-is-the-restaurant-industry.htm#comments
G. Wiesen (2019)
Industry Segmentation
Marketing segmentation is a big part of the marketing strategies of firms in the restaurant
industry. For the most part, the restaurant market is segmented based on the speed of service and
the amount of service offered to the customer. The four major market segments in the restaurant
industry include full service, quick service, eating and drinking place, and retail host.
The full service segment is made up of restaurants that fully prepare the meals and serve the
customers. Restaurants typically feature menu options based off a certain cuisine type. Customers
of full service restaurants typically are not in a rush and they are expecting a more high quality
experience, which results in a higher price for their product. An example of a full service restaurant
is any sit-down restaurant, such as the chains owned by Darden Restaurants. According
to Chron.com, who quoted the National Restaurant Association as saying, “This restaurant
industry segment experienced the largest drop in sales volume following the economic decline in
2008.” (Akers)
The quick service segment is made up of restaurants that offer buffets or take-out service. Most
restaurants prepare the meal immediately after the order is placed, and the food is often prepared
in front of the customer. Customers tend to have customization options when it comes to the
preparation of their meal. Quick service restaurants still tend to focus on one type of food, similar
to full service restaurants. Quick service restaurants can be relatively inexpensive, and some
examples include Subway and Chipotle.
The eating and drinking place segment includes caterers and stand vendors. Food served by these
companies is typically consumed right then and there. From Chron.com: “For example, a catering
company may prepare and serve a meal for a company’s sales convention at a hotel. Unlike a full
service restaurant, the convention’s attendees may partially serve themselves and select food from
a buffet-like assortment. Refreshment vendors may sell food at entertainment venues that patrons
consume immediately.” (Akers)
The retail host segment is made up of franchises located within gas stations or grocery stores. An
example is a McDonald’s located within a Walmart. According to Chron.com, who quoted the
National Restaurant Association as saying, “In 2010, the retail host segment experienced some of
the restaurant industry’s solid growth.” (Akers)

https://restaurantindustryblog.wordpress.com/2012/10/24/market-segmentation-in-the-restaurant-
industry/ A. Lowery (2012)

Industry size and growth

The global market outlook has been cautiously optimistic for the last couple of years, and this has
reflected in the restaurant industry around the world. The larger markets of the United States,
Europe, and Asia have all shown steady positive growth from 2015 to 2017 and forecasts suggest
that this trend will continue for 2018 as well.
America is lagging behind the rest of the world though as restaurant sales are at 3.4%, a lot lower
than overall global sales which are growing at an annual rate of 5.6% (not adjusted for inflation).
Technomic presented their findings at the end of 2017, estimating the current size of the
international foodservice market (including US sales) to be 3 trillion dollars. The US remains the
leading contributor to the restaurant market in terms of sales at 872 billion dollars, ahead of China’s
$624 billion annual intake. But this may not be the case for long with Chinese restaurant revenues
growing at a rate of 10.9% per year, the highest in the world by a long way.
United States
At the end of 2017 revenue generated by the restaurant industry in the US was estimated at 799
billion dollars. The restaurant industry employs more than 14.7 million people (10% of the overall
US workforce) and represents almost 4% of the US GDP. Measuring industry growth by sales,
2016 to 2017 showed growth of approximately 4.3%. Americans are now spending nearly 48
percent of their food budgets eating out rather than at home.
Though the growth may not seem strong, according to the NRA, over the past decade the industry
has shown a 3.7% compound annual growth rate. A figure that is better than most industries in the
US.
A study released by Deloitte showed that there are now more than 620 000 eating and drinking
establishments across America with restaurants growing at a rate of twice the population), other
estimates put the figure at over 1 million in 2017.
Europe
In 2017, the market value for consumer foodservice reached 508 billion dollars. Hospitality is one
of the leading industries in Europe and can be a key driver for job creation, figures from 2000 to
2010 show that the number of jobs in the EU grew by just 7.1%, compared with the 29% increase
in jobs in the hospitality sector.
Leading countries such as the United Kingdom, France, Netherlands, and Germany have shown
consistent growth post-2014. In 2017 the restaurant industry in France was worth 50 billion euros,
Germany 40 billion euros, and 19 billion euros in the Netherlands. In the UK the market value for
consumer foodservices reached 73.6 billion euros.

United Kingdom
In the UK the market value for consumer foodservices reached 73.6 billion euros in 2017. In 2016
there were approximately 83,635 businesses operating in the restaurant and mobile foodservice
industry in the UK, a number that has been increasing steadily since 2009.
Netherlands
In the Netherlands, the restaurant industry is 19 billion euros annually, and this is expected to grow
to over 20 billion euros in 2018. The number of restaurants in the Netherlands continues to grow
year on year. Between 2015 and 2017, 750 restaurants opened in the Netherlands (to a total of
14900) which is consistent with the industry volume growth which is around 5 to 6% annually.
The robust growth in recent years has made the hotels and restaurants sector more important for
the Dutch economy. Its total value share in the GDP rose to 1.8 percent in 2015 (up from 1.7
percent in 2007.) There are 374 000 people employed in the restaurant sector, approximately 4.3%
of the employed population which is just below the EU average of 4.8 percent.
Asia
The Asia-Pacific region, which includes Asia and Oceania had foodservice sales in 2014 that
totaled 1.1 trillion dollars with a growth rate of close to 10% annually, making this market a good
opportunity for foodservice operators.
China
According to a study by Dianping and Meituan, China spent 507 billion dollars on dining out in
2016. Add this to the latest statistics from China’s restaurant industry which showed a 9.7%
increase from 2013 to 2014 to reach 445.5 billion dollars according to China Cuisine Association
(CCA); and the growth prospects for the country look very exciting.
https://medium.com/@CravyHQ/the-restaurant-industry-a-global-perspective-26cea1b91701
Carvy (2018)

Seasonal Chart Analysis (seasonality)

Analysis of the Jollibee Foods Corp. (OTCMKT:JBFCF) seasonal charts above shows that a Buy
Date of December 27 and a Sell Date of April 15 has resulted in a geometric average return
of 6.52% above the benchmark rate of the S&P 500 Total Return Index over the past 11 years.
This seasonal timeframe has shown positive results compared to the benchmark in 10 of those
periods. This is an excellent rate of success and the return strongly outperforms the relative buy-
and-hold performance of the stock over the past 11 years by an average of 5.73% per year.
The seasonal timeframe is Inline with the period of seasonal strength for the Consumer
Discretionary sector, which runs from October 17 to April 12.
https://charts.equityclock.com/jollibee-foods-corp-otcmktjbfcf-seasonal-chart

Product Life Cycle

Product life cycle is the stages a product, business, or industry goes through over the course of its
operating life. The stages of the product life cycle include: introduction, growth, maturity, and
decline. The main competitors of the fast food industry can also be indentified according to their
life stages. Jollibee, having a well known presence in the Philippines, is still experiencing growth
in international sectors such as China and the U.S. McDonalds is at the maturity stage of their life
cycles; growth is almost impossible since they have already spread internationally. Popular U.S.
chain, Boston Market, is on the decline, having experienced massive amounts of store closings
throughout the U.S.

Figure 1: Product Life Cycle Model (People.hoftra.edu, 2014).

Environmental Scan
A. Political-legal, economic, socio-cultural, technological
Political
The operations of Jollibee are affected by the government policies on the regulations od fasfood
operation. Currently government are controlling the marketing of fastfood restaurant because of
health concern such as cardio vascular amd cholesterol issue and obesity among the young amd
children in the country. Governments also control the license given for open the fast food
restaurants amd other business regulation need to follow such as for a franchise business. Good
relationship with govenrnment in giving mutual benefits such as employment amd tax is a must
for the company tp succeed in any foreign market. Mcdonalds should also protect its workers by
ensuring at the hiring, compensation, training or repatriation is according to Philippine Labor Las
as stipulated.

Economics
As a business entity, Jollibee need to face a lot of economics variables outside its company or its
macro environment. Working on the local country. Jollibee must face government regulations on
tax of profit where it gains from the operation and other tax such as entertainment and restaurant
service tax. Each country may have different scale or types of tax available amd Jollibee should
follow the regulation if ot wants to continue the operation. As a franchise, Jollibee should also pay
certain percentqge of thr revenue to the parent company in aunited States. The economic condition
and growth of the country also is an important indicator to the demand of products that Jollibee
offered. As the food priced slightly above normal foods not many people will have the income
range to consume the products. Moreover if the economy is bad and income per capital is affected
the demand of Jollibee product will certainly going down. On the other hand tho gpod economy
also means disposable income is more and people can spend more on more expesive food at fast
food restaurant.

Socio/Cultural
When more people are able finacially to eat at mpre expensive outlet such as fast food restaurants,
they have higher expectation. They want to have quality in service and more conveniences that
can differentiate one restaurants from another. Young urban consumers want technology in thier
life and facilities such as credit card payment, wireless internet, cozy and relaxing ambient place,
and other attraction for their hangout amd eating. All these meeds should also be taken into
consideration. There is not much difference between cultural and the purchase of products in a
single country but for different countries sensitivity should be upheld.
Technology
For a fast food restaurants, technology does not give a very high impact on the company and it is
not a significant macro environmment variables. How ever Jollibee should be looking to
competitors innovation and improve itslef in term of integrating technology in managing its
operation. For example in inventory system, supply chain management system to manage its
supply, easy payment and ordering systems for its customers and wireless internet technology.
Implementation of technology can make the management more effective and cost saving in the
long term. This will also make customer happy if cost saving results in price reduction or
promotional campaign discourt which will benefits them from time to time.

B. A.Service Quality Issues

Jollibee Food Corporation encountered a problem regarding their service quality, according to our
research some branches has slower service, bad customer traffic, and sometimes tangy foods.
Some of their employees did not entertain their customers well because their crews are exhausted.
This can divert other customers to their competitors.
•Slow Service
•Accommodation of Staff
B.Chicken Shortage Issues Jollibee Food Corporation had a problem regarding their chicken, the
taste is still the same, the quality is still the same, therefore there is a lot of consumer demanded
their CHICKENJOY product, unfortunately they had shortage in their popular product
CHICKENJOY.
•Shortage in Chicken Joy
•Closure of Stores
Root Causes of the Problem
A. Service Quality Issues
•The survey says that the most suggested improvement is about service aspect of the fast-food
chain, some crews are not accommodating enough when the customers are having issues.
•The serving time of the orders is not always on time some customers are getting mad because of
this.
•Furthermore, Jollibee Chicken Joy’s quality isn’t the same anymore, sometimes it is not that juicy
or the size is not satisfying.
B. Chicken Shortage Issues
•Allegedly, there’s a shortage on their Chicken Joy that’s why they decided to temporarily close
72 stores of the fast food chain where the majority of the stores that was temporarily closed was
located at metro manila.
•But the company explained and resolved the #ChickenSad issue. “The product limitation has been
caused by the migration to new systems that started on Aug. 1, 2014, which has resulted in a
temporary slowdown in sales order taking, product loading and dispatch of transportation,”
Jollibee said in its statement which came amid complaints and even ridicule on social media.
SWOT Analysis
Strength
•Customer Loyalty
Customers are still choosing Jollibee. They focus on specific target markets which are the kids or
the whole family.
•Cost Advantage
Their costs are lower that it lead to higher profits and it can under cut rivals on prices.
Weakness
•Lack of supply
•Sometimes, their chicken runs out because of the delay of delivery of their suppliers.
•Services of Employees
•Sanitation
•Lack of maintenance on their facilities like comfort room, utensils that are not properly washed.
Opportunities
•Online Market
Jollibee can market to a much wider audience for relatively little expense.
•International Expansion
There are many Filipinos that are the main customers of Jollibee so, expanding their outlets is an
opportunity in reaching out their Filipino customers.
Threats
•Intense Competition
They have many competitors that it may lead to a lower profits.
https://www.coursehero.com/file/p5kj9dh/Problem-Statement-A-Service-Quality-Issues-Jollibee-
Food-
Corporation/?fbclid=IwAR04yYMMwWDZY2NUxINStU8af1dMUvCdWiZ8y85hip9jpCgjCpG
Pg9j2fsg

Costumer/consumer Analysis
Information is marketing power
The more you know about your customers and how to effectively reach and retain them, the better
grasp you have on the foundation that fuels restaurant sales. Profitable restaurants participate in
some form of customer analysis. Customer analysis is just another way of saying demographics.
It is essential to know the age, spending power and eating habits of the people in the geographic
area you plan on serving. Customer analysis focuses on your preferred customer base and is crucial
in determining if you are serving the right types of food at the right price levels.
Increase Profits with the Right Information
The information that you receive will help you select the right restaurant menu writing, menu
engineering and the restaurant marketing strategies. If your restaurant is just getting by or failing,
then it is vital to get some kind of customer survey to see where the problem lies. There are many
factors that drive the customer to come in or stay away. Things like location, decor, staff, food
quality and price are some of the factors that people base their decisions upon. Knowing this
information can guide any improvements you need to make to increase profits and keep satisfied
customers coming back to your establishment.
If you want to draw in more than just local or regular customers your restaurant should leave an
extensive online footprint and utilize new technologies to generate more traffic. We can assist you
in these areas and more. Our goal is to provide customer analysis and marketing services to
promote your brand, strengthen customer loyalty and drive sales.
Customer analysis services are provided to existing restaurant accounting and restaurant
bookkeeping clients only.
https://cforas.com/customer-analysis/?fbclid=IwAR0srmq_fxJQ6ocpdJT75Mbv-eOtlbucqfT-
g5Jkjbd9K1IudlKd2F54rrc
Key Success Factor
Environment
A successful restaurant has an environment that matches the food it is serving and the customers
it attracts. A restaurant that focuses on selling fun and colorful pizzas to children should have an
environment that’s colorful and exciting. A restaurant that focuses on selling upscale food should
create an environment of dim lights, soft music and high-quality items, such as wineglasses and
well-cushioned booths. A restaurant that creates an environment that appears completely opposite
of its intended style makes customers feel uncomfortable and doesn’t give the restaurant an image
to build on.
Food
Food is one of the major factors in determining a restaurant’s success. Food, like a restaurant’s
environment, should mimic its intended style. Patrons of a fast food restaurant aren’t expecting
food that’s of four-star quality, but they do expect the food to taste good and appear freshly
prepared. Food that’s burnt or cold turns off customers, and while they may not leave the
restaura]nt immediately, poorly prepared food does make them less excited about returning.
Successful restaurants consistently serve fresh food that is exactly as described on the menu.
Staff and Customer Service
Successful restaurants employ managers and employees who perform at a high level and work to
accomplish the restaurant’s goals. Restaurant employees who don’t care will inevitably lead to
poor service, a lack of attention to detail and, eventually, decreased sales. All employees and
managers of a restaurant must focus on the customer to ensure success. Customers are the lifeblood
of restaurants, and if employees do not make a point to satisfy the customer, the restaurant will see
less and less people walk through the doors. When a customer voices a concern, it’s both the
employee’s and manager’s job to correct the problem, whether that means recooking the
customer’s meal or giving him a gift card.
Costs
Restaurants do not earn a great deal of profit on each sale, with Maureen Farrell of Forbes.com
stating that a 5 percent profit margin is considered successful. Because of the low profit margin,
strategically managing costs is imperative to keeping a restaurant in business. The bulk of costs
come from labor and food, both of which can be reduced. From sending employees home when
business is slow to reinforcing serving sizes, labor and food costs can go down.
https://l.facebook.com/l.php?u=https%3A%2F%2Fsmallbusiness.chron.com%2Fkey-elements-
successful-restaurant-
25545.html%3Ffbclid%3DIwAR0cuNZ0r8VQZ2IypX4oxe4693SAeDBgBfBUhP5fPEBlhrzL7s
JmOkkUhXw&h=AT0xbNxlroXjvujToK83o7nBY7hvaAEuGCQcE41FI_UhFGrhp1ptJ-
m2gUZagJsqyBzysas7OIHECXXYf2-iGOVBpYZgyal4Cc-TFq74cZLerS-MBRbmCpHB-
Wqnrc9PVaBD-2fghmqTxLA
 III
Internal Analysis
History
It’s difficult to imagine a time when birthdays took place without the large bootylicious bee
breakdancing and clapping his gloved hands, giving adults and children a good time. Jollibee,
the barong-wearing Filipino icon, is only 41 years young—hardly the oldest
restaurant or franchise in the country—which makes its raging, seemingly unstoppable success all
the more impressive. From an ice cream parlor that sold another man’s ice cream to a global power
that saves ailing restaurant chains, the company is at the peak of its game, and Jollibee's history is
an inspiration to all Filipinos.
The history of Jollibee is a classic rags-to-riches tale of an ambitious family finding success in
greener pastures. His parents took the whole family and emigrated from Southeast China. They
settled in Davao where they opened a restaurant. Tan Caktiong graduated with a chemical
engineering degree from the University of Santo Tomas. A trip to an ice cream plant when he was
22 inspired him to pursue a Magnolia Dairy Ice Cream franchise and he opened two—one in Cubao
and another in Quiapo—using P350,000 of his family’s savings.
Ice cream wasn’t sustainable enough so Tan Caktiong added hot savories to the menu. These
became so popular that by 1978, he ended his franchise and converted his restaurants to the first
iteration of Jollibee.

What does a bee have to do with pineapple burgers and spaghetti? The bee was chosen because it
connoted hard work, while its association with honey evoked the sweet life. Jollibee’s first
branding efforts are attributed to marketing consultant Manuel Lumba, 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. n an interview with Entrepreneur, Lumba said, “Watching the guests, I
quickly noticed that there were leftovers when it came to certain products, but not with the
hamburger sandwich. [With that] I thought the business had a potential winner.”

Lumba patterned the bee design after his six-year-old daughter’s comic books. “If Disney had a
mouse, why couldn’t I have a bee? Then I added a chef’s hat to suggest quality food, a red dinner
jacket with a vest to boot, white gloves that reminded me of Disney characters, and taking
inspiration from Tony Velasquez’s Nanong Pandak comic book character, I exaggerated the
cheeks.” The crude design was polished by an advertising company and Tan Caktiong invested
millions to secure the trademark.
The name also needed work. From Jolibe, it became Jollibee. An extra L and E were added to
make it more recognizable as “jolly bee.”
Lumba did much more than a facelift. He risked money and face by purchasing ad space in a PBA
game—a gamble for a little-known hamburger restaurant—which eventually introduced Jollibee
to a wider audience. He edited the restaurant’s design and advised that pomp shoul every branch
opening.
The Jollibee effect
In 1978, after Jolibe became Jollibee and stopped selling ice cream, the Yumburger became
its flagship product. The famous spaghetti was introcued a year later, and after that, the beloved
fried chicken. By the time a rival fast-food chain planted its roots in the Philippines in 1981,
Jollibee already had a strong hold on the Filipino fast-food palate. In the next decade, Jollibee
continued to dominate, launching its palabok, Champ hamburger, Jolly Twirls, and in the ‘90s, the
Jolly Hotdog and Peach Mango Pie. We don’t need to remind you that these continue to be
bestsellers in Jollibee today.
More mascots joined in, more menu items were launched. By 1987, Jollibee was a global brand
with its first overseas outlet in Brunei.
From those few outlets in the late '70s, Jollibee has opened branches all over the world, from Papua
New Guinea to Milan, mascots have come and gone (RIP Mico), TV shows have been
produced, prime ministers have driven through. Jollibee himself has toured the Philippines and
gotten a glow up, becoming a Funko Pop (twice!), as well as appearing on Glee and comic books
like The Avengers and The Flash.

Tan Caktiong in a 2010 interview said, "From a rather crude, strange-looking bee that no bank
dared to touch back in 1978, Jollibee and his cheeky smile today have become synonymous with
a truly Filipino success story that is now a source of patriotic pride. It is estimated that the Jollibee
brand is now worth several billion pesos."
The Jollibee Food Corp. owns and operates numerous restaurant franchises in the Philippines, as
well as overseas. Locally, its portfolio includes Mang Inasal, Chowking, Greenwich, Red Ribbon,
Burger King Philippines. Internationally, it has Smashburgers as well as a stake in Panda Express
Philippines. Its acquisition of The Coffee Bean & Tea Leaf is only another unsurprising step in its
world takeover.
https://www.esquiremag.ph/long-reads/features/jollibee-history-philippines-a00204-20190729-
lfrm

Vision
Jollibee Foundation envisions that every Filipino is able to access basic community services and
live a life defined by dignity, purpose and active participation in nation-building.
Mission
Together with our partners, we help our communities through:
Improved access to Education for the youth
Leadership development for local organizations
Livelihood programs for small farmers
Environment-friendly initiatives
Decent Housing and Disaster Relief for calamity-stricken regions.
https://www.jollibeefoundation.org/vision-mission-and-values/

Product/ services offerings

Product
Jollibee is a fast food restaurant with American-influenced items, as well as casual Filipino fare.
Among the establishment's best sellers are its Yumburger,[14] the house hamburger first
introduced during their early days of operation; Chicken Joy,[15] a fried chicken meal introduced
in the 1980s; and Jolly Spaghetti, their sweet-style interpretation of spaghetti, which is being
advertised as "the meatiest, cheesiest spaghetti". (The Jolly Spaghetti resembles that of Italian
spaghetti, with its blanket of ragù, but under the ground beef are pieces of hot dog and ham.)[13] In
the Philippines, Jollibee serves Coca-Cola products for its beverages; in overseas markets, the
chain serves Pepsi products.
Outside the Philippines, key products such as its chicken, spaghetti, and burgers are sold overseas
but also offers localized products in its international markets such as chili chicken in Vietnam
and nasi lemak in Brunei.
Fried Chicken
The Best Fried Chicken! Crispylicious, Juicylicious! Jollibee’s perfectly seasoned fried chicken
that’s crisply on the outside; tender and juicy on the inside.
Yumburger Champ
1/3 pound hamburger patty made from 100% pure beef, garnished with the freshest vegetables
and creamy slice of cheddar cheese served in a soft sesame bun.
Jolly Spaghetti
Jollibee’s sweet style spaghetti sauce—now the tastiest and meatiest ever from Jollibee! With
the chunkiest slices of savory ham and sausages, loaded with ground beef, served over premium
quality noodles and topped with lots of cheese. Jollibee Spaghetti- the Spaghettiest!
Palabok
 Premium bihon noodles served with a special palabok sauce and toppings of pork chicharon
bits, sautéed pork, shrimps, and slices egg.

Yumburger
Pure beef patty served with our very own special burger dressing all in a soft bun.
Jolly Hotdog
Mildly seasoned all-meat hotdog in a warm hotdog roll, garnished with tomato catsup.
Burger Steak
100% pure beef patties that come with a hearty serving of our flavorful mushroom gravy and
steamed rice.
French Fries
Light to golden brown crispy potato strips, mealy to the bite and is lightly salted.
Peach Mango pie
Golden brown, flaky, slightly sweet crust with a pleasant blend of diced peaches and mango
filling in thick sauce.
Sundae
Creamy soft serve topped with luxurious chocolate fudge.
Chicken Soup
A hearty cream of chicken soup with macaroni noodles, carrots, chicken chunks, bits of ham,
and corn.
Pancake
Mildly seasoned all-meat hotdog in a warm hotdog roll, garnished with tomato catsup.
Breakfast Hotdog
A delicious combination of garlic rice, fried egg, and mildly seasoned longgonisa.

Signature products
The Chickenjoy, a key product of Jollibee is a breaded crispy chicken meal. The way the chicken
is marinated is a trade secret. It is cited in 2019 as the bestseller of the fastfood brand in "every
market in the world" according to Dennis Flores, the head and President of Jollibee Foods
Corporation for EMEAA.[7]
Best Food On Jollibee Menu
The Champ is Jollibee’s iconic burger, with its 1/3 pound, 100% pure beef patty and delicious
sliced cheese garnished with fresh tomato and lettuce, all tucked between soft sesame seed buns.
Its cheesy bacon mushroom variant has bacon strips and mushrooms in creamy cheese for extra
flavor with every bite.
The classic Yum burger is a simple but scrumptious option and remains one of the best sellers on
the Jollibee menu. The special dressing, combined with the soft bun, makes the burger a tasty
snack from start to finish.
However, if you’re looking for a little something to add onto it, you can go for the Cheesy Yum
burger. This comes with a slice of cheese, perfectly complementing the already fantastic flavor
profile.
One burger that has even been tasted by some of the best chefs in the world is the Amazing Aloha
Yumburger. Anthony Bordain called is a “very tasty burger”. We think so too!

Merchandise depicting the Yumburger was released in 2018 as a collectible toy set with the Jolly
Kiddle Meal.[29][30]
In The Daily Telegraph, Michael Deacon described the Yumburger as "a slim, floppy, somewhat
damp hamburger slathered with a strangely sweet mayo" in his three-star review of a Jollibee
location in London.[19]
Jollibee is awake for 24 hours to serve you with Langhap-Sarap goodness. Open all day and all
night, Jollibee’s 24 hour service allows you to enjoy your Jollibee favorites even in the wee
hours of the morning. Sa mga laging gising na tulad mo, laging gising ang Jollibee.
https://en.wikipedia.org/wiki/Jollibee
Services
Get fresh, complete and affordable meals, anytime, anywhere through the 8-7000 Jollibee Express
Delivery Service. Whether you find yourself stuck indoors or craving for a Jollibee treat, dial 8-
7000 and enjoy Jollibee’s extensive menu of tasty Filipino food.
Looking for the best way to make your child’s birthday extra special? Throw a Jolly Kiddie Party!
It’ll be fun. It’ll be enjoyable. It’ll be absolutely memorable.
When hunger strikes you on the road, turn to Jollibee Drive Thru. With the most number of drive
thru outlets in the country, Jollibee awaits hungry motorists wherever they may be. So why stop
when the hunger starts? Get any of your Langhap-Sarap favorites fast. Anytime, anywhere. For
sarap-on-the-go, mag Jollibee Drive Thru.
ollibee is awake for 24 hours to serve you with Langhap-Sarap goodness. Open all day and all
night, Jollibee’s 24 hour service allows you to enjoy your Jollibee favorites even in the wee
hours of the morning. Sa mga laging gising na tulad mo, laging gising ang Jollibee.
https://www.jollibee.com.ph/services/

Selling Prices and Pack Sizes

Jollibee is the most popular restaurant in the Philippines. They have amazing burgers, delicious
chicken, and many noodles and rice meals to choose from as well.

Menu Item Price

Burgers

Yum Burger (solo) ₱30.00

Yum Burger w/ Drink ₱56.00

Yum Burger Value Meal ₱75.00

Yum Burger Cheese (solo) ₱40.00

Yum Burger Cheese w/ Drink ₱66.00

Yum Burger Cheese Value Meal ₱85.00

Yum Burger TLC (solo) ₱64.00

Yum Burger TLC w/ Drink ₱89.00

Yum Burger TLC Value Meal ₱99.00

Cheesy Bacon Mushroom Yum Burger (solo) ₱73.00

Cheesy Bacon Cheesy Bacon Mushroom Yum Burger w/ Drink ₱91.00

Cheesy Bacon Cheesy Bacon Mushroom Yum Burger Value Meal ₱99.00
Menu Item Price

Champ Burger (solo) ₱130.00

Champ Burger w/ Drink ₱147.00

Champ Burger Value Meal ₱160.00

Cheesy Bacon Mushroom Champ Burger (solo) ₱141.00

Cheesy Bacon Mushroom Champ Burger w/ Drink ₱157.00

Cheesy Bacon Mushroom Champ Burger Value Meal ₱174.00

Amazing Aloha Champ (solo) ₱150.00

Amazing Aloha Champ w/ Drink ₱166.00

Amazing Aloha Champ Value Meal ₱185.00

Jolly Hotdog Classic (solo) ₱50.00

Jolly Hotdog Classic w/ Drink ₱60.00

Jolly Hotdog Classic Value Meal ₱89.00

Rice Meals

1 pc Burger Steak (solo) ₱60.00

1 pc Burger Steak Value Meal ₱65.00

Garlic Pepper Beef (solo) ₱69.00

Menu Item Price

Garlic Pepper Beef Value Meal ₱79.00

5 pcs Shanghai Rolls (solo) ₱51.00

5 pcs Shanghai Rolls Value Meal ₱56.00

1 pc Burger Steak with 3 pcs Shanghai (solo) ₱72.00

1 pc Burger Steak with 3 pcs Shanghai Value Meal ₱79.00

Garlic Pepper Beef with 3 pcs Shanghai (solo) ₱73.00

Garlic Pepper Beef with 3 pcs Shanghai Value Meal ₱80.00

Big Burger Steak (solo) ₱89.00

Big Burger Steak Value Meal ₱95.00

Ultimate Burger Steak w/ Fries (solo) ₱131.00

Ultimate Burger Steak w/ Fries Value Meal ₱136.00

Noodles

Jolly Spaghetti (solo) ₱50.00

Jolly Spaghetti Value Meal ₱55.00

Palabok (solo) ₱85.00

Palabok Value Meal ₱88.00

Menu Item Price

Jolly Spaghetti w/ 3 pcs Shanghai (solo) ₱75.00

Jolly Spaghetti w/ 3 pcs Shanghai Value Meal ₱85.00

Jolly Spaghetti w/ Regular Fries Value Meal ₱89.00

Jolly Spaghetti w/ Yum Burger Value Meal ₱89.00

Jolly Spaghetti w/ Hotdog Value Meal ₱95.00

Chickenjoy

1 pc Chickenjoy (solo) ₱75.00

1 pc Chickenjoy Value Meal ₱79.00

1 pc Chickenjoy w/ Buttered Corn ₱99.00

2 pc Chickenjoy (solo) ₱142.00

2 pc Chickenjoy Value Meal ₱147.00

1 pc Chickenjoy w/ Jolly Spaghetti (solo) ₱99.00

1 pc Chickenjoy w/ Jolly Spaghetti Value Meal ₱109.00

1 pc Chickenjoy w/ Palabok (solo) ₱138.00

1 pc Chickenjoy w/ Palabok Value Meal ₱143.00

Chickenjoy Super Value Meal ₱127.00

Menu Item Price

1 pc Glazed Chickenjoy (solo) ₱77.00

1 pc Glazed Chickenjoy w/ Drink ₱82.00

1 pc Glazed Chickenjoy w/ Drink & Side ₱102.00

2 pc Glazed Chickenjoy (solo) ₱148.00

2 pc Glazed Chickenjoy Value Meal ₱153.00

Chicken Bucket

6 pc Chickenjoy Bucket ₱329.00

8 pc Chickenjoy Bucket ₱429.00

6 pc Glazed Chickenjoy Bucket (solo) ₱387.00

6 pc Glazed Chickenjoy Bucket Half Original Half Glazed ₱369.00

8 pc Glazed Chickenjoy Bucket (solo) ₱499.00

8 pc Glazed Chickenjoy Bucket Half Original Half Glazed ₱487.00

Sides & Soup

Jolly Crispy Fries (regular) ₱32.00

Jolly Crispy Fries (large) ₱52.00

Jolly Crispy Fries (extra large) ₱62.00

Menu Item Price

Creamy Macaroni Soup ₱40.00

1 pc Peach Mango Pie ₱27.00

2 pc Peach Mango Pie ₱78.00

1 pc Tuna Pie ₱40.00

3 pc Tuna Pie ₱115.00

Mashed Potato ₱30.00

Buttered Corn ₱30.00

Jollibee Kiddie Meals

Yum Burger with Reg. Pineapple Juice + Toy ₱80.00

Jolly Spaghetti with Reg. Pineapple Juice + Toy ₱83.00

Chickenjoy with Reg. Pineapple Juice + Toy ₱100.00

Breakfast Menu

2 pc Pancake (solo) ₱49.00

2 pc Pancake Value Meal ₱55.00

Hotdog (solo) ₱60.00

Hotdog Value Meal ₱70.00

Menu Item Price

Breakfast Steak (solo) ₱60.00

Breakfast Steak Value Meal ₱70.00

Beef Tapa (solo) ₱90.00

Beef Tapa Value Meal ₱99.00

Beef Tapa Super Value Meal ₱110.00

Corned Beef (solo) ₱90.00

Corned Beef Value Meal ₱99.00

Corned Beef Super Value Meal ₱110.00

Longganisa (solo) ₱90.00

Longganisa Value Meal ₱99.00

Longganisa Super Value Meal ₱110.00

Bacon, Egg & Cheese Pancake Sandwich (solo) ₱51.00

Bacon, Egg & Cheese Pancake Sandwich Value Meal ₱60.00

Bacon, Egg & Cheese Pancake Sandwich Super Value Meal ₱79.00

Egg & Cheese Pancake Sandwich (solo) ₱35.00

Egg & Cheese Pancake Sandwich Value Meal ₱45.00

 Menu Item Price

Egg & Cheese Pancake Sandwich Super Value Meal ₱64.00

Desserts and Floats

Hershey's Kisses Mix-ins ₱42.00

Reese's Mix-ins ₱45.00

Sundaes ₱29.00

Coke & Sarsi Floats (regular) ₱27.00

Coke & Sarsi Floats (giant) ₱42.00

Vanilla Twirl ₱13.00

Chocolate Twirl ₱18.00

Cookies & Cream Shake ₱45.00

Distribution Network
Jollibee food value chain is the network of stakeholders involved in growing,processing, and
selling the food that consumers eat—from farm to table This includes theproducers that research,
grow, and trade food commodities, such as corn and cattle; theprocessors, both primary and value
added, that process, manufacture, and market foodproducts, such as flour and bread; the
distributors, including wholesalers and retailers, thatmarket and sell food; the consumers that shop,
purchase, and consume food; as well asgovernments, non-governmental organizations (NGOs),
and regulators that monitor andregulate the entire food value chain from producer to consumer.
Jollibee collaboration amongthe various stakeholders along the food value chain is more important
than ever. The interdependencies between stakeholders are no longer mainly between the
functionsmost closely linked along the chain but can encompass stakeholders anywhere in the
network.Because of the global food supply chain and a number of high-profile global food
recalls,food safety and traceability have become a major concern. Every stakeholder must
beresponsible and accountable for the sourcing, handling, and quality control of food because
afood-related illness due to a mishap anywhere along the value chain can ruin a
company’sreputation, even if it is not specifically at fault. Therefore, food safety policies and
regulations require the input and collaboration ofall stakeholders. Knowledge and data sharing
(e.g., food storage best practices, consumertrends, inventory levels) is another area where
collaboration among stakeholders can improveefficiency along the value chain. In addition, greater
vertical integration within the valuechain (e.g., retailer private label programs) means that
individual stakeholders are taking onadditional roles and responsibilities. The following sections
delve further into the key issues,trends, and leading practices of each of the stakeholders outlined
above and provideopportunities for improvement and collaboration across the supply chain.As the
global population continues to expand, food processors will be challenged to continueto improve
productivity. To date, the food supply chain has shown itself to be remarkablyadaptive to evolving
consumer demands. However, success in the future will require bothadapting to changing
demographics and consumer preferences as well as managing in anincreasingly global and
complex business environment. Food processors are extremelyimportant members of the food
value chain that will need to support the expected globalpopulation of over 10 billion people
mentioned earlier. To do this they will require significantchanges to product line, distribution
channels and supply chain.
https://www.coursehero.com/file/p2sjctk/Jollibee-food-value-chain-is-the-network-of-
stakeholders-involved-in-growing/
 IV
Cometitive Analysis

Industry Participants

Direct Competitors

 Mcdonald’s
 KFC
 Burger King
 Wendy’s
 Chowking

Indirect Competitors

 Fine Dining Restaurants

 Bakery
 Roasted Chicken Kiosk
 Carinderia
 Home Foods

https://www.slideshare.net/DeborahTaggueg/10step-marketing-plan-
for-jollibee?fbclid=IwAR3dF2TOOYvnUgnriMkGPyOd1OebyyjFC3A0-
HrBy6aJ6lVo5XvZpnGPPdY
a. Target Market

Jollibee specializes on its local market and serves almost all

customers. Jollibee is a company that values family and setting
children with superior value. The food chain’s mascot is very
appealing to kids that they gathered towards the mascot whenever
it appeared in the public. Jollibee knows their target audience
very well: the traditional family and all communication
materials focus on the importance of family values, making
Jollibee the number one family fast food chain in the
Philippines and a growing international QSR player. Customer
Satisfaction has always been the company’s mission. With this
goal, it provides a wide range of various products which
everyone could enjoy in their almost 752 outlets operating
nationwide.

Jollibee fast food chain is situated near the schools and

universities which their target markets are the students and its
faculty members. Along the road or highway Jollibee is also
located to serve customers from a long travelling and tiring
trip. It could also found within the vicinity of the mall which
serves the customer of the mall after having their grocery and
shopping done. Jollibee is also situated near some gasoline
station and established drive-thru services for those who
dropped-by the gasoline station and wants to buy foods to eat
while.

https://www.cram.com/essay/Ecomonic-Study-And-Market-Analysis-
Of/P3J22W835C
b. Positioning

Ensuring high traffic needs an emphasis on store location

and positioning Jollibee in the minds of the consumer as a place
that they would enjoy eating fast food. This entails proper
branding and positioning of the service offered. Jollibee also
projected itself as world class and not a local brand. The
service that is offered should be consistent over all Jollibee
stores, however this might be a problem as the division has been
slimmed recently and resources might be stretched too far.
http://www.managementparadise.com/forums/marketing-
management/209245-marketing-strategy-
jollibee.html?fbclid=IwAR0EbXogmkWc83QItz7-u6kN-
cRTRVOikd0w1pL6mY7Jy1z_th01s3mItiQ

c. Product

In the case of Jollibee, it went from being an ice cream

parlour to serving hamburgers made with a homestyle recipe. This
change in product was in response to events triggered by the
1977 oil crisis which would have doubled the prices of ice
cream. The product offered by Jollibee appeals to the Filipinos
taste for spicy burgers. By concentrating its resources on
satisfying the Filipino palate, Jollibee has been able to serve
localized dishes that are unlike any found in the other fast-
food chains in the Philippines. In addition to offering the
usual French fries that accompany the meals found in McDonald’s,
KFC, Burger King, and so forth, Jollibee also serves rice or
spaghetti, Filipino style. Even the burgers are cooked exactly
as Filipinos want them done— sweeter and with more seasonings,
often likened to what a Filipino mother would cook at home.
Menus in outlets across the globe adjusted to local preferences
to differentiate it from other standardized players like Mc
Donalds and KFC who maintain the same menus worldwide with
minimal changes. Jollibee even incorporated recipes from
employees to truly capture local tastes. “ McDonalds entered the
Philippine market in 1981 and many assumed the Big Mac would
soon dominate the market. Surprisingly, McD’s ended up getting
stung by the bee. Jollibee has secured a 65% market share and is
out pacing McDonalds at its own game. Jollibee accomplished this
by local adaptation of the menu and by positioning the food
chain as a family restaurant.

http://www.managementparadise.com/forums/marketing-
management/209245-marketing-strategy-
jollibee.html?fbclid=IwAR0EbXogmkWc83QItz7-u6kN-
cRTRVOikd0w1pL6mY7Jy1z_th01s3mItiQ

d. Packaging and Labeling

d. Pacaking and Labeling Eat with your eyes: The importance of

packaging and labelling There’s an old culinary proverb that
says, “You eat first with your eyes.” This means that before you
even taste a dish, your opinion on a certain product is mostly
shaped by how it looks. In the case of food, the more delish and
appetizing the packaging is, the more likely that it will be
consumed.
This was the hub of the topic of Mr. Emmanuel C. Reyes,
corporate secretary of the Cocoa Foundation of the Philippines,
Inc. (CocoaPhil), during a seminar organized by the Bureau of
Agricultural Research.
Mr. Reyes, also an import and export business veteran, in his
introduction explained that if you want to be noticed and to be
remembered, you have to be unique in your own way. That
principle is also applied in doing proper packaging and
labelling.

Packaging and Labelling

Defining packaging and labelling.

Packaging is defined as the art and science and technology of

bringing goods from its source to place to place of consumption
at the minimum cost possible. It creates a link between
producers and target market consumers through quality goods.
 According to Ms. Ray Anne Grace M. Garalde of the Packaging and
Technology Division of Department of Science and Technology-
Industrial Technology Development Institute (DOST-ITDI), there
are different package classifications: primary, secondary,
shipping or tertiary, consumer and institutional package.
Primary package comes in contact with the food itself. The
product in the primary container may be used for retail sale.
The material that protects the primary package and appears on
the product shelf for retail sale is the secondary package.
Shipping or tertiary package, on the other hand, refers to the
package used for storage, identification and transport. Consumer
packs are intended in a retail outlet while institutional packs
are usually packaged in bulk for manufacturers, restaurants,
fast food chains, etc. Types of packaging materials may vary
from glass, metal, plastics, paper or paper board and
composites. Numerous forms of packaging materials are also used
like bottles, pouch, tubes, galloon, sachet, jars, tray, cups,
etc. On the other hand, labelling refers to any written printed
or graphic matter upon any article or any of its container or
wrappers or accompanying the packaged food. According to DOST-
ITDI, the mandatory labelling information in the Philippines
include: 1) brand name or the trade name, 2) product
identity/name, a precise description of the product which
distinguish it from others of the same type, 3) net content
declaration, expression of the weight, measure or numerical
count or a combination of numerical count and weight of the
product inside the package, 4) information panel, which contains
the ingredient list, the name and address of the manufacturer,
packer or distributor, country of origin (e.g. Product of the
Philippines) and nutrition facts (optional), 5) lot
identification code, 6) open-date marking, also known as the
expiration dateand, and 7) bar code.

e. Price

Menu Item Price

Burgers
Yum Burger (solo) ₱30.00
Yum Burger w/ Drink ₱56.00
Yum Burger Value Meal ₱75.00
Yum Burger Cheese (solo) ₱40.00
Yum Burger Cheese w/ Drink ₱66.00
Yum Burger Cheese Value Meal ₱85.00
Yum Burger TLC (solo) ₱64.00
Yum Burger TLC w/ Drink ₱89.00
Yum Burger TLC Value Meal ₱99.00
Cheesy Bacon Mushroom Yum Burger (solo) ₱73.00
Cheesy Bacon Cheesy Bacon Mushroom Yum Burger w/ ₱91.00
Drink
Cheesy Bacon Cheesy Bacon Mushroom Yum Burger ₱99.00
Value Meal
Champ Burger (solo) ₱130.00
Champ Burger w/ Drink ₱147.00
Champ Burger Value Meal ₱160.00
Cheesy Bacon Mushroom Champ Burger (solo) ₱141.00
Cheesy Bacon Mushroom Champ Burger w/ Drink ₱157.00
Cheesy Bacon Mushroom Champ Burger Value Meal ₱174.00
Amazing Aloha Champ (solo) ₱150.00
Amazing Aloha Champ w/ Drink ₱166.00
Amazing Aloha Champ Value Meal ₱185.00
Jolly Hotdog Classic (solo) ₱50.00
Jolly Hotdog Classic w/ Drink ₱60.00
Jolly Hotdog Classic Value Meal ₱89.00
Rice Meals
1 pc Burger Steak (solo) ₱50.00
1 pc Burger Steak Value Meal ₱55.00
Garlic Pepper Beef (solo) ₱51.00
Garlic Pepper Beef Value Meal ₱56.00
5 pcs Shanghai Rolls (solo) ₱51.00
5 pcs Shanghai Rolls Value Meal ₱56.00
1 pc Burger Steak with 3 pcs Shanghai (solo) ₱72.00
1 pc Burger Steak with 3 pcs Shanghai Value Meal ₱79.00
Garlic Pepper Beef with 3 pcs Shanghai (solo) ₱73.00
Garlic Pepper Beef with 3 pcs Shanghai Value ₱80.00
Meal
Big Burger Steak (solo) ₱89.00
Big Burger Steak Value Meal ₱95.00
Ultimate Burger Steak w/ Fries (solo) ₱131.00
Ultimate Burger Steak w/ Fries Value Meal ₱136.00
Noodles
Jolly Spaghetti (solo) ₱50.00
Jolly Spaghetti Value Meal ₱53.00
Palabok (solo) ₱85.00
Palabok Value Meal ₱88.00
Jolly Spaghetti w/ 3 pcs Shanghai (solo) ₱75.00
Jolly Spaghetti w/ 3 pcs Shanghai Value Meal ₱78.00
Jolly Spaghetti w/ Regular Fries Value Meal ₱79.00
Jolly Spaghetti w/ Yum Burger Value Meal ₱82.00
Jolly Spaghetti w/ Hotdog Value Meal ₱95.00
1 pc Chickenjoy (solo) ₱75.00
1 pc Chickenjoy Value Meal ₱79.00
1 pc Chickenjoy w/ Buttered Corn ₱99.00
2 pc Chickenjoy (solo) ₱142.00
2 pc Chickenjoy Value Meal ₱147.00
1 pc Chickenjoy w/ Jolly Spaghetti (solo) ₱99.00
1 pc Chickenjoy w/ Jolly Spaghetti Value Meal ₱109.00
1 pc Chickenjoy w/ Palabok (solo) ₱138.00
1 pc Chickenjoy w/ Palabok Value Meal ₱143.00
Chickenjoy Super Value Meal ₱127.00
1 pc Glazed Chickenjoy (solo) ₱77.00
1 pc Glazed Chickenjoy w/ Drink ₱82.00
1 pc Glazed Chickenjoy w/ Drink & Side ₱102.00
2 pc Glazed Chickenjoy (solo) ₱148.00
2 pc Glazed Chickenjoy Value Meal ₱153.00
Chicken Bucket
6 pc Chickenjoy Bucket ₱329.00
8 pc Chickenjoy Bucket ₱429.00
6 pc Glazed Chickenjoy Bucket (solo) ₱387.00
6 pc Glazed Chickenjoy Bucket Half Original Half ₱369.00
Glazed
8 pc Glazed Chickenjoy Bucket (solo) ₱499.00
8 pc Glazed Chickenjoy Bucket Half Original Half ₱487.00
Glazed
Sides & Soup
Jolly Crispy Fries (regular) ₱32.00
Jolly Crispy Fries (large) ₱52.00
Jolly Crispy Fries (extra large) ₱62.00
Creamy Macaroni Soup ₱40.00
1 pc Peach Mango Pie ₱27.00
2 pc Peach Mango Pie ₱78.00
1 pc Tuna Pie ₱40.00
3 pc Tuna Pie ₱115.00
Mashed Potato ₱30.00
Buttered Corn ₱30.00
Jollibee Kiddie Meals
Yum Burger with Reg. Pineapple Juice + Toy ₱80.00
Jolly Spaghetti with Reg. Pineapple Juice + Toy ₱83.00
Chickenjoy with Reg. Pineapple Juice + Toy ₱100.00
Breakfast Menu
2 pc Pancake (solo) ₱49.00
2 pc Pancake Value Meal ₱55.00
Hotdog (solo) ₱60.00
Hotdog Value Meal ₱70.00
Breakfast Steak (solo) ₱60.00
Breakfast Steak Value Meal ₱70.00
Beef Tapa (solo) ₱90.00
Beef Tapa Value Meal ₱99.00
Beef Tapa Super Value Meal ₱110.00
Corned Beef (solo) ₱90.00
Corned Beef Value Meal ₱99.00
Corned Beef Super Value Meal ₱110.00
Longganisa (solo) ₱90.00
Longganisa Value Meal ₱99.00
Longganisa Super Value Meal ₱110.00
Bacon, Egg & Cheese Pancake Sandwich (solo) ₱51.00
Bacon, Egg & Cheese Pancake Sandwich Value Meal ₱60.00
Bacon, Egg & Cheese Pancake Sandwich Super Value ₱79.00
Meal
Egg & Cheese Pancake Sandwich (solo) ₱35.00
Egg & Cheese Pancake Sandwich Value Meal ₱45.00
Egg & Cheese Pancake Sandwich Super Value Meal ₱64.00
Desserts and Floats
Hershey's Kisses Mix-ins ₱42.00
Reese's Mix-ins ₱45.00
Sundaes ₱29.00
Coke & Sarsi Floats (regular) ₱27.00
Coke & Sarsi Floats (giant) ₱42.00
Vanilla Twirl ₱13.00
Chocolate Twirl ₱18.00
Cookies & Cream Shake ₱45.00

https://www.menus.ph/jollibee-
menu/?fbclid=IwAR0GeYNafej5EvcL9T24iVIXbEhhYmZobdu-Aq6MYEt-
xkgzSb-_RvvpMvc

f. Distribution Network

Jollibee is the largest fast food chain in the Philippines,

with over 1,150 stores nationwide. A dominant market leader in
the Philippines, Jollibee enjoys the lion’s share of the local
market that is more than all the other multinational brands
combined. The company has also embarked on an aggressive
international expansion plan in Vietnam, Brunei, Hongkong,
Singapore, Macau, Malaysia, US, Canada, Saudi Arabia, UAE,
Qatar, Kuwait, Bahrain, Oman, Italy and the United Kingdom.
https://www.jollibee.com.ph/about-us/?fbclid=IwAR3lLBvRwt-
Giml4nKSAzr8EHeG06gmdbHO7UBq9yMu-UeoEK9XC_6vHNy4

g. Promotion

Local brands: Brands in local market are strong contenders and

are not to be underestimated. Local managed brands like Jollibee
in the Phillipines, often have the advantage of intimate
knowledge of consumer tastes and consumer preference through
local pride.Jollibee used the wave of nationalist pride to
promote a Filipino brand of hamburger. This strategy met with
great success.Investing in socio-civic programs designed to
serve its host communities further secured Jollibee’s position
as a Filipino company for the Filipino. Advocacy campaigns such
as the early Christmas drive “ma-Aga ang pasko sa Jollibee,”
again endorsed by Aga Mulach, the poverty housing project with
Habitatfor Humanity, and the Kaya Mo Yan Kid” or “You can do it,
kid!” campaign to encourage kids to show their potential
contributed to the company’s overall success, not only with its
customers but with all its stakeholders.

“Jollibee attributes this success in part to its internal

branding which focuses on "great taste and happiness" which
includes "value for money, the happiest store experience, and
the haven for kids.”

http://www.managementparadise.com/forums/marketing-
management/209245-marketing-strategy-
jollibee.html?fbclid=IwAR0EbXogmkWc83QItz7-u6kN-
cRTRVOikd0w1pL6mY7Jy1z_th01s3mItiQ
 V
Swot Analysis
SWOT Analysis Jollibee (Philippines)
Strengths:
Jollibee has grown exponentially on all aspects on operation.
Superior menu line-up.
Creative marketing programs.
Efficient manufacturing and logistics facilities.
It is a stronghold of heritage and monument of Filipino victory.
Weakness:
The first name that comes to the mind of the people when someone
asks about fast-food restaurant.
The existence of other competitors.
Opportunities:
Became the first food service company to be listed in the
Philippine Stock Exchange.
Acquired Greenwich Pizza in 1994.
Employees received extensive training so that they could learn
the corporate values of integrity and humility.
Threats:
The rivalry between Jollibee and McDonald.
Jollibee Foods Corporation is a family-owned chain with about
P6.1 billion annual sales. It has however captured about 52% of
the Philippines market (compared with 16% of McDonald).
Jollibee was reported to have been using earthworms in its beef
patties for many years to get customers ‘addicted’ to certain
so-called chemical elements in earthworms.
https://www.academia.edu/35714645/SWOT_Analysis_Jollibee_Philip
pines
 VI
Marketing and Financial Objectives
 VII
Marketing Strategies

Positioning Statement and Tagline

Ensuring high traffic needs an emphasis on store location and

positioning Jollibee in the minds of the consumer as a place
that they would enjoy eating fast food. This entails proper
branding and positioning of the service offered.
Jollibee also projected itself as world class and not a local
brand.
The service that is offered should be consistent over all
Jollibee stores, however this might be a problem as the division
has been slimmed recently and resources might be stretched too
far. Its tagline ‘Bida ang saya’ (A joyful experience is our
main offering) tells us that Jollibee is that happy place where
one can savor a crispy chicken with joy, hence the name
Chickenjoy!

Strategies
The marketing strategy of Jollibee Food Corporation is attraction and highly commercialized
using various media including TV, Radio, Newsprint and more, they must have spend millions of
their budget to stay on top of the mind of their customers especially among the Filipino.
https://nhobeelab.weebly.com/3-possible-business-policies.html