1975

Mr. Tony Tan and his family opens a Magnolia Ice cream parlor at Cubao. This is later to become the 1st
Jollibee Outlet.
1978
Bakery is established in Cubao.
Jollibee posts 1st year sales of P2 million
Jollibee incorporates as a 100% Filipino-owned Company, with seven Jollibee fast- food restaurants within
Metro Manila as initial network and the Yumburger as flagship product.
1979
Spaghetti Special is introduced
1st Franchise owned store opens at Ronquillo Sta. Cruz.
1980
Jollibee launches its 1st TV commercial.
Jollibee Chickenjoy and French Fries are launched.
The well-loved Jollibee mascot is conceived to support brand awareness and identity efforts. Other mascots are
later introduced.
Jollibee launches Chickenjoy, which becomes one of its best-selling menu items.
1981
Jollibee Foods Corporation enters list of Top 1000 Corporations.
Jollibee ended the year with 10 stores
1982
Jollibee pioneers the use of in-store promotions, novelty premium items and Kiddie Birthday packages for kids.
Palabok Fiesta is introduced.
1983
The Langhap-Sarap TV ad Campaign is launched.
Chickee and Lady Moo join the Jollibee mascots
1984
Champ hamburger is launched.
Jollibee enters list of Top 500 Corporations and assumes market leadership in local fast food industry.
Mascots Champ and Hetty join the Jollibee family
WEA gives Jollibee Gold record award for the outstanding sales of Jollibee songs.
1985
Jollibee becomes the market leader of the fastfood industry
Breakfast Joys are introduced.
Langhap-Sarap awarded most effective ad campaign in the food category during the 9th Philippine Advertising
Congress
1986
Jollibee wins the 9th International Foods Award from El Comestible in Barcelona,Spain
Tony Tan wins the Agora Award for entrepreneurship given by the Philippine Marketing Association.
Top 250 Corporation list include Jollibee Foods Corporation
Jollibee opens its 1st international store in Taiwan
Jollibee adds Chunky Chicken Sandwich in its menu.
1987
2nd Taiwan store opens.
Sales of 570 million pushes Jollibee into the elite Top 100 Corporations
Jollibee opens 1st fast food outlet in Brunei, marking its entry into the global market.
1988
Jolly Twirls softserve is successfully launched.
Jollibee system wide sales hit P921 million, further leading market share of 31% in the fast food industry and a
dominant 57% share in the hamburger segment.
Jollibee celebrates 10th year anniversary.
Tony Tan is named one of the Ten Outstanding Manilans.
Jollibee wins the Anvil Award for outstanding PR campaign in relation to the achievement of marketing
objective with its Filipino Talents campaign.
1989
2nd Brunei store opens.
Balut and Ligaw TV commercials wins the Kidlat Award in the Service and Leisure Products category during
the 11th Philippine Ad Congress.
Jollibee sales hit P1.3 billion marks, first fast food chain to surpass billion-peso sales mark.
1990
Jollibee adds coleslaw, Jolly Hotdog, Chickenjoy Take-Me-Out and Peach mango Pie to its ever-growing menu.
Jollibee post sales of P1.8 billion
Tony Tan is awarded the Triple Award by AIM as Outstanding AIM Alumnus.
Jollibee receives the Excellence in Marketing Management Award from the Asian Institute of Management.
1991
Jollibee's 100th store opens in Davao City
Jollibee opens a record high of 35 new stores
Opens 1st store outside Luzon in Cagayan de Oro City.
Jollibee launches its Pancakes and Jolly Meals.
Jollibee sales hit a whopping P2.65 billion.
The Lola TV commercial wins the Grand Araw Award and an award of excellence for the promotion of Filipino
Values during the Philippine Ad Congress.
Jollibee receives award for the outstanding Corporate Safety Consciousness Programs by the Safety
Organization of the Philippines (SOP).
1992
Jollibee sales hit the P3.365 billion
Started using frozen patties for its popular hamburgers
Improved softserve ice cream line by offering fruit flavored ice cream.
Acquired 73% if the Hamburger segment
Opened another store in Jakarta, totaling to 2 stores in Indonesia.
Jollibee have 112 stores nationwide.
Maintained its advantage over its competitors by acquiring more than 50% share of the fast food industry.
1993
July 13, JFC was listed in the Philippine Stocks Exchange with an initial offering of P9.00 per share
October 1993, JFC share are being sold for P20.00, a windfall or more than 135%
Improved softserve ice cream line by offering fruit flavored ice cream.
Marketing launched its At Home Ako sa Jollibee ad campaign, focusing on Jollibee’s loyal customers.
Introduced the Kiddie Pack Promo.
Moved to Jollibee Centre Building in Ortigas Center, Pasig, the new Main Office site.
1994
148 Jollibee stores nationwide by the year end
Jollibee expands into the pizza-pasta segment with the acquisition of Greenwich Pizza Corporation.
Jollibee is cited as on of the leading companies in Asia by the Far Eastern Economic Review
1995
Jollibee acquires franchise of Delifrance
20 more stores opened in the Philippines,bringing the total to 168.
Jollibee successfully opens stores abroad: Guam, Dubai, United Arab Emirates, Kuwait, and Jeddah, and
Kingdom of Saudi Arabia.
1996
Jollibee opens its 200th store in Malolos, Bulacan
Jollibee is cited again as on of the leading companies in Asia by the Far Eastern Economic Review
The company reengineers its visual identity system
Jollibee system wide sales increased to P8.29 billion which translates to a market share of more than 50%
among all hamburger fast food chains.
Jollibee had 208 stores nationwide.
July 10: Mary's Chicken was born; a semi-self service restaurant and another Jollibee subsidiary.
The company reengineers its visual identity system
Amazing Aloha was launched.
1st Jollibee store in Hong Kong opens.
Jollibee launched various projects, such as Maaga ang Pasko sa Jollibee and Chikiting Patrol: at Home Ako
Dito. These projects' main objective was to protect and contribute to the development of the Filipino children.
1997
System wide sales increased to P11.17 billion.
Jollibee International opened Jollibee Xiamen located in the People's Republic of China.
Jollibee launched "Kaya mo Kid" project which aims to instill positive values, which helps children achieve
their dreams and ambitions.
1998
Jollibee opens in Daly City
The company celebrates its 20th year anniversary
Opened 62 stores nationwide, bringing the total to 300 stores.
Jollibee opens its 300th store in Balagtas, Bulacan
Jollibee receives the ISO 9002 Certification for its frozen patty line
Jollibee wins the Employer of the Year Award
1999
Opened 50 stores nation-wide; total of 350 stores.
Introduced the Cheezy Bacon Mushroom Burger to its line of specialty burgers.
Far Eastern Economic Review cites Jollibee as the Philippines� leading business corporation.
2000
31 more Jollibee stores opened, bringing the total to 381 stores.
Jollibee acquires Chowking Foods Corporation
For the 3rd straight year, Far Eastern Economic Review ranked Jollibee as the Philippines' leading company.
Asian Business Magazine ranks Jollibee as the Most Admired Company in the Philippines and the 3rd over-all
in Asia, surpassed only by global giants General Electric and Microsoft.
Systemwide sales reach P20 billion.
2001
Jollibee opens its 400th store in Intramuros
System wide sales rose to 18.8% to 24.11 billion. Income, before non-recurring charges, to P959 million.
Network expanded to 800 restaurants.
2002
Revenues neared the P27-billion mark. Number of stores exceeded 900.
Tony Tan made MAP "Management Man of the Year"
2003
Jollibee store count closed to 988 stores nationwide.
For the sixth straight year, the Far Eastern Economic Review ranked JFC as the Philippines' Leading Company.
Jollibee celebrates its 25th year
2004
The Chairman and Chief Executive Officer of the company, Mr. Tony Tan Caktiong was named the Ernst and
Young's 2004 World Entrepreneur of the Year.
Jollibee opens its 500th store in Basilan
Jollibee inaugurates its biggest and most modern commissary in Camelray Industrial Park in Canlubang,
Laguna with PGMA as guest of honor
2005
TTC named World Entrepreneur of the Year by Ernst and Young.
2006
ETM receives Corporate Citizen Award of the year from CNBC Asian Business Leaders Awards
2007
Jollibee opens 600th store in Aparri, Cagayan Jollibee opens Las Vegas outle
2008
Jollibee launches Jollitown, the first children's TV show in the country to be produced by a fastfood chain
TTC and ETM are featured by BBC and CNBC Managing Asia, respectively
JOLLIBEE marks 30th anniversary
JOLLIBEE bested some of Asia Pacific's biggest multinationals as it bagged the FMCG and F & B Asia Pacific
Supply Chain Excellence Award at the SCM Logistics Excellence Award held in Singapore
Zenith Foods Corporation, the commissary plant of JFC, was adjudged the National winner of Meat Processing
Plant AAA category in the search for Best Meat Establishment of the National Meat Inspection Service.
Jollibee strengthens US network with the opening of three new stores
JOLLIBEE wins Award of Excellence in Philippine Quill Awards for Media Relations Program(30th
anniversary campaign)
JOLLIBEE bags CMMA and three Araw Values Award
Jollibee stages first ever holiday musical special for children dubbed "A Magical Christmas at Jollitown"
Jollibee and the Jollibee Franchisees Association launched the 30th anniversary special novelty offering - Hug
and Share Doll. Proceeds of the sales will all be donated to charity.
Biggest and grandest MaAga ang Pasko caps off Jollibee's 30th anniversary. Total of more than 117,000 toys
and books collected were the highest ever in the campaign's 14-year history.

Jollibee is a phenomenal success story: what began as a two-branch ice cream parlor in 1975 offering hot meals
and sandwiches became incorporated in 1978 with seven outlets to explore the possibilities of a hamburger
concept. Thus was born the company that revolutionized fast food in the Philippines.

In 1984, Jollibee hit the P500 million sales mark, landing in the Top 500 Philippine Corporations. In 1987,
barely 10 years in the business, Jollibee landed into the country’s Top 100 Corporations. It became the first
Philippine fast food chain to break the P1 billion sales mark in 1989. In 1993, Jollibee became the first food
service company to be listed in the Philippine Stock Exchange; thus broadening its capitalization and laying the
groundwork fo r sustained expansion locally and beyond the Philippines.

Undisputed leadership
As the country's leading fast food chain, Jollibee has grown exponentially on all aspects on operation. From a
handful of stores 32 years ago, Jollibee now boasts of more than 600 stores and over 50 international stores.

Expanding market coverage

To achieve its long-term goal to be the country’s food service leader, Jollibee acquired Greenwich Pizza in
1994. A year later, the company obtained the franchise of Delifrance, an international food company. These
moves expanded Jollibee’s penetration in the pizza-pasta and French caf�-bakery segments. In 2000, the
strategic acquisition of Chowking solidified the company’s position as the dominant leader. The move gave it
leadership in the Oriental quick-service restaurant segment.

Recipe for success

Jollibee’s rapid growth is due to its superior menu line-up, 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.

As a corporate citizen, Jollibee is also committed to give back to its host communities through meaningful and
lasting socio-civic projects.

A triumph for and of the Filipino

Jollibee dedicated its continuous success to the Filipinos who have been there from the very start.

Jollibee is so well-loved everytime a new store opens, especially overseas, Filipinos always form long lines to
the store. It is more than home for them. It is a stronghold of heritage and monument of Filipino victory.
Values-Mission-Vision

Values

• Customer Focus
• Excellence
• Respect for the Individual
• Teamwork
• Spirit of Family and Fun
• Humility to Listen and Learn
• Honesty and Integrity
• Frugality

Mission

To serve great tasting food, bringing the joy of eating to everyone.

Vision

We are the best tasting QSR..

The most endearing brand...
that has ever been...
We will lead in product taste at all times...
We will provide FSC excellence
in every encounter...
Happiness in every moment...
By year 2020, with over 4,000 stores worldwide,
Jollibee is truly a GLOBAL BRAND. (and the Filipino will be admired worldwide)

FSC Standards

Jollibee’s phenomenal growth owes much to its strict and committed adherence to high standards as symbolized
by "F.S.C.": Food (F) served to the public must meet the company’s excellence standards or it will not be
served at all; the Service (S) must be fast and courteous; and Cleanliness (C), from kitchen to utensils, must
always be maintained. Jollibee is proud of its employees who carry out their jobs.

Jollibee recognizes them by providing the highest compensation and benefits packages in the fastfood industry,
and modern and comprehensive training programs. Managers are regularly updated on the latest store
operations systems, people-oriented management skills, among others. Service crews are trained on various
store stations and food-service innovations. Jollibee also offers career opportunities for qualified and
exceptional crew members to further their food-service careers as managers.

Store operations are ably supported by professionals who are experts in Marketing, Computer Management and
Engineering.
http://www.jollibee.com.ph/index.php?/about_us/contents/7
Community

A HISTORY OF GIVING

Jollibee has had a long history of giving back to the community. With its involvement in worthwhile projects
like Sa Aklat Sisikat, a reading program; Nurture the Future, a community-based feeding program; the Values
Program of the Department of Education; and Habitat for Humanity, Jollibee has continually shown its
commitment to building happy children and communities.

A FUTURE OF JOLLIFYING

With the establishment of Jollibee Foundation in December 2004, Jollibee, along with the rest of the Jollibee
Foods Corporation (JFC) hopes to make giving back an organized corporate commitment. It aims to invest in
people and help them succeed in the way Jollibee knows how. This meant 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 successes 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 are Customer Focus, Excellence, Respect for the Individual,
Teamwork, Spirit of Family and Fun, Humility to Listen and Learn, Honesty and Integrity, and Frugality. These
are the very values passed on from corporation to employee to customer that result in what the Foundation likes
to call "jollifying".

Jollifying is a commitment to go beyond set responsibilities, others' expectations, even beyond oneself to make
a lasting impact for the greater good. When a Jollibee Foundation project results in happier, more capable
people able to forge a better quality life for themselves and those around them, then the Foundation has truly
jollified the community.

OUR SOCIAL RESPONSIBILITY

Jollibee’s social commitment went further when it embarked on projects with Habitat For Humanity Philippines
and Give-A-Life Charity Foundation. It also launched its own meaningful programs such as “Sabi ng Jollibee,
Kaya Mo Kid!”, “MaAga ang Pasko”, “Nurture The Future”, and the hiring of hearing-impaired crew members.

For the first time, Jollibee, Greenwich, Chowking, and Delifrance took part in Pabahay Pambuhay, a poverty
housing project initiated by the JFC Group for Habitat. Under this project, employees volunteered to act as
fund-raisers and promoters. In a sign of solidarity, senior executives and employees worked side by side with
beneficiary families in building Habitat Houses. This fulfilling experience has led the Jollibee group into
assuring Habitat of its continued support, making a long-term commitment to help build not only homes, but
also hope for a better life.

With the “Sabi ng Jollibee, Kaya Mo Kid!”, JFC realized its corporate thrust of developing the potentials of
children through an inspiring public service program that promotes positive values and creativity. The art-
oriented campaign won for itself the coveted Grand Anvil Award from the Public Relations Society of the
Philippines. The Award is considered the Oscars of Philippine public relations.
Jollibee and its long-time spokeperson Aga Muhlach share the passion for the welfare and development of
underprivileged children. Out of this mutual passion, the “Ma-AGA ang Pasko sa Jollibee” was born. It is now
the longest-running gift collection drive in the country.

JFC, together with the NGO organization called STEAM Foundation, Inc (Special Training, Employment,
Advocacy and Management, Inc) launched the hiring of hearing impaired personnel in its stores through the
initiative of its celebrity endorser, Aga Muhlach. To this day, various stores employ hearing disabled people.

Jollibee Foods Corporation, in partnership with the Department of Social Welfare and Development (DSWD)
and a nonprofit organization called Kabisig ng Kalahi, is actively involved in a nationwide supplemental
feeding program dubbed Nurture the Future. Launched in January 2001 the project feeds undernourished
children in 35 squatter communities around the country. More than 600 children have "graduated' from the
program with over 400 currently being fed.

Jollibee donated financial assistance raised voluntarily from company employees to Give-A-Life Charity
Foundation, which aims to raise funds for the purchase of desperately needed life-saving medicines and hospital
equipment for indigent pediatric patients. Jollibee continues to support the Give-A-Life Foundation for the
children of PGH.

https://createpdf.acrobat.com/m/SignIn.aspx?si=1

Directors
ANG NGO CHIONG

Rising to the Global Challenge

J OLLIBEE’S INTERNATIONAL OPERATIONS stayed on course

and kept its growth goals on track in 2007 despite global

economic challenges. By yearend, Jollibee had a store
network of 33 in the United States, Brunei, Vietnam, Guam,
Saipan and Hongkong.
In the US, we expanded our network to 14 stores in 2007 with
the opening of three stores: Las Vegas in May, San Francisco in
September and San Bruno in November. Of particular signifi cance
was the opening of our fi rst store in the state of Nevada, Jollibee-Las
Vegas which generated record breaking opening day numbers. We
celebrated the opening of Jollibee-Las Vegas, our 12th store in the US
with a blast with two of our biggest celebrity endorsers, Aga Muhlach
and Sarah Geronimo as special guests.
Our stores in Daly City and Union City commenced 24-hour drivethrough
operations, while other stores extended drive-thru service to
midnight.
Maintaining a strategy of periodically creating new products to
keep the menu fresh, Jollibee-US introduced products attuned to US
tastes—Chickenjoy with salsa picante; buttered corn and mashed
potatoes as Chickenjoy sidekicks; the innovative Pancake Sandwich and
Muffi n Sandwich; and Mango de Crema and Ube Quezo, desserts with
a Pinoy touch and an international appeal. In December, we capitalized
on the seasonal rise in Christmas functions by launching Christmas
Bucket Treats. And addressing issues on health, we completed our shift
to Zero Transfat Oil.
In Marketing, Jollibee-US bombarded the TFC (The Filipino
Channel) airwaves with TVC materials carrying end-tags customized to
target US audiences, while print ad campaigns served to enhance the
image and appeal of Jollibee’s signature product, Chickenjoy.
Encouraged by the good performance of our stores, we are paving
the way for an expansion of our US operations to the East Coast.
Jollibee Brunei opened two stores, bringing its yearend store
count to 9. It maintained its lead over its nearest competitor, a major
international brand, on two fronts—9-7 in store network and 60-40 in
market share, both in favor of Jollibee. On its fi rst year of enrolment in
the FSC (Food, Service and Condition of stores), 7 out of 8 stores were
cited for outstanding FSC, off ering concrete proof of Jollibee-Brunei’s
solid commitment to stringent quality measures.
Our foray into the Vietnam market has proven to be auspicious as
well. We opened 4 stores during the year, for a network of 7 stores at
yearend. Jollibee-Vietnam affi rmed the international appeal of Jollibee’s
langhap-sarap signature with the results of tests showing consistent
preference for our core product, Chickenjoy, over competitors.
The impressive performance of the Jollibee International business
in 2007 brought optimism in building a substantial foreign business in
the future.