:Jollibee

{{Short description|Filipino fast food restaurant chain}}

{{About|the fast food chain|the company which owns the brand and other fast food chains|Jollibee Foods Corporation}}

{{Distinguish|Jubilee}}

{{pp-sock|small=yes}}

{{Use mdy dates|date=March 2025}}

{{Use Philippine English|date=September 2022}}

{{Infobox brand

| name = Jollibee

| logo = Jollibee 2011 logo.svg

| logo_upright =

| logo_alt =

| logo_caption = Logo since 2011

| image = Jollibee restaurants (Rizal, Nueva Ecija) 02.jpg

| image_upright =

| alt =

| caption = Jollibee in Rizal, Nueva Ecija, Philippines

| producttype = Fast food chain

| module = {{Infobox company

| embed = yes

| founder = Tony Tan Caktiong

| key_people = Tony Tan Caktiong (Executive Chairman & Chief Taste Officer)
Ernesto Tanmantiong (President & CEO)

| hq_location = Jollibee Plaza Building, Emerald Ave., Ortigas Center, Pasig, Metro Manila, Philippines{{cite web |title=Company Information |url=https://edge.pse.com.ph/companyInformation/form.do?cmpy_id=86 |website=Philippine Stock Exchange Inc. |access-date=September 3, 2020}}

| num_locations = 1,700{{cite news |last1=Fuentes |first1=Arthur |title=Jollibee eyes continued growth through International stores, coffee |url=https://www.abs-cbn.com/business/2024/11/19/jollibee-eyes-continued-growth-through-international-stores-coffee-2120 |access-date=January 7, 2025 |work=ABS-CBN News |date=November 19, 2024 |quote="We have 1,700 stores globally, of which almost 1,300 is in the Philippines, and the balance of 400 is outside, with Vietnam being, again, the second-largest market after the Philippines," Shin said.}}

| num_locations_year = 2024

}}

| currentowner = Jollibee Foods Corporation

| producedby =

| country = Philippines

| introduced = {{start date and age|1978}}

| discontinued =

| related =

| markets = Southeast Asia, East Asia (Hong Kong, Macau), Middle East, Western Europe, Australia, United States, Canada.

| previousowners =

| trademarkregistrations =

| ambassadors =

| tagline = {{lang|fil|Langhap-Sarap}}
{{lang|fil|Bida ang sarap/saya!}}
{{lang|fil|No. 1 Sa Saya}}

| website = {{URL|www.jollibee.com.ph}}

}}

Jollibee is a Filipino chain of fast food restaurants owned by Jollibee Foods Corporation (JFC) which serves as its flagship brand. Established in 1978 by Tony Tan Caktiong, it is the Philippines' top fast food restaurant{{cite news |title=Jollibee top fast-food resto in PH―RPMD |url=https://www.manilastandard.net/?p=314349898 |access-date=September 26, 2024 |work=Manila Standard |date=July 14, 2023 |archive-url=https://web.archive.org/web/20230714113127/https://www.manilastandard.net/?p=314349898 |archive-date=July 14, 2023}} and is among the world's fastest growing restaurants,{{cite news |title=Jollibee named second fastest-growing restaurant in the world |url=https://news.abs-cbn.com/business/2024/2/27/jollibee-named-second-fastest-growing-restaurant-in-the-world-1522 |access-date=September 26, 2024 |work=ABS-CBN News |date=February 27, 2024 |archive-url=https://archive.today/20240926062713/https://news.abs-cbn.com/business/2024/2/27/jollibee-named-second-fastest-growing-restaurant-in-the-world-1522 |archive-date=September 26, 2024}} expanding its international presence from 2014 to 2024 almost sixfold.{{cite news |last1=Burgos |first1=Jonathan |title=Philippines' Biggest Fast-Food Brand Has Fresh Plans To Challenge Starbucks |url=https://www.forbes.com/sites/jonathanburgos/2024/08/11/philippines-biggest-fast-food-brand-has-fresh-plans-to-challenge-starbucks/ |access-date=September 26, 2024 |work=Forbes |date=August 12, 2024 |archive-url=https://web.archive.org/web/20240817030743/https://www.forbes.com/sites/jonathanburgos/2024/08/11/philippines-biggest-fast-food-brand-has-fresh-plans-to-challenge-starbucks/ |archive-date=August 17, 2024 |language=en}} {{As of|2024|January}}, there were over 1,668 Jollibee fast-food branches across 17 countries, with restaurants in Southeast Asia, East Asia (Hong Kong and Macau), the Middle East, North America, and Europe (including Spain, Italy,{{Cite news|url=https://businessmirror.com.ph/blockbuster-lines-greet-jollibees-first-store-opening-in-milan-italy/|title=Blockbuster lines greet Jollibee's first store opening in Milan, Italy |work=BusinessMirror|language=en-US|access-date=April 16, 2018|date=March 26, 2018 }} and the United Kingdom).{{cite news |title=Jollibee UK Reports Robust Q3 2023 Growth Driven by Strong Consumer Demand |url=https://europeanbusinessmagazine.com/media-outreach/jollibee-uk-reports-robust-q3-2023-growth-driven-by-strong-consumer-demand/ |access-date=February 4, 2024 |agency=European Business Magazine |date=November 29, 2023}} Jollibee is best known for its best-selling item, the Chickenjoy.{{cite news |last1=Loyola |first1=James A. |title=Jollibee's Chickenjoy is US best fastfood fried chicken |url=https://mb.com.ph/2020/10/14/jollibees-chickenjoy-is-us-best-fastfood-fried-chicken |access-date=September 26, 2024 |work=Manila Bulletin |date=October 14, 2020 |archive-url=https://web.archive.org/web/20201101005844/https://mb.com.ph/2020/10/14/jollibees-chickenjoy-is-us-best-fastfood-fried-chicken |archive-date=November 1, 2020 |language=en}}

History

In 1975, Tony Tan Caktiong and his family opened a Magnolia ice cream parlor in Cubao, Quezon City.{{Cite book|last=Go |first=Josiah |title=Fundamentals of Marketing: In The Philippine Setting |year=2001 |publisher=Design Plus |location=Quezon road, Philippines |isbn=971-91860-5-4| pages=1–2 }}{{cite news|url=http://www.jollibee.com.ph/about-us#milestones-history|title=About Us|website=Jollibee.com.ph|access-date=August 11, 2018}} The outlet later began offering hot meals and sandwiches. When the food items became more popular than ice cream, the family decided to convert the ice cream parlor into a fast food restaurant, which became the first Jollibee outlet in 1978.{{cite news |title=From Ice Cream Parlor to Fast Food Empire: Tony Tan Caktiong's Story |url=http://www.wipo.int/ipadvantage/en/details.jsp?id=2531 |access-date=November 2, 2017 |publisher=World Intellectual Property Organization}} Management consultant Manuel C. Lumba advised the family on the change in strategy. Jollibee was initially named "Jolibe", but changed its name to "Jollibee".{{cite news |last=Lord |first=Richard |title=The Jollibee story: how a Philippine fast food franchise took on the world |url=https://www.scmp.com/lifestyle/food-drink/article/3019240/story-jollibee-how-philippine-fast-food-franchise-took-world |access-date=March 18, 2021 |archive-url=https://web.archive.org/web/20190727100046/https://www.scmp.com/lifestyle/food-drink/article/3019240/story-jollibee-how-philippine-fast-food-franchise-took-world|archive-date=July 27, 2019|work=South China Morning Post |date=July 21, 2019}}

Jollibee Foods Corporation (JFC) was incorporated in January 1978.{{refn|The JFC states that its date of incorporation was on January 28, 1978,{{cite web|title=2012 Annual Report|url=http://www.jollibee.com.ph/wp-content/uploads/2014/12/2012-Annual-Report.pdf|website=Jollibee Foods Corporation|page=3|archive-url=https://web.archive.org/web/20180626054747/http://www.jollibee.com.ph/wp-content/uploads/2014/12/2012-Annual-Report.pdf|archive-date=June 26, 2018|url-status=dead }} while the Philippine Stock Exchange lists the date of incorporation as January 11, 1978.{{cite web|title=Company Information – Jollibee Foods Corporation|url=http://edge.pse.com.ph/companyInformation/form.do?cmpy_id=86|website=Philippine Stock Exchange|publisher=Philippine Stock Exchange, Inc.|access-date=November 1, 2017}}|group="note"|name="incorporation"}} By the end of that year, there were seven Jollibee branches in Metro Manila. The first franchised outlet of Jollibee opened in Santa Cruz, Manila in 1979.{{cite web|title=Milestones & History|url=http://www.jollibee.com.ph/about-us/milestones-history/|website=Jollibee.com.ph|access-date=October 19, 2017}}

Jollibee experienced rapid growth.{{Cite web |title=Quest for growth takes Jollibee Foods beyond Asia |url=https://asia.nikkei.com/Business/Company-in-focus/Quest-for-growth-takes-Jollibee-Foods-beyond-Asia2 |access-date=January 30, 2024 |website=Nikkei Asia |language=en-GB}} The chain was able to withstand the entry of McDonald's into the Philippines in 1981 by focusing on the specific tastes of the Filipino market.{{cite news|title=Acquired tastes|url=https://www.economist.com/news/business/21685465-tenacious-filipino-burger-chain-tries-different-way-conquer-world-acquired-tastes|access-date=January 12, 2016|newspaper=The Economist}}{{Example needed|date=September 2023}} The first provincial Jollibee outlet opened in Mabalacat.{{cite news|last=Vergara|first=Ricky B.|title=Jollibee stings US rivals, buzzes Brunei|url=https://news.google.com/newspapers?id=ImcVAAAAIBAJ&sjid=QwsEAAAAIBAJ&pg=2887%2C716830|access-date=November 6, 2022|work=Manila Standard|publisher=Standard Publications, Inc.|date=July 10, 1987|page=9}}

The first overseas Jollibee opened in Singapore in 1985 at the Katong Shopping Centre;{{cite news |last1=Tsang |first1=Sau Yin |title=Filipino joint venture steps into the fast food war |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/biztimes19841129-1.2.9.2?qt=jollibee&q=jollibee |access-date=July 3, 2024 |work=The Business Times |date=November 29, 1984 |quote=Jollibee, which has so far been operating only in Manila... ...The first Jollibee outlet in Singapore will be located at Roxy Square in Katong.}}{{cite news |title=Jollibee opens today |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/straitstimes19850112-1.2.16.1?qt=jollibee&q=jollibee |access-date=July 3, 2024 |work=The Straits Times |date=January 12, 1985 |page=5}} that location closed only a year later{{cite news|first=Gillian|last=Chong|url=https://eresources.nlb.gov.sg/newspapers/digitised/article/straitstimes19860329-1.2.35.4?qt=jollibee&q=jollibee|title=Wind-up move on Jollibee fast food chain|work=The Straits Times|date= March 29, 1986|access-date=February 14, 2014}} (since returned in 2013{{cite news|url=https://news.abs-cbn.com/business/03/05/13/jollibee-opens-1st-singapore-store-march-12|title=Jollibee opens 1st Singapore store on March 12|work=ABS-CBN News|date=March 5, 2013|access-date=January 5, 2019}}). In the same year, Jollibee opened branches in the Middle East and Guam.{{cite web |title=Milestones & History |url=http://www.jollibee.com.ph/about-us/milestones-history/ |url-status=dead |archive-url=https://web.archive.org/web/20140319023031/http://www.jollibee.com.ph/about-us/milestones-history/ |archive-date=March 19, 2014 |access-date=January 7, 2015 |publisher=Jollibee Foods Corporation}}{{Cite web |date=May 5, 2015 |title=LOOK: Hundreds of Pinoys line up for Jollibee in Dubai |url=https://news.abs-cbn.com/global-filipino/05/05/15/look-hundreds-pinoys-line-jollibee-dubai |access-date=September 14, 2021 |work=ABS-CBN News |language=en}} Jollibee continued to expand and set up outlets both within the country and abroad.{{cite web|title=Inspiring Loyalty, and Serving Chickenjoy at Jollibee|date=February 14, 2019|author=Ligaya Mishan|website=The New York Times|url=https://www.nytimes.com/2019/02/14/dining/jollibee-review.html}}

Jollibee would expand to North America with its first United States location in Daly City, California.{{cite news |date=February 11, 2013 |title=Billionaire Tony Tan Caktiong Takes Jollibee Foods Global |work=Forbes Asia |url=https://www.forbes.com/sites/forbesasia/2013/01/30/billionaire-tony-tan-caktiong-takes-jollibee-foods-global/ |access-date=January 7, 2015}}{{cite news |last=Jung |first=Carolyn |date=June 10, 1998 |title=Fast-food Chain From Asia Lands In Daly City |page=2F |newspaper=San Jose Mercury News |url=http://nl.newsbank.com/nl-search/we/Archives?p_product=SJ&p_theme=realcities&p_action=search&p_maxdocs=200&p_topdoc=1&p_text_direct-0=0EB721DC95CB1A3D&p_field_direct-0=document_id&p_perpage=10&p_sort=YMD_date:D&s_trackval=GooglePM |url-access=subscription |quote=Jollibee International, Asia's fastest-growing food service organization, is opening its first U.S. restaurant on Saturday in Daly City. |archive-date=February 13, 2023 |access-date=April 6, 2018 |archive-url=https://web.archive.org/web/20230213091624/http://nl.newsbank.com/nl-search/we/Archives?p_product=SJ&p_theme=realcities&p_action=search&p_maxdocs=200&p_topdoc=1&p_text_direct-0=0EB721DC95CB1A3D&p_field_direct-0=document_id&p_perpage=10&p_sort=YMD_date:D&s_trackval=GooglePM |url-status=dead }}

Jollibee first entered Europe in 2018 with the opening of a branch in Milan, Italy.{{cite news |date=April 5, 2018 |title=Jollibee lands in Europe |work=Malaya Business Insights |url=http://malaya.com.ph/business-news/living/jollibee-lands-europe |url-status=dead |access-date=April 6, 2018 |archive-url=https://web.archive.org/web/20180406230800/http://malaya.com.ph/business-news/living/jollibee-lands-europe |archive-date=April 6, 2018}}

Products

File:Jollibee Chickenjoy with Palabok.jpg, a traditional Filipino noodle dish]]

File:Jollibee Malaysia.jpg, Burger Steak and a serving of rice in Kuala Lumpur, Malaysia]]

Jollibee offers American-influenced fast food items and casual Filipino fare. Among the establishment's best sellers are the Yumburger, the house hamburger first introduced during their early days of operation;{{cite news |last1=Gomez |first1=Arvee |date=December 12, 2015 |title=Serving a Jolly Nation: The Jollibee Success Story |work=Philippine Primer |url=http://primer.com.ph/business/2015/12/12/serving-a-jolly-nation-the-jollibee-success-story/ |access-date=April 6, 2018}} the Chickenjoy, a fried chicken meal, introduced in the 1980s, with regular and spicy versions;{{cite news |last1=Montrealegre |first1=Krista |date=November 1, 2015 |title=Jollibee aims to expand in UK, Italy next year |work=BusinessWorld |url=http://www.bworldonline.com/content.php?section=Corporate&title=jollibee-aims-to-expand-in-uk-italy-next-year&id=117911 |url-status=dead |access-date=November 2, 2015 |archive-url=https://web.archive.org/web/20170608192201/http://www.bworldonline.com/content.php?section=Corporate&title=jollibee-aims-to-expand-in-uk-italy-next-year&id=117911 |archive-date=June 8, 2017}} and Jolly Spaghetti, a sweet Filipino spaghetti that includes a beef sauce with pieces of hot dog and ham. In 1995, Jollibee introduced the Burger Steak to its menu.{{cite news |date=July 28, 1995 |title=Sustained marketing push ups Jollibee bottom line |page=17 |work=Manila Standard |publisher=Kamahalan Publishing Corp. |url=https://news.google.com/newspapers?id=ymUVAAAAIBAJ&sjid=0AoEAAAAIBAJ&pg=6458%2C3845310 |access-date=October 26, 2022}} At its international locations, Jollibee also offers localized products, such as chili chicken in Vietnam and nasi lemak in Brunei. Jollibee serves Coca-Cola products in Luzon and Visayas and Pepsi products in Mindanao and its overseas markets.{{Citation needed|date=September 2023}}

= Chickenjoy =

The Chickenjoy is a crispy fried chicken meal.{{cite news |title=Jollibee Brings Its Iconic Chickenjoy Fried Chicken and Other Delicious Menu Items to Chantilly, VA, with New Store Opening Set for November 21, 2023 |url=https://www.prnewswire.com/news-releases/jollibee-brings-its-iconic-chickenjoy-fried-chicken-and-other-delicious-menu-items-to-chantilly-va-with-new-store-opening-set-for-november-21-2023-301992189.html |access-date=February 4, 2024 |agency=PR Newswire}} The meal can be ordered with several sides, including rice and gravy, fries, buttered corn, and spaghetti.{{cite news |last1=Clabaugh |first1=Jeff |title=Jollibee is bringing Chickenjoy (and 'deranged' spaghetti) to Alexandria |url=https://wtop.com/business-finance/2022/06/jollibee-is-bringing-chicken-joy-and-deranged-spaghetti-to-alexandria/ |access-date=February 4, 2024 |agency=WTOP-FM |date=June 24, 2022}}{{cite news |last1=Brown |first1=Jena |title=I tried Jollibee for the first time, and the fast-food chain had everything from pie to spaghetti with hotdogs in it |url=https://www.businessinsider.com/trying-jollibee-first-time-review-photos-2022-10 |access-date=February 4, 2024 |agency=Business Insider |date=October 11, 2022}}

= Yumburger =

File:Cheesy Yumburger.jpg

The Yumburger (also spelled as Yum Burger, or Yum!), one of the first products sold by Jollibee, is a hamburger containing a beef patty topped with mayonnaise.{{Cite news |author= |department=ANCX |title=Jollibee has stakes in these 8 global food brands—including your favorite dimsum place |work=ABS-CBN News |url=https://news.abs-cbn.com/ancx/culture/spotlight/07/26/19/jollibee-has-stakes-in-these-eight-global-food-brandsincluding-your-favorite-dimsum-place}}{{Cite news |url=https://www.manilatimes.net/kwentong-jollibee-campaign-sets-bar-digital-marketing/379510/ |title='Kwentong Jollibee' campaign sets bar for digital marketing |work=The Manila Times|date=February 11, 2018}}{{Cite news |last=Arcalas |first=Jasper Y. |date=April 8, 2018 |title=The burger chains' embrace - Jasper Y. Arcalas |work=BusinessMirror |url=https://businessmirror.com.ph/2018/04/08/the-burger-chains-embrace/}}{{Cite news |last=Deacon |first=Michael |author-link=Michael Deacon (journalist) |date=November 29, 2018 |title=Michael Deacon reviews Jollibee, London: 'The queue was like a chicken-shop version of The Hobbit' |newspaper=The Daily Telegraph |url=https://www.telegraph.co.uk/food-and-drink/restaurants/michael-deacon-reviewsjollibee-london-queue-like-chicken-shop/ |url-status=live |url-access=subscription |archive-url=https://ghostarchive.org/archive/20220112/https://www.telegraph.co.uk/food-and-drink/restaurants/michael-deacon-reviewsjollibee-london-queue-like-chicken-shop/ |archive-date=January 12, 2022}}{{cbignore}} 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.

In 2017, Jollibee introduced the Aloha Yumburger.{{Cite news|url=https://cebudailynews.inquirer.net/149149/say-aloha-jollibees-amazing-aloha-yumburger|title=Say Aloha to Jollibee's Amazing Aloha Yumburger!|newspaper=Philippine Daily Inquirer}} That same year, an advertising video on YouTube about the Yumburger went viral in the Philippines.{{Cite news|url=https://www.gmanetwork.com/news/hashtag/content/619866/yum-burger-sales-quadrupled-because-of-viral-crush-ad-jollibee-exec/story/|title=Yum! burger sales quadrupled because of viral 'Crush' ad —Jollibee exec|work=GMA News Online}} A 2019 Yumburger commercial about love on Father's Day was the subject of memes.{{Cite news|work=BusinessMirror|url=https://businessmirror.com.ph/2019/06/14/watch-kwentong-jollibee-celebrates-true-love-this-fathers-day/|title=WATCH: Kwentong Jollibee celebrates "True Love" this Father's Day|date=June 14, 2019|access-date=November 16, 2019|archive-date=June 16, 2019|archive-url=https://web.archive.org/web/20190616083217/https://businessmirror.com.ph/2019/06/14/watch-kwentong-jollibee-celebrates-true-love-this-fathers-day/|url-status=dead}}{{Cite news|url=https://news.abs-cbn.com/trending/02/10/17/aww-to-ouch-jollibees-valentine-ads-spur-memes-hugot-lines|title=Aww to ouch: Jollibee's Valentine ads spur memes, 'hugot' lines|first=Kat|last=Domingo|work=ABS-CBN News}} Merchandise depicting the Yumburger was released in 2018 as a collectible toy set with the Jolly Kiddie Meal.{{Cite news|work=BusinessMirror|url=https://businessmirror.com.ph/2018/04/19/kids-get-a-feel-of-working-at-jollibee-with-collectible-toy-set/|title=Kids get a feel of working at Jollibee with collectible toy set|date=April 19, 2018}}{{Cite news|work=BusinessMirror|url=https://businessmirror.com.ph/2018/06/06/jollibee-back-to-school-toys-make-learning-more-fun-and-exciting/|title=Jollibee back-to-school toys make learning more fun and exciting|date=June 6, 2018}}

Ownership and management

Jollibee is owned by the Jollibee Foods Corporation, which is based in Pasig, Philippines. JFC has operated as a franchisor since 1979. JFC also owns other fast food brands in the Philippines, including Chowking, Greenwich Pizza, Red Ribbon Bakeshop, and Mang Inasal, and it operates Burger King franchises.{{cite web|title=Jollibbee Franchise|url=https://www.jollibee.com.ph/franchise/|access-date=April 6, 2018|work=Jollibee}}

Branch locations

{{main|List of countries with Jollibee outlets}}

File:Jolibee Worldwide.svg

{{As of|2019|May}}, Jollibee operated over 1,300 stores, with 1,150 in the Philippines and 234 in foreign markets.{{Cite web |date=May 15, 2019 |title=Jollibee to open 500 new stores in 2019 |url=https://www.gmanetwork.com/news/money/companies/694537/jollibee-to-open-500-new-stores-in-2019/story/ |work=GMA News Online}} Jollibee has locations in Southeast Asia, East Asia, the Middle East, North America, Europe, and Oceania.{{cite news |last1=Austria |first1=Jenniffer B. |date=November 1, 2015 |title=Jollibee expanding to UK, Italy, Oman |language=en |work=The Standard |url=http://thestandard.com.ph/business/190845/jollibee-expanding-to-uk-italy-oman.html |access-date=February 22, 2020 |archive-url=https://web.archive.org/web/20151105115056/http://thestandard.com.ph/business/190845/jollibee-expanding-to-uk-italy-oman.html |archive-date=November 5, 2015}} Outside of the Philippines, Vietnam and the United States are the biggest markets for Jollibee; with 200 outlets in the former as of 2024{{cite news |last1= Mercurio|first1=Richmond |title=Jollibee marks milestone, opens 200th store in Vietnam|url= https://www.philstar.com/business/2024/12/12/2406682/jollibee-marks-milestone-opens-200th-store-vietnam|accessdate=December 12, 2024 |work= The Philippine Star|date=December 12, 2024}}{{cite news |title=Jollibee says it now has 158 stores in Vietnam |url=https://news.abs-cbn.com/business/07/03/23/jollibee-says-it-now-has-158-stores-in-vietnam |access-date=July 3, 2024 |work=ABS-CBN News |date=July 3, 2023}} and 100 outlets in North America (plus Canada) as of 2024.{{cite news |last1=Mercurio |first1=Richmond |title=Jollibee to expand in new US locations |url=https://www.philstar.com/business/2024/03/18/2341269/jollibee-expand-new-us-locations |access-date=July 3, 2024 |work=The Philippine Star |date=March 18, 2024}}

Countries and territories with previous presence of Jollibee outlets include Taiwan,{{Cite web|url=https://www.scmp.com/week-asia/economics/article/3137030/has-filipino-diaspora-fuelled-jollibees-international-growth|title=Has the Filipino diaspora fuelled Jollibee's global growth?|date=June 13, 2021}} mainland China,{{Cite web |last=Leon |first=Sunshine de |date=February 10, 2013 |title=Jollibee – Big Sip Forbes Asia |url=https://sunshinedeleon.com/2013/02/11/jollibee-big-sip-forbes-asia/ |access-date=January 30, 2024 |website=SUNSHINE LICHAUCO DE LEON |language=en}} Indonesia,{{cite news|last=Morales|first=Neil Jerome|url=https://www.philstar.com/business/2014/08/07/1354576/jollibee-expanding-malaysia-indonesia|title=Jollibee expanding to Malaysia, Indonesia|work=The Philippine Star|date=August 7, 2014|access-date=March 31, 2015}} Northern Mariana Islands{{cite news |author= |date=October 31, 2000 |title=Second Jollibee store opens in January |newspaper=Saipan Tribune |url=http://www.saipantribune.com/index.php/965320f9-1dfb-11e4-aedf-250bc8c9958e/ |access-date=November 2, 2015}}{{cite news |author= |date=July 8, 2004 |title=Jollibee outlet shuts down |newspaper=Saipan Tribune |url=http://www.saipantribune.com/index.php/9fe147d7-1dfb-11e4-aedf-250bc8c9958e/}}{{cite news |author= |date=November 26, 2009 |title=Jollibee to close in Feb. |newspaper=Saipan Tribune |url=http://www.saipantribune.com/index.php/b3271073-1dfb-11e4-aedf-250bc8c9958e/ |access-date=November 2, 2015}} and Papua New Guinea.{{cite book |last1=Martin |first1=John L. Thompson ; with Frank |url=https://books.google.com/books?id=INy2SHeqMhwC&q=jollibee%20in%20papua%20new%20guinea%20-prezi&pg=PA769 |title=Strategic management : awareness and change |date=2005 |publisher=Thomson Learning |isbn=1844800830 |edition=5th |location=London [u.a.] |page=769}}

{{multiple image

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| image1 = Jollibee - Toronto - 20221229.jpg

| caption1 = A Jollibee location in Toronto, Ontario, Canada

| image2 = 2816Jollibee trucks 06.jpg

| caption2 = Jollibee food truck in Baliwag, Bulacan, Philippines

| image3 = Jolibee Surrey 100th.jpg

| caption3 = The 100th Jolibee store in North America, in Surrey, BC, Canada{{Cite web |last=McLean |first=Hanna |title=Jollibee to open 100th North American store in Surrey next week {{!}} Dished |url=https://dailyhive.com/vancouver/jollibee-strawberry-hill-surrey |access-date=June 28, 2024 |website=dailyhive.com |language=en}}

}}

Marketing and advertising

=Customer base=

Outside of the Philippines, Jollibee's customer base varies by region. In the Middle East, Jollibee's primary market are overseas Filipino workers, while in Vietnam it is the local population. Vietnam has the most franchises outside of the Philippines, with over 100 locations.

=Mascots=

File:CPCCTMCHjf0077 01.JPG, Cavite]]

Introduced in 1980, Jollibee is a large anthropomorphic bee mascot dressed in a red blazer, shirt, and chef's hat.{{cite web|title=Milestone & History|url=http://www.jollibee.com.ph/about-us/milestones-history/|publisher=Jollibee|access-date=October 19, 2017}} Jollibee's design is based on Mickey Mouse. The mascot was designed to epitomize Filipino optimism. Tony Tan, Jollibee's founder, has compared the mascot's character to the Filipino working class, stating that the bee "hops around and produces sweet things for life, and is happy even though it is busy".{{cite news|title=A busy bee in the hamburger hive|url=http://www.economist.com/node/1011021/|access-date=November 2, 2015|newspaper=The Economist|date=February 28, 2002}} Jollibee developed additional mascots, some of which were featured in Jollitown, a children's show aired in the Philippines.

class="wikitable plainrowheaders"
scope="col" | Name

! scope="col" | Year introduced

! scope="col" | Year discontinued

! scope="col" | Representation

scope="row" | Jollibee

| 1980

| {{N/A}}

| Main franchise mascot and chef, Filipino dishes{{cite news |last1=Valcobero |first1=Jennifer |title=Jollibee opens 18th branch in CDO |url=https://www.sunstar.com.ph/article/101790/Sports/Jollibee-opens-18th-branch-in-CDO |access-date=February 2, 2021 |work=SunStar|date=October 3, 2016 |archive-url=https://web.archive.org/web/20200815143157/https://www.sunstar.com.ph/article/101790/Sports/Jollibee-opens-18th-branch-in-CDO |archive-date=August 15, 2020 |language=English |quote=Every mascot represents the best-sellers of Jollibee. They have Mr. Yum for its burger, Hetty for spaghetti, Popo for french fries, Twirlie for sundaes and Jollibee for Filipino dishes.}}

scope="row" | Chickee

| 1983

| Early 2000sJollibee Foods Corporation. Isang Pamilya: Kantahan at Kwentuhan Kasama ang mga Jollibee Mascots. Audio cassette. 2000.

| Chickenjoy

scope="row" | Lady Moo

| 1983

| Mid-1990s

| Milkshakes

scope="row" | Mico

| 1983–1984{{Cite web|url=https://www.discogs.com/Joseph-T-Joaquin-Jollibee-Character-Songs-Volumes-1-And-2/release/9475832|title=Joseph T. Joaquin – Jollibee Character Songs Volumes 1 And 2 (1984, Vinyl)|year=1984 |via=www.discogs.com}}

| Mid-1990s

| Breakfast and milkshakes

scope="row" | Champ

| 1984 (1st incarnation)
2020 (2nd incarnation)

| 2004 (1st incarnation)
present (2nd incarnation)

| Champ premium hamburger

scope="row" | Mr. Yum / Yum

| circa 1980–1983 {{nowrap|(as Mr. Yum)}}
2008 {{nowrap|(as Yum)}}

| 2008 {{nowrap|(as Mr. Yum)}}
present {{nowrap|(as Yum)}}

/>

| Burgers

scope="row" | Twirlie

| 1988{{citation needed|date=October 2017}}

| {{N/A}}

| Sundaes

scope="row" | Popo

| circa 1980–1984

| {{N/A}}

| French fries

scope="row" | Hetty

| 1984

| {{N/A}}

| Spaghetti

=Mass media=

=Television series=

{{Main|Jollitown{{!}}Jollitown}}

On April 13, 2008, Jollibee premiered Jollitown, a children's television show. The premiere was timed to coincide with Jollibee's 30th anniversary. The show featured several characters, including Jollibee, Yum the scientist, Twirlie the star performer, Hetty the cheerleader, and Popo the gym coach. The show aired aired Sundays at 9:30 a.m. on GMA Network.{{cite news|last=Aguilar|first=Dheza Marie|date=May 17, 2008|url=http://telebisyon.net/balita/The-Jollibee-gang-hits-television/artikulo/35340/|title=The Jollibee gang hits television|work=Manila Standard|access-date=November 1, 2010|archive-date=March 25, 2012|archive-url=https://web.archive.org/web/20120325132915/http://telebisyon.net/balita/The-Jollibee-gang-hits-television/artikulo/35340/|url-status=dead}} On July 17, 2011, Jollitown moved to ABS-CBN for its fourth and fifth seasons, airing Sundays at 9:00 a.m. On July 20, 2013, the show moved back to GMA Network for its sixth season until it ended on October 12.

=Web advertising=

In November 2018, the 23 original Kwentong Jollibee videos on its YouTube channel reached a total of 64 million views.{{Cite news|url=https://news.abs-cbn.com/business/11/22/18/64-million-views-later-jollibee-goes-digital-from-i-love-you-sabado|title=64 million views later, Jollibee goes digital from 'I Love You Sabado'|last=Fenol|first=Jessica|work=ABS-CBN News|access-date=November 23, 2018|language=en-US}} After nearly two years the total views had risen to 405 million, with 567,000 subscribers, in July 2020.{{Cite web|url=https://www.youtube.com/c/JollibeeStudios/about/|title=Jollibee Studios - YouTube|website=www.youtube.com}}

See also

Notes

{{Reflist|group=note}}

References

{{Reflist}}

Further reading

; Videos

  • {{cite web|url=https://www.youtube.com/watch?v=kpHeXMbIy2s| archive-url=https://ghostarchive.org/varchive/youtube/20211106/kpHeXMbIy2s| archive-date=November 6, 2021 | url-status=live|title=Why Is McDonald's Struggling In The Philippines? Jollibee|publisher=CNBC|date=November 20, 2018}}{{cbignore}}
  • {{cite web|url=https://www.youtube.com/watch?v=AHE6u5nc0hk|archive-url=https://web.archive.org/web/20201002030117/https://www.youtube.com/watch?v=AHE6u5nc0hk|archive-date=October 2, 2020|url-status=bot: unknown|title=Jollibee CEO on the homegrown fast food giant's growing appetite for acquisitions| date=May 7, 2019 |publisher=CNBC International TV|access-date=May 7, 2019}}{{cbignore}}
  • {{cite web|url=https://www.youtube.com/watch?v=mTCgnJCyz2Q| archive-url=https://ghostarchive.org/varchive/youtube/20211106/mTCgnJCyz2Q| archive-date=November 6, 2021 | url-status=live|title=Why Jollibee's Fast Food has Americans Waiting in Insane Lines — Cult Following|publisher=Eater/Vox Media|date=April 13, 2017}}{{cbignore}}
  • {{cite web|url=https://www.youtube.com/watch?v=Id7yGbtOrdw| archive-url=https://ghostarchive.org/varchive/youtube/20211106/Id7yGbtOrdw| archive-date=November 6, 2021 | url-status=live|title=Jollibee: How it became one of the world's biggest Asian fast food companies|publisher=South China Morning Post|date=July 20, 2019}}{{cbignore}}