Jollibee is one of the biggest known and largest fast food restaurant in the Philippines that operates a nationwide network of more than 750 stores and a dominant market leader in the Philippines. The company has also embarked on an aggressive international expansion plan in USA, Vietnam, Saudi Arabia, Qatar, Brunei and Hong Kong.
In 1975, Tony Tan Caktiong and his family
opened a Magnolia Ice Cream Parlor at Cubao, Quezon City. Jollibee’s C.E.O.
Tony Tan Caktiong was born and raised in a poor family from Southern China.
They migrated in the Philippines to look for better opportunities. And it was
in a family-run restaurant business here where Tony earned how to develop an
entrepreneurial mindset. The results of his efforts and hard working bore well
and became phenomenal. Though Jollibee started with its humble beginnings which
later grew into an emerging global brand, it was the move to diversify to more
types of food like hamburgers that put them into the map. Despite the threats
from international brands such as McDonalds, Tony officially transformed his
store into a burger chain by 1978. Jollibee’s growth is due to its delicious
menu line-up like its superior-tasting chikenjoy, mouth-watering Yumburger and
Champburger, and delicious satisfying Jollibee Spaghetti. Every Jollibee outlet
welcomes their customers with an efficient service and a clean and warm
in-stone environment. Jollibee is well-loved every time a new store opens
especially overseas, Filipinos always forms a long line to the store. It is
more than a home for them. Customer satisfaction has always been the key to
Jollibee’s success. Never losing sight of its goals, Jollibee has grown to be
one of the most recognized and highly preferred brands in the Philippines for
its good service and as well as to their good taste quality of foods.
According to the Jollibee official website,
in less than 10 years, in 1984, Jollibee reached the 500 million peso sales
miles stone. Another 5 years later in 1989, Jollibee accomplished another
amazing feat-reaching the 1 billion peso sales mark- and being the first fast
food chain in the Philippines to do so. One of its great accomplishments was
becoming part of the elite Top 100 corporations in the Philippines in 1987, and
it becomes the first food service company to be listed in the Philippine Stock
Exchange. In the year 1990, Jollibee receives the “Excellence in Marketing
Management Award” from the Asian Institute of Management (AIM). Tony Tan
Caktiong was also awarded the Triple Award as Outstanding AIM Alumnus. The next
year, another notable award was received by the company and it is the award for
the Outstanding Corporate Safety Consciousness Programs by the Safety
Organization of the Philippines (SOP). By the end of the year 1994, there have
been already 148 Jollibee stores nationwide and with the Greenwich Pizza
Corporation, Jollibee expands into the pizza-pasta segment. It was also cited
as one of the leading companies in Asia. During 1996, the Far Eastern Economic
Review has cited that the Jollibee was again one of the leading companies in
Asia. And the wide sale increased to $8.29 billion which translates to a market
share of more than 50 percent among all hamburger fast food chains. In the year
2000, Asian Business Magazine ranked Jollibee as the Most admired Company in
the Philippines and the third over-all Asia, surpassed only by global giants
General Electronic and Microsoft. The prestigious award of “World Entrepreneur
of the Year” was given to founder Tony Tan in 2004 for the inspiring work of he
has done. Additionally, the Far Eastern Economic Review has judged Jollibee as
“The Most Admired Company” in the Philippines over the last 6 years. Jollibee
has indeed revolutionarized the fast food industry in the Philippines. Today,
they satisfy the appetites of the Filipinos everywhere with 600 stores in the
Philippines and over 80 international stores. In every major area in the
Philippines, one can count on multiple Jollibee’s being around, ready to serve
anytime. Jollibee dedicated its continuous success to the Filipinos who have
been there from the very start.
No one expected that a giant cartoon bee
character could become the national symbol for delicious, affordable fast food
restaurant in the Philippines. The mascot represents Filipinos spirit:
hard-working, optimistic, and most of all jolly. Filipinos, like bees in
nature, are happy even though they are busy, and still hard working to get the
sweetest things that life could offer.
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