Business overview of jollibee foods corporation

Business overview of jollibee foods corporation Jollibee Foods Corporation engages in the development, operation and franchising of Quick Service Restaurants (QSR). Other activities of the Group include the lease of real estate properties. The franchising segment is involved in the franchising of the Group’s QSR store concepts. The real estate segment leases store sites mainly to the Group’s independent franchisees. Jollibee is a phenomenal success story of a business. It began as a two-branch ice-cream parlour in 1975 offering hot meals and sandwiches and became incorporated in 1978 and signify the birth of the revolutionised fast- food in the Philippines and it was the first fast food chain to break the 1 billion pesos sales mark in 1989 as well as the first food service company to be listed in the Philippine Stock Exchange in 1993. When it comes to Filipinos, there will only be one kind of fast food restaurant that Filipinos cannot and will not trade for, and that is the Jollibee Philippine. The company provides the most mouth-watering fast-food foods. Jollibee did not start on selling hamburgers or chickens but was first started as an ice cream parlour at Cubao in 1975 by Tony Tan Caktiong with â€Å"Jolibe† as the original name selling ice-cream rather than burgers. The two original products of the company were named as â€Å"Yumburger† and â€Å"Chickenjoy†.   Jollibee’s phenomenal growth owes much to its strict and committed adherence to high standards and organisational objectives as symbolized by â€Å"F.S.C.†: Food- everything served to the public must meet the company’s excellence standards or it will not be served at all. Service- must be fast and courteous Cleanliness- from kitchen to utensils must always be maintained. POSITIONING Jollibee dedicated its continuous success to the Filipinos who have been there from the very start. Jollibee is so well-loved every time a new store opens, especially overseas. It is a stronghold of heritage a nd monument of Filipino victory. The company has an American-style fast-food chain with Filipino-influenced dishes specialising in burgers, spaghetti, chicken and some local Filipino dishes. In the Philippines, Jollibee serves Coca-Cola products for its beverages; in overseas markets, the chain serves Pepsi products. It’s kind of a Filipino version of McDonald’s. It may be a little different for Americans or Europeans who are use to the McDonald’s hamburger meal. The beef tastes a lot different at Jollibee. Jollibee Foods Corporation is not a household name when it comes to the global market. But in the Philippines, it’s the king of the burger market. One industry analyst said â€Å"if McDonald’s is the Goliath of fast food, Jollibee is its Filipino David.† Although Jollibee is much smaller than other fast-food companies in global terms, Jollibee concentrates most of its limited resources within the Philippines.   But its primary advantage comes from simply doing a better job of giving Filipino consumers what they want.   Ã‚   To be in the position in the market JFC undertake several marketing activities to hold their market share. It will be shown on the following figures. Figure 1: JFC’s Traditional Media