JOLLIBEE PHILIPPINES BUSINESS PLAN Evelyn A. Gaspar BSBA – IV AM Description of Business Jollibee is a well-known fast-food restaurant in the Philippines offering food great tasting and great value food. It has attained success from its humble beginnings. In 1975, Tony tan Caktiong, the founder of Jollibee and his family opened up a Magnolia ice cream parlor in Cubao, Quezon City. Sometime in 1978, Caktiong and his brothersand sisters engaged the services of a management consultant, Manuel C. Lumba.
Lumba shifted the business focus from ice cream to burgers after studies proved that a much larger market was waiting to be served. Tony considered Lumba’s advice. So, he came up with the decision to fully transform his business from ice cream parlor shop to hamburger fast-food restaurant. To further improve the restaurant’s position, tony and Lumba changed its name from Jolibe to Jolly Bee, then to Jollibee. Next, they pictured its mascot. Enthused by foreign and local children’s book, in 1980, they have created Jollibee’s current mascot, a big red nee wearing a blazer as well as a chef’s hat.
The large bee mascot is probably the most widely recognized character in the Philippines. They also created names for their menus. The two most popular were Yumburger for their burgers and Chickenjoy for their deep fried chickens. He had the company incorporated and leased a house on Main St. in Cubao, Quezon City as its first headquarters. Lumba devised a long-term marketing strategy: listing up a number of consumer promotions and traffic building schemes.
The stores were redesigned, the service transformed into a full service fast-food operations with drive-thru. Today, from two outlets in 1975, Jollibee has 686 restaurants in the Philippines. Until now, the first branch of Jollibee is still operating in Coronet, Cubao under the Jollibee Foods Corporation. Since 1981, Jollibee has acquired numerous prestigious awards and recognitions. Few were Most Outstanding Fast-food Chain during the 9th Annual National Consumers Awards organized by the Consumers Union of he Philippines, one of the “Top 20 Best Employers in Asia” and the Number 1 in the Philippines by Hewitt Associated and the Asian Wall Street Journal, The Most Admired Corporation in the Philippines by the Far Eastern Economic Review for 6 consecutive years (1998-2003) and the 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. Description of Products and Services
Jollibee is an American-style fast-food restaurant with Filipino-influenced dishes specializing in burgers, spaghetti, chicken and some local Filipino dishes. Jollibee provides their customers with the most delectable fast-food foods. Jollibee Philippines is among of the many fast food restaurants here in the country that offers the right kind of taste that Filipinos look for in a fast-food restaurant. Jollibee started as an ice cream parlor. It sold ice cream originally named as Jolibe rather than burgers. After several years, Jolibe shifted from ice cream to hamburgers.
And sure enough, their hamburgers became a hit for a lot of Filipinos. After this success, Jolibe was reformed to Jolly Bee and made the two words form a single name Jollibee. Then, product name “Yumburger” and “Chickenjoy” were created. These two became popular to the Filipino children. Through effective advertising, Yumburger and Chickenjoy turned out to be the best-selling products of Jollibee since then. Because Filipinos smell their food before eating, Jollibee created the famous langhap-sarap catchphrase.
Jollibee’s Yumburger has that distinct langhap-sarap taste. It is the bearer of the famous langhap-sarap tag. Jollibee’s Yumburger has maintained its leadership position in the burger category all these years. And while times have changed, the langhap-sarap taste of Jollibee’s Yum did not. Aside from regular yum, other burger products include Yum with Cheese, Double Yum with Cheese, Yum with TLC, Amazing Aloha and Cheesy Bacon Mushroom. Jollibee burgers are made with 100% pure beef from Australia and New Zealand.
Today, Jollibee grills half a million burgers everyday. Just like a real Pinoy teen that grows but evolves positively through time- Jollibee’s Yumburger has been perfected through time but still manages to carry that distinct taste you’ve grown to love. Jollibee’s chickenjoy captured the hearts of the Filipinos. Kids just love it so much. Taglines crispylicious, juicylicious, amoy delicious and gravylicious have been attached to Jollibee chicken joy because it is perfectly seasoned that is crispy on the outside and tender and juicy on the inside.
It satisfies customer’s cravings for delicious chicken meal. Jollibee’s gravy has also gained so much popularity. Included in Jollibee’s delicious meals are Jollibee’s sweet-style spaghetti which is the tastiest and meatiest spaghetti, rice meals that suits to Filipinos’ big appetite, sandwiches and sides which includes Jolly Hotdog and French fries, desserts with different variants of float and ice creams, and breakfast meals. Jollibee serves Coca-Cola products for its beverages. Jollibee also offers services. Jollibee’s Express Delivery is a 30-minute delivery service.
Customers can get fresh, complete and affordable meals, anytime, anywhere through the 8-7000 hotlines. To have a memorable, fun and enjoyable birthday parties, Jollibee has Jolly Kiddie Party for kids. Jollibee also offers Jollibee Drive-thru for their customers who caught hungry on the road. It has the most number of drives thru outlets in the country. Motorists can get any of langhap-sarap meals anywhere. Jollibee also has outlets that offer 24-hour service. It allows customers to enjoy their Jollibee favorite even in the wee hours in the morning. Customer Analysis The Jollibee 7P’s Marketing Strategy: Primary Target Market Moms and dads with kids (0-12 years old), across socio-eco classes, chicken eaters – Potential (Total Market) In the last 25 years, Chickenjoy has evolved from just a plain chicken product to a strong and well-loved brand in the QSR (quick service restaurant) industry. It reached the level of having an established emotional affinity among Filipinos given its constancy as a functional product and the heritage that it continuously imparts in every household – Positioning A uniquely delicious total sensory experience enjoyed by the whole family: Crispylicious, juicylicious, amoy delicious and gravylicious.
Satisfies not only your family’s craving for a delicious chicken meal but also your family’s needs for bonding moments. – Product Best tasting chicken: Jollibee Chickenjoy – Price value-for-money price (Feb 2011): 1-pc Chickenjoy or Spicy Chickenjoy with rice & gravy: P70. 00 (solo) P86. 00 (value meal) 2Pcs P115 (solo) P131 (value meal) – Place All Jollibee stores nationwide- Dine-in, take-out counters and delivery (currently, there are more than 900 stores nationwide) – Promotion TVC, Print, and Billboard