Jollibee: Fast-Food, the Filipino Way
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"The Jollibee story is an inspiring saga of corporate vision, commitment to quality and customer service, and state-of-the-art strategic marketing."
- An article on Philippine Marketing Association's website, www.pma.philonline.com.
"If McDonald's is the Goliath of fast-food, Jollibee is its Filipino David. The Philippines is a huge embarrassment to McDonald's."
- The Economist, February 28th, 2002.
"Jollibee has grown to be so well loved that every time a new store is opened, especially overseas, Filipinos form long queues to the store without fail. It is not just a place where they feel at home; it is a stronghold of heritage, a monument of Filipino victory."
In early 2003, message boards on many websites on the World Wide Web were flooded with rather disturbing news about Jollibee Foods Corp. (Jollibee), a fast-food major from the Philippines. The message claimed that the company had misled millions of customers into eating what they believed were burgers containing pure beef.
Jollibee had also won recognition for its contribution to the economy of the Philippines and the success of its strategies by the Asian Business Review, leading management consultants Hewitt Associates, and many Filipino corporate bodies. Jollibee also had the distinction of being one of the very few companies that had been able to give multinational fast-food giants such as McDonald's and Burger King a run for their money. While Jollibee had a market share of over 60%, its closest rival, McDonald's had less than half of that.
1] A leading Asian business magazine from Asia. The over five-decades old weekly
FEER is owned by Dow Jones & Company, which also publishes the Asian Wall Street Journal.
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