Jollibee’s Success in the Philippines Essay

Jollibee is the Mcdonalds of the Philippines. From a simple ice-cream parlor in 1975, it has explored the fancy of hot meals and sandwiches in 1978 and since then revolutionized the concept of turbulent diet in the Philippines. 1984 saw Jollibee hit the Top 500 Philippine Corporations. 1987 landed the fast food chain into the countrys Top 100 Corporations. It became a billion-peso corporation in 1989. Today, there atomic number 18 600 branches of Jollibee in the Philippines and about 50 abroad. Analysis of Jollibees Success in the Philippines The Philippines is a small, third-world country in south-east Asia.Like many asians, Philippine people eat their meals with rice and they prefer it home-cooked. However, due to the urbanization of the capital city in the late 70s and the modernization required for economic development, Filipinos had to uphold for less than the best the turo-turo style. Way before the term fastfood reached the vocabulary of the Filipinos, people in the Phi lippines had eaten turo-turo style. Turo-turo is where ready-to-eat and ready-to-go entrees arrayed in steam-heated trays, are always ready to be eye-balled by hungry and harried customers.If you wait more than 20 minutes to get your food, its not considered as a turo-turo restaurant. Jollibees claim to have revolutionized the concept of fast food in the Philippines is probably correct. The company claims that the secrets of its success are superior menu line-up, fanciful marketing programs, and efficient manufacturing and logistics facilities. It (success) is made possible by well-trained teams that work in a culture of uprightness and humility, fun and family-like. Success did not come easy as Jollibee is not exactly the first fastfood in the Philippines.Wendys from the USA came first and that is where Jollibee conceived the idea of sandwhiches and hotmeals served in less than twenty minutes to cater to the urbanize city of Manila. Competition has been tough for the first few years however Jollibee made the right conclusion to Philippinize its concept starting with market research. It was hypothesized that the Filipinos love not actually the home-cooked meals served by their wives but the smell and fragrancy of the meals served at home. Capitalizing on this theory, Jollibee launched the slogan, langhap-sarap which in English translates to smells delicious.Also, knowing the heart and soul of e truly Filipino is the family, Jollibee made itself cater not to individual professionals in the modern city but to the family as a whole. Jollibee became a red, giant bee mascot children adore. Jollibee easily became a household name in the market. The most remarkable good Jollibee offered is the chicken joy. When you step inside a single branch of Jollibee, you can actually smell the crispy, easy chicken being deep fried to juicy tenderness. In Jollibee, hamburger patty is being eaten with boom and served with rice and they call it the burger steak.Same as an y product, this one smells delicious. Another notable affaire about Jollibee is how spaghetti is flavored. The spaghetti of Jollibee is sweet as Filipinos put sugar in their spaghetti and not much tomatoes. This menu line-up convey to research on the wants of Filipinos, target customer and the use of mega-superstars as endorsers put Jollibee at the top of the fastfood fabrication in the Philippines. Jollibee in the USA The Jollibee branch located in San Francisco area is supposed to cater to the rambling home-sick Filipinos working in the city.This Jollibee branch looks like a normal Jollibee branch in the Philippines. The most notable difference is the price of the food. Jollibee in the USA is more expensive than McDonalds. They also accept credit tease which is a facility not found in any of the Jollibee branches in the Philippines. The commodities sold is also very different. Though they market it as the said(prenominal) smells delicious chicken joy from the Philippines, th e chicken hardly smells nor looks delicious. It doesnt have the same crispy juiciness as that of the local branches and it tastes mostly of salt.The burger steak is still served with rice though the hamburger patty is bigger and spaghetti is not as sweet as it should be, Filipino-style. The fusion of two states could be blamed for the high pricing as Jollibee might be adjusting to the cost of putting up a branch in San Francisco where raw materials are considerably more expensive. However, the objective of catering to home-sicked Filipinos is not met, in my opinion, as this Jollibee, though the same as in the home country in name, is not the same in every other aspect.