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Jollibee Foods Corp

Jollibee Foods Corp. Group Sun Spring 2008. Background. Started in 1975 by Tan Family Ice cream parlor Started the hamburger business because of 1977 oil crisis The “Jollibee” name. Background (cont). Built reputation of the Five “Fs”

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Jollibee Foods Corp

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  1. Jollibee Foods Corp Group Sun Spring 2008

  2. Background • Started in 1975 by Tan Family • Ice cream parlor • Started the hamburger business because of 1977 oil crisis • The “Jollibee” name

  3. Background (cont) • Built reputation of the Five “Fs” • Friendliness, Flavorful food, Fun atmosphere, Flexibility in catering to customers needs, and Focus on family • McDonalds enters Philippines in 1981 • Jollibee has 11 stores • Economic & Political Crisis slowed McDonalds expansion

  4. Industry Background • Fast food pioneers in the 1960’s - Ray Kroc of McDonalds - Colonel Sanders of Kentucky Fried Chicken

  5. Business Level Strategy • “Five Fs” philosophy • Brand Loyalty in the Philippines • International expansion - “Targeting Expats” - “Planting the Flag” • Franchising

  6. Corporate Level Strategy • Mission: “To serve great tasting food, bringing the joy of eating to everyone.” • Values • Customer Focus • Excellence • Respect for individuals • Teamwork • Spirit of family and fun • Humility to listen and learn • Honesty and integrity • Frugality

  7. Corporate Level Strategy • Vision • We are the best tasting QSR.. • The most endearing brand... • We will lead in product taste at all times... • We will provide FSC excellence in every encounter... • Happiness in every moment... • By year 2020, with over 4,000 stores worldwide, Jollibee is truly a GLOBAL BRAND. (and the Filipino will be admired worldwide)

  8. Competitive Advantage • Store Management • Motivating & controlling crew members • Efficient use of time • Chain Management • Consistency & reliability • Uniformity • Operational Management • Franchise Service Managers (FSM)

  9. Competitive Advantage • Benchmarking • Internal • Competitive • “Planting the Flag” • “Targeting expats”

  10. Industry Key Success Factors • Flexibility as one of the 5Fs • Bargaining Power of Customers • “It is not easy to deliver quality food and service consistently and efficiently. Behind all that dun and friendly environment that the customer experiences is a well oiled machine that keeps close tabs on our day-to-day operations. It’s one of our key success factors.” -Senior manager at Jollibee

  11. Challenges • The need and want for their products • Menu modification

  12. Three Options for Expansion • Papua New Guinea- Raising the Standard • New Entrant into 3 store fast food chain • Tingzon offered to put up all capital required • Hong Kong- Expanding the Base • 3 Store established possible 4th • High volume with Filipinos but not with residents (Chinese) • 4th store location high traffic but few Filipinos

  13. Three Options for Expansion (cont) • California-Supporting the Settlers • Success in Guam led them to believe US had potential • Food Appealed to Filipinos and Americans • Decided on Daly City-Large Filipino population • Plans to appeal to Asian Americans and then Hispanic Americans

  14. Pro vs Cons • Papua New Guinea • Pro-Good quality of product/risk no equity • Con-franchises might not be able to serve the market (20 stores) • Hong Kong • Pro- Previous stores have done well • Con-Low Filipino population at site/ Chinese & Filipino management style differ • California • Pro-High Filipino population/done well against McDonalds • Con-12 hours away/Very saturated market

  15. Currently • Over 570 stores in the Philippines • 16 stores in the US (CA,NV,NY) • 9 stores in Brunei • 9 stores in Vietnam • 1 store in Hong Kong • 1 store in Saipan

  16. Currently (Cont) • Current Strategy • Expansion into China • Acquired Chinese restaurant food chain • Hongzhuangyuan • Bought 15% share of a chinese style fast food • Yonghe King • Expansion in California • Plans to open 8 more in California (2008)

  17. Questions?

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