History

In 1975, Tony Tan Caktiong and his family opened a Magnolia Ice Cream parlor
in Cubao, Quezon City[1] which is credited as the first Jollibee outlet. The Magnolia
outlets operated by Tan's family began offering hot meals and sandwiches upon request
from the customers which the family found out to be more popular than the franchise'
ice cream. In 1978, the family decided to cancel the Magnolia franchise and converted
the ice cream parlors, they operated into fast food outlets. Management consultant
Manuel C. Lumba advised the family of the move.
The company that would be managing the chain of fast food, Jollibee Foods
Corporation, was incorporated on January 1978. By the end of that year, there were 7
branches in Metro Manila. The first franchised outlet of Jollibee opened in Santa Cruz,
Manila in 1979.
Jollibee experienced rapid growth. It was able to withstand the entry of McDonald's in
the Philippines in 1981 by focusing on the specific tastes of the Filipino market, which
differed from the American fast food company. The first Jollibee store overseas opened
in Taiwan in 1986 which is now closed. Jollibee continued to expand and set up outlets
both within the country and abroad.

Products
Jollibee's core product is its fried chicken, which is branded as Chickenjoy which was
first introduced in 1980. Before the Chickenjoy, the Yum Burger was originally Jollibee's
primary product which was introduced in 1978.
Jollibee began serving spaghetti in 1979 and the palabok in 1982. Fries were introduced
along with the Chickenjoy in 1980. A bigger version of the fastfood's Yum Burger, the
Champ was launched in 1984. The fast food also serves Jolly Twirl, a soft-served ice
cream launched in 1988.

Branch locations
Jollibee started with five branches in 1978. Jollibee has branches in other countries in
Southeast Asia besides the Philippines, Hong Kong, the Middle East, and North
America.
As of December 2016, Jollibee operates 1,100 stores, 950 of which are in the
Philippines, its country of origin, and 150 are situated in foreign markets.
Jollibee Foods Corporation (JFC) has publicly expressed plans to open its first Jollibee
store in Europe due to popular demand, and stated that it could probably start in Italy
within 2017-2018. Plans to enter the Australia and Japan markets were also entertained
by the company.
Jollibee had branches in Taiwan, and Mainland China. Jollibee's first branch in Taiwan,
opened in 1986, was the first branch overseas. Jollibee launched its first branch in
Dubai in 1995 but it was later closed. Jollibee also previously had branches in Malaysia
and Indonesia but were later closed down due to the 1997 Asian financial crisis.
It also had former presence in Oceania, although one is set to open in Australia in
2017. It had branches in the US territories of the Northern Mariana Islands. and
Guam, as well as in Papua New Guinea.
As of the end of September 2012, Jollibee Foods Corporation was operating 2,040
stores in the Philippines for all of its brands: 765 for Jollibee, 383 for Chowking, 201 for
Greenwich, 209 for Red Ribbon, 457 for Mang Inasal and 25 for Burger King.

Marketing and advertising

Mascots
Jollibee, a large bee mascot dressed in a blazer, shirt, and chef's hat introduced by the
brand in 1980. The mascot Jollibee was designed to epitomize Filipino optimism. Tony
Tan, chairman and founder has compared the mascot's character to the Filipino working
folk reasoning that the bee "hops around and produces sweet things for life, and is
happy even though it is busy".

Jollitown
On April 13, 2008, a children's television program called Jollitown was launched. The
timing was chosen to highlight Jollibee's 30th anniversary. Jollibee and his friends: Yum
the scientist, Twirlie the star performer, Hetty the cheerleader and Popo the gym coach
are the stars of the show, which airs Sundays, 9:30 a.m. or 8:00 on GMA Network. On
July 17, 2011, Jollitown moved to ABS-CBN for its 4th and 5th season every Sunday at
9 am (every Sunday). On July 20, 2013, the show moved back to GMA Network for The
Jollitown Kids Show or Jollitown Season 6 until it ended on October 12, which spanned
for almost 5 years.
External links

Jollibee Foods Corporation

Chairman: Tony Tan Caktiong

President and CEO: Ernesto Tanmantiong

International Jollibee, Chowking, Red Ribbon

Philippines Greenwich Pizza, Mang Inasal, Burger

King Philippines

China Yonghe King

United States Smashburger

Vietnam Highlands Coffee

 Delifrance, Jollitown
Related Articles
Mergers and Acquired Subsidiaries
 MANG INASAL
Mang Inasal’s authentic fusion of traditional Filipino cuisine with the dine-in concept.
Famous for its native style and “nuot sarap” Chicken Inasal with its pioneering “unlimited
rice” Mang Inasal quickly won the hearts of its customers with its distinctively Pinoy
stamp- grilling and special marinade made out of local secret spices.

The Merger applied in Mang Inasal and Jollibee Corporation is a horizontal merger. It
is a business consolidation that occurs between firms that operate in the same space,
as competition tends to be higher and the synergies and potential gains in market share
are much greater for merging firms in such industry. This type of merger occurs
frequently because of larger companies attempting to create more efficient economies
of scale.
A horizontal merger of two companies already excelling in the industry may be a better investment
than putting a lot of time and resources into developing products or services separately.
A horizontal merger also helps reduce the threat of competition in the market place. In
addition, the newly created company may have greater resources and market share
than its competitors, letting the business exercise greater control over pricing.

 RED RIBBON BAKESHOP

Red Ribbon Bakeshop, Inc. is a Philippine food company which maintains a fast-food
and bakery chain under the trade name "Red Ribbon".
In 2005, Red Ribbon was acquired by Jollibee Foods Corporation (JFC), a
conglomerate of fast-food chains in the Philippines.Red Ribbon Bakeshop, Inc. is
managed through JFC's holding company, RRB Holdings.

 SMASHBURGER
Smashburger is an American fast-casual hamburger restaurant chain founded
in Denver, Colorado. As of February 2018, it has with more than 370 corporate
and franchise-owned restaurants in 37 states and 9 countries.
The restaurant saw rapid growth after its first location opened in 2007 and it
added several hundred locations within a few years, though a larger slowdown of
the "better burger" industry saw it slow its size and expansion plans. Company
leaders initially considered an IPO, but Philippine-based quick-service
operator Jollibee Foods Corporation bought a 40 percent stake in the company in
2015, at which time it was valued at $335 million. Jollibee subsequently
became majority owner taking an 85 percent share of the chain in 2018.
  YONGHE KING
Yonghe King (Chinese: 永和大王; pinyin: yǒnghédàwáng) is a Chinese fast-food
restaurant that specializes in noodles. The headquarters are on the fourth floor of
Building B of the Rainbow Hongqiao Centre (莱茵虹桥中心) in Minhang
District, Shanghai.[1][2]
Yonghe Dawang opened its first restaurant in Shanghai on December 12, 1995.
Today Yonghe has branches throughout China, with over 70 restaurants in major
Chinese cities including Shanghai, Beijing, Shenzhen, Hangzhou, Jinan,
and Suzhou. In 2004, Yonghe King merged with one of the largest fast-food
chain in the Philippines, Jollibee, which is owned by Chinese FilipinoMr. Tony
Tan Caktiong.

REFERENCES:
Wikipedia https://en.wikipedia.org/wiki/Jollibee
Jollibee Corporation’s official website
https://www.scribd.com/document/341025514/Jollibee-Foods