Jollibee Food Corp: by Yankees
Jollibee Food Corp: by Yankees
Jollibee Food Corp: by Yankees
By
Yankees
Spring 2008
Overview
1981:
o McDonalds enters the Philippines
• 1983:
o McDonalds - 27% market
o Jollibee - 32%
• 2001:
McDonalds – 28%; 235 stores
Jollibee – 52%; >400 stores
Jollibee Wins Local Dominance
• Company Perspective
o Constant innovation and improvement in products,
service and store design.
Corporate Strategy
Cooperative (Franchising)
Royalties and Franchise Fees
Corporate Strategy
• Diversification
o Jollibee
o Greenwhich Pizza Corporation (Pizza-Pasta) - 1994
o Delifrance (French Café - Bakery) - 1995
o Chowking (Oriental Quick Service) – 2000
o Yonghe King (Chinese Fast Food)
o Red Ribbon (Cake and Pastries)
o Chun Shui Tang (Tea Drinks)
• Dominant Business Strategy 2001
Jollibee - 75%
Greenwhich Pizza - 11%
Chowking - 10 %
Others - 4%
International Ventures
Singapore – 1985
Misunderstanding with local partner; franchise revoked 1986
Taiwan
Conflict with partner
Property market; dissolved venture 1988
Brunei – 1987
Hands on involvement in operations
Good relationship with partner
Indonesia – 1989
Conflict with partner
Sold to new franchisee
Success Factors:
Partner relationship management
Prime Location
Tony Kitchner 1994 - 1997
Capabilities
Targeting Expatriates
Pros: 1) Supports entry into market
2) Reduces need to customize menu
California: Enter
Conclusion