A company that values family

Jollibee was founded by Tony Tan and his family with its humble beginnings as an Ice Cream Parlor which later grew into an emerging global brand. At the heart of its success is a family-oriented approach to personnel management, making Jollibee one of the most admired employers in the region with an Employer of the Year Award from the Personnel Management Association of the Philippines, Best Employer in the Philippines Award from Hewitt Associated and a Top 20 Employer in Asia citation from the Asian Wall Street Journal.

Aside from promoting a family oriented work environment, the brand’s values also reflect on their advertising and marketing. Jollibee knows their target audience very well: the traditional family and all communication materials focus on the importance of family values, making Jollibee the number one family fast food chain in the Philippines and a growing international QSR player.

A Well-Loved Brand

Customer satisfaction has always been key to Jollibee’s success. Never losing sight of its goals, Jollibee has grown to be one of the most recognized and highly preferred brands in the Philippines. Now the market leader among fast food chains in the Philippines, claiming a market share that totals to more than half of the entire industry.

Great tasting products and quality systems

Jollibee’s growth is due to its delicious menu line-up – like its superior-tasting Chickenjoy, mouth-watering Yumburger and Champ hamburger, and deliciously satisfying Jollibee Spaghetti -ably complemented with creative marketing programs, and efficient manufacturing and logistics facilities. It is made possible by well-trained teams that work in a culture of integrity and humility, fun and family-like. Every Jollibee outlet welcomes customers with a clean and warm in-store environment and friendly and efficient service.

And it is this tried and tested formula of delivering great-tasting food, adherence to world class operating standards and the universal appeal of the family values the brand represents that are driving the expansion of Jollibee both locally and in the overseas market.

Widest store network in the Philippines and an emerging global player

Jollibee is the largest fast-food chain brand in the Philippines, operating a network of more than 1,400 stores. A dominant market leader in the Philippines, Jollibee enjoys the lion’s share of the local market that is more than all the other multinational fastfood brands in PH combined. The company has also embarked on an aggressive international expansion plan, with more than 270 international branches in the United States, Canada, Hong Kong, Macau, Brunei, Vietnam, Singapore, Malaysia, Saudi Arabia, United Arab Emirates, Qatar, Oman, Kuwait, Bahrain, Italy, and in the United Kingdom.

A Triumph for and of the Filipino and a source of Filipino pride.

Jollibee dedicated its continuous success to the Filipinos who have been there from the very start.

Jollibee is so well-loved everytime a new store opens, especially overseas, Filipinos always form long lines to the store. It is more than home for them. It is a stronghold of heritage and monument of Filipino pride.

Company Headquarters

Jollibee Plaza Bldg.
F. Ortigas Jr. Road (formerly Emerald Avenue)
Pasig City, Philippines
Telephone: (632) 634-1111
Website: www.jollibee.com.ph

Values

• Customer Focus
• Speed with Excellence
• Humility to Listen and Learn
• Spirit of Family and Fun
• Integrity

Mission

To serve great tasting food, bringing the joy of eating to everyone.

FSC Standards

Jollibee’s phenomenal growth owes much to its strict and committed adherence to high standards as symbolized by “F.S.C.”: Food (F) served to the public must meet the company’s excellence standards or it will not be served at all; the Service (S) must be fast and courteous; and Cleanliness (C), from kitchen to utensils, must always be maintained. Jollibee is proud of its employees who carry out their jobs.

Jollibee recognizes them by providing the highest compensation and benefits packages in the fastfood industry, and modern and comprehensive training programs. Managers are regularly updated on the latest store operations systems, people-oriented management skills, among others. Service crews are trained on various store stations and food-service innovations. Jollibee also offers career opportunities for qualified and exceptional crew members to further their food-service careers as managers.

Store operations are ably supported by professionals who are experts in Marketing, Computer Management and Engineering.

The Commisionary

Store operations are ably supported by professionals who are experts in Marketing, Computer Management and Engineering.

There are three Commissary System sites: Santolan, Pasig City; Mandaue City, Cebu; and the central site in Canlubang, Laguna. The System, which operates 24/7, manages Jollibee’s total supply chain process.

The Jollibee Pasig City commissary has production lines for breads and sauces, and is the distribution center for North Manila and North Luzon. In 1996, Jollibee opened the Vismin Foods Corporation (VFC) in Mandaue City, Cebu to service the Visayas and Mindanao areas. VFC has its own bread, pie, sauce, and frozen patty lines.

The Laguna commissary is the biggest and most advanced in the country and among Asia’s best. Operated by Zenith Foods Corporation (ZFC), a full subsidiary of Jollibee, the newest commissary is on a 6-hectare property in the Calmelray Industrial Park. Aided by custom-made mechanized equipment, the production lines are for the marinated Chicken Joy, frozen patties and pies, breads, sauces, hotdogs and other meat products, and dry blended goods. ZFC can service over 800 Jollibee and Greenwich stores.

The chicken marination line can produce as many as 150,000 pieces a day while about 480,000 hamburger patties a day is turned out by the frozen patty line. The breadline is designed to match the volume output of patties, i.e. also about 480,000 pieces a day. The pie line can produce as much as 157,000 pocket pies in a 20-hour operating day. Currently, pies are exported to Jollibee stores in Hong Kong, Guam, Saipan, Brunei, and the USA. Various sauce products are processed in the ZFC sauceline including those for the Jollibee bestsellers, spaghetti and palabok.

A professionally staffed Technical Services Team supports the maintenance of an internationally accepted quality management system that further ensures the quality and safety of the commissary manufactured food products. High caliber teams from Engineering, Human Resources, Information Management, Finance and Accounting likewise provide support to the Manufacturing and Logistics operations of the Commissary.

Proof of Jollibee’s adherence to high quality standards is the various awards it garnered for the commissaries: in 1997, the commissary in Pasig earned the Outstanding Industrial Plant in the National Capital Region from the Laguna Lake Development Authority and the Most Improved Industry awarded by the Sagip Pasig Movement while Commissary Plant Engineer Romy P. Fernandez was awarded as one of the Top Ten Most Outstanding Pollution Control Officers of the Philippines.

In 1998 also, the frozen patty line in the Pasig commissary was awarded an ISO 9002 certification by the SGS (Societe’ Generale Surveillance) Yarsely, an international certification body. 2004 is a banner year for Vismin Foods Corporation (VFC) who has been assessed and certified by the National Meat Inspection Commission of the Department of Agriculture, to have fully met the requirements and standards of Good Manufacturing Practice, reinforcing the commissary’s “AAA” accreditation granted by the same agency.

Milestones / History

1975

• Mr. Tony Tan and his family opens a Magnolia Ice cream parlor at Cubao. This will later become the 1st Jollibee Outlet.

1978

• Jollibee posts 1st year sales of P2 million
• Jollibee is incorporated as a 100% Filipino-owned company, with seven Jollibee fast food restaurants within Metro Manila as its initial network.
• The Yumburger becomes its first flagship product.

1979

• Spaghetti Special is introduced.
• Jollibee’s first franchised-store opens at Ronquillo, Sta. Cruz, Manila.

1980

• Jollibee launches its 1st TV commercial.
• Jollibee’s Chickenjoy and French Fries are launched.
• The well-loved Jollibee mascot is conceived to support brand awareness and identity efforts. Other mascots are later introduced.
• Jollibee’s Chickenjoy becomes one of its best-selling menu items.

1981

• Jollibee Foods Corporation enters the list of Top 1000 Corporations in the Philippines.
• Jollibee ended the year with 10 stores

1982

• Jollibee pioneers the use of in-store promotions, novelty premium items and Kiddie Birthday packages for kids.
• Palabok Fiesta is introduced.

1983

• The Langhap-Sarap TV ad Campaign is launched.
• Chickee and Lady Moo join the Jollibee mascots.

1984

• Champ hamburger is launched.
• Jollibee enters list of Top 500 Corporations and assumes market leadership in local fast food industry.
• Mascots Champ and Hetty join the Jollibee family.
• WEA gives Jollibee the Gold Record Award for outstanding sales of Jollibee songs.

1985

• Jollibee becomes the market leader in the fast food industry.
• Breakfast Joys are introduced.
• The “Langhap-Sarap” campaign is awarded as the most effective ad campaign in the food category during the 9th Philippine Advertising Congress.

1986

• Jollibee wins the 9th International Foods Award from El Comestible in Barcelona, Spain.
• Tony Tan wins the Agora Award for entrepreneurship given by the Philippine Marketing Association.
• The Philippine’s Top 250 Corporations list includes Jollibee Foods Corporation.
• Jollibee adds Chunky Chicken Sandwich in its menu.

1987

• Sales of P570 million pushes Jollibee into the elite Top 100 Corporations.
• Jollibee opens 1st fast food outlet in Brunei, marking its entry into the global market.

1988

• Jolly Twirls softserve is successfully launched.
• Jollibee’s system-wide sales hit P921 million, further leading market share of 31% in the fast food industry and a dominant 57% share in the hamburger segment.
• Jollibee celebrates its 10th year anniversary.
• Tony Tan is named one of the Ten Outstanding Manilans.
• Jollibee wins the Anvil Award for outstanding PR campaign in relation to the achievement of its marketing objective on its Filipino Talents campaign.

1989

• 2nd Brunei store opens.
• Balut and Ligaw TV commercials wins the Kidlat Award in the Service and Leisure Products category during the 11th Philippine Ad Congress.
• Jollibee sales hit the P1.3 billion mark, giving the brand the distinction as the first fast food chain to surpass the billion-peso sales mark.

1990

• Jollibee adds Jolly Hotdog, Chickenjoy Take-Me-Out, Coleslaw, and Peach Mango Pie to its ever-growing menu.
• Jollibee post sales of P1.8 billion.
• Tony Tan is awarded the Triple Award by AIM as Outstanding AIM Alumnus.
• Jollibee receives the Excellence in Marketing Management Award from the Asian Institute of Management.

1991

• Jollibee opens its 1st store outside Luzon in Cagayan de Oro City.
• Jollibee’s 100th store opens in Davao City.
• Jollibee opens a record high of 35 new stores.
• Jollibee launches its Pancakes and Jolly Meals.
• Jollibee sales hit a whopping P2.65 billion.
• The Lola TV commercial wins the Grand Araw Award and an award of excellence for the promotion of Filipino Values during the Philippine Ad Congress.
• Jollibee receives award for the Outstanding Corporate Safety Consciousness Programs by the Safety Organization of the Philippines (SOP).

1992

• Jollibee sales hit the P3.365 billion.
• Jollibee improves its softserve ice cream line by offering fruit-flavored ice cream.
• Jollibee corners 73% if the Hamburger segment.
• Jollibee has 112 stores nationwide.
• Jollibee maintains its advantage over its competitors by acquiring more than 50% share of the fast food industry.

1993

• On July 13, JFC is listed in the Philippine Stocks Exchange with an initial offering of P9.00 per share.
• In October 1993, JFC shares are being sold for P20.00, a windfall or more than 135%.
• Marketing launched its At Home Ako sa Jollibee ad campaign, focusing on Jollibee’s loyal customers.
• Jollibee introduces the Kiddie Pack Promo.
• JFC moves to Jollibee Centre Building in Ortigas Center, Pasig, for its new Main Office site.

1994

• 148 Jollibee stores nationwide by year-end.
• JFC expands into the pizza-pasta segment with the acquisition of Greenwich Pizza Corporation.
• Jollibee is cited as one of the leading companies in Asia by the Far Eastern Economic Review.

1995

• Jollibee opens an additional 20 stores in the Philippines,bringing its total store network to 168.
• Jollibee successfully opens stores abroad: Guam, Dubai, United Arab Emirates, Kuwait, and Jeddah, and Kingdom of Saudi Arabia.

1996

• Jollibee opens its 200th store in Malolos Bulacan.
• Jollibee is cited again as one of the leading companies in Asia by the Far Eastern Economic Review.
• Jollibee’s system-wide sales increase to P8.29 billion which translates to a market share of more than 50% among all hamburger fast food chains.
• Jollibee has 208 stores nationwide.
• Mary’s Chicken was born; a semi-self service restaurant and another Jollibee subsidiary.
• The company reengineers its visual identity system.
• Amazing Aloha is launched.
• The 1st Jollibee store kanyain Hong Kong opens.
• Jollibee launches various projects, such as Maaga ang Pasko sa Jollibee and Chikiting Patrol: at Home Ako Dito. These projects’ main objective was to protect and contribute to the development of the Filipino children.

1997

• System-wide sales increase to P11.17 billion.
• Jollibee launches “Kaya mo Kid” project which aims to instill positive values to children and help them achieve their dreams and ambitions.

1998

• Jollibee opens in Daly City, Califorina, its first store in the USA.
• The company celebrates its 20th year anniversary.
• Jollibee opens 62 stores nationwide, bringing its total store network to 300.
• Jollibee opens its 300th store in Balagtas, Bulacan.
• Jollibee receives the ISO 9002 Certification for its frozen patty line.
• Jollibee wins the Employer of the Year Award.

1999

• Jollibee opens 50 stores nationwide, which increased the store count to 350 stores.
• The Cheezy Bacon Mushroom Burger is introduced to its line of specialty burgers.
• Far Eastern Economic Review cites Jollibee as the Philippines’ leading business corporation.

2000

• 31 more Jollibee stores open, bringing the total to 381 stores.
• Jollibee acquires Chowking .
• For the 3rd straight year, Far Eastern Economic Review ranked Jollibee as the Philippines’ leading company.
• Asian Business Magazine ranks Jollibee as the Most Admired Company in the Philippines and the 3rd over-all in Asia, surpassed only by global giants General Electric and Microsoft.
• JFC’s system-wide sales reach P20 billion.

2001

• Jollibee opens its 400th store in Intramuros.
• System-wide sales rose to 18.8% to P24.11 billion. Income reaches P959 million.
• JFC store network expands to 800 restaurants, which includes Greenwich and Chowking stores.

2002

• Revenues almost reach the P27-billion mark. JFC number of stores exceeded 900.
• Tony Tan is named MAP “Management Man of the Year”.

2003

• JFC store count reaches 988 nationwide.
• For the sixth straight year, the Far Eastern Economic Review ranked JFC as the Philippines’ Leading Company.
• Jollibee celebrates its 25th year.

2004

• Chairman and Chief Executive Officer Tony Tan Caktiong is named Ernest and Young’s 2004 World Entrepreneur of the Year.
• Jollibee opens its 500th store in Basilan.
• Jollibee inaugurates its biggest and most modern commissary in Camelray Industrial Park in Canlubang, Laguna with President Gloria Macapagal Arroyo as guest of honor.
• JFC acquires its 1st foreign brand – Yonghe King, a fast food chain in China.
• The Jollibee Group Foundation is established.

2005

• JFC acquires Red Ribbon Bakeshop.

2006

• Ernesto Tan Mantiong receives Corporate Citizen Award of the year from CNBC Asian Business Leaders Awards.

2007

• Jollibee opens 600th store in Aparri, Cagayan.
• Jollibee opens Las Vegas outlet.

2008

• Jollibee launches Jollitown, the first children’s TV show in the country to be produced by a fast food chain.
• Tont Tan Caktiong and Ernesto Tan Mantiong are featured by BBC and CNBC Managing Asia, respectively.
• Jollibee marks its 30th anniversary.
• Jollibee bested some of Asia Pacific’s biggest multinationals as it bagged the FMCG and F & B Asia Pacific Supply Chain Excellence Award at the SCM Logistics Excellence Award held in Singapore.
• Zenith Foods Corporation, the commissary plant of JFC, adjudged the national winner of Meat Processing Plant AAA category in the search for Best Meat Establishment of the National Meat Inspection Service.
• Jollibee strengthens US network with the opening of three new stores.
• Jollibee wins the Award of Excellence in the Philippine Quill Awards for Media Relations Program(30th anniversary campaign).
• Jollibee bags CMMA and three Araw Values Award.
• Jollibee stages first ever holiday musical special for children dubbed “A Magical Christmas at Jollitown”.
• Jollibee and the Jollibee Franchisees Association launched the 30th anniversary special novelty offering – Hug and Share Doll. Proceeds of the sales will all be donated to charity.
• Biggest and grandest Maaga ang Pasko caps off Jollibee’s 30th anniversary. Total of more than 117,000 toys and books collected were the highest ever in the campaign’s 14-year history.

2010

• Jollibee opens its 700th store in Baguio City.
• Jollibee opens its first store in Qatar.

2011

• Jollibee opens its first store in Hawaii, USA.
• Jollibee launches its first Family Values Award.

2012

• Jollibee opens its first store in Kuwait.
• Jollibee is named by New York-based magazine Travel + Leisure as one of the best fast food chains in the world.

2013

• Jollibee celebrates its 35th anniversary.
• Jollibee opens in Singapore, which has a record first-day sales.
• Jollibee opens its 800th store in Malaybalay, Bukidnon.
• Jollibee opens its 100th international store in Jubail, Saudi Arabia.
• USA’s Restaurant Business Magazine includes Jollibee as among the 50 fastest growing chains in the United States.
• Tony Tan Caktiong, JFC’s Chairman & CEO, is named Global Filipino Executive of the Year at the Asia CEO Awards.
• JFC’s systemwide sales breaks the P100-billion sales mark.

2014

• Jollibee is named Outstanding Food Retailer-Large Category at the Philippine Retailers’ Association Awards.
• Jollibee opens its 100th store in Mindanao.
• Jollibee is included among the top 10 international fast food restaurants in the United States by The Daily Meal.
• Jollibee is hailed as “best international restaurant chain” by US-based food and lifestyle website, Thrillist.
• JFC’s stock price reaches the P200-level.
• Jollibee’s official Facebook account breaches 1 million likes from Facebook users.

2015

• Jollibee opens its 900th Philippine store in Palo, Leyte.
• Jollibee reaches its 1000th store as it opens its first store in Dubai, UAE.
• Jollibee opens its first store in Bahrain.