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For the past five decades, the Filipino fast food chain Jollibee has rapidly expanded around the world to compete with the heavyweights, even toppling McDonald’s two-to-one in its home country. But how did a pair of humble ice cream stands grow big enough to snatch Ronald’s crown?
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Today, we're going to take a look at how Jollibee became the world's buzziest fast food joint
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Tony Tong Kachiong earned his degree in chemical engineering. Kachiong graduated in 1975 and probably could have just become a chemical engineer
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But after taking a tour of the Magnolia Ice Cream Factory, he decided he wanted to be in the ice cream business instead
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To that end, he borrowed his family's entire life savings, set up a franchise deal with Magnolia, and opened up two ice cream stands in Quezon City
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But the ice cream business was not as sweet as he'd hoped, and in response to customer demands, Ketyeong eventually added hot meals and sandwiches to his menus
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Those items quickly began outselling the actual ice cream, and, sensing he was on to something, Ketyeong decided to change businesses once again
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In 1978, he closed down his ice cream parlors and converted them into fast food restaurants
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The Yum Burger became Jollibee's flagship menu offering. A year later, the chain introduced spaghetti, and soon after, it added fried chicken
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These all became signature items. And by 1981, Jollibee had established a strong hold over the Filipino fast food market
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Over the next 10 years, Jollibee strengthened its hold on the Filipino fast food market
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by introducing new menu items, the Champ Hamburger and Jolly Twirls ice cream treats
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They were all hot sellers, and the franchise continued expanding. The chain currently has over 1 locations spread out over 19 different countries but that just Jollibee locations Over the years the Jollibee Foods Company has also bought its way into a slew of other franchises around the world Of course
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you don't go from owning an ice cream parlor to owning half of the fast food chains on earth
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without some top-tier marketing. And over the years, Jollibee has had more than its fair share
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of memorable campaigns. For example, their mascots. They've got way more than just a happy-go-lucky
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bee. Over the years, Jollibee has had over eight other mascots. Of course, not all Jollibee's
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marketing efforts are about their mascots. For example, there's also the company's YouTube
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channel, Jollibee Studios. Launched in 2018, it serves as a home for Jollibee's commercials
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But they aren't your average 30-second spots. They're closer to extremely short films
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Jollibee commercials tell fully realized fictional stories in a number of genres
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There are entire movies and series, including the popular Quentong Jollibee, which has over 50
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episodes. Jollibee opened its first American location in Daly City, California, in 1998
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and operated exclusively in that state until 2007, when the 12th American Jollibee's opened in Las Vegas, Nevada
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The chain would then pop up in New York, Hawaii, Washington State, Virginia, Texas, Illinois, Florida, Maryland, and Arizona
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Despite a canceled expansion into Oregon in 2024, Jollibee is continuing to expand its hive
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Given that their product line puts them in direct competition with mega chains like Popeyes and KFC
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Jollibee knows conquering the American fast food market won't be easy. But in the CEO's words
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We have strong products, and therefore we can win the competition over time
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And it's hard to argue with him
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#Fast Food