“ McDonalds entered the Philippine market in 1981 and many assumed the Big Mac would soon dominate the market. Surprisingly, McD’s ended up getting stung by the bee. Jollibee has secured a 65% market share and is out pacing McDonaldsat its own game. Jollibee accomplished this by local adaptation of the menu and by positioning the food chain as a family restaurant.” Source: Branding Insights from the Zyman Institute of Brand Science
The location of outlets is of key importance to the marketing strategy of Jollibee. For Example, the outlet in Hong Kong is located at Central where a large number of Filipinos gather.
: Brands in local market are strong contenders and are not to beunderestimated. Local managed brands like Jollibee in the Phillipines, often have theadvantage of intimate knowledge of consumer tastes and consumer preferencethrough local pride.Jollibee used the wave of nationalist pride to promote a Filipino brand of hamburger.This strategy met with great success.
Investing in socio-civic programs designed to serve its hostcommunities further secured Jollibee’s position as a Filipinocompany for the Filipino. Advocacy campaigns such as the earlyChristmas drive “ma-Aga ang pasko sa Jollibee,” again endorsed byAga Mulach, the poverty housing project with Habitatfor Humanity, and the Kaya Mo Yan Kid” or “You can do it, kid!”campaign to encourage kids to show their potential contributed tothe company’s overall success, not only with its customers but withall its stakeholders.
“Jollibee attributes this success in part to its internal branding which focuses on"great taste and happiness" which includes "value for money, the happiest storeexperience, and the haven for kids.” Source: Branding Insights from the Zyman Institute of Brand Science