Jollibee

In 1975, Tony Tan Caktiong and his family opened a Magnolia ice cream parlor in Cubao, Quezon City.The
outlet later began offering hot meals and sandwiches upon request from customers. When the food items
became more popular than ice cream, the family decided to convert the ice cream parlor into a fast food
restaurant which became the first Jollibee outlet in 1978. Management consultant Manuel C. Lumba
advised the family on the change in strategy. Initially Jollibee was named "Jolibe" but changed its name
to "Jollibee". The company that would be managing the chain of fast food, Jollibee Foods Corporation was
incorporated in January 1978. By the end of that year, there were seven 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. Mr. Tan Caktiong, the son of poor Chinese immigrants, is now a
billionaire.

Jollibee is a fast food restaurant with American-influenced items, as well as casual Filipino fare. Among
the establishment's best sellers are its Yumburger, the house hamburger first introduced during their early
days of operation; Chicken Joy, a fried chicken meal introduced in the 1980s; and Jolly Spaghetti, their
sweet-style interpretation of spaghetti, which is being advertised as "the meatiest, cheesiest spaghetti".
(The Jolly Spaghetti resembles that of Italian spaghetti, with its blanket of ragù, but under the ground beef
are pieces of hot dog and ham.) In the Philippines, Jollibee serves Coca-Cola products for its beverages; in
overseas markets, the chain serves Pepsi products. Outside the Philippines, key products such as its
chicken, spaghetti, and burgers are sold overseas but also offers localized products in its international
markets such as chili chicken in Vietnam and nasi lemak in Brunei.

The Chickenjoy, a key product of Jollibee is a breaded crispy chicken meal. The way the chicken is
marinated is a trade secret. It is cited in 2019 as the bestseller of the fastfood brand in "every market in
the world" according to Dennis Flores, the head and President of Jollibee Foods Corporation for EMEAA.
The Yumburger is a hamburger sold by Jollibee and one of the fast food chain's signature products. The
Yumburger was first offered in 1970 as their first flagship product. In 2017, a new edition called the Aloha
Yumburger was introduced. The hamburger contains a beef patty topped with mayonnaise. The burger
can be bought with different prices, depending on the size. In 1998, the burger was introduced in the
United States, which also garnered the attention of other countries such as Singapore, Italy, Qatar and
others. In 2017, the company re-launched the Aloha Yumburger, and in 2018 the Yumburger was
introduced in London and Manhattan, with advertising focused on the double Yumburger. The burger was
also introduced in Edmonton, Canada. In 2017, an advertising video on YouTube about the Yumburger
went viral in the Philippines. A 2019 Yumburger ad about love on Father's Day later spurred some memes.
Merchandise depicting the Yumburger was released in 2018 as a collectible toy set with the Jolly Kiddle
Meal. In the Daily Telegraph, Michael Deacon described the Yumburger as "a slim, floppy, somewhat damp
hamburger slathered with a strangely sweet mayo" in his three-star review of a Jollibee location in
London.