JOLLIBEE FOODS CORPORATION: INTERNATIONAL EXPANSION

TIMELINE
Reported by: Rachel An Baylon
Gia Carla Castro

COMPANY HISTORY

1975 - Mr. Tony Tan and his family opens a Magnolia Ice cream parlor at Cubao. This will
later become the 1st Jollibee Outlet.
1977 - Diversified into sandwiches because of the oil crisis that would double the price of
an ice cream. Changed the spelling of Jolibe to Jollibee.
1978 - Open five stores in Metropolitan Manila and incorporated as Jollibee Foods
Corporation.
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.
- The company first serious challenge arose when McDonald’s entered the
Philippines. McDonald’s had more money and highly developed operating
systems.
1982 - Jollibee pioneers the use of in-store promotions, novelty premium items and Kiddie
packages
- Birthday packages for kids.
- Palabok Fiesta is introduced.
1983 - The Langhap-Sarap TV ad Campaign is launched.
- Chickeee and Lady Moo join the Jollibee mascots.
 - McDonalds’s had grabbed a 27 % share of the fast food market, within striking range
of Jollibee’s 32%.
- The impressive performance of McDonald’s Big Mac, led Jollibee to respond with a
large hamburger of its own, called The Champ.
- Jollibee’s The champ intended knockout punch was eclipsed by larger events.
Political opposition leader Benigno Aquino returned from exile and was assassinated.
- The economic and political crisis that followed led most foreign investors including
McDonald’s to slow their investment in the Philippines.
- Jollibee pressed ahead, employing nationalistic advertising to capitalize on a wave of
patriotism.
1984 - The appeal of McDonald’s foreign brand and its advantage in per- store sales were
fading.
- Champ hamburger is launched.
- Mascots Champ and Hetty join the Jollibee family.
1985 - Jollibee’s first venture abroad in Singapore began. Franchise was owned by a
partnership consisting of Jollibee, the local manager and five Philippine- Chinese investors.
- Jollibee becomes the market leader in the fast food industry.
- Breakfast Joys are introduced.
1986 - Jollibee revoked the franchise agreement and shut down the Singapore store.
- Jollibee formed a partnership with a Tan family friend in Taiwan. Although sales
boomed immediately after opening, low pedestrian traffic by the site eventually led
to disappointing revenues.
- Jollibee has a 31 stores and was clearly the dominant presence in the market.
- Jollibee wins the 9th International Foods Award from El Comestible in Barcelona,
Spain.
- Jollibee adds Chunky Chicken Sandwich in its menu.
1987 - Jollibee had a joint venture with shoe- mart and opened a store located on the
northern side of the island of Borneo.
- Jollibee opens 1st fast food outlet in Brunei, marking its entry into the global market.
1988 – Jollibee decided to dissolve the partnership and pulled out of Taiwan. By the reason
of the conflict arouse over day- to- day management and when the property market in
Taiwan took off and store rent increased dramatically.
-Jolly Twirls soft serve is successfully launched.
-Jollibee celebrates its 10th year anniversary.
1989 - 2nd Brunei store opens.
- Jollibee opened its first store in Jakarta. The operation struggled, facing
competition from street vendors and cheap local fast food chains.
1990 -Jollibee adds Jolly Hotdog, Chickenjoy Take-Me-Out, Coleslaw, and Peach Mango Pie
to its ever-growing menu.
- Jollibee receives the Excellence in Marketing Management Award from the Asian
Institute of Management.
1991- Jollibee opens a record high of 35 new stores.
- Jollibee launches its Pancakes and Jolly Meals.
- Jollibee sales hit a whopping P2.65 billion.
1992 - Jollibee improves its soft serve ice cream line by offering fruit-flavoured ice cream.
- Jollibee maintains its advantage over its competitors by acquiring more than 50%
share of the fast food industry.
- Created a fast food version of the Indonesians local favourite Nasi Lema. A mixture
of rice based meal and coconut milk.
1993 - On July 13, JFC is listed in the Philippine Stocks Exchange with an initial offering of
P9.00 per share.
- Jollibee went public and initial public offering raise Php216 million pesos ($ 8
million). Tan, however retained the majority ownership and clearly controlled Jollibee.
- Jollibee have four successful stores in Brunei and identified a key difference in the
Brunei entry strategy: In Singapore and Taiwan, the local partners ran the operation, while
they provided just technical support. In Brunei, the local investor was a silent partner.
Jollibee sent managers from the Philippines and the local partner supported them.
-Tony Tan Caktiong (TTC) decided that Jollibee’s international operations required
greater structure and more resources. Because most of his management team was more
interested in the fast- growing domestic side of the business.
1994 - Acquisition of Greenwich Pizza Corporation
-In Jakarta branch, Conflict between the local partners and the manager that they
hired paralyzed the operation. That leads Jollibee to dissolved the partnership and sold the
operation to a new franchise. Nevertheless, the company viewed the market as promising
- Tony Tan Caktiong (TTC) decided to hire an experienced outsider as Vice President for
International Operations.
- Tony Kitchner was hired as Vice President for International Operations. Kitchner
asked for the resources and autonomy to create an International Division.
- Kitchner instituted the first dress code, requiring his manger to wear ties.
- Kitchner decided to increase the pace of international expansion. Kitchner’s choice
of markets rested on two main themes: targeting expats and planting the flag.
1995 - Formation of a joint venture with Deli France
- 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 - The chain of Jollibee stores still generated about 85 % of the parent company’s
revenue.
-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.
- Opening of new branch at Papua New Guinea
- One of the first signs of serious trouble came during a project to redesign Jollibee
logo.
- 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.
- 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 kanya in Hong Kong opens.
1997- The company opened 19 new stores in 8 new national markets. (Brunei, Dubai,
Kuwait, Guam, Malaysia, Hong Kong, Indonesia, Vietnam)
– Kitchner left Jollibee to return to Australia. Manolo P. (‘’Noli”) Tingzon became the
general manager of International Division.
-System-wide sales increase to P11.17 billion.
1998 - Jollibee opens in Daly City, Califorina, its first store in the USA.
- The company celebrates its 20th year anniversary.
- 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- 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 - 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
and 2004 World Entrepreneur of the Year.
- Jollibee opens its 500th store in Basilan.
 - 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.
2009 - Jollibee income rises 14.6% to P2.66 billion in 2009
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.
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.
- JFC’s stock price reaches the P200-level.
2015 - Jollibee reaches its 1000th store as it opens its first store in Dubai, UAE.
- Jollibee opens its first store in Bahrain.
2016 - Jollibee invests P10.4Billion for expansion it embarks on further store expansion and
network support improvement.
2017 - Jollibee eyes Europe entry.
- Open new store in Chicago, Illinois
- JFC has earmarked P10.4 billion in capital spending this year
1978–1980

1980–1996
Launched in 1980, the logo was the longest-lived logo of Jollibee, consisting of Jollibee's face, a
burger shape, a box, and a straightened Jollibee text. The logo continued to be used even during the
advent of Jollibee's 1994 logo. The logo was used for store design until the early 1980, and was used
in packaging and commercials until 1994. The logo remained in use as the text was featured in the
trays of the restaurant until 1996. Also, the logo remained in use as the full logo (with Jollibee's face
in a box and the text below) on the Jollibee USA website until the website officialy opened in 1996,
marking the logo's total discontinuation.

1996–2011

In 1996, as part of a brand identity revamp, Jollibee revamped its store design and unveiled a
new logo, consisting of a rounded Jollibee text in a VAG Rounded-style text, and a better
version of Jollibee's face, dropping the burger shape and the box that once enclosed the
symbol. Also, Jollibee's face was moved from the center to the right and was slightly rotated.
The logo was previewed in 1996 and was officially unveiled in 1997. It was used in
packaging and commercials until 2011, and can still be found in restaurants that have not yet
used the present logo and underwent renovation yet. The logo affected the Jollibee mascot,
because in coincidation with this, the Jollibee mascot was given a full makeover, sporting a
better face and better clothing.
2011–present

The logo is just the same, but the only things that were new was the modified head of Jollibee
and a slight modification to the text (which included a modification of the b and the reserved
logo turned from subscript to superscript). The logo was not universally adopted until late
2011, when a fraction of Jollibee's branches underwent renovation and a number of new
stores with new designs sporting the new logo opened. The logo also affected the Jollibee
mascot, resulting 1996 in the animated 2D Jollibee mascot sporting a new face that is exactly
like the logo.
 Jollibee first store Jollibee mascot in 1980’s

Jolibe changed to Jollibee in the year 1977 Jollibee mascots

Reference:
http://www.jollibee.com.ph/downloads/reports/2009/annual_2009.pdf
http://www.philstar.com/business/550496/jollibee-income-rises-146-p266-billion-2009
http://logos.wikia.com/wiki/Jollibee
http://www.manilatimes.net/jollibee-eyes-europe-entry-in-2017/275383/
http://www.filipiknow.net/jollibee-interesting-facts-and-trivia/