MISSION

The mission of Jollibee is to serve great tasting food, bringing the joy of eating to everyone.
VISION

 We excel in providing great tasting food that meets local preferences better than anyone.
 We provide superior dining experience, through FSC (Food, Service, Cleanliness) excellence in every encounter.
 We are the most cost-efficient restaurant company in our business segments, allowing us to price at the most
popular levels.
 Our people are passionate about their work and thrive in a high-performance culture.
 We strive to become a model corporate citizen by being relevant to the communities we serve.
 Our brands are either #1 or #2 in each of our market segments.
 It is the vision of JFC to become one of the three largest and most profitable restaurant companies in the world by
2020.

CORE VALUES
1. Customer Focus – We put our customers at the core, ensuring we consistently deliver on our promises of
taste, value, and experience. We seek to understand, anticipate, and cater to every customer’s needs while
recognizing our responsibility to be actively involved in the betterment of our community and environment.
2. Spirit of Family and Fun – We contribute to a work environment that’s warm, caring, and accepting, and
employ a happy and positive attitude towards ourselves, people, and situations. We like to have wholesome
fun and enjoy the company of our teammates.
3. Humility to Listen and Learn – We solicit and value feedback, acknowledge our mistakes, act quickly to
rectify them, and take necessary steps to develop our areas for improvement.
4. Integrity – We choose to do what is right all the time, deliver commitments, take accountability for results,
and speak our minds with objectivity, courage, and concern.
5. Speed with Excellence – We set challenging objectives and execute with urgency and quality. We
consistently seek to improve the way we do things and quickly adapt to change.
COMPETITIVE ADVANTAGES
1. Retaining tight control over operations management, which allowed it to price below its competitor.
2. Having the flexibility to cater to the tastes of its local consumers.
Additional:
1. Cost-effectiveness
- Jollibee Foods Corporation focuses on reaching consumers effectively rather than grandeur
- Jollibee Foods Corporation focuses on developing an integrated marketing approach
- The use of digital marketing efficiently and expertly has helped the company reach a wider audience at a lower
cost
- Jollibee Foods Corporation has in-house copywriters for marketing campaigns which also helps in controlling
costs
- Jollibee Foods Corporation also focuses efforts on ground activities – which are less expensive than
commercial marketing tactics
2. Innovation
- Jollibee Foods Corporation has stayed updated with latest developments in marketing research and marketing
knowledge
- Jollibee Foods Corporation makes use of new and innovative tactics to reach its target consumers
- Jollibee Foods Corporation also employs top of the field marketers to facilitate its marketing strategy and
promotional campaigns
- Each marketing campaign launched by Jollibee Foods Corporation is effective catchier and more influential
than the previous one
3. Strong market research and consumer understanding grounded
 - Jollibee Foods Corporation marketing strategy is strongly grounded in consumer and market research
- Jollibee Foods Corporation makes informed marketing campaigns and goals based on consumers’ behavioural
feedback
- Jollibee Foods Corporation also incorporates consumer feedback in its marketing strategy
- Jollibee Foods Corporation marketing strategy is based on market trends, and consumer needs and wants
4. Making effective use of emotional appeals
- Consumers’ emotional needs strongly influence all marketing objectives and marketing goals set by Jollibee
Foods Corporation
- In addition to fulfilling functional needs, Jollibee Foods Corporation also tries to fulfil the emotional and
psychological needs of the consumer
- Jollibee Foods Corporation tries to build a strong emotional bond with the consumer, which also results in high
consumer loyalty
ORGANIZATION-WIDE STRATEGIES