Jollibee Foods Corporation (JFC) has enjoyed a meteoric rise since its birth as an ice cream

parlour in 1975. As of this year, Jollibee’s internationally recognized brand has a foothold in several
markets around the world, including the US, Canada, the UK, Saudi Arabia, Kuwait, Vietnam, Hong Kong,
Brunei and Qatar.

In terms of international area Jollibee Foods Corporation, the company has unique advertising and
marketing strategy based on the research conducted by Jan Christian and Jan Cu “ Jollibee Food Corporation
Global Expansion to China Strategic Global Expansion Project ”.

Its aggressive expansion programme saw a year of milestones in 2018, with Jollibee opening its
first European restaurant in Milan and later breaking ground in Macau, London, Toronto, and New
York’s Manhattan. Jollibee also opened its hundredth Vietnamese store in early 2018, making it one of
the country’s fastest-growing restaurant chains.

The services provided by the company include 8-7000 Jollibee express delivery service within 30
minutes, Jollibee drive thru, Jollibee kid’s party and open 24 hours (Jollibee, 2019).

The company has a great knowledge of the customers’ taste and preferences, and the traditional
family and the communication material of the company focuses on maintaining family values along with
rising customer satisfaction (Jollibee, 2019).

The company introduces new products based on current and up to date customer trends by keeping
in touch with them through its promotional programs and marketing campaigns (Jollibee, 2019)

Food quality and service, ambience, efficient operations, store location and price value relationship
are the main elements for the success of Jollibee Foods Corporation which is now known as quick-service
restaurant industry (Jollibee, 2019). 

Global expansion strategy for Jollibee Foods Corporation to expand. The project focuses on various
areas including plan for the global business enterprise, organizing for the required activities, implementing
the global market plan and measurement of the international business success.

Planning for the global enterprise is based on the identification of the global business opportunities,
the competitors of the company and the assessment of geographic, economic, social-cultural and political-
legal environment.