ABOUT JOLLIBEE:

Jollibee is the largest fast food chain brand in the Philippines, operating a network of more than 1,500 stores in 17
countries. A dominant market leader in the Philippines, Jollibee enjoys the lion’s share of the local market that is more
than all the other multinational fast food brands in PH combined. With a strict adherence to the highest standards of food
quality, service and cleanliness, Jollibee serves great-tasting, high-quality and affordable food products to include its
superior-tasting Chickenjoy, mouth-watering Yumburger, and deliciously satisfying Jolly Spaghetti among other delicious
products.
Jollibee has embarked on an aggressive international expansion plan, with more than 270 international branches in the
United States, Canada, Hong Kong, Macau, Brunei, Vietnam, Singapore, Malaysia, Saudi Arabia, United Arab Emirates,
Qatar, Oman, Kuwait, Bahrain, Italy, Spain, and in the United Kingdom.
FOUNDER:
Tony Tan Caktiong, CM is a Filipino businessman. He is the founder and chairman of
Jollibee Foods Corporation, and the co-chairman of DoubleDragon Properties. A
Chinese immigrant family who went to the Philippines in hope for a better future. Tony
is born on January 5, 1953 in Fujian, province of China. His father worked for a
Chinese temple in binondo as a chef. They started selling just flavors of ice cream.
Tony was only 20 when they opened the ice cream houses which will eventually be the
country’s leading fast food chain in the Philippines. As the business progress the family started hiring skilled people such
as managers supervisors and service crew, to help them cope up with the operational demand. Only after 2 years when
Tony expanded by serving not only ice cream, they started serving hamburgers and fried chicken. Not for long, chicken,
hamburgers and ice cream are selling very good, lines starts to pile up and success is a continuous matter for them. Tony
decided to rebrand the restaurant and leave the Ice cream house name on it. Tony suggested “bee” as their icon for a sign
of hard work as is bees are known for their hard work to produce honey. They are also associated “happy” as the Filipino
culture portrays happy costumer. Tony came up with the word “jolly” in replacement of the word happy so they come up
with the word “Jollibee”.
ABOUT THEIR LOGO:

Why bee is the logo of Jollibee?

Realizing that he needed a brand name and logo for his new business, Mr. Caktiong and his
family decided on using a smiling red bee. They chose a bee because of its association with
hard work, and because honey represents the sweet things in life. The “jolly” prefix was
intended to connote happiness and enjoyment.

History of Jollibee Logo

1975 – 1978
In 1975, three years before the word “Jollibee” was coined, Tony Tan, with much support from his family, founded an ice
cream store in Quezon City, the Philippines. They called it Magnolia. The logo, which featured blue and white, seemed to
have been inspired by the cold charm of ice. The name of the store was given in a beautiful script imitating handwriting.
The “M” and final “a” sported extended ends, which formed underlines.

1978 – 1980
During this period, the full name of the brand was Jollibee Yumburger. The emblem featured the words in a font imitating
handwriting. In comparison with the previous version, it was more legible. And yet, at least the “b” had a slightly unusual
look and probably was somewhat difficult to decipher. The letters were red with a thin white outline and a green shade.
A winged insect could be seen at the top right corner. It looked rather friendly, although you wouldn’t say it was a bee if
you weren’t aware of the shop’s name. The insect was dressed up like a combination of a cook and a waiter wearing a
white vest, a red jacket, green trousers, and a white hood. In its paw, it was holding a hamburger on a plate.
While at this point, the company had five stores nationwide, it was growing very quickly, so the need for a more impactful
logo emerged.

1980 – 1983
A new design was introduced in 1980. The name was now presented as a simple, flat inscription using a bold, sans-serif
typeface. It was printed in two lines with the top being white and the bottom in yellow to go with the bee theme. The bee
character was no longer standing idle. It was flying with a happy smile and bringing a yummy hamburger to everyone
who visits Jollibee. The whole logo had a red background, which captured the attention and brought another element from
the previous version.

1983 – 1996
The new Jollibee logo was simplified, which resulted in a more recognizable design. The bee, which remained the
centerpiece of the image, wasn’t given in full height anymore. You could only see its head with a hood and a bow tie. This
time, the friendly smile was more prominent, partly due to the size of the image. Behind the head, an outline of a
sandwich could be seen.
The lettering “Jollibee” in a rather legible, yet creative script could be seen below. This has been the longest-lived logo so
far. Even after a new version was introduced in 1994, the company was still using the old one for several purposes. For
instance, you could see it in the restaurants’ decoration (before 2004), in packaging, and commercials (before 1999). The
text was placed on the trays until 2006. Also, it was used on the website before its new version went online in 2009.

1996 – 2011
1996 was the year when the brand identity went through a complete overhaul. Not only a new logo was introduced, but
also the restaurants themselves were decorated in a different way. While the visual core of the emblem preserved, it now
looked by far more professional.
The bee’s face grew a bit more alive and emotional. The head was slightly bent to the side as if in a friendly nod. The
smile was wider, while the bow tie disappeared. The lettering was given in a more rounded and utilitarian font with fewer
details and more breathing space. While the previous version contained two registered trademark symbols, one was
removed meaning only the ® near the text was left.

2011 – Today
This was a very subtle modification – you wouldn’t have noticed unless you compared the two versions side by side.
There have been a couple of alterations in the way the bee’s face is drawn (take a closer look at the nose or the tendrils,
for instance). The text was also altered, “b” probably most visibly. The registered trademark sign moved up.

ABOUT THEIR BUSINESS:

Jollibee Foods Corporation’s (“JFC” or the “Company”) core business is the development, operation and franchising of its
quick-service restaurant brands. It offers a wide variety of affordable and delicious dishes and great tasting food prepared
to satisfy customers of all ages and from all walks of life.
Food quality, service, price-value relationship, store location and ambiance, and efficient operations continue to be critical
elements of the Company’s success in the quick-service restaurant industry.

CORE VALUES
Through the years, JFC has formed its foundation from good business practices and strong core values of Customer
Focus, Speed with Excellence, Integrity, Spirit of Family and Fun, Humility to Listen and Learn. JFC continues its
steadfast commitment in upholding these core values:

Customer Focus
We provide great taste, and superior value to all our customers.
We treat our customers with sincere service and a warm smile.
We take part in creating exceptional customer experience.

Speed with Excellence

We plan, decide and act quickly.
We set challenging goals and execute well.
We constantly find ways to improve and innovate.

Humility to Listen and Learn

We seek, welcome and value feedback.
We acknowledge and learn from our mistakes.
We aspire to learn from people from all walks of life.

Spirit of Family and Fun

We take care of each other and bring out the best in everyone.
We are true to our name, hard-working and happy.
We recognize individuality and foster teamwork.

Integrity
We live by honesty and we do what is right all the time.
We act as responsible stewards of the company.
We speak our minds constructively when needed.
OUR MISSION
To serve great tasting food, bringing the joy of eating to everyone.

OUR VISION
To be one of the Top 5 Restaurant Companies in the World

OUR MISSION & VISION

All our brands are trusted and well-loved, craved around the world:
Renowned for consistently great tasting food.
Recognized for high value for money.
Endeared for warm and sincere distinct service to our customers.
Admired for our beautiful stores in excellent location.
We are acknowledged as one of the Best Companies to Work for, regarded for our efficient systems and processes, highly
engaged teams and people-focused culture.