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Jollibee is a phenomenal success story: when beganTony Tan Caktiong and his family opened a Magnolia Ice Cream parlor from Bankerohan, Davao City to Cubao in 1975 with Jolibee as the original name. Sometime in 1978, Caktiong and his brothers and sisters engaged the services of a management consultant, Manuel C. Lumba. Lumba shifted the business focus from ice cream to hamburgers, after his studies showed that a much larger market was waiting to be exploited. Lumba became Caktiong's first business and management mentor.
Lumba next re-formed the name Jolibe to Jolly Bee and made the two words form a single name, Jollibee, changing the "y" to an "i". They also offering hot meals and sandwiches became incorporated in 1978 with seven outlets to explore the possibilities of a hamburger concept.
Thus was born the company that revolutionized fast food in the Philippines. The Jollibee mascot was inspired by local and foreign children's books. Lumba next created the product names "Yumburger" and "Chickenjoy". He had the company incorporated and leased a house on Main St.
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in Cubao, Quezon City as the first headquarters. Lumba formulated a long-term marketing strategy: listing up a number of consumer promotions and traffic building schemes. Caktiong stressed that developing internal strengths was critical. The stores were re-designed, the service transformed into a full self-service, fast-food operation with drive-through. Not long after, Caktiong and Lumba went on an observation tour in the United States, attended food service and equipment conventions.
Caktiong placed Lumba in charge of franchise development
In 1984, Jollibee hit the P500 million sales mark, landing in the Top 500 Philippine Corporations.
In 1987, barely 10 years in the business, Jollibee landed into the country’s Top 100 Corporations. It became the first Philippine fast food chain to break the P1 billion sales mark in 1989. In 1993, Jollibee became the first food service company to be listed in the Philippine Stock Exchange; thus broadening its capitalization and laying the groundwork fo r sustained expansion locally and beyond the Philippines. As the country's leading fast food chain, Jollibee has grown exponentially on all aspects on operation. From a handful of stores 32 years ago, Jollibee now boasts of more than 600 stores and over 50 international stores. To achieve its long-term goal to be the country’s food service leader, Jollibee acquired Greenwich Pizza in 1994. A year later, the company obtained the franchise of Delifrance, an international food company.
These moves expanded Jollibee’s penetration in the pizza-pasta and French café-bakery segments. In 2000, the strategic acquisition of Chowking solidified the company’s position as the dominant leader. The move gave it leadership in the Oriental quick-service restaurant segment. Jollibee’s rapid growth is due to its superior menu line-up, creative marketing programs, and efficient manufacturing and logistics facilities. It is made possible by well-trained teams that work in a culture of integrity and humility, fun and family-like. As a corporate citizen, Jollibee is also committed to give back to its host communities through meaningful and lasting socio-civic projects. Jollibee dedicated its continuous success to the Filipinos who have been there from the very start. Jollibee is so well-loved every time a new store opens, especially overseas, Filipinos always form long lines to the store. It is more than home for them. It is a stronghold of heritage and monument of Filipino victory.
JOLLIBEE FOODS CORPORATION TIMELINE
1975
* Mr. Tony Tan and his family opens a Magnolia Ice cream parlor at Cubao. This is later to become the 1st Jollibee Outlet. 1978 * Bakery is established in Cubao. * Jollibee posts 1st year sales of P2 million * Jollibee incorporates as a 100% Filipino-owned company, with seven Jollibee fast- food restaurants within Metro Manila as initial network and the Yumburger as flagship product. 1979 * Spaghetti Special is introduced * 1st Franchise owned store opens at Ronquillo Sta. Cruz. 1980 * Jollibee launches its 1st TV commercial. * Jollibee 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 launches Chickenjoy, which becomes one of its best-selling menu items. 1981
* Jollibee Foods Corporation enters list of Top 1000 Corporations. * Jollibee ended the year with 10 stores 1982 * Jollibee pioneers the use of in-store promotions, novelty premium items and Kiddie Birthday packages for kids. * Palabok Fiesta is introduced. 1983 * The Langhap-Sarap TV ad Campaign is launched. * Chickee and Lady Moo join the Jollibee mascots 1984 * Champ hamburger is launched. * Jollibee enters list of Top 500 Corporations and assumes market leadership in local fast food industry. * Mascots Champ and Hetty join the Jollibee family * WEA gives Jollibee Gold record award for the outstanding sales of Jollibee songs. 1985 * Jollibee becomes the market leader of the fastfood industry * Breakfast Joys are introduced. * Langhap-Sarap awarded most effective ad campaign in the food category during the 9th Philippine Advertising Congress 1986 * Jollibee wins the 9th International Foods Award from El Comestible in Barcelona,Spain * Tony Tan wins the Agora Award for entrepreneurship given by the Philippine Marketing Association. * Top 250 Corporation list include Jollibee Foods Corporation * Jollibee opens its 1st international store in Taiwan
* Jollibee adds Chunky Chicken Sandwich in its menu. 1987 * 2nd Taiwan store opens. * Sales of 570 million pushes Jollibee into the elite Top 100 Corporations * Jollibee opens 1st fast food outlet in Brunei, marking its entry into the global market. 1988 * Jolly Twirls softserve is successfully launched. * Jollibee system wide sales hit P921 million, further leading market share of 31% in the fast food industry and a dominant 57% share in the hamburger segment. * Jollibee celebrates 10th year anniversary.
* Tony Tan is named one of the Ten Outstanding Manilans. * Jollibee wins the Anvil Award for outstanding PR campaign in relation to the achievement of marketing objective with its Filipino Talents campaign. 1989 * 2nd Brunei store opens. * Balut and Ligaw TV commercials wins the Kidlat Award in the Service and Leisure Products category during the 11th Philippine Ad Congress. * Jollibee sales hit P1.3 billion marks, first fast food chain to surpass billion-peso sales mark. 1990
* Jollibee adds coleslaw, Jolly Hotdog, Chickenjoy Take-Me-Out and Peach mango Pie to its ever-growing menu. * Jollibee post sales of P1.8 billion * Tony Tan is awarded the Triple Award by AIM as Outstanding AIM Alumnus. * Jollibee receives the Excellence in Marketing Management Award from the Asian Institute of Management. 1991 * Jollibee’s 100th store opens in Davao City * Jollibee opens a record high of 35 new stores * Opens 1st store outside Luzon in Cagayan de Oro City. * Jollibee launches its Pancakes and Jolly Meals. * Jollibee sales hit a whopping P2.65 billion. * The Lola TV commercial wins the Grand Araw Award and an award of excellence for the promotion of Filipino Values during the Philippine Ad Congress. * Jollibee receives award for the outstanding Corporate Safety Consciousness Programs by the Safety Organization of the Philippines (SOP). 1992
* Jollibee stages first ever holiday musical special for children dubbed “A Magical Christmas at Jollitown” * Jollibee and the Jollibee Franchisees Association launched the 30th anniversary special novelty offering – Hug and Share Doll. Proceeds of the sales will all be donated to charity. * Biggest and grandest MaAga ang Pasko caps off Jollibee’s 30th anniversary. Total of more than 117,000 toys and books collected were the highest ever in the campaign’s 14-year history.
Mission and Vision Statement
Fred David, in his book Strategic management; Concept and Cases enumerated key factors in making a mission statement. He recognized that a mission statement goes beyond being a statement, for it is a declaration of the company’s attitude and outlook. The mission statement of Jollibee Foods Corporation (JFC), although it meets the primary objective of a fast food chain, is too concise and gives sole emphasis to its current services. Thus, the space for improvement was narrowed down to simply food catering to the target market, taking for granted the other aspects of the business.
According to David, a mission statement should be able to “allow for the generation and consideration of a range of feasible alternative objectives and strategies, because excessive specifity would limit the potential of creative growth for the organization. Also, a mission statement has to be broad to reconcile differences effectively among, and appeal to, an organization’s diverse stakeholders, the individuals and groups of individuals who have a special stake or claim on the company.”
Going Beyond Customer Service Jollibee is no stranger to great service. In fact, it’s an operations cornerstone instilled in every employee and manager. But these days, it’s a new kind of service that has Jollibee abuzz. It’s called community service—service that goes beyond the corporation’s interests and focuses on making a difference in the lives of Filipinos.
Over the past years and before the establishment of Jollibee Foundation, the Jollibee Foods Corporation (JFC) through the brands Jollibee, Chowking, Greenwich, Red Ribbon, Delifrance, Manong Pepe, Yonghe King and Hongzhuangyan in China has already been involved in numerous social projects such as building homes with Habitat for Humanity; feeding malnourished children in partnership with Kabisig ng Kalahi; getting children to read and love books with Sa Aklat Sisikat; promoting values in children and the youth with Department of Education (DepEd); sharing blessings through the annual Christmas toy and book drive, MaAga ang Pasko, with celebrity endorser, Aga Mulach; teaching values to pre-school-aged children through Red Ribbon’s Gawad Kalinga Sibol Project; Chowking’s in-store coin banks for Philippine National Red Cross; and Delifrance’s daily food donations to Bantay Bata and Foundation for Deaf Children. Going Beyond Giving As the corporation grew, so did its potential for reaching more people. With this realization, Jollibee Foundation was established in December 2004 to make giving back an organized corporate commitment.
It aims to invest in people and help them succeed in the way Jollibee knows how. This meant taking the values, the system, the tools, and the years of experience that has made Jollibee what it is today and sharing it with the people they most ascribe their successes to: the everyday Filipino. Jollifying Jollifying means every program of the Foundation is done the Jollibee way - grounded on the values that have endeared the brand to millions of Filipinos. These values are Customer Focus, Excellence, Respect for the Individual, Teamwork, Spirit of Family and Fun, Humility to Listen and Learn, Honesty and Integrity, and Frugality, the very same ones passed on from corporation to employees to partners, to customers.
Jollifying is a commitment to go beyond a set of responsibilities even beyond oneself to make a lasting impact for the greater good. When a Jollibee Foundation project results in happier, more capable people able to forge a better quality of life for themselves and those around them, then the Foundation has truly jollified the community. Ensuring Sustainability Annually, JFC gives 1% of its net profits to the Foundation to fund its work in all areas; from community and leadership developments to scholarships and feeding programs, as well as environment initiatives and relief aid during disasters. To learn more about the programs of the Jollibee Foundation, please visit the programs page. Moving Forward
Jollibee Foundation harnesses the strengths of its parent company, Jollibee Foods Corporation (JFC), and its partners, for community development. Its service to the community is exemplified by building into its programs the relevant strengths of JFC as a foodservice company so that program sustainability would have a fairly good chance. This results into happier, more capable individuals uplifting the quality of life for themselves and their families, and able to contribute to community building. In 2007, Jollibee Foundation was certified by the Philippine Council for NGO Certification (PCNC) and subsequently granted a donee institution status by the Bureau of Internal Revenue.
History of Jollibee Foods Corporation. (2016, Nov 27). Retrieved from https://studymoose.com/history-of-jollibee-foods-corporation-essay
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