The Secret of
Jollibee's
Success In & Out
Of ASEAN
In 1975, a Magnolia ice cream
parlor was opened by a FilipinoChinese family in Cubao, Quezon
City in the Philippines. Business
was good but after 3 years of
operation, they closed up shop and
decided to sell hotdogs, primarily.
Celebrating 38 years since its
foundation in January 1978, the
Jollibee Foods Corporation is still
expanding in and out of ASEAN
with over 900 Jollibee outlets in the
Philippines and over 600 Jollibee
and other brand outlets overseas.
The business mogul behind it must
be onto something the rest of us
didn't see 4 decades ago. The story
of the Philippines'
national brand is a
sum total of the
Filipino people's
entrepreneurial
vigor, drive and
passion. Acclaim
goes to Jollibee
Foods Corporation's
Photo by WhisperToMe via wikimedia.org CC0 1.0
founder Tony Tan
Caktiong for driving
the company to its
existing global presence, of course
with the help of his family and his
trusted people. So, what is the
secret behind the international
success of Jollibee Group?
Clear Vision
Tony Tan Caktiong's vision is
crystal clear from the very
beginning; he wanted to create his
own brand and be #1 in the
Philippines; then become a global
brand having an even split in
international and domestic sales
by 2020; and ultimately be among
the top 3 biggest and highly
profitable food businesses
worldwide.
Unyielding Customer Focus
One way to achieve the company's
vision is through its focus on
customers. With a fast-changing
and dynamic market, they had to
do a lot of research. They have to
know what customers want to stay
relevant in the restaurant
business. Knowing the country
and specific communities in which
they operate continue to give them
insight into the flow of customers,
their distinct tastes and their
culture. Now that the operations is
expansive, they conduct product
surveys regularly to determine
what customers want.
development because consistency
is tricky to attain with ingredients
having different characteristics
depending on where and when it
was sourced. The company also
formed a management corps with
the appropriate know-how in
catering to different cultures,
customs and preferences.
Excellent Quality
Ensuring and maintaining
consistently good quality food is
another key to Jollibee's success
worldwide. The company
recognizes that the key is in food
cont...
Asean Life APR 2016 31