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Leonardo R. Garcia, Jr.Jollibee
De La Salle University
The PhilippinesThe Taste that
Jochen WirtzConquered a Nation
NUS Business School
National University of Singapore

When someone says "fast-food restaurant", what is the first name that comes to mind? Chances are good that it's McDonald's, the world's largest food service organization. McDonald's holds 20% share of the U.S. fast-food market, triple the share of closest competitor Burger King, and is rapidly expanding its worldwide presence. Ask the same question in the Philippines, however, and the first name uttered will likely be Jollibee. In the grand scheme of global commerce, Jollibee Foods Corporation isn't exactly Et household name. But in its niche-the Philippines-it is king of the burger market. In fact, Jollibee is the largest homegrown fast-food chain in the Philippines, outperforming even the global giant, McDonald's, in the Philippines' fast-food scene. Even in its overseas branches, Jollibee is able to compete head-on with global players like McDonald's, Burger King and Carl's Jr, winning over both Filipino and non-Filipino customcrs. Jollibee develops, operates and franchises the Jollibee hamburger fast-food concept, the Greenwich Pizza-Pasta fast-food concept and other food retailing concepts in the Philippines and in 25 international stores in the following countries: the U.S., Hong Kong, Brunei, Saipan, Guam, Vietnam, Indonesia, Dubai and Kuwait. In 2000, Jollibee achieved system-wide retail sales of up to PhP19.8 billion (US$390 million),

Copyright C Garcia and Wirtz. 2001. Dr. Leonardo R. Garcia, Jr., Certified Professional Marketer (CPM-Asia Pacific), is the Director of Graduate Studies, College of Business and Economics, De La Salle University, 2401 Tart Ave., Manila Philippines. E-mail Dr Jochen Wirtz is Associate Professor of Marketing with the NUS Business School, National...
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