Jollibee Business Plan

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Evelyn A. Gaspar

Description of Business
Jollibee is a well-known fast-food restaurant in the Philippines offering food great tasting and great value food. It has attained success from its humble beginnings. In 1975, Tony tan Caktiong, the founder of Jollibee and his family opened up a Magnolia ice cream parlor in Cubao, Quezon City. Sometime in 1978, Caktiong and his brothersand sisters engaged the services of a management consultant, Manuel C. Lumba. Lumba shifted the business focus from ice cream to burgers after studies proved that a much larger market was waiting to be served. Tony considered Lumba’s advice. So, he came up with the decision to fully transform his business from ice cream parlor shop to hamburger fast-food restaurant. To further improve the restaurant’s position, tony and Lumba changed its name from Jolibe to Jolly Bee, then to Jollibee. Next, they pictured its mascot. Enthused by foreign and local children’s book, in 1980, they have created Jollibee’s current mascot, a big red nee wearing a blazer as well as a chef’s hat. The large bee mascot is probably the most widely recognized character in the Philippines. They also created names for their menus. The two most popular were Yumburger for their burgers and Chickenjoy for their deep fried chickens.

He had the company incorporated and leased a house on Main St. in Cubao, Quezon City as its first headquarters. Lumba devised a long-term marketing strategy: listing up a number of consumer promotions and traffic building schemes. The stores were redesigned, the service transformed into a full service fast-food operations with drive-thru. Today, from two outlets in 1975, Jollibee has 686 restaurants in the Philippines. Until now, the first branch of Jollibee is still operating in Coronet, Cubao under the Jollibee Foods Corporation. Since 1981, Jollibee has acquired numerous prestigious awards and recognitions. Few were Most Outstanding...
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