Peceptions of Foreigners to Jollibee

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A. Introduction

Jollibee Foods Corporation has been a pioneering endeavor among Filipino food services trying to gain a foreign market. Its success in the local market and its fledging but promising foreign drive has given the company recognition as a model corporation for other Filipino business ventures looking to expand through international trade. Jollibee today has already gained a first-mover advantage against other local food brands. Though relatively new to the international arena, the current and succeeding moves of the corporation are being closely watched by other Filipino businessmen, trying to learn from the food company’s success, and avoid its foreseeable pitfalls, if any. This study tries to categorically identify what makes remain Jolibee such a successful business enterprise in foreign soil where its popularity is not as strong, at least initially, as compared to back home.

B. Background

Ever known to be meticulous in their food choices, it should come as no surprise that it did not take long for Filipinos to adopt the preference on fast food service, given its conveniences to the palate and its practicality. Over the years, Filipinos have endeared themselves to one of its original local brands – Jolibee. Offering an array of food entries patterned after initial competitors like McDonalds and Tropical Hut Hamburgers, Jollibee was able to win and maintain a viable share of the burger- and spaghetti-seeking market. By altering fundamental recipes to better suit the Filipino palate (which requires more use of salt, sugar, and spices compared to the Western alternatives), a distinct, original, and semi-local flavor was developed. Paired with a successful marketing plan of expanding its services through other brands, Jollibee Foods Corporation (which includes Chowking, Greenwich, Red Ribbon, and Manong Pepe; once a licensee...
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