The Jollibee Phenomenon
THE JOLLIBEE PHENOMENON
TALK ABOUT JOLLIBEE AND IT WILL SOON BE ABOUT KIDS. TALK ABOUT KIDS AND YOU WILL END UP AT JOLLIBEE!
JOLLIBEE AND THE INDUSTRY
Today, Jollibee is one of the most famous Filipino icons. Jolly Spaghetti, Yumburger and Chickenjoy—the flagship delectable items of Jollibee Corporation always leave its millions of customers wanting for more. This fast food giant is more than just a smiling mascot and an Aga Muhlach face, it has proven to stay as part of the Filipino culture—constantly feeding families and kids with joy without hurting the consumers’ pockets. Behind Jollibee’s success and continuous growth are its mission and brand values: Family and Fun.
Spirit of Family and Fun This core value made Jollibee the No. 1 Fast-food Chain in the Philippines. It focused on familial tie—an indispensable Filipino value. Jollibee advertisements have delivered this common message: “more than satisfying the hunger, we satisfy the heart.” With the Muhlach family representing the families who dine in Jollibee, there is a want created among the market to be like them—content and perfect. Jollibee strengthens these values with heavy advertisements. “We have a mommy, we have a daddy. What more could we wish for?” This heart-touching moment from Aga Muhlach and Charlene Gonzales’ kids ends with a bucket of Chickenjoy for their Christmas Party. “Mommy, I love Jolly Spaghetti,” coming from Donna Cruz’s daughter in a Jolly Spaghetti commercial. Donna responds, “Manang-mana ka talaga sa mommy.” The success of this campaign can never be contested. Families flock any branch. Only in Jollibee do they find the perfect family dining moments when their kids are at their happiest, and the parents are at their most pleased.
Savoring Friendship Moments “Langhap-Sarap” and “Bida ang Sarap” have reached the hearts of the Jollibee lovers as famous one-liners of the brand. But just last year, something was added to this long list of Jollibee trademarks: “Bida ang
TALK ABOUT JOLLIBEE AND IT WILL SOON BE ABOUT KIDS. TALK ABOUT KIDS AND YOU WILL END UP AT JOLLIBEE!
JOLLIBEE AND THE INDUSTRY
Today, Jollibee is one of the most famous Filipino icons. Jolly Spaghetti, Yumburger and Chickenjoy—the flagship delectable items of Jollibee Corporation always leave its millions of customers wanting for more. This fast food giant is more than just a smiling mascot and an Aga Muhlach face, it has proven to stay as part of the Filipino culture—constantly feeding families and kids with joy without hurting the consumers’ pockets. Behind Jollibee’s success and continuous growth are its mission and brand values: Family and Fun.
Spirit of Family and Fun This core value made Jollibee the No. 1 Fast-food Chain in the Philippines. It focused on familial tie—an indispensable Filipino value. Jollibee advertisements have delivered this common message: “more than satisfying the hunger, we satisfy the heart.” With the Muhlach family representing the families who dine in Jollibee, there is a want created among the market to be like them—content and perfect. Jollibee strengthens these values with heavy advertisements. “We have a mommy, we have a daddy. What more could we wish for?” This heart-touching moment from Aga Muhlach and Charlene Gonzales’ kids ends with a bucket of Chickenjoy for their Christmas Party. “Mommy, I love Jolly Spaghetti,” coming from Donna Cruz’s daughter in a Jolly Spaghetti commercial. Donna responds, “Manang-mana ka talaga sa mommy.” The success of this campaign can never be contested. Families flock any branch. Only in Jollibee do they find the perfect family dining moments when their kids are at their happiest, and the parents are at their most pleased.
Savoring Friendship Moments “Langhap-Sarap” and “Bida ang Sarap” have reached the hearts of the Jollibee lovers as famous one-liners of the brand. But just last year, something was added to this long list of Jollibee trademarks: “Bida ang