The Jollibee Phenomenon

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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 barkada!” Alongside with this, establishments started to display “Barkada Pictures” on the walls where Jolly Toys used to be shown. Also, Jollibee launched a new offering in its menu with the introduction of the barkada chicken bucket meal. This may suggest that efforts towards penetrating the younger market are on the works. With heavy competition from Mc Donald’s, Burger King and other players in the fast food industry, Jollibee may be thinking of repositioning itself to another attractive market segment.

A planned research process was conducted to find out interesting and useful Jollibee consumer insights. Observation was the primary tool.

Scope and Limitations The key places where the observation was conducted were: 1. 2. 3. 4. 5. SM North EDSA Trinoma Shangri-la Robinsons Metro East SM Pampanga

Jollibee branches inside the malls are chosen to provide the team with a heterogeneous customer sample. In malls, all types of people gather. Therefore, it is easier to learn what types of people generally enter Jollibee. Contrast it to Jollibee’s found near university campuses where predictably, students are the main customers. This way, the team is assured of observing a more natural Jollibee environment. Observation took place from June 24 to June 28. The timeframe is ideal for a more reliable data gathering. One week is devoted to collecting and validating data so a generalization can be made.

Data Processing After collecting and validating, the team processed the data into useful insights. The customer sample is divided into different profiles. Distinct behaviors were interestingly exhibited by each group as detailed in the following sections.

The Bibo Kid. Bibo Kid creates fond childhood memories in Jollibee. He sees Jollibee as his playground. With his parents, he enjoys Jollibee because of Chicken Joy, Jolly Spaghetti or Jolly Kiddie Meal. Bibo Kid only sits down for a while to eat his meal before he starts...
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