Jollibee Foods Corporation

Jollibee is the largest fast-food chain in the Philippines, with over 1,150 stores nationwide. A dominant market leader in the Philippines, Jollibee enjoys the lion’s share of the local market that is more than all the other multinational brands combined. The company has also embarked on an aggressive international expansion plan in Vietnam, Brunei, Hongkong, Singapore, Macau, Malaysia, US, Canada, Saudi Arabia, UAE, Qatar, Kuwait, Bahrain, Oman, Italy, and the United Kingdom. Jollibee was founded by Tony Tan and his family with its humble beginnings as an Ice Cream Parlor which later grew into an emerging global brand. At the heart of its success is a family-oriented approach to personnel management, making Jollibee one of the most admired employers in the region with an Employer of the Year Award from the Personnel Management Association of the Philippines, Best Employer in the Philippines Award from Hewitt Associated and a Top 20 Employer in Asia citation from the Asian Wall Street Journal. Aside from promoting a family-oriented work environment, the brand’s values also reflect on their advertising and marketing. Jollibee knows their target audience very well: the traditional family and all communication materials focus on the importance of family values, making Jollibee the number one family fast-food chain in the Philippines and a growing international QSR player.