 Logo since 2011 | |
_02.jpg) Jollibee inRizal, Nueva Ecija, Philippines | |
| Product type | Fast-food restaurant |
|---|---|
| Owner | Jollibee Foods Corporation |
| Country | Philippines |
| Introduced | 1978; 47 years ago (1978) |
| Markets | List
|
| Tagline | Langhap-Sarap Bida ang sarap/saya! No. 1 Sa Saya |
| Website | jollibee jollibeefoods |
| Company | |
| Founder | Tony Tan Caktiong |
| Headquarters | Jollibee Plaza Building, Emerald Ave.,Ortigas Center,Pasig, Philippines[1] |
Number of locations | 1,700[2] (2024) |
Key people | Tony Tan Caktiong (Chairman) Ernesto Tanmantiong (President &CEO) |
Jollibee is a Filipino chain offast-food restaurants owned byJollibee Foods Corporation (JFC) and serves as the company's flagship brand. Established in 1978 byTony Tan Caktiong, it is the Philippines' top fast-food restaurant[3] and is among the world's fastest-growing restaurant chains,[4] having expanded its international presence almost sixfold from 2014 to 2024.[5]
As of January 2024[update], there were over 1,668 Jollibee fast-food branches across 17 countries,[4] with restaurants inSoutheast Asia,East Asia (Hong Kong andMacau), theMiddle East,North America, andEurope (includingSpain,Italy,[6] and theUnited Kingdom).[7] Jollibee is best known for its Chickenjoyfried chicken.[8]
In 1975,Tony Tan Caktiong and his family opened aMagnoliaice cream parlor inCubao, Quezon City.[9][10] The outlet later began offering hot meals andsandwiches. When the food items became more popular than ice cream, the family decided to convert the ice cream parlor into afast food restaurant, which became the first Jollibee outlet in 1978.[11] Management consultant Manuel C. Lumba advised the family on the change in strategy.[9] Jollibee was initially named "Jolibe", but changed its name to "Jollibee".[12]
Jollibee Foods Corporation (JFC) was incorporated in January 1978.[note 1] By the end of that year, there were seven Jollibee branches inMetro Manila. The first franchised outlet of Jollibee opened inSanta Cruz, Manila, in 1979.[15]
Jollibee experienced rapid growth.[16] The chain was able to withstand theentry ofMcDonald's into the Philippines in 1981 by focusing on the specific tastes of the Filipino market.[17][example needed] The first provincial Jollibee outlet opened inMabalacat,Pampanga.[18]
The first overseas Jollibee opened in Singapore in 1985 at theKatong Shopping Centre;[19][20] that location closed only a year later[21] (since returned in 2013[22]). In the same year, Jollibee opened branches in theMiddle East andGuam.[23][24] Jollibee continued to expand and set up outlets both within the country and abroad.[25]
Beyond its store endeavors, Jollibee also ventured into media, notably partnering withGMA for the children's magazine showChikiting Patrol, which aired from 1996 to 2002.
In 1998, Jollibee would expand toNorth America with its first United States location inDaly City, California.[12][26][27]
Jollibee first entered Europe in 2018 with the opening of a branch inMilan, Italy.[28]
Jollibee offers American-influenced fast food items and casual Filipino fare. Among the establishment's best sellers are the Yumburger, the house hamburger first introduced during their early days of operation;[29] the Chickenjoy, a fried chicken meal, introduced in the 1980s, with regular and spicy versions;[30] and Jolly Spaghetti, a sweetFilipino spaghetti that includes a beef sauce with pieces of hot dog and ham.[25] In 1995, Jollibee introduced the Burger Steak to its menu.[31] At its international locations, Jollibee also offers localized products, such aschili chicken in Vietnam andnasi lemak inBrunei.[12] Jollibee servesCoca-Cola products in Luzon and Visayas andPepsi products in Mindanao and its overseas markets.[citation needed]
The Chickenjoy is a crispy fried chicken meal.[32] The meal can be ordered with several sides, including rice and gravy, fries, buttered corn, and spaghetti.[33][34]
The Yumburger (also spelled as Yum Burger, or Yum!), one of the first products sold by Jollibee, is a hamburger containing a beef patty topped with mayonnaise.[29][35][36][37][38] InThe Daily Telegraph,Michael Deacon described the Yumburger as "a slim, floppy, somewhat damp hamburger slathered with a strangely sweet mayo" in his three-star review of a Jollibee location in London.[38]
In 2017, Jollibee introduced the Aloha Yumburger.[39] That same year, an advertising video onYouTube about the Yumburger wentviral in the Philippines.[40] A 2019 Yumburger commercial about love onFather's Day was the subject ofmemes.[41][42] Merchandise depicting the Yumburger was released in 2018 as a collectible toy set with the Jolly Kiddie Meal.[43][44]
Jollibee is owned by theJollibee Foods Corporation, which is based inPasig,Philippines. JFC has operated as a franchisor since 1979. JFC also owns other fast food brands in the Philippines, includingChowking,Greenwich Pizza,Red Ribbon Bakeshop, andMang Inasal, and it operatesBurger King franchises.[45]
As of May 2019[update], Jollibee operated over 1,300 stores, with 1,150 in the Philippines and 234 in foreign markets.[46] Jollibee has locations in Southeast Asia, East Asia, the Middle East, North America, Europe, andOceania.[47] Outside of the Philippines,Vietnam and the United States are the biggest markets for Jollibee; with 200 outlets in the former as of 2024[48][49] and 100 outlets in North America (plus Canada) as of 2024.[50]
Countries and territories with previous presence of Jollibee outlets includeTaiwan,[51] mainlandChina,[52]Indonesia,[53]Northern Mariana Islands[54][55][56] andPapua New Guinea.[57]
Outside of the Philippines, Jollibee's customer base varies by region. In the Middle East, Jollibee's primary market are overseas Filipino workers, while in Vietnam it is the local population. Vietnam has the most franchises outside of the Philippines, with over 100 locations.[12]
Jollibee has been featuring its bee mascot in its logo since 1978.[59] The "stacked logo" along the mascot of the fastfood chain are the firstIntellectual Property Office of the Philippines (IPOPHL) registeredwell-known mark. The trademark designation was given in 2025.[60]
The fast food chain's owner,Jollibee Foods Corporation has a separate logo with the current version adopted in 2025.[61]
Introduced in 1980, Jollibee is a largeanthropomorphicbee mascot dressed in a red blazer, shirt, and chef's hat.[62] Jollibee's design is based onMickey Mouse.[12] The mascot was designed to epitomize Filipino optimism. Tony Tan, Jollibee's founder, has compared the mascot's character to the Filipino working class, stating that the bee "hops around and produces sweet things for life, and is happy even though it is busy".[63] The Jollibee mascot is an IPOPHL-registeredwell-known mark since 2025.[60]
Jollibee developed additional mascots, some of which were featured inJollitown, a children's show aired in the Philippines.[12]
| Name | Year introduced | Year discontinued | Representation |
|---|---|---|---|
| Jollibee | 1980[62] | — | Main franchise mascot and chef, Filipino dishes[64] |
| Chickee | 1983[62] | Early 2000s[65] | Chickenjoy |
| Lady Moo | 1983[62] | Mid-1990s | Milkshakes |
| Mico | 1983–1984[66] | Mid-1990s | Breakfast and milkshakes |
| Champ | 1984 (1st incarnation)[62] 2020 (2nd incarnation) | 2004 (1st incarnation) | Champ premium hamburger |
| Mr. Yum /Yum | circa 1980–1983(as Mr. Yum) 2008(as Yum) | 2008(as Mr. Yum) present(as Yum)[64] | Burgers[64] |
| Twirlie | 1988[citation needed] | — | Sundaes[64] |
| Popo | circa 1980–1984[66] | — | French fries[64] |
| Hetty | 1984[62] | — | Spaghetti[64] |
On April 13, 2008, Jollibee premieredJollitown, a children's television show. The premiere was timed to coincide with Jollibee's 30th anniversary. The show featured several characters, including Jollibee, Yum the scientist, Twirlie the star performer, Hetty the cheerleader, and Popo the gym coach. The show aired Sundays at 9:30 a.m. onGMA Network.[67] On July 17, 2011,Jollitown moved toABS-CBN for its fourth and fifth seasons, airing Sundays at 9:00 a.m. On July 20, 2013, the show moved back toGMA Network for its sixth season until it ended on October 12.
In November 2018, the 23 originalKwentong Jollibee videos on itsYouTube channel reached a total of 64 million views.[68] After nearly two years the total views had risen to 405 million, with 567,000 subscribers, in July 2020.[69]
"We have 1,700 stores globally, of which almost 1,300 is in the Philippines, and the balance of 400 is outside, with Vietnam being, again, the second-largest market after the Philippines," Shin said.
Jollibee, which has so far been operating only in Manila... ...The first Jollibee outlet in Singapore will be located at Roxy Square in Katong.
Jollibee International, Asia's fastest-growing food service organization, is opening its first U.S. restaurant on Saturday in Daly City.
{{cite book}}: CS1 maint: multiple names: authors list (link)Every mascot represents the best-sellers of Jollibee. They have Mr. Yum for its burger, Hetty for spaghetti, Popo for french fries, Twirlie for sundaes and Jollibee for Filipino dishes.
{{cite web}}: CS1 maint: bot: original URL status unknown (link)
Media related toJollibee at Wikimedia Commons
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