Jollibee
I) Executive Summary
Introduction
Jollibee Foods Corporation. The Group's principal activity is developing, operating and franchising fast food stores under the trade name Jollibee. The Group also operates fast food stores under the Chowking, Greenwich, Delifrance and Manong Pepe's brands and a bakeshop under the Red Ribbon brand. Jollibee is an American-style fast-food restaurant with Filipino-influenced dishes specializing in burgers, spaghetti, chicken and some local Filipino dishes. The products are Super Meal, Jolly Chezzy Fries, Creamy Macaroni Soup, Yumburger Doubles, Jolly Zerts, Fish Fillet, Fresh Green Salad, Chicken Torpedo, Jolly Beef Rice, Burger Steak Bistek Pinoy Style and Jolly Chicken Tocino.
Currently the biggest fast-food chain in the country, it also has locations in the United States, Saudi Arabia, Hong Kong, Vietnam, Indonesia, Dubai and Brunei. Jollibee is also the name of their mascot, a large bee in a blazer, shirt and chef's hat.
As of December 2007, Jollibee has become one of the biggest fast-food chains in the world with 1,655 stores worldwide and total sales of more than US$1 billion. As of March, 2008, JFC has 1,466 stores in the Philippines namely, Jollibee (627), Chowking (377), Greenwich Pizza (236), Red Ribbon Bakeshop (194), Délifrance (28) and Manong Pepe's (4). As of end-September, 2008, JFC has 1,490 local and 228 foreign stores in its portfolio.
Methodology
An FGD with two groups was conducted to enable us to assess _________________________________________________________________________________________________________________________________________.
Subsequently, a questionnaire for the UAI was prepared to obtain a better insight of the fast food market and a field research of a 100 respondents was conducted in Makati since it is the epicenter of the fast food industry in the Philippines.
It was structured to highlight the multiple attributes of customers' perception of the fast food chains to develop a marketing report on Jollibee.
The Attributes
Image of fast food stores is determined from the following attitudes obtained from consumers evaluation of the relevant store attributes. They are:
(a) Quality of food served,
(b) Friendly, polite or helpful staff
(c) Type of service whether self service, drive-in service or home delivery
(d) Cleanliness of the restaurant
(e) Consistency of food quality
(f) Menu variety, specialties, size of servings
(g) Ambience
(h) Location of store
(i) Price
UAI Highlights
Jollibee’s main competitive pressures come from the international fast food chains like McDonalds, Burger King, KFC, Wendy’s. They also face some competition from the local fast food restaurants. Jollibee has received a poor rating by the respondents of our survey for Ambience, Availability and Timeliness of serving the food, serving size and restrooms. They were highly rated for the superior menu line-up and the temperature at which the food was served.
By combining both the current key success factors in the market as well as Jollibee’s competitive advantages a new value proposition to address the needs of the prioritized market segments identified has been developed.
