Jollibee Foods Corp. commands a dominant 65-percent share of the Philippine fast-food market and boasts thousands of branches nationwide. Filipinos, on average, visit Jollibee twice a week.
Did you know Jollibee founder Tony Tan Caktiong started with serving street food like siopao (savory buns) and sweet-and-sour meat along Ongpin Street?
Tony’s father immigrated to the Philippines from Jinjiang, Fujian, when he was younger than 13. He honed his culinary skills working in a restaurant and later opened a modest eatery in Manila.
Despite its simplicity, customers returned for the delicious fare and warm service. Tony’s father imparted a crucial lesson: Like a tailor’s clothing, food should be appealing.
Tony helped in his father’s restaurant after school, where he developed an interest in catering. In 1975, Tony graduated from college. He and his brother pooled resources to launch a small ice cream parlor within a cinema. They quickly repaid their debt, exceeding expectations.
Recognizing the limitations of solely selling ice cream, Tony expanded the menu to include burgers, which proved highly successful. Within two years, they replicated this winning formula and opened five more branches.
In 1984, McDonald’s entered the Philippine market, causing many local fast-food operators to abandon their businesses. Despite the challenge from this global giant, Tony remained determined and faced it head-on with Jollibee.
Jollibee’s success lies in its focus on Filipino taste preferences, affordability, and continuous menu innovation, allowing it to thrive even against global giants. Today, Jollibee brings the Philippine brand proudly to the world.