Bringing the Joy of Eating to Everyone SHDA September 26, 2013
1975: The Tan Family opens ice cream parlors in Cubao and Quiapo, which would later on be the first Jollibee outlets
A Short History
1978: Jollibee incorporates as a 100% Filipino-owned fast food company with the Yumburger as flagship product
A Short History
1988: Jollibee achieves market leadership of the fastfood industry
A Short History
To spread happiness by serving great-tasting food and bringing the joy of eating to everyone
JFC’s Mission
Defining “Everyone”
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*
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27 million
94 million
14 million 13 million
13 million
7.2 million
Source: *National Statistics Office, Medium series population projection, 2010 **Derived from 2009 Labor Force Survey, Bureau of Labor and Employment Statistics ***IPSOS Brand Health Tracker, Q4 2010 & Q1 2011 .
Who Belongs to “Everyone�?
Class AB Class C
Class E
Class D
Source: AC Nielsen Factbook, 2002.
Who Belongs to “Everyone”?
Understanding “Everyone” What we’ve learned about the mass market
1. Proud to be Filipino
Filipino Flava
“Filipinizing” Food
Conquering the world despite humble origins
BEEP
Our win is the Pinoy’s win
Highlighting the Good Filipino
A Global Filipino brand
Jollibee Singapore Opening
2. Sulit Seeker
EXTENDED FAMILIES
LOANS
DAILY WAGE EARNERS
Budget is the biggest stressor
We offer Affordable Satisfaction
• • • • •
Pay day Bonus OT Pay Extra padala Cash gifts
Surplus calls for a celebration
You can celebrate and still have some left
3. We Are Family
We have something for every member of the family
Our brands enhance bonding among family and friends
4. Dream to be Free
Freedom from cramped / shared living conditions
Bigger, nicer and more modern stores as a good “escape�
Freedom from poverty and debt
Helping the “Dreamers”: Services for working parents, BPOs and OFWs
5. Always Happy
Filipinos one of the happiest in the world!
Our brands are fun
6. Mobile Masa
We are active mobile and internet citizens
FOOD
‘FORD ABLE
FILIPINO
FUN
In Summary
FAMILY & FRIENDS
THANK YOU