Posted on
April 16, 2009 by
Administrator
JOLLIBEE FOODS CORPORATION
Jollibee Foods Corporation operates the Philippines’ largest Quick Service Restaurant Chains with System Wide Sales of P 58.1 billion (Audited) and Net Income of P2.3 billion in 2007 (Audited). Its brands have market leadership positions: Jollibee, No. 1 in Chicken/Burger segment; Chowking, No. 1 in Chinese Fast Food segment; Greenwich, No. 1 in Pizza/Pasta segment. It has a store network in the country totaling 1,515 as of December 31, 2008: Jollibee brand 651, Chowking 387, Greenwich 231, Red Ribbon 211, Delifrance 26 and Manong Pepe 9. Outside of the country, the JFC Group operates 289 stores mostly in the People’s Republic of China with 141 stores under the Yonghe King brand. Jollibee Foods Corporation operates a total of 1,804 stores worldwide.
Humble Beginnings
Jollibee started in 1975 as a two-branch ice cream parlor. It later expanded its menu to include hot sandwiches and other meals. Jollibee Foods Corporation was incorporated in 1978 with seven outlets. In 1984, Jollibee reached the P500 million sales mark, bringing the company to the list of Top 500 Philippine Corporations. In 1987, just 10 years in the business, the company entered the ranks of the Philippines’ Top 100 Corporations. It then became the first Philippine fast food chain to break the P1 billion sales mark in 1989. In 1993, Jollibee became the first food service company to be listed in the Philippine Stock Exchange; broadening its capitalization and laying the groundwork for sustained expansion locally and beyond the Philippines.
Expanding market coverage
The company acquired Greenwich Pizza in 1994 to penetrate the pizza-pasta segment. From a 50-branch operation, Greenwich has established a strong presence in the food service industry. A year later the company acquired the franchise of Delifrance, an international food company. This expanded its penetration in the food service industry into the French café-bakery. In 2000, the acquisition of Chowking allowed it to have leadership in a major fast food market - the Chinese quick service restaurant segment. On March 2004, Jollibee International (BVI) Ltd., a wholly owned subsidiary of Jollibee Foods Corporation completed the acquisition of 85% of the issued share capital of Belmont Enterprises Ventures Ltd. (Belmont), the holding company of the Yonghe Group of Companies. The acquisition of Yonghe King has provided the Company an opportunity to become a major regional player in the Quick Service Restaurant business in Asia. On October 27, 2005, the Company completed the acquisition
of Red Ribbon Holdings, Inc. (“Red Ribbon”), owner of the Red Ribbon Bakeshop chains in the Philippines and in the United States. Like Jollibee and its other brands, Red Ribbon is a strong brand with a wholesome and high quality image driven by good tasting food and good-looking stores with excellent service built over years of development. On May 20, 2006, JFC opened its first Chun Shui Tang (CST) Tea House in Shanghai. JFC through Jollibee International BVI obtained the sole franchising rights for the CST Tea House brand in the People’s Republic of China. On July 24, 2007, JFC started testing of a new restaurant concept with the trade name “Manong Pepe’s Karinderia”. This new restaurant concept serves Filipino food at very low price points, aimed mainly at people in the work force in urban centers.
To support the continued growth of the Company’s retail chain, the company has set up commissaries (manufacturing and distribution centers) to manage the total supply chain process of each strategic business unit: from the planning of raw materials and ingredients, distribution and logistics. The JFC Group has eleven Commissaries: Jollibee, 2; Greenwich, 1; Chowking, 2; Delifrance, 1; and, Red Ribbon, 5. In January 2004, Jollibee opened its largest commissary in Canlubang, Laguna. The new commissary, which sits on a 10-hectare property in the Carmelray Industrial Estate features custom made state-of-the-art production equipment that would service as many as 800 Jollibee and Greenwich outlets. The new commissary employs over 300 people.
A triumph for and of the Filipino
Jollibee dedicates its continuous success to those who have supported the company from the very start - the Filipino consumer. As a corporate citizen, Jollibee is also committed to serve its host communities through socio-civic projects.
Jollibee has grown to be well loved that every time a new store is opened, Filipinos form long queues to the store. It is a place where they feel at home.
