JOLLIBEE FOODS CORPORATION

ASEAN'S PROUD BRAND

    Jollibee Foods Corporation (JFC) is the largest food service company in the Philippines, with 2,090 locations under six brands and 16 Highlands Coffee Shops. Through Jollibee, Highlands Coffee, Pho 24, and Chowking, it also reaches out to its ASEAN neighbors in Vietnam, Brunei, Cambodia, Indonesia, and Singapore.

FROM ICECREAM PARLOR TO FASTFOOD EMPIRE

    Jollibee Foods Corporation began as a two-branch ice cream store in Manila in 1975. Ten years later, it was named one of the top 100 firms in the country and expanded into global markets with the opening of its first Jollibee store in Brunei. JFC expanded their restaurant network in the following years by acquiring other quick-service restaurants such as Greenwich, Mang Inasal, Red Ribbon, Chowking, and Burger King's Philippine franchise. Today, JFC has hundreds of locations in China, Hong Kong, Macau, the United States, and the Middle East. Foreign brands such as Yonghe King, Hong Zhuang Yuan, San Pin Wan, and Taiwan's 12 Sabu have been obtained. JFC reported sales of $2.2 billion in 2012.

ASEAN IS FLOURISHING

    JFC's initial entry into ASEAN countries outside of the Philippines began in 1987, with the establishment of the first Jollibee store in Brunei. JFC has the most outlets in ASEAN (other than the Philippines) in Viet Nam, where it owns 39 Jollibee locations, 57 Highlands Coffee Shops, and 41 Pho 24 restaurants. JFC intends to expand its business further through a combination of organic growth and acquisitions. The company's most recent initiative was in Singapore, where it collaborated with Beeworks, Inc. to open the first Jollibee store on Orchard Road. JFC benefits from ASEAN's trade liberalization efforts by acquiring both processed and basic ingredients from vendors in the Philippines and other ASEAN countries.

    JFC applauds ASEAN's economic integration efforts, which enable it to deploy personnel in other nations and obtain raw materials and components at competitive prices. JFC hopes that the integration will result in a more efficient supply chain among their network, which will benefit consumers by allowing them to share their wonderful cuisine with more ASEAN people at extremely low costs.

JFC'S ACHIEVEMENTS

    This year, JFC is commemorating its 35th anniversary and unveiling the keys of its success. It is one among the Philippines' largest consumers of chicken, rice, and beverages, using 30,000 tons of rice and 83,000 tons of chicken every year. JFC's $2 billion business has also resulted in job creation, with over 60,000 people now employed. JFC's goal of becoming one of the world's largest restaurant companies is achievable.