Jollibee Foods Corporation: Jollibee Going Global – Making a Filipino Brand Matter in the Big Apple

Jollibee, a fast food-restaurant, used PR and influencers to promote the opening of its restaurant in Manhattan.

Business Challenge

Fastest growing Asian restaurant company Jollibee Foods Corporation (JFC) is in the midst of aggressive international expansion on the road to being recognized as one of the top five restaurant companies in the world.

The international expansion of JFC's flagship brand Jollibee is a critical success factor in this journey. As Jollibee expands, it aims to 'spread the joy of eating' through the great tasting food and warm, friendly service it is known for. However, its challenge is to be able to appeal not only to overseas Filipinos but also to local consumers in different countries.

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