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.
In addition to this, to be seen as truly successful, the brand had to prove its success in particular landmark locations and Manhattan, to be its 37th store in the United States of America, was one of such. The opening of Jollibee Manhattan was to be the springboard to Jollibee's more aggressive growth expansion in the USA. In Manhattan, Jollibee could not fail.