Jollibee: Maintaining Quality during Global Growth

 Jollibee, The Philippines’ largest fast food chain, opened its first international franchise in Brunei in 1987, and now has 133 stores outside the Philippines. Some of Jollibee’s international markets include the USA, Singapore, Saudi Arabia, Vietnam, and the UAE.

The company has been aggressively expanding globally, and last year, Jollibee reached a landmark when it launched its 1000th global restaurant in The Dubai Mall. The collaboration with Hisham Al Gurg, chief investor of the Jollibee franchise in the UAE, proved to be a great success, thanks to its relentless efforts to maintain the same great quality of food and service the brand has become renowned for back home.

The company has been able to maintain this standard of excellence and high quality control through an integrated supply chain that combines home-grown ingredients from the UAE, with imported ingredients from its home in the Philippines. When choosing its suppliers, Jollibee ensures that those companies share a similar vision and values and are able to support its requirements and logistical needs.

In order to ensure that an international franchise is successful, Jollibee believes that it is important to combine the original flavors of the brand with local flavors unique to the culture it is adopting. “As a global company with presence in multiples countries, we are able to leverage our relationships with global suppliers to support our expansion in new markets,” explained Dennis Flores, Vice President for International Markets.  “However, we recognize the importance of localization and constantly choose to adapt in a way that is always aligned with what the customers want in the end.”

Jollibee has customized certain menu items to cater to local flavors that will suit the preferences of the local community.  “It is important to note that in making these decisions, we always study and do intensive research to know more about the locals’ taste preferences in order to provide them with memorable and lasting experiences once they visit our stores,” he elaborated.

Applying local tastes and preferences isn’t without its challenges. Jollibee experienced this first hand when it needed to make changes to its supply chain in order to receive its Halal Certification.  However, the company was able to fully integrate all the necessary requirements and become Halal Certified in the Philippines and other countries.

In order to be able to adapt to change, Jollibee’s supply chain process is dynamic and evolving. “We maintain this flexibility in order to maximize the opportunities available with the goal of serving the best-tasting food to everyone,” added Mr. Flores.

As part of its continuous efforts to grow and expand, Jollibee will be opening six new branches in the UAE in the coming year, with further plans to add more than 100 stores in the GCC area by 2020.