About Jollibee
Jollibee is the largest and most iconic fast-food brand in the Philippines. It is famous for combining American-style fast food with flavours that appeal to Filipino tastes, making it one of the country’s most beloved brands. Today, Jollibee has grown from a local restaurant into a global restaurant company with thousands of stores across dozens of countries.
Is Jollibee a local brand in the Philippines?
Yes. Jollibee is 100% a Philippine-born brand.
- Founded: 1975
- Founder: Tony Tan Caktiong
- Country of origin: Philippines
- Headquarters: Pasig City, Metro Manila, Philippines
- Parent company: Jollibee Foods Corporation (JFC), also known as the Jollibee Group.
Although it is now a multinational company, Jollibee remains one of the strongest symbols of Filipino entrepreneurship and national pride.
Company history
1975 — Ice cream shop
Tony Tan Caktiong and his family opened a small Magnolia ice cream parlour in Cubao, Quezon City. Soon, customers began asking for hamburgers, sandwiches and hot meals more often than ice cream.
1978 — Birth of Jollibee
Seeing the demand, the family transformed the business into a fast-food restaurant. The company was officially incorporated as Jollibee Foods Corporation in 1978 and expanded rapidly across Metro Manila.
Why did Jollibee become so successful?
1. Food designed for Filipino taste
Unlike many American fast-food chains, Jollibee adapted its menu to local preferences:
- Sweet-style spaghetti
- Crispy fried chicken with gravy
- Rice meals
- Peach Mango Pie
- Burgers with sweeter sauces
2. Affordable prices
Jollibee targets families, students, office workers and children. Affordable meals have been central to its growth.
3. Family-oriented branding
The smiling bee mascot represents happiness, hard work, optimism and family togetherness. Many Filipinos associate Jollibee with birthdays, celebrations and childhood memories.
Signature menu items
Chickenjoy
Its signature fried chicken — crispy coating, juicy meat and rich gravy. Often considered the brand’s most popular item.
Jolly Spaghetti
A uniquely Filipino spaghetti with sweet tomato sauce, sliced hotdogs, ground meat and cheese.
Yumburger
The classic Jollibee hamburger with a signature dressing.
Peach Mango Pie
A crispy fried pastry filled with Philippine mangoes and peaches.
Burger Steak
A hamburger patty served with mushroom gravy and rice.
Global expansion
Jollibee first expanded overseas to serve Filipino communities abroad. Today it operates in markets including the United States, Canada, the United Kingdom, Italy, Vietnam, Singapore, Hong Kong, the UAE, Saudi Arabia, Qatar, Kuwait, Bahrain and Oman. As the brand has expanded, it has increasingly attracted non-Filipino customers as well.
How big is Jollibee today?
- More than 10,000 restaurants and cafés
- Operations in 33 countries
- A portfolio of 19 restaurant brands
Brands owned by the Jollibee Group
| Brand | Type |
|---|---|
| Jollibee | Filipino fast food |
| Chowking | Chinese fast food |
| Greenwich | Pizza & pasta |
| Red Ribbon | Bakery & cakes |
| Mang Inasal | Grilled chicken |
| Smashburger | American burgers |
| The Coffee Bean & Tea Leaf | Coffee chain |
| Highlands Coffee | Vietnamese coffee |
| Tim Ho Wan | Dim sum |
Brand identity
The mascot is a cheerful red-and-white bee wearing a chef’s hat, blazer and bow tie — symbolising hard work, friendliness and happiness.
“Bida ang Saya” — meaning “The joy is the star” / “Joy takes centre stage.”
Corporate values
Jollibee emphasises customer focus, humility, integrity, excellence, teamwork, respect for people and family values.
Interesting facts
- 🍦 Jollibee started as an ice cream business, not a burger restaurant.
- 🍗 Chickenjoy is considered its flagship product.
- 🍝 Jolly Spaghetti is intentionally sweeter than Western-style spaghetti to match Filipino preferences.
- 🇵🇭 Jollibee is one of the Philippines’ most recognisable global brands.