Research by: Dominique Turpin, Jikyeong Kang, & Sandeep Puri
In early 2020, Tony Tan Caktiong (TTK), chairman of Jollibee Foods Corporation (JFC) is rethinking the company’s international strategy. Jollibee, a fast-food company based in the Philippines, is the market leader in its home market ahead of McDonald’s, Burger King and others. Over time, the company has expanded in Asia, the Middle East and the US with mixed results. In some markets, Jollibee has done well and in others the company has had to pull out or adjust its marketing strategy to stay on course. Over time, JFC has also acquired a portfolio of brands that have shown either great potential or disappointing results. From a pedagogical point of view, it is particularly interesting to discuss with the participants what makes the company a winner in some markets and why it records mixed performances in others. Tony wants to pay particular attention to the UK, Italy and Spain – three European markets Jollibee has recently entered.
To cite this case: Turpin, D., Kang, J., & Puri, S. (2020). Jollibee: Bringing Filipino fast food to the world. IMD. IM1116-PDF-ENG.