35 one of the top five restaurant companies in the world .” The firm ’ s expansion model is currently focused on three key markets : the Philippines , the US and China . Despite being the largest restaurant chain in the Philippines , Jollibee recognises huge potential for growth in its home country having penetrated only 10 % of its municipalities . Meanwhile , the US and China offer the largest and most lucrative markets in the world . JFC ’ s efforts are consolidated under the company ’ s two-pronged expansion strategy : brand acquisition and brand expansion . Jollibee itself is a tried and true brand with a menu that has demonstrably accrued loyal fanbases in each of its operational territories . This brand strength is then augmented by marketspecific acquisitions . “ In China , we acquired the Yonghe King brand whose soy milk and youtiao are well loved by its patrons ,” the company says . In the US , in tandem with plans to open more Jollibee outlets , the firm acquired Smashburger which competes as a JFC subsidiary in the emergent ‘ better burger ’ market . As it gears up to launch a new
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