LEADERSHIP
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“ We provide holistic learning and development opportunities , industry-competitive rewards and recognition , and we build an inclusive culture where people feel respected and valued ”
— Jollibee Foods Corporation
Mexican concept , JFC has teamed up with Rick Bayless , seven-time James Beard awardee , to develop the project . The firm cites value creation amongst its acquired brands as one of its most significant successes . “ For example , in the Philippines , we ’ ve practically made all our acquired brands strong leaders in the segment ,” JFC says .
In terms of Jollibee , JFC ’ s flagship brand , its success with international expansion has been compounded by the loyalty of Filipino customers residing overseas . Jollibee says on its website that “ It is more than home for them ”, referring to the familiarity Filipino customers enjoy in the firm ’ s international outlets . Word of mouth is a potent marketing tool in regions with a Filipino presence , particularly in the 34 US stores strategically located to capitalise on high Filipino populations , and Jollibee augments the good faith of its compatriots with targeted marketing campaigns and focus groups among local consumers . While its core products remain the same across its operational markets , Jollibee offers region-specific additions to its menu to better cater to local tastes , such as the Saigon Chili Chicken offering in Vietnam , and Chicken Burgers in the US . To ensure the values and quality the company strives for are upheld by franchisees , JFC conducts values integration programmes which ensure its outlets are driven by the same business practices that have spawned the company ’ s successes . “ We also ensure that there is always a venue for open communication ,” JFC adds .
The company does not forget the industriousness and determination of
MARCH 2019