Jollibee: A Taste to Remember

What do burgers, fried chicken, spaghetti, and tuna pies have in common? You can find all of these items and more on the menu of the largest fast-food chain in the Philippines.

How It Bee-gan

Jollibee, with more than 1,600 restaurants located primarily in the South Asian island-nation, has established itself as an iconic and highly profitable food chain. Originally opened as an ice cream parlor in 1975, its founder Tony Tan Cacktiong took on the Philippine’s first McDonald’s in 1981 by creating his own fast-food chain. With a large dose of national pride and a menu for all local and personal tastes, his creation now outsells even global giant McDonald’s. The company’s main spokesperson is the Jolli-bee, a colorful red bee who is now popular enough to have his own Twitter account and a television show called Jollitown.

Creating Buzz

Since its early years, this brand has grown by acquiring other restaurants that specialize in such cuisines as Chinese and traditional American. In 2024, Jollibee Foods’ annual revenue reached PHP 272 billion (Philippine pesos, US$4.65 billion). Philippine call centers and other outsourcing businesses have given consumers more money in their pockets, which they seem to want to spend on tasty dishes like Aloha Champ and Chickenjoy.

Like any powerful fast-food chain, this brand reaches well beyond its local origins. Hungry fans can find its signature dishes in 19 countries around the world. The United States has 73 stores with more to come. So, the next time you’re craving a burger with a side of Palabok Fiesta Noodles (noodles in garlic sauce with pork, shrimp, parsley flakes, and egg), you’ll soon need to look no farther than your neighborhood Jollibee.

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