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{{Short description|Filipino fast-food restaurant chain}}
{{About|the fast food chain|the company which owns the brand and other fast food chains|Jollibee Foods Corporation}}
{{Distinguish|Jubilee|Jalebi}}
{{pp-sock|small=yes}}
{{Use mdy dates|date=November 2025}}
{{Use Philippine English|date=September 2022}}
{{Infobox brand
| name           = Jollibee
| logo           = Jollibee 2011 logo.svg
| logo_upright   =
| logo_alt       =
| logo_caption   = Logo since 2011
| image          = Jollibee restaurants (Rizal, Nueva Ecija) 02.jpg
| image_upright  =
| alt            =
| caption        = Jollibee in [[Rizal, Nueva Ecija]], Philippines
| producttype    = [[Fast-food restaurant]]
| module         = {{Infobox company
  | embed        = yes
  | founder      = [[Tony Tan Caktiong]]
  | key_people   = Tony Tan Caktiong ([[Chairman]])<br />Ernesto Tanmantiong ([[President (corporate title)|President]] & [[Chief executive officer|CEO]])
  | hq_location  = Jollibee Plaza Building, Emerald Ave., [[Ortigas Center]], [[Pasig]], Philippines<ref>{{cite web |title=Company Information |url=https://edge.pse.com.ph/companyInformation/form.do?cmpy_id=86 |access-date=September 3, 2020 |website=Philippine Stock Exchange Inc.}}</ref>
  | num_locations = 1,700<ref>{{cite news |last1=Fuentes |first1=Arthur |date=November 19, 2024 |title=Jollibee eyes continued growth through International stores, coffee |url=https://www.abs-cbn.com/business/2024/11/19/jollibee-eyes-continued-growth-through-international-stores-coffee-2120 |access-date=January 7, 2025 |work=ABS-CBN News |quote="We have 1,700 stores globally, of which almost 1,300 is in the Philippines, and the balance of 400 is outside, with Vietnam being, again, the second-largest market after the Philippines," Shin said.}}</ref>
  | num_locations_year = 2024
 }}
| currentowner   = [[Jollibee Foods Corporation]]
| producedby     =
| country        = Philippines
| introduced     = {{start date and age|1978}}<!---Introduction as Jollibee, succeeded Magnolia outlets founded from 1975 under Tony Tan Caktiong to Jollibee in 1978. NOT the incorporation date of JFC--->
| discontinued   =
| related        =
| markets        = {{Collapsible list|Southeast Asia|East Asia (Hong Kong, Macau)|Middle East|Western Europe|Australia|Canada|United States}}
| previousowners =
| trademarkregistrations =
| ambassadors    =
| tagline        = {{lang|fil|Langhap-Sarap}}<br />{{lang|fil|Bida ang sarap/saya!}}<br />{{lang|fil|No. 1 Sa Saya}}
| website        = {{URL|jollibee.com.ph}}<br />{{URL|jollibeefoods.com}} (US & Canada)
}}
'''Jollibee''' is a Filipino chain of [[fast-food restaurant]]s owned by [[Jollibee Foods Corporation]] (JFC) and serves as the company's flagship brand. Established in 1978 by [[Tony Tan Caktiong]], it is the Philippines' top fast-food restaurant<ref>{{cite news |date=July 14, 2023 |title=Jollibee top fast-food resto in PH―RPMD |url=https://www.manilastandard.net/?p=314349898 |archive-url=https://web.archive.org/web/20230714113127/https://www.manilastandard.net/?p=314349898 |archive-date=July 14, 2023 |access-date=September 26, 2024 |work=[[Manila Standard]]}}</ref> and is among the world's fastest-growing restaurant chains,<ref name="ABS-CBN-SecondFastest">{{cite news |date=February 27, 2024 |title=Jollibee named second fastest-growing restaurant in the world |url=https://www.abs-cbn.com/business/2024/2/27/jollibee-named-second-fastest-growing-restaurant-in-the-world-1522 |url-status=live |archive-url=https://archive.today/20240926062713/https://news.abs-cbn.com/business/2024/2/27/jollibee-named-second-fastest-growing-restaurant-in-the-world-1522 |archive-date=September 26, 2024 |access-date=September 26, 2024 |work=[[ABS-CBN News]]}}</ref> having expanded its international presence almost sixfold from 2014 to 2024.<ref>{{cite news |last1=Burgos |first1=Jonathan |date=August 12, 2024 |title=Philippines' Biggest Fast-Food Brand Has Fresh Plans To Challenge Starbucks |url=https://www.forbes.com/sites/jonathanburgos/2024/08/11/philippines-biggest-fast-food-brand-has-fresh-plans-to-challenge-starbucks/ |archive-url=https://web.archive.org/web/20240817030743/https://www.forbes.com/sites/jonathanburgos/2024/08/11/philippines-biggest-fast-food-brand-has-fresh-plans-to-challenge-starbucks/ |archive-date=August 17, 2024 |access-date=September 26, 2024 |work=[[Forbes]] |language=en}}</ref>

{{As of|2024|January}}, there were over 1,668 Jollibee fast-food branches across 17 countries,<ref name="ABS-CBN-SecondFastest" /> with restaurants in [[Southeast Asia]], [[East Asia]] ([[Hong Kong]] and [[Macau]]), the [[Middle East]], [[North America]], and [[Europe]] (including [[Spain]], [[Italy]],<ref>{{Cite news |date=March 26, 2018 |title=Blockbuster lines greet Jollibee's first store opening in Milan, Italy |url=https://businessmirror.com.ph/blockbuster-lines-greet-jollibees-first-store-opening-in-milan-italy/ |access-date=April 16, 2018 |work=[[BusinessMirror]] |language=en-US}}</ref> and the [[United Kingdom]]).<ref name="UK">{{cite news |date=November 29, 2023 |title=Jollibee UK Reports Robust Q3 2023 Growth Driven by Strong Consumer Demand |url=https://europeanbusinessmagazine.com/media-outreach/jollibee-uk-reports-robust-q3-2023-growth-driven-by-strong-consumer-demand/ |access-date=February 4, 2024 |agency=European Business Magazine}}</ref> Jollibee is best known for its Chickenjoy [[fried chicken]].<ref>{{cite news |last1=Loyola |first1=James A. |date=October 14, 2020 |title=Jollibee's Chickenjoy is US best fastfood fried chicken |url=https://mb.com.ph/2020/10/14/jollibees-chickenjoy-is-us-best-fastfood-fried-chicken |archive-url=https://web.archive.org/web/20201101005844/https://mb.com.ph/2020/10/14/jollibees-chickenjoy-is-us-best-fastfood-fried-chicken |archive-date=November 1, 2020 |access-date=September 26, 2024 |work=[[Manila Bulletin]] |language=en}}</ref>

==History==
In 1975, [[Tony Tan Caktiong]] and his family opened a [[Magnolia (SMC brand)|Magnolia]] [[ice cream parlor]] in [[Cubao, Quezon City]].<ref name="Marketing">{{Cite book |last=Go |first=Josiah |title=Fundamentals of Marketing: In The Philippine Setting |publisher=Design Plus |year=2001 |isbn=971-91860-5-4 |location=Quezon road, [[Philippines]] |pages=1–2}}</ref><ref name="JollibeeMilestonesHistory">{{cite news |title=About Us |url=http://www.jollibee.com.ph/about-us#milestones-history |access-date=August 11, 2018 |website=Jollibee.com.ph}}</ref> The outlet later began offering hot meals and [[sandwich]]es. When the food items became more popular than ice cream, the family decided to convert the ice cream parlor into a [[fast food restaurant]], which became the first Jollibee outlet in 1978.<ref name="wipo">{{cite news |title=From Ice Cream Parlor to Fast Food Empire: Tony Tan Caktiong's Story |url=http://www.wipo.int/ipadvantage/en/details.jsp?id=2531 |access-date=November 2, 2017 |publisher=World Intellectual Property Organization}}</ref> Management consultant Manuel C. Lumba advised the family on the change in strategy.<ref name=Marketing/> Jollibee was initially named "Jolibe", but changed its name to "Jollibee".<ref name="scmphow">{{cite news |last=Lord |first=Richard |date=July 21, 2019 |title=The Jollibee story: how a Philippine fast food franchise took on the world |url=https://www.scmp.com/lifestyle/food-drink/article/3019240/story-jollibee-how-philippine-fast-food-franchise-took-world |archive-url=https://web.archive.org/web/20190727100046/https://www.scmp.com/lifestyle/food-drink/article/3019240/story-jollibee-how-philippine-fast-food-franchise-took-world |archive-date=July 27, 2019 |access-date=March 18, 2021 |work=South China Morning Post}}</ref>

[[Jollibee Foods Corporation]] (JFC) was incorporated in January 1978.{{refn|The JFC states that its date of incorporation was on January 28, 1978,<ref name="jfc2012">{{cite web |title=2012 Annual Report |url=http://www.jollibee.com.ph/wp-content/uploads/2014/12/2012-Annual-Report.pdf |url-status=dead |archive-url=https://web.archive.org/web/20180626054747/http://www.jollibee.com.ph/wp-content/uploads/2014/12/2012-Annual-Report.pdf |archive-date=June 26, 2018 |website=Jollibee Foods Corporation |page=3}}</ref> while the [[Philippine Stock Exchange]] lists the date of incorporation as January 11, 1978.<ref>{{cite web |title=Company Information – Jollibee Foods Corporation |url=http://edge.pse.com.ph/companyInformation/form.do?cmpy_id=86 |access-date=November 1, 2017 |website=Philippine Stock Exchange |publisher=Philippine Stock Exchange, Inc.}}</ref>|group="note"|name="incorporation"}} By the end of that year, there were seven Jollibee branches in [[Metro Manila]]. The first franchised outlet of Jollibee opened in [[Santa Cruz, Manila]], in 1979.<ref name="milestonesasof2017">{{cite web |title=Milestones & History |url=http://www.jollibee.com.ph/about-us/milestones-history/ |access-date=October 19, 2017 |website=Jollibee.com.ph}}</ref>

Jollibee experienced rapid growth.<ref>{{Cite web |title=Quest for growth takes Jollibee Foods beyond Asia |url=https://asia.nikkei.com/Business/Company-in-focus/Quest-for-growth-takes-Jollibee-Foods-beyond-Asia2 |access-date=January 30, 2024 |website=Nikkei Asia |language=en-GB}}</ref> The chain was able to withstand the [[McDonald's Philippines|entry]] of [[McDonald's]] into the Philippines in 1981 by focusing on the specific tastes of the Filipino market.<ref name="economist">{{cite news |title=Acquired tastes |url=https://www.economist.com/news/business/21685465-tenacious-filipino-burger-chain-tries-different-way-conquer-world-acquired-tastes |access-date=January 12, 2016 |newspaper=The Economist}}</ref>{{Example needed|date=September 2023}} The first provincial Jollibee outlet opened in [[Mabalacat]], [[Pampanga]].<ref>{{cite news |last=Vergara |first=Ricky B. |date=July 10, 1987 |title=Jollibee stings US rivals, buzzes Brunei |url=https://news.google.com/newspapers?id=ImcVAAAAIBAJ&sjid=QwsEAAAAIBAJ&pg=2887%2C716830 |access-date=November 6, 2022 |work=[[Manila Standard]] |publisher=Standard Publications, Inc. |page=9}}</ref>

The first overseas Jollibee opened in Singapore in 1985 at the [[Katong Shopping Centre]];<ref>{{cite news |last1=Tsang |first1=Sau Yin |date=November 29, 1984 |title=Filipino joint venture steps into the fast food war |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/biztimes19841129-1.2.9.2?qt=jollibee&q=jollibee |access-date=July 3, 2024 |work=The Business Times |quote=Jollibee, which has so far been operating only in Manila... ...The first Jollibee outlet in Singapore will be located at Roxy Square in Katong.}}</ref><ref name="jollibee-sg-1985">{{cite news |date=January 12, 1985 |title=Jollibee opens today |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/straitstimes19850112-1.2.16.1?qt=jollibee&q=jollibee |access-date=July 3, 2024 |work=The Straits Times |page=5}}</ref> that location closed only a year later<ref>{{cite news |last=Chong |first=Gillian |date=March 29, 1986 |title=Wind-up move on Jollibee fast food chain |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/straitstimes19860329-1.2.35.4?qt=jollibee&q=jollibee |access-date=February 14, 2014 |work=The Straits Times}}</ref> (since returned in 2013<ref>{{cite news |date=March 5, 2013 |title=Jollibee opens 1st Singapore store on March 12 |url=https://www.abs-cbn.com/business/03/05/13/jollibee-opens-1st-singapore-store-march-12 |access-date=January 5, 2019 |work=[[ABS-CBN News]]}}</ref>). In the same year, Jollibee opened branches in the [[Middle East]] and [[Guam]].<ref name="milestone">{{cite web |title=Milestones & History |url=http://www.jollibee.com.ph/about-us/milestones-history/ |url-status=dead |archive-url=https://web.archive.org/web/20140319023031/http://www.jollibee.com.ph/about-us/milestones-history/ |archive-date=March 19, 2014 |access-date=January 7, 2015 |publisher=Jollibee Foods Corporation}}</ref><ref>{{Cite web |date=May 5, 2015 |title=LOOK: Hundreds of Pinoys line up for Jollibee in Dubai |url=https://www.abs-cbn.com/global-filipino/05/05/15/look-hundreds-pinoys-line-jollibee-dubai |access-date=September 14, 2021 |work=[[ABS-CBN News]] |language=en}}</ref> Jollibee continued to expand and set up outlets both within the country and abroad.<ref name="loyalty">{{cite web |author=Ligaya Mishan |date=February 14, 2019 |title=Inspiring Loyalty, and Serving Chickenjoy at Jollibee |url=https://www.nytimes.com/2019/02/14/dining/jollibee-review.html |website=[[The New York Times]]}}</ref>

Beyond its store endeavors, Jollibee also ventured into media, notably partnering with [[GMA Network|GMA]] for the children's magazine show ''Chikiting Patrol'', which aired from 1996 to 2002.

In 1998, Jollibee would expand to [[North America]] with its first United States location in [[Daly City, California]].<ref name=scmphow/><ref name="tonycaktiong">{{cite news |date=February 11, 2013 |title=Billionaire Tony Tan Caktiong Takes Jollibee Foods Global |url=https://www.forbes.com/sites/forbesasia/2013/01/30/billionaire-tony-tan-caktiong-takes-jollibee-foods-global/ |access-date=January 7, 2015 |work=Forbes Asia}}</ref><ref name="sjmn-1998jun10">{{cite news |last=Jung |first=Carolyn |date=June 10, 1998 |title=Fast-food Chain From Asia Lands In Daly City |url=http://nl.newsbank.com/nl-search/we/Archives?p_product=SJ&p_theme=realcities&p_action=search&p_maxdocs=200&p_topdoc=1&p_text_direct-0=0EB721DC95CB1A3D&p_field_direct-0=document_id&p_perpage=10&p_sort=YMD_date:D&s_trackval=GooglePM |url-access=subscription |url-status=dead |archive-url=https://web.archive.org/web/20230213091624/http://nl.newsbank.com/nl-search/we/Archives?p_product=SJ&p_theme=realcities&p_action=search&p_maxdocs=200&p_topdoc=1&p_text_direct-0=0EB721DC95CB1A3D&p_field_direct-0=document_id&p_perpage=10&p_sort=YMD_date:D&s_trackval=GooglePM |archive-date=February 13, 2023 |access-date=April 6, 2018 |newspaper=[[San Jose Mercury News]] |page=2F |quote=Jollibee International, Asia's fastest-growing food service organization, is opening its first U.S. restaurant on Saturday in Daly City.}}</ref>

Jollibee first entered Europe in 2018 with the opening of a branch in [[Milan]], Italy.<ref name="Europe">{{cite news |date=April 5, 2018 |title=Jollibee lands in Europe |url=http://malaya.com.ph/business-news/living/jollibee-lands-europe |url-status=dead |archive-url=https://web.archive.org/web/20180406230800/http://malaya.com.ph/business-news/living/jollibee-lands-europe |archive-date=April 6, 2018 |access-date=April 6, 2018 |work=Malaya Business Insights}}</ref>

==Products==
[[File:Jollibee Chickenjoy with Palabok.jpg|thumb|upright=0.9|A piece of Chickenjoy alongside [[palabok]], a traditional Filipino noodle dish]]

[[File:Jollibee Malaysia.jpg|thumb|upright|Two pieces of Chickenjoy, the chain's core product; along with [[Mushroom gravy|gravy]], Burger Steak and a serving of rice in [[Kuala Lumpur]], Malaysia]]
Jollibee offers American-influenced fast food items and casual Filipino fare. Among the establishment's best sellers are the Yumburger, the house hamburger first introduced during their early days of operation;<ref name="primer">{{cite news |last1=Gomez |first1=Arvee |date=December 12, 2015 |title=Serving a Jolly Nation: The Jollibee Success Story |url=http://primer.com.ph/business/2015/12/12/serving-a-jolly-nation-the-jollibee-success-story/ |access-date=April 6, 2018 |work=Philippine Primer}}</ref> the Chickenjoy, a fried chicken meal, introduced in the 1980s, with regular and spicy versions;<ref name="ukitaly">{{cite news |last1=Montrealegre |first1=Krista |date=November 1, 2015 |title=Jollibee aims to expand in UK, Italy next year |url=http://www.bworldonline.com/content.php?section=Corporate&title=jollibee-aims-to-expand-in-uk-italy-next-year&id=117911 |url-status=dead |archive-url=https://web.archive.org/web/20170608192201/http://www.bworldonline.com/content.php?section=Corporate&title=jollibee-aims-to-expand-in-uk-italy-next-year&id=117911 |archive-date=June 8, 2017 |access-date=November 2, 2015 |work=[[BusinessWorld]]}}</ref> and Jolly Spaghetti, a sweet [[Filipino spaghetti]] that includes a beef sauce with pieces of hot dog and ham.<ref name="loyalty" /> In 1995, Jollibee introduced the Burger Steak to its menu.<ref>{{cite news |date=July 28, 1995 |title=Sustained marketing push ups Jollibee bottom line |url=https://news.google.com/newspapers?id=ymUVAAAAIBAJ&sjid=0AoEAAAAIBAJ&pg=6458%2C3845310 |access-date=October 26, 2022 |work=[[Manila Standard]] |publisher=Kamahalan Publishing Corp. |page=17}}</ref> At its international locations, Jollibee also offers localized products, such as [[chili chicken]] in Vietnam and [[nasi lemak]] in [[Brunei]].<ref name="scmphow" /> Jollibee serves [[Coca-Cola]] products in Luzon and Visayas and [[Pepsi]] products in Mindanao and its overseas markets.{{Citation needed|date=September 2023}}

=== Chickenjoy ===
The Chickenjoy is a crispy fried chicken meal.<ref name="chickjoy">{{cite news |title=Jollibee Brings Its Iconic Chickenjoy Fried Chicken and Other Delicious Menu Items to Chantilly, VA, with New Store Opening Set for November 21, 2023 |url=https://www.prnewswire.com/news-releases/jollibee-brings-its-iconic-chickenjoy-fried-chicken-and-other-delicious-menu-items-to-chantilly-va-with-new-store-opening-set-for-november-21-2023-301992189.html |access-date=February 4, 2024 |agency=PR Newswire}}</ref> The meal can be ordered with several sides, including rice and gravy, fries, buttered corn, and spaghetti.<ref name="WTOP">{{cite news |last1=Clabaugh |first1=Jeff |date=June 24, 2022 |title=Jollibee is bringing Chickenjoy (and 'deranged' spaghetti) to Alexandria |url=https://wtop.com/business-finance/2022/06/jollibee-is-bringing-chicken-joy-and-deranged-spaghetti-to-alexandria/ |access-date=February 4, 2024 |agency=[[WTOP-FM]]}}</ref><ref name="BusIn">{{cite news |last1=Brown |first1=Jena |date=October 11, 2022 |title=I tried Jollibee for the first time, and the fast-food chain had everything from pie to spaghetti with hotdogs in it |url=https://www.businessinsider.com/trying-jollibee-first-time-review-photos-2022-10 |access-date=February 4, 2024 |agency=[[Business Insider]]}}</ref>

=== Yumburger ===
[[File:Cheesy Yumburger.jpg|thumb|left|Cheesy Yumburger]]
The Yumburger (also spelled as Yum Burger, or Yum!), one of the first products sold by Jollibee, is a hamburger containing a beef patty topped with mayonnaise.<ref name="primer" /><ref>{{Cite news |title=Jollibee has stakes in these 8 global food brands—including your favorite dimsum place |url=https://www.abs-cbn.com/ancx/culture/spotlight/07/26/19/jollibee-has-stakes-in-these-eight-global-food-brandsincluding-your-favorite-dimsum-place |work=[[ABS-CBN News]]}}</ref><ref>{{Cite news |date=February 11, 2018 |title='Kwentong Jollibee' campaign sets bar for digital marketing |url=https://www.manilatimes.net/kwentong-jollibee-campaign-sets-bar-digital-marketing/379510/ |work=[[The Manila Times]]}}</ref><ref>{{Cite news |last=Arcalas |first=Jasper Y. |date=April 8, 2018 |title=The burger chains' embrace - Jasper Y. Arcalas |url=https://businessmirror.com.ph/2018/04/08/the-burger-chains-embrace/ |work=[[BusinessMirror]]}}</ref><ref name="Telegraph review">{{Cite news |last=Deacon |first=Michael |author-link=Michael Deacon (journalist) |date=November 29, 2018 |title=Michael Deacon reviews Jollibee, London: 'The queue was like a chicken-shop version of The Hobbit' |url=https://www.telegraph.co.uk/food-and-drink/restaurants/michael-deacon-reviewsjollibee-london-queue-like-chicken-shop/ |url-access=subscription |url-status=live |archive-url=https://ghostarchive.org/archive/20220112/https://www.telegraph.co.uk/food-and-drink/restaurants/michael-deacon-reviewsjollibee-london-queue-like-chicken-shop/ |archive-date=January 12, 2022 |newspaper=[[The Daily Telegraph]]}}{{cbignore}}</ref> In ''[[The Daily Telegraph]]'', [[Michael Deacon (journalist)|Michael Deacon]] described the Yumburger as "a slim, floppy, somewhat damp hamburger slathered with a strangely sweet mayo" in his three-star review of a Jollibee location in London.<ref name="Telegraph review" />

In 2017, Jollibee introduced the Aloha Yumburger.<ref>{{Cite news |title=Say Aloha to Jollibee's Amazing Aloha Yumburger! |url=https://cebudailynews.inquirer.net/149149/say-aloha-jollibees-amazing-aloha-yumburger |newspaper=[[Philippine Daily Inquirer]]}}</ref> That same year, an advertising video on [[YouTube]] about the Yumburger went [[viral video|viral]] in the Philippines.<ref>{{Cite news |title=Yum! burger sales quadrupled because of viral 'Crush' ad —Jollibee exec |url=https://www.gmanetwork.com/news/hashtag/content/619866/yum-burger-sales-quadrupled-because-of-viral-crush-ad-jollibee-exec/story/ |work=[[GMA News Online]]}}</ref> A 2019 Yumburger commercial about love on [[Father's Day]] was the subject of [[Internet meme|memes]].<ref>{{Cite news |date=June 14, 2019 |title=WATCH: Kwentong Jollibee celebrates "True Love" this Father's Day |url=https://businessmirror.com.ph/2019/06/14/watch-kwentong-jollibee-celebrates-true-love-this-fathers-day/ |url-status=dead |archive-url=https://web.archive.org/web/20190616083217/https://businessmirror.com.ph/2019/06/14/watch-kwentong-jollibee-celebrates-true-love-this-fathers-day/ |archive-date=June 16, 2019 |access-date=November 16, 2019 |work=[[BusinessMirror]]}}</ref><ref>{{Cite news |last=Domingo |first=Kat |title=Aww to ouch: Jollibee's Valentine ads spur memes, 'hugot' lines |url=https://www.abs-cbn.com/trending/02/10/17/aww-to-ouch-jollibees-valentine-ads-spur-memes-hugot-lines |work=[[ABS-CBN News]]}}</ref> Merchandise depicting the Yumburger was released in 2018 as a collectible toy set with the Jolly Kiddie Meal.<ref>{{Cite news |date=April 19, 2018 |title=Kids get a feel of working at Jollibee with collectible toy set |url=https://businessmirror.com.ph/2018/04/19/kids-get-a-feel-of-working-at-jollibee-with-collectible-toy-set/ |work=[[BusinessMirror]]}}</ref><ref>{{Cite news |date=June 6, 2018 |title=Jollibee back-to-school toys make learning more fun and exciting |url=https://businessmirror.com.ph/2018/06/06/jollibee-back-to-school-toys-make-learning-more-fun-and-exciting/ |work=[[BusinessMirror]]}}</ref>

==Ownership and management==
Jollibee is owned by the [[Jollibee Foods Corporation]], which is based in [[Pasig]], [[Philippines]]. JFC has operated as a franchisor since 1979. JFC also owns other fast food brands in the Philippines, including [[Chowking]], [[Greenwich Pizza]], [[Red Ribbon Bakeshop]], and [[Mang Inasal]], and it operates [[Burger King]] franchises.<ref>{{cite web |title=Jollibbee Franchise |url=https://www.jollibee.com.ph/franchise/ |access-date=April 6, 2018 |work=Jollibee}}</ref>

==Branch locations==
{{main|List of countries with Jollibee outlets}}
[[File:Jolibee Worldwide.svg|thumb|right|upright=1.5|Branches around the world: {{Legend|#EE142A|Current locations}} {{Legend|#5F5FD4|Former locations}} {{Legend|#FF81B3|Planned locations}} {{Legend|B9B9B9|No current or planned locations}}]]

{{As of|2019|May}}, Jollibee operated over 1,300 stores, with 1,150 in the Philippines and 234 in foreign markets.<ref>{{Cite web |date=May 15, 2019 |title=Jollibee to open 500 new stores in 2019 |url=https://www.gmanetwork.com/news/money/companies/694537/jollibee-to-open-500-new-stores-in-2019/story/ |work=[[GMA News Online]]}}</ref> Jollibee has locations in Southeast Asia, East Asia, the Middle East, North America, Europe, and [[Oceania]].<ref name="TheStandard-Expanding">{{cite news |last1=Austria |first1=Jenniffer B. |date=November 1, 2015 |title=Jollibee expanding to UK, Italy, Oman |url=http://thestandard.com.ph/business/190845/jollibee-expanding-to-uk-italy-oman.html |archive-url=https://web.archive.org/web/20151105115056/http://thestandard.com.ph/business/190845/jollibee-expanding-to-uk-italy-oman.html |archive-date=November 5, 2015 |access-date=February 22, 2020 |work=The Standard |language=en}}</ref> Outside of the Philippines, [[Vietnam]] and the United States are the biggest markets for Jollibee; with 200 outlets in the former as of 2024<ref>{{cite news |last1=Mercurio |first1=Richmond |date=December 12, 2024 |title=Jollibee marks milestone, opens 200th store in Vietnam |url=https://www.philstar.com/business/2024/12/12/2406682/jollibee-marks-milestone-opens-200th-store-vietnam |accessdate=December 12, 2024 |work=[[The Philippine Star]]}}</ref><ref>{{cite news |date=July 3, 2023 |title=Jollibee says it now has 158 stores in Vietnam |url=https://www.abs-cbn.com/business/07/03/23/jollibee-says-it-now-has-158-stores-in-vietnam |access-date=July 3, 2024 |work=[[ABS-CBN News]]}}</ref> and 100 outlets in North America (plus Canada) as of 2024.<ref>{{cite news |last1=Mercurio |first1=Richmond |date=March 18, 2024 |title=Jollibee to expand in new US locations |url=https://www.philstar.com/business/2024/03/18/2341269/jollibee-expand-new-us-locations |access-date=July 3, 2024 |work=[[The Philippine Star]]}}</ref>

Countries and territories with previous presence of Jollibee outlets include [[Taiwan]],<ref>{{Cite web |date=June 13, 2021 |title=Has the Filipino diaspora fuelled Jollibee's global growth? |url=https://www.scmp.com/week-asia/economics/article/3137030/has-filipino-diaspora-fuelled-jollibees-international-growth}}</ref> mainland [[China]],<ref>{{Cite web |last=de Leon |first=Sunshine |date=February 10, 2013 |title=Jollibee – Big Sip Forbes Asia |url=https://sunshinedeleon.com/2013/02/11/jollibee-big-sip-forbes-asia/ |access-date=January 30, 2024 |website=SUNSHINE LICHAUCO DE LEON |language=en}}</ref> [[Indonesia]],<ref name="expand myid">{{cite news |last=Morales |first=Neil Jerome |date=August 7, 2014 |title=Jollibee expanding to Malaysia, Indonesia |url=https://www.philstar.com/business/2014/08/07/1354576/jollibee-expanding-malaysia-indonesia |access-date=March 31, 2015 |work=[[The Philippine Star]]}}</ref> [[Northern Mariana Islands]]<ref>{{cite news |date=October 31, 2000 |title=Second Jollibee store opens in January |url=http://www.saipantribune.com/index.php/965320f9-1dfb-11e4-aedf-250bc8c9958e/ |access-date=November 2, 2015 |newspaper=[[Saipan Tribune]]}}</ref><ref name="st-2004jul08">{{cite news |date=July 8, 2004 |title=Jollibee outlet shuts down |url=http://www.saipantribune.com/index.php/9fe147d7-1dfb-11e4-aedf-250bc8c9958e/ |newspaper=[[Saipan Tribune]]}}</ref><ref name="NMIclose">{{cite news |date=November 26, 2009 |title=Jollibee to close in Feb. |url=http://www.saipantribune.com/index.php/b3271073-1dfb-11e4-aedf-250bc8c9958e/ |access-date=November 2, 2015 |newspaper=[[Saipan Tribune]]}}</ref> and [[Papua New Guinea]].<ref>{{cite book |last1=Martin |first1=John L. Thompson ; with Frank |url=https://books.google.com/books?id=INy2SHeqMhwC&q=jollibee%20in%20papua%20new%20guinea%20-prezi&pg=PA769 |title=Strategic management : awareness and change |date=2005 |publisher=Thomson Learning |isbn=1844800830 |edition=5th |location=London [u.a.] |page=769}}</ref>

{{multiple image
<!-- Essential parameters -->| align             = right
| direction         = vertical
| width             = 220
| image1            = Jollibee - Toronto - 20221229.jpg
| caption1          = A Jollibee location in [[Toronto]], [[Ontario]], Canada
| image2            = 2816Jollibee trucks 06.jpg
| caption2          = Jollibee [[food truck]] in [[Baliwag]], [[Bulacan]], Philippines
| image3            = Jolibee Surrey 100th.jpg
| caption3          = The 100th Jolibee store in North America, in [[Surrey, BC]], Canada<ref>{{Cite web |last=McLean |first=Hanna |title=Jollibee to open 100th North American store in Surrey next week |url=https://dailyhive.com/vancouver/jollibee-strawberry-hill-surrey |access-date=June 28, 2024 |website=Daily Hive |language=en}}</ref>

}}

==Marketing and advertising==
===Customer base===
Outside of the Philippines, Jollibee's customer base varies by region. In the Middle East, Jollibee's primary market are overseas Filipino workers, while in Vietnam it is the local population. Vietnam has the most franchises outside of the Philippines, with over 100 locations.<ref name=scmphow/>

===Logo===
Jollibee has been featuring its bee mascot in its logo since 1978.<ref>{{cite web |date=May 21, 2010 |title=From Ice Cream Parlor to Fast Food Empire: Tony Tan Caktiong's Story |url=https://www.wipo.int/en/web/ip-advantage/w/stories/from-ice-cream-parlor-to-fast-food-empire-tony-tan-caktiong-s-story |access-date=September 18, 2025 |publisher=World Intellectual Property Organization}}</ref>The "stacked logo" along the mascot of the fastfood chain are the first [[Intellectual Property Office of the Philippines]] (IPOPHL) registered [[well-known mark]]. The trademark designation was given in 2025.<ref name="well-known">{{cite news |last1=Lagare |first1=Jordeene B. |date=September 16, 2025 |title=Jollibee first to register 'well-known' trademarks |url=https://business.inquirer.net/547287/jollibee-first-to-register-well-known-trademarks |access-date=September 18, 2025 |newspaper=Philippine Daily Inquirer |language=en}}</ref>

The fast food chain's owner, [[Jollibee Foods Corporation]] has a separate logo with the current version adopted in 2025.<ref>{{cite news |date=July 25, 2025 |title=Jollibee adopts new logo, corporate name amid growth of global portfolio |url=https://business.inquirer.net/537476/jollibee-adopts-new-logo-corporate-name-amid-growth-of-global-portfolio |access-date=September 18, 2025 |newspaper=Philippine Daily Inquirer |language=en}}</ref>

===Mascots===
[[File:CPCCTMCHjf0077 01.JPG|thumb|upright|Jollibee mascot in [[Trece Martires]], [[Cavite]]]]
Introduced in 1980, Jollibee is a large [[Anthropomorphism|anthropomorphic]] [[bee]] mascot dressed in a red blazer, shirt, and chef's hat.<ref name="milestoneoct2017">{{cite web |title=Milestone & History |url=http://www.jollibee.com.ph/about-us/milestones-history/ |access-date=October 19, 2017 |publisher=Jollibee}}</ref> Jollibee's design is based on [[Mickey Mouse]].<ref name=scmphow/> The mascot was designed to epitomize Filipino optimism. Tony Tan, Jollibee's founder, has compared the mascot's character to the Filipino working class, stating that the bee "hops around and produces sweet things for life, and is happy even though it is busy".<ref>{{cite news |date=February 28, 2002 |title=A busy bee in the hamburger hive |url=https://www.economist.com/business/2002/02/28/a-busy-bee-in-the-hamburger-hive |access-date=November 2, 2015 |newspaper=The Economist}}</ref> The Jollibee mascot is an IPOPHL-registered [[well-known mark]] since 2025.<ref name="well-known"/>

Jollibee developed additional mascots, some of which were featured in ''[[Jollitown]]'', a children's show aired in the Philippines.<ref name=scmphow/>

{| class="wikitable plainrowheaders"
|-
! scope="col" | Name
! scope="col" | Year introduced
! scope="col" | Year discontinued
! scope="col" | Representation
|-
! scope="row" | '''Jollibee'''
| 1980<ref name="milestoneoct2017"/>
| {{N/A}}
| Main franchise mascot and chef, Filipino dishes<ref name="Sunstar-Mascots">{{cite news |last1=Valcobero |first1=Jennifer |date=October 3, 2016 |title=Jollibee opens 18th branch in CDO |url=https://www.sunstar.com.ph/article/101790/Sports/Jollibee-opens-18th-branch-in-CDO |archive-url=https://web.archive.org/web/20200815143157/https://www.sunstar.com.ph/article/101790/Sports/Jollibee-opens-18th-branch-in-CDO |archive-date=August 15, 2020 |access-date=February 2, 2021 |work=[[SunStar]] |language=English |quote=Every mascot represents the best-sellers of Jollibee. They have Mr. Yum for its burger, Hetty for spaghetti, Popo for french fries, Twirlie for sundaes and Jollibee for Filipino dishes.}}</ref>
|-
! scope="row" | '''Chickee'''
| 1983<ref name="milestoneoct2017"/>
| Early 2000s<ref>Jollibee Foods Corporation. ''Isang Pamilya: Kantahan at Kwentuhan Kasama ang mga Jollibee Mascots.'' Audio cassette. 2000.</ref>
| Chickenjoy
|-
! scope="row" | '''Lady Moo'''
| 1983<ref name="milestoneoct2017"/>
| Mid-1990s
| Milkshakes
|-
! scope="row" | '''Mico'''
| 1983–1984<ref name="auto1">{{Cite web |year=1984 |title=Joseph T. Joaquin – Jollibee Character Songs Volumes 1 And 2 (1984, Vinyl) |url=https://www.discogs.com/Joseph-T-Joaquin-Jollibee-Character-Songs-Volumes-1-And-2/release/9475832 |work=Discogs}}</ref>
| Mid-1990s
| Breakfast and milkshakes
|-
! scope="row" | '''Champ'''
| 1984 (1st incarnation)<ref name="milestoneoct2017"/><br />2020 (2nd incarnation)
| 2004 (1st incarnation)
| Champ premium hamburger
|-
! scope="row" | '''Mr. Yum''' / '''Yum'''
| circa 1980–1983 {{nowrap|(as Mr. Yum)}}<br />2008 {{nowrap|(as Yum)}}
| 2008 {{nowrap|(as Mr. Yum)}}<br />present {{nowrap|(as Yum)}}<ref name="Sunstar-Mascots"
/>
| Burgers<ref name="Sunstar-Mascots" />
|-
! scope="row" | '''Twirlie'''
| 1988{{citation needed|date=October 2017}}
| {{N/A}}
| Sundaes<ref name="Sunstar-Mascots" />
|-
! scope="row" | '''Popo'''
| circa 1980–1984<ref name="auto1"/>
| {{N/A}}
| French fries<ref name="Sunstar-Mascots" />
|-
! scope="row" | '''Hetty'''
| 1984<ref name="milestoneoct2017"/>
| {{N/A}}
| Spaghetti<ref name="Sunstar-Mascots" />
|-
|}

===Mass media===
===Television series===
{{Main|Jollitown{{!}}''Jollitown''}}
On April 13, 2008, Jollibee premiered ''Jollitown'', a children's television show. The premiere was timed to coincide with Jollibee's 30th anniversary. The show featured several characters, including Jollibee, Yum the scientist, Twirlie the star performer, Hetty the cheerleader, and Popo the gym coach. The show aired Sundays at 9:30&nbsp;a.m. on [[GMA Network]].<ref>{{cite news |last=Aguilar |first=Dheza Marie |date=May 17, 2008 |title=The Jollibee gang hits television |url=http://telebisyon.net/balita/The-Jollibee-gang-hits-television/artikulo/35340/ |url-status=dead |archive-url=https://web.archive.org/web/20120325132915/http://telebisyon.net/balita/The-Jollibee-gang-hits-television/artikulo/35340/ |archive-date=March 25, 2012 |access-date=November 1, 2010 |work=[[Manila Standard]]}}</ref> On July 17, 2011, ''Jollitown'' moved to [[ABS-CBN]] for its fourth and fifth seasons, airing Sundays at 9:00&nbsp;a.m. On July 20, 2013, the show moved back to [[GMA Network]] for its sixth season until it ended on October 12.

===Web advertising===
In November 2018, the 23 original ''Kwentong Jollibee'' videos on its [[YouTube]] channel reached a total of 64 million views.<ref>{{Cite news |last=Fenol |first=Jessica |title=64 million views later, Jollibee goes digital from 'I Love You Sabado' |url=https://www.abs-cbn.com/business/11/22/18/64-million-views-later-jollibee-goes-digital-from-i-love-you-sabado |access-date=November 23, 2018 |work=[[ABS-CBN News]] |language=en-US}}</ref> After nearly two years the total views had risen to 405 million, with 567,000 subscribers, in July 2020.<ref>{{Cite web |title=Jollibee Studios |url=https://www.youtube.com/c/JollibeeStudios/about/ |website=YouTube}}</ref>

==See also==
* [[Filipino cuisine]]
* [[Filipinos in the New York City metropolitan region]]
* [[Filipino pastries]]

==Notes==
{{Reflist|group=note}}

==References==
{{Reflist}}

==Further reading==
; Videos
* {{cite web |date=November 20, 2018 |title=Why Is McDonald's Struggling In The Philippines? Jollibee |url=https://www.youtube.com/watch?v=kpHeXMbIy2s |url-status=live |archive-url=https://ghostarchive.org/varchive/youtube/20211106/kpHeXMbIy2s |archive-date=November 6, 2021 |publisher=[[CNBC]]}}{{cbignore}}
* {{cite web |date=May 7, 2019 |title=Jollibee CEO on the homegrown fast food giant's growing appetite for acquisitions |url=https://www.youtube.com/watch?v=AHE6u5nc0hk |url-status=bot: unknown |archive-url=https://web.archive.org/web/20201002030117/https://www.youtube.com/watch?v=AHE6u5nc0hk |archive-date=October 2, 2020 |access-date=May 7, 2019 |publisher=[[CNBC International TV]]}}{{cbignore}}<!--The bottom of https://www.cnbc.com/about-cnbc-international/ points to https://www.youtube.com/user/cnbc/ , which in channels https://www.youtube.com/c/CNBC/channels lists "CNBC International TV" https://www.youtube.com/channel/UCF8HUTbUwPKh2Q-KpGOCVGw so that is also an official channel-->
* {{cite web |date=April 13, 2017 |title=Why Jollibee's Fast Food has Americans Waiting in Insane Lines — Cult Following |url=https://www.youtube.com/watch?v=mTCgnJCyz2Q |url-status=live |archive-url=https://ghostarchive.org/varchive/youtube/20211106/mTCgnJCyz2Q |archive-date=November 6, 2021 |publisher=[[Eater (magazine)|Eater]]/[[Vox Media]]}}{{cbignore}}
* {{cite web |date=July 20, 2019 |title=Jollibee: How it became one of the world's biggest Asian fast food companies |url=https://www.youtube.com/watch?v=Id7yGbtOrdw |url-status=live |archive-url=https://ghostarchive.org/varchive/youtube/20211106/Id7yGbtOrdw |archive-date=November 6, 2021 |publisher=[[South China Morning Post]]}}{{cbignore}}

==External links==
* {{Official website|https://www.jollibee.com.ph/}}
* [https://www.jollibeefoods.com Jollibee USA]
* {{Commons category-inline}}

{{Jollibee|state=expanded}}
{{Food chains in the Philippines}}
{{Establishments serving chicken}}
{{Fast food restaurants |state=collapsed}}
{{Authority control}}

[[Category:Jollibee| ]]
[[Category:Jollibee Group brands| ]]
[[Category:Fast-food hamburger restaurants]]
[[Category:Fast-food chains of the Philippines]]
[[Category:Fast-food chains of the United States]]
[[Category:Fast-food chains of Canada]]
[[Category:Regional restaurant chains in the United States]]
[[Category:Regional restaurant chains in Canada]]
[[Category:Restaurants established in 1978]]
[[Category:1978 establishments in the Philippines]]
[[Category:Philippine brands]]
[[Category:Bees in popular culture]]
[[Category:Restaurants in Manitoba]]
[[Category:Culture of the Philippines]]
[[Category:Filipino restaurants]]