<p style="text-align:justify;"><span style="background-color:transparent;color:#000000;">Jollibee, a fast-food powerhouse originating in the Philippines, has grown from a humble ice cream parlor in 1975 to a global brand with over 1,500 branches spanning 17 countries. Renowned for its unique blend of Filipino flavors and family-oriented messaging, Jollibee has become a cultural icon in its home market, outperforming global competitors in market share.</span></p><p style="text-align:justify;"><span style="background-color:transparent;color:#000000;">This case study delves into Jollibee’s remarkable journey, focusing on using emotional branding to build a loyal customer base. Campaigns such as #KwentongJollibee demonstrate how storytelling, nostalgia, and family values underpin its marketing approach, fostering emotional connections with diverse audiences. The case study also examines Jollibee’s glocal strategies, which balance its Filipino identity with localized adaptations in international markets. It analyzes Jollibee’s branding and operational strategies, exploring how emotional resonance and cultural authenticity can drive global success in an increasingly competitive fast-food industry.</span><br>&nbsp;</p>

Abstract

<p style="text-align:justify;"><span style="background-color:transparent;color:#000000;">In the fast-paced world of global fast-food giants, there’s a cluster of impressive companies like US fast-food brands McDonald’s and KFC. Amid this competition, Jollibee, a Filipino fast food giant, has risen against all odds and has become one of the most beloved fast food spots for Filipinos. Through their expansion overseas, they have also reached markets around the world.</span></p><p style="text-align:justify;"><span style="background-color:transparent;color:#000000;">Starting as a small ice cream business in 1975, Jollibee has expanded towards hot meals and has become a cultural phenomenon with over 1,500 branches in 17 countries. To emotionally connect with their customers, Jollibee has launched many campaigns over the years, touching the hearts and minds of their customers. Beyond serving tasty food, Jollibee has mastered the art of creating strong emotional connections with its diverse audience.</span></p><figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=Dl31GcrQ8AA"><div style="position: relative; padding-bottom: 100%; height: 0; padding-bottom: 56.2493%;"><iframe src="https://www.youtube.com/embed/Dl31GcrQ8AA" style="position: absolute; width: 100%; height: 100%; top: 0; left: 0;" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen=""></iframe></div></div></figure><p style="text-align:center;"><span class="text-tiny">Source: Jollibee Philippines via YouTube</span></p><p style="text-align:justify;">What is Jollibee’s recipe for captivating its audience? How has this brand managed to reach the global market? This case study explores the marketing strategies behind Jollibee’s growth and success in the local and overseas markets, highlighting the power of emotional marketing, and unpacking Jollibee’s approach to this type of marketing approach.</p>

Introduction

Industry and Market Overview: Fast Food in Asia

Company Background: Jollibee

Capturing the Hearts of Filipinos and The World

Breaking Down Jollibee’s Branding and International Marketing Approach

The Future of Jollibee

Quiz

Discussion Questions

Sources & Further Reading

Jollibee, a global fast-food giant from the Philippines, grew and expanded locally and overseas. How did the brand captivate the hearts of millions in the Philippines and the world?