From Local Dominance to Global Expansion – Jollibee's Strategic Journey
Jollibee Foods Corporation has grown from a Manila ice cream parlor into Asia's largest restaurant company. Can Jollibee maintain its values while scaling globally?
At a glance
Origin
The Philippines
Countries Operated
32
Brands
19
15 wholly or majority-owned by Jollibee Foods Corporation
Domestic-International Store Ratio
32% / 68%
Abstract
Jollibee Foods Corporation (JFC) began as a small ice cream shop in Manila and has grown into one of the world’s fastest-expanding quick service restaurant (QSR) companies. By 2025, it managed a diverse portfolio of 19 brands in 34 countries. JFC’s rise was powered by strong local market dominance, diaspora-driven brand loyalty, and strategic expansion through acquisitions, joint ventures, and franchising. Its global growth journey has been marked by a careful balance between cultural authenticity and operational adaptability across markets.
This case study examines how Jollibee leveraged its strengths to scale internationally, analyzing key decisions in market entry, post-merger integration, and brand localization. It highlights both successes and challenges in managing a global food empire while maintaining a distinctly Filipino identity. The case encourages critical thinking on international strategy, cultural adaptation, and sustaining growth in a competitive global industry.
Cover Photo: Courtesy of Jollibee USA Facebook
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