Jollibee is a phenomenal success narrative: when beganTony Tan Caktiong and his household opened a Magnolia Ice Cream parlour from Bankerohan. Davao City to Cubao in 1975 with Jolibee as the original name. Sometime in 1978. Caktiong and his brothers and sisters engaged the services of a direction adviser. Manuel C. Lumba. Lumba shifted the concern focal point from ice pick to beefburgers. after his surveies showed that a much larger market was waiting to be exploited. Lumba became Caktiong’s first concern and direction wise man. Lumba following re-formed the name Jolibe to Jolly Bee and made the two words form a individual name. Jollibee. altering the “y” to an “i” . They besides offering hot repasts and sandwiches became incorporated in 1978 with seven mercantile establishments to research the possibilities of a beefburger construct.

Therefore was born the company that revolutionized fast nutrient in the Philippines. The Jollibee mascot was inspired by local and foreign children’s books. Lumba following created the merchandise names “Yumburger” and “Chickenjoy” . He had the company incorporated and leased a house on Main St. in Cubao. Quezon City as the first central office. Lumba formulated a long-run selling scheme: listing up a figure of consumer publicities and traffic edifice strategies. Caktiong stressed that developing internal strengths was critical. The shops were re-designed. the service transformed into a full self-service. fast-food operation with drive-through. Not long after. Caktiong and Lumba went on an observation circuit in the United States. attended nutrient service and equipment conventions.

Caktiong placed Lumba in charge of franchise development

In 1984. Jollibee hit the P500 million gross revenues grade. landing in the Top 500 Filipino Corporations. In 1987. hardly 10 old ages in the concern. Jollibee landed into the country’s Top 100 Corporations. It became the first Philippine fast nutrient concatenation to interrupt the P1 billion gross revenues grade in 1989. In 1993. Jollibee became the first nutrient service company to be listed in the Philippine Stock Exchange ; therefore broadening its capitalisation and puting the basis field-grade officer R sustained enlargement locally and beyond the Philippines. As the country’s taking fast nutrient concatenation. Jollibee has grown exponentially on all facets on operation. From a smattering of shops 32 old ages ago. Jollibee now boasts of more than 600 shops and over 50 international shops. To accomplish its long-run end to be the country’s nutrient service leader. Jollibee acquired Greenwich Pizza in 1994. A twelvemonth subsequently. the company obtained the franchise of Delifrance. an international nutrient company.

These moves expanded Jollibee’s incursion in the pizza-pasta and Gallic cafe-bakery sections. In 2000. the strategic acquisition of Chowking solidified the company’s place as the dominant leader. The move gave it leading in the Oriental quick-service eating house section. Jollibee’s rapid growing is due to its superior menu line-up. originative selling plans. and efficient fabrication and logistics installations. It is made possible by well-trained squads that work in a civilization of unity and humbleness. merriment and family-like. As a corporate citizen. Jollibee is besides committed to give back to its host communities through meaningful and permanent socio-civic undertakings. Jollibee dedicated its uninterrupted success to the Filipinos who have been at that place from the really start. Jollibee is so well-loved every clip a new shop clears. particularly abroad. Filipinos ever form long lines to the shop. It is more than place for them. It is a fastness of heritage and memorial of Filipino triumph.

JOLLIBEE FOODS CORPORATION TIMELINE

1975

* Mr. Tony Tan and his household opens a Magnolia Ice pick parlour at Cubao. This is subsequently to go the 1st Jollibee Outlet. 1978
* Bakery is established in Cubao.
* Jollibee stations 1st twelvemonth gross revenues of P2 million
* Jollibee incorporates as a 100 % Filipino-owned company. with seven Jollibee fast- nutrient eating houses within Metro Manila as initial web and the Yumburger as flagship merchandise. 1979
* Spaghetti Special is introduced
* 1st Franchise owned shop clears at Ronquillo Sta. Cruz. 1980
* Jollibee launches its first Television commercial.
* Jollibee Chickenjoy and Gallic French friess are launched.
* The well-loved Jollibee mascot is conceived to back up trade name consciousness and individuality attempts. Other mascots are subsequently introduced.
* Jollibee launches Chickenjoy. which becomes one of its best-selling bill of fare points. 1981

* Jollibee Foods Corporation enters list of Top 1000 Corporations.
* Jollibee ended the twelvemonth with 10 shops
1982
* Jollibee innovators the usage of in-store publicities. freshness premium points and Kiddie Birthday packages for childs.
* Palabok Fiesta is introduced.
1983
* The Langhap-Sarap Television ad Campaign is launched.
* Chickee and Lady Moo join the Jollibee mascots
1984
* Champ beefburger is launched.
* Jollibee enters list of Top 500 Corporations and assumes market leading in local fast nutrient industry.
* Mascots Champ and Hetty join the Jollibee household
* WEA gives Jollibee Gold record award for the outstanding gross revenues of Jollibee vocals. 1985
* Jollibee becomes the market leader of the fastfood industry * Breakfast Joys are introduced.
* Langhap-Sarap awarded most effectual ad run in the nutrient class during the 9th Philippine Advertising Congress 1986
* Jollibee wins the 9th International Foods Award from El Comestible in Barcelona. Spain * Tony Tan wins the Agora Award for entrepreneurship given by the Philippine Marketing Association. * Top 250 Corporation list include Jollibee Foods Corporation * Jollibee opens its first international shop in Taiwan

* Jollibee adds Chunky Chicken Sandwich in its bill of fare.
1987
* 2nd Taiwan shop clears.
* Gross saless of 570 million pushes Jollibee into the elect Top 100 Corporations * Jollibee opens 1st fast nutrient mercantile establishment in Brunei. taging its entry into the planetary market. 1988
* Reasonably Twirls softserve is successfully launched.
* Jollibee system broad gross revenues hit P921 million. farther taking market portion of 31 % in the fast nutrient industry and a dominant 57 % portion in the beefburger section. * Jollibee celebrates 10th twelvemonth day of remembrance.

* Tony Tan is named one of the Ten Outstanding Manilans.
* Jollibee wins the Anvil Award for outstanding PR run in relation to the accomplishment of marketing nonsubjective with its Filipino Talents run. 1989
* 2nd Brunei shop clears.
* Balut and Ligaw Television commercials wins the Kidlat Award in the Service and Leisure Products class during the 11th Philippine Ad Congress. * Jollibee gross revenues hit P1. 3 billion Markss. first fast nutrient concatenation to excel billion-peso gross revenues grade. 1990

* Jollibee adds coleslaw. Reasonably Hotdog. Chickenjoy Take-Me-Out and Peach mango Pie to its ever-growing bill of fare. * Jollibee post gross revenues of P1. 8 billion
* Tony Tan is awarded the Triple Award by AIM as Outstanding AIM Alumnus. * Jollibee receives the Excellence in Marketing Management Award from the Asian Institute of Management. 1991
* Jollibee’s 100th shop clears in Davao City
* Jollibee opens a record high of 35 new shops
* Opens 1st shop outside Luzon in Cagayan de Oro City.
* Jollibee launches its Pancakes and Jolly Meals.
* Jollibee gross revenues hit a humongous P2. 65 billion.
* The Lola TV commercial wins the Grand Araw Award and an award of excellence for the publicity of Filipino Values during the Philippine Ad Congress. * Jollibee receives award for the outstanding Corporate Safety Consciousness Programs by the Safety Organization of the Philippines ( SOP ) . 1992

* Jollibee phases foremost of all time holiday musical special for kids dubbed “A Magical Christmas at Jollitown” * Jollibee and the Jollibee Franchisees Association launched the thirtieth anniversary particular freshness offering – Hug and Share Doll. Returns of the gross revenues will all be donated to charity. * Biggest and grandest MaAga Air National Guard Pasko caps off Jollibee’s 30th day of remembrance. Sum of more than 117. 000 playthings and books collected were the highest of all time in the campaign’s 14-year history.

Mission and Vision Statement

Fred David. in his book Strategic direction ; Concept and Cases enumerated cardinal factors in doing a mission statement. He recognized that a mission statement goes beyond being a statement. for it is a declaration of the company’s attitude and mentality. The mission statement of Jollibee Foods Corporation ( JFC ) . although it meets the primary aim of a fast nutrient concatenation. is excessively concise and gives exclusive accent to its current services. Therefore. the infinite for betterment was narrowed down to merely nutrient catering to the mark market. taking for granted the other facets of the concern.

Harmonizing to David. a mission statement should be able to “allow for the coevals and consideration of a scope of executable alternate aims and schemes. because inordinate specifity would restrict the potency of originative growing for the organisation. Besides. a mission statement has to be wide to accommodate differences efficaciously among. and entreaty to. an organization’s diverse stakeholders. the persons and groups of persons who have a particular interest or claim on the company. ”